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Transitioning from the “Sickness” Business to the “Health” Business
Most health care services, including therapy services, are based on the premise of treating illnesses rather than preventing them. The sooner we all adapt to this new mindset, the better. In the words of Dr. Cosgrove, the CEO of the Cleveland Clinics, “We are in the sickness business. We need to get into the health business”. During the health care reform battle, President Obama emphasized embracing an approach that emphasizes prevention and wellness, so that instead of just spending billions of costly treatment when people are sick, we can spend some of those dollars on the care people need to stay well.
The latest glimpse into what this can look like was highlighted in an April 14th NYTimes article, “Odd Couple, Insurer and Y.M.C.A., Fight Diabetes” www.nytimes.com/2010/04/14/health/14diabetes.html
As I see it, this is no odd couple, but more like a perfect pairing; a strategic alliance that will become more commonplace as health care reform takes shape. UnitedHealth Insurance, one of the biggest carriers in the nation is now partnering with local Y.M.C.As and pharmacies to tackle one of America’s most serious, prevalent, and costly chronic diseases, Type 2 diabetes. There are an estimated 25M people with the disease, 60M more (1 in 4 adults) in danger of getting it, and the cost associated with diabetes exceeds $200B per year.
Instead of being content to continue to pay out insurance claims to patients getting treatment of diabetes, United will begin paying the Ys and pharmacists to keep people healthier. Their goal? Lower costs, lower premiums for everyone. United will be paying Walgreens pharmacists to provide education and counseling to people with diabetes. With the Y programs, United will be paying the Y based on how many people they get to participate in a healthy exercise program as well as how much weight the people in the program lose. United will work with Y “life coaches” in seven cities to help people who are at risk for diabetes lower their odds of developing the disease by losing a modest amount of weight.
I always said that therapists were the original “life coaches”, and I think the main take away message from this is that therapists need to position themselves so that they can participate in this trend that is here to stay and growing stronger. We are no longer in the sickness business, but the health business. Prevention of disease and injury is part of the practice act and philosophy of PTs and OTs across the country, so let’s not only start embracing this, let’s start advertising it as well!
It’s about time insurance carriers decided to pay for preventative medicine, and we need to make sure we are part of this equation.
Iris Kimberg MS PT, OTR, has worked in the non-clinical aspect of therapy for the past 27 years. She is the founder of NY Therapy Guide (www.nytherapyguide.com), a site dedicated to the growth, viability and success of therapists in private practice. Iris offers workshops, workbooks and private consultations on business topics related to private practice. She teaches Marketing and Entrepreneurship in the DPT Program at Columbia University, and writes the Taking Care of Business Column for Merion Publications. Iris can be reached at infonytherapy@aol.com.
The viewpoint expressed in this article is the opinion of the author and is not necessarily the viewpoint of the owners or employees at Health Staffing Innovations, LLC.
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