Blogging to grow your practice & educate patients

For the PSP, blogging can be a great way to enhance your practice while at the same time educate your patients. The practice benefits to blogging include boosting your on-line presences and activity on your website, adding content to your website, and potentially attracting new patients. For example, links to website blogs can be posted on social media platforms or sent by e-mail to clients, which in turn drives traffic to your website. It is best to have your blog platform integrated into your website, which makes it easier to administer and allows you to analyze the impact of the blog on website activity. 

As for educating patients, blogs can provide an opportunity to extend your in-office care. It can be challenging to come up with topics, but the following can facilitate the decision-making process. Choose topics that are:

  • Relevant to your clinical expertise
  • Dovetail with current hot topics in healthcare
  • Provide information on therapies that you provide in your practice
  • Create perspective on controversial or confusing health issues 
  • Help guide the public to better health habits

I have been writing blogs for my physical therapy practice for several years. Topics have ranged from the importance of physical activity to the role of the PT in the opioid crisis, to what is core strength, and to how to protect your spine. I try to integrate content with current events whenever possible. For example, with the onset of COVID, I wrote a piece on the impact of regular exercise on immune health. 

Here is an example of a blog that I wrote a couple of years ago on the PSP model and the Spine Care Pathway initiative in my hometown, Rochester, NY. Please feel free to adapt this in any way if you want to get your feet wet with blogging: 

One of the anticipated outcomes of health care reform is an increase in the number of US citizens enrolled in health insurance plans. A potential consequence of increased enrolment may be a shortage of primary care physicians (PCP) to accommodate the increased number of insured individuals. 

But there does not have to be a shortage of qualified health care providers in our new health care system. Let me explain. Currently, PCP’s manage the overall health needs of their patients. Patients generally come to them first with their health problems; the PCP treats what they can at this entry level point and refer to appropriate health care providers or medical specialists when needed. One thing we have learned over the past several years is that the clinical pathway (how people navigate through the health care system) has a big impact on costs.

When patient see their PCP for musculoskeletal complaints, the PCP may provide first-line treatment, which is frequently the prescription of NSAID’s. They can exercise one of several referral options if the problem is either more serious or if it persists. PCP’s do not have extensive training in musculoskeletal practice, so with more complicated problems, The PCP often refers their patients to orthopedic surgeons or other surgical specialists. This is true even if the patient does not require surgery. Specialist providers in particular drive-up health care costs. Of course, when specialists are needed this is acceptable, but when their expertise is not required to manage the condition effectively, these represent unnecessary costs.  

A new, more efficient model of care is emerging right here in Rochester. Excellus BCBS is in the process of changing the clinical pathway for spine care. They have targeted back and neck pain because these conditions are significant cost-generators in the health care system. They are providing training for physical therapists and chiropractors to become primary spine providers. The common ground for these providers is that they are conservative practitioners. It is estimated that 95% of spine problems can be successfully treated with conservative care. This model will impact health care in 2 important ways: (1) it will unburden PCP’s and free them up to do what they do best, manage diseases and other non-musculoskeletal conditions, and (2) it will provide appropriate, cost effective treatment for back and neck pain. 

This model has the potential to shift the clinical pathway for musculoskeletal care in general and may eventually be adopted by other large communities. Rochester seems to be on the cutting edge for innovative, collaborative health initiatives that are designed to improve the health care system as a whole.

Marcia Spoto PT, DC

Board Certified Orthopaedic Specialist

Phone

1 (585) 943-7680

Address

32500 23 Mile Road, Chesterfield Michigan, 48047

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