Foot stabilization for patients and the foundation for a profitable business model with custom fit orthotics
COVID-19 has impacted medical profitability in numerous ways, and the uncertain landscape of the current pandemic makes it a necessity to maximize ancillary areas where new or increased revenue can be generated. Providing foot stabilization through custom fit orthotics benefits not only your patients, but your business model as well. Individualized foot orthotics provide multiple, consistent revenue streams that bolster your practice’s bottom line.
Supporting adjustments and balancing the body
Modern, stabilizing custom fit orthotics provide much more than comfort and shock absorption. Through properly supporting the structure of the foot, they balance the entire framework of the body, helping to support your adjustments and increase the duration they hold.
Custom fit orthotics are an established, guaranteed, noninvasive, and simple-to-use treatment option that can be utilized by a wide range of patients from children to adults. Everyone from athletes seeking better performance to seniors wanting improved mobility could potentially be fitted with orthotics and have stabilization incorporated into their treatment regimen.
Low-back pain (LBP) is the single-leading cause of disability worldwide, and 80% of adults will experience LBP in their lifetimes1. Custom fit orthotics with three-arch support have been proven to reduce LBP by 34.5%. Function improves by 18.5% when stabilizing orthotics are used by themselves, and 32.3% if combined with chiropractic care.2
Orthotics play a key role in a continuum of care where patients partner with their doctors to achieve and maintain optimal results through multiple steps and ongoing assessment of their progress. Orthotics then become an integral part of a care plan that includes correcting structural imbalances.
Here are some of the ways orthotics can help you ensure continued care and profitability:
Multiple pairs for multiple needs
For the best treatment results, patients should have proper foot support at all times. By offering a wide range of orthotics specifically designed for work, sports, dress and casual wear, you can recommend purchasing more pairs to ensure they’ll always have the right support for every activity.
To encourage regular usage, you can give them custom fit orthotics designed to be worn in their favorite shoes and shoes with orthotics built right in. Everyday savings on additional pairs provides value to patients and additional sales for your practice. Some custom orthotics come with a 100% satisfaction guarantee so you can reach out to patients to see when they are ready for new pairs.
Custom fit orthotics assessments with minimal social contact
Patients who are opting for telehealth in the era of COVID can get their orthotics orders and reorders placed without the need for an office visit. Casting kits can be sent and returned through the mail.
This lets patients know you understand their concerns about social distancing while allowing you to continue treating them. You may still be able to bill for your assistance and guidance to the patient when they break in and use their orthotics.
If patients do come to the office, it’s easy for staff members to walk them through orthotics screenings while maintaining safe distancing. Digital foot-scanning kiosks allow patients to self-scan by following simple steps and provide results on the spot, allowing you to process patients faster and increase your orthotic assessments.
Orthotics inspire positive word of mouth
Word of mouth is one of the oldest and most effective forms of marketing. People who use custom orthotics are among their biggest proponents. Once patients experience the benefits of customized orthotics, they share the good news with others on social media, which leads to greater visibility, goodwill and traffic for your practice.
Some orthotic providers can provide you with marketing tools to help you connect with patients on platforms like Facebook, Instagram, YouTube and Twitter, helping to reach a wider audience.
Orthotics and insurance
When you help patients understand the need for custom orthotics and the benefit they will receive through regular use, most are happy to pay out of pocket for them when they are not covered by insurance. Your patients trust your judgement and expertise and will see that foot stabilization is an investment in their health and well worth the money.
There are some instances where orthotics are covered by insurance. You should always try to work with the patient on verifying insurance coverage and benefits first.
Another avenue to defray expenses is through Flexible Spending Accounts (FSAs) and Health Savings Accounts (HSAs). They allow participants with high-deductible insurance to pay for certain medical charges with pre-tax contributions. Orthotics are considered qualified medical expenses on many FSA and HSA plans and can be paid for through those funds.
It’s important for patients to know that unlike HSA funds, FSAs are not portable and the money must be used by the end of the year or termination of the plan or it will be forfeited. Encourage patients to order their custom fit orthotics right away while they still have access to those contributions.
Some employers provide annual medical reimbursement for qualified expenses as part of proactive wellness programs. Orthotics costs could be submitted under these initiatives.
Support your business through supporting patients
In order to be successful, a chiropractic practice needs to balance the patient and revenue sides of their business. The vast majority of patients who come in for treatments will have moderate to severe pronation issues and would benefit from foot stabilization. Don’t miss this opportunity to open up a whole new service area for your practice through this important product line.
Barbara Meyer is a copywriter for Foot Levelers Inc. She has worked in marketing for more than 30 years, including writing for social media, digital, catalogs, newspaper, magazines and network television. As a medical writing specialist, she is committed to messaging that supports proactive wellness and a natural, organic approach to care with doctors and patients working closely together for the best treatment results. With experience as a writer for hospital groups and other medical disciplines, she is committed to messaging that supports proactive wellness and patients partnering with their doctors to achieve optimum care results.
