The saying goes that “if you can make it here, you can make it anywhere”. This is exactly what Caliber Physical Therapy has done, finding great success in the most populous city in the United States, Manhattan. They have done so with new alternatives to treatment and reimbursement models that sets them apart in a saturated market. And, while US healthcare facilities are feeling the squeeze from insurance companies lowering reimbursement rates nationwide. Outpatient Physical Therapy companies are looking for new and innovative ways to find success while providing premium care. Today we speak to Chris Wong, owner of Caliber Physical Therapy to discuss how he has found a winning model that accomplishes both.
First, what is a Concierge Physical Therapy Model?
The concept of concierge healthcare is not necessarily a new model for other providers like Physicians. However Physical Therapists have only more recently started to tap into this payment option. This is due to Insurance companies decreasing reimbursement to providers in a time when everything costs more. Copays continue to increase, and patients are learning they have to advocate for themselves if they want to be provided quality care. These changes provided an opportunity for PTs to start considering new alternatives to dealing directly with insurance for their means of revenue. So, what is the concierge method?
In a concierge model the patient pays out of pocket for services, which avoids the headaches and limitations that insurance can bring. This will also, typically come with more personalized, attentive care. Caliber PT and clinic around the country are finding their niche through concierge pay for service models.
I spoke to Chris about why he decided to take his clinic in this direction:
Chris: After working for over a decade in an outpatient orthopedic setting, I was getting sick of the high volumes of 2-4 patients per hour. It felt like I was losing the art and creativity of being a good PT. I didn’t have the time to do the things I wanted to do with the patients. I was more focused on just getting patients in and out the door each hour, so I wouldn’t fall behind on my overloaded schedule.
Rob: I think a lot of Therapists as well as Patients can relate to what you’re speaking of. My first job out of school was that model of therapy. It produces environments where PTs are spread too thin to provide the quality of care that their patients deserve. That is what is so great about the concierge model.
Chris: Exactly. In general, all patients can benefit from a one-on-one if they want more face-to-face time with their PT. The model helps patients that have a more complicated PT case, or if they have goals that require more detail, like getting back to specific sports.
I feel like we take physical therapy and practice it the way it’s supposed to be practiced. With one-on-one care model and being an out-of-network provider, we can do whatever we feel is best for the patient. That can be a full session of manual therapy, or a session that looks more like a sports performance/ personal training session. We can really get to the root of the patient’s problem and really start learning about them since we spend so much time watching them move.
Chris went on to explain that at Caliber PT they go even further to accommodate their patients. The Caliber PTs provide the options of in-home visits or meeting in one of their offered locations, depending on their needs and wishes.
Chris: The concierge model works well for patients who prefer not to leave the house or don’t want to waste time commuting to and from a PT office. So, we get a lot of acute post operative cases who don’t want to commute with crutches and risk falling. Also, people’s schedules are busy, so they don’t want time wasted in their day commuting to a PT office. Another bonus is that there’s no need to pay for a pricey taxi or Uber ride, since we’re coming to them.
Treating in Manhattan:
Rob: Well, that’s a great point, a lot of us don’t have to consider NYC traffic. How do you excel while working in one of the busiest places in the US?
Chris: It’s been a great benefit to treat in a large city like NYC. You always want to minimize travel times between patients, so the population density enables us to do that. Another positive is the subway. One unlimited fare Metrocard it takes care of most of our travel expenses.
Also, many new apartment complexes now have substantial gyms inside the building, and it enables us to train clients to a relative high intensity when needed. If the patients don’t have a gym available, we have a few gym partnerships in the city that we can bring patients to. Right now, about half of our patients come to our gym locations, and half are home/ office visits. I don’t think we’d have those type of options outside of Manhattan.
Chris went on to explain that this of course has its drawbacks. One major one being that you have to be able to easily carry all of your equipment onto the subway, and across town.
In a big City what sets you apart?
Chris: It’s a bit cliche, but it starts with great PTs. We try to find PTs with passion and that have certifications and experience beyond their normal DPT license. We like to hire PTs that we know personally, so we know what kind of quality of care they can give.
We also go an extra step with regards to customer service. That could be getting on the phone when clients have random questions, or being flexible with times and locations to make sure the patient gets the care they need. For example, we’ve done sessions for runners in Central Park, we’ve met soccer players at the field to do drills with them before they returned to their first practice, and we’ve gone to a patient’s office because we thought their pain stemmed from how their desk was set up.
Rob: Wow, that’s amazing. I think this is a level of service that many Therapists, (and patients) only dream of! An opportunity to dive into and be there for our patients. In what other ways do you bring such a high level of service?
Chris: With regards to the doctors, we always pride ourselves in reaching out to update them on their patients. If there are ever any issues, we reach out to the MD so we can always be on the same page. I think both MDs and patients appreciate that, and they know they’ll be in good hands. Having a smaller caseload enables us to do these customer service things.
Rob: Chris seriously, where do I sign up! Ok, onto my favorite question. What is one piece of equipment or tech that your business can’t live without?
Chris: My first thought was a good waterproof backpack and some quality rain gear, haha. I’d say our Blood Flow Restriction (BFR) units have been a necessity lately. Many surgeons request that we use them for their patient’s recovery. There’s been great research supporting its use for strength and preventing atrophy.
Also, we have been using the BlazePods more and more. Patients love that they create a competitive aspect to the drills. They’ve been useful to create some reactive drills for returning to sports. We’ve also been using them for balance and deconditioned patients as well. Making them great for almost everyone. Plus, they are perfect for Therapists on the go since they are small and versatile.
Rob: Well Chris, thank you so much for sharing your story, and inspiring us to raise the bar. Caliber PT is a beacon for patients looking for quality care in NYC. As well as a reminder for PT’s that there can be an opportunity to treat the way we always dreamed. Do you think that this model can work anywhere in the US?
Chris: Concierge practice can do well in a medium sized city. In fact, I have friends that have a similar business model in the suburbs of NYC. However, one thing to consider in smaller and more rural areas are commuting and down time could bring additional challenges.
Rob: Valid point, though I think Therapists are a resourceful and enterprising group. I think there are opportunities out there for those willing to rise to the challenge like you have. How can we learn more about Caliber PT?
Website: Caliberpt.co
Email: hello@caliberpt.co
Phone: 646 688 7210
The concierge method is an up-and-coming Therapy option that provides excellent outcomes, and service. For patients who have the means it is a great new way to receive your Therapy. For Therapists looking to go out on their own, this could be a great opportunity. In-home visits decrease overhead significantly. I would highly recommend further research in your area. Thank you, Chris and Caliber PT, for a great informative discussion.