In a world where consumer expectations and needs are constantly changing, healthcare organizations face pressure to meet patient demands and remain both relevant and profitable. In recent years, the emergence of digital tools across industries has changed the competitive landscape, from retail, where purchases can be made within seconds, to transportation, where consumers can hail an Uber in seconds from their smartphone. While these services are convenient, they are typically not needed in critical situations that have long-term impacts on users. Meanwhile, healthcare is an essential, yet lagging industry in adopting convenient, accessible tools that improve the consumer experience from start to finish. There is an opportunity to significantly improve the healthcare consumer experience by leveraging digital tools that improve the patient health journey, increase operational efficiency, increase convenience, and remove the burden of coordinating care for individuals and their families.
One of the emerging trends that can best serve the needs of patients in the field of rehabilitation therapy is digital musculoskeletal (MSK) care. Digital MSK is a care delivery model that leverages digital technologies and tools to supplement the in-person needs of patients with musculoskeletal conditions. This includes the use of smartphones, tablets, apps, wearable technology, and a variety of other software solutions to improve the outcomes of rehabilitation therapy patients. Like other industries that have embraced digital transformation and adopted technological tools to improve services, the field of physical therapy now has an opportunity to do the same with digital MSK and introduce hybrid care models that more closely match the needs of individual patients.
Identifying areas of opportunity
Half of U.S. adults suffer from musculoskeletal (MSK) pain or injury, yet only 10%-20% seek physical therapy as a solution, even though it is one of the most effective means of treating and preventing disease. As the rehabilitation therapy industry adopts more advanced technology, it can achieve major milestones in patient care delivery and outcomes, as well as clinic business and operational success, through additional care delivery models available both in person and virtually.
While the field of rehabilitation therapy has traditionally embraced an in-person care delivery model, many patients now want healthcare that fits into the digital style of their daily lives. Digital MSK solutions empower patients by allowing them to receive care from a location of their choosing, subject to online access only. This flexibility allows for more convenient visits and care coordination for patients who prefer it. Additionally, digital MSK integrates both digital and in-person data to inform and support patients’ progress, ultimately resulting in better outcomes. The benefits of digital MSK extend beyond patients, with implications for practices and providers as well.
Digital MSK helps clinics reach the market of musculoskeletal pain sufferers who might not otherwise seek care by expanding their capacity to provide care that is more aligned with consumer expectations. Executing care plans outside of in-person visits has also been a source of frustration for both providers and patients, so digital MSK helps relieve that pressure and connect in-person treatment sessions with those that occur outside of the clinic. Patient self-discharges and missed appointments are also drawbacks of the in-person care model, often resulting in revenue leakage and wasted provider time, which can be mitigated by the accessibility of virtual visits.
As workforce shortages continue to plague healthcare delivery organizations large and small, virtual visits and care delivery facilitated by digital MSK can enable faster interactions and free up space in provider schedules. This means less time management burden and allows providers to streamline their operations and focus on high-priority in-person care. Digital MSK allows healthcare providers to deliver better care, expand their reach, and modernize their operating models to better meet the needs of today’s patient population.
Combating Skepticism
Digital MSK holds great promise, but adopting new tools can be challenging for both providers and patients. Physicians in the physical therapy field struggle with fears of being left behind by the rapid advancements in digital health resources. The education and onboarding process for physical therapists involves a major shift from traditional, direct care to a modern approach of using digital tools to treat patients, and physical therapists must learn how to utilize digital tools effectively.
Additionally, uncertainty remains regarding the adoption of virtual therapy and digital tools, particularly in areas such as reimbursement, compliance and clinical outcomes, and concerns about losing market share to more technologically advanced competitors in the provider space, especially for private practices, have introduced a new competitive dimension to the industry.However, depending on the needs and goals of clinicians, administrators and owners, digital MSK technologies and tools can play a critical role in operations and offer complementary benefits as part of a hybrid solution.
A key concern in the adoption journey is the lack of digital literacy among healthcare professionals, with outdated systems still prevalent in the rehabilitation field. This was highlighted in a recent Forrester Opportunity Snapshot, where 46% of respondents said the biggest challenge their organization faces in upgrading their electronic health record (EHR) platform is a lack of in-house skills and resources. Digital MSK adoption is likely to follow a similar trend, requiring a comprehensive education approach to successfully implement new digital tools.
A new era of care
According to a recent Forrester survey, 75% of EHR decision makers rank the implementation of new data and analytics solutions as one of their top priorities to accelerate business growth and improve patient outcomes. Despite the hesitation surrounding the adoption of new digital tools, market needs and business pressures outweigh maintaining the traditional care models providers are accustomed to. To bring rehab therapy providers up to speed, detailed onboarding of digital MSK tools is essential. This ensures that employees are well prepared and compliant to deliver care both in-person and digitally, ensuring the best outcomes for the clinic and, most importantly, the patients.
As the healthcare landscape continues to evolve, healthcare providers are being forced to adapt their practices and integrate technology to meet the needs of an ever-changing patient population. While adding digital tools and technologies such as digital MSK is not mandatory, it can help healthcare providers deliver care that is tailored to individual patient needs while optimizing business efficiencies.
About Tannus Quatre
Tannus Quatre PT, MBA, is SVP of Therapy and Chief Business Development Officer for Net Health. Tannus is an outpatient PT practice marketing expert who speaks nationally on entrepreneurship, marketing and finance and has written articles for numerous publications, including PT in Motion, Impact Magazine and Advance for Directors in Rehabilitation. Tannus also attended physical therapy school at UCSF and worked as a physical therapist in outpatient, inpatient and home health settings.
Mr. Tannus is a marketing expert for outpatient PT practices and has spoken nationally on topics such as entrepreneurship, marketing and finance, and has written articles for numerous publications including PT in Motion, Impact Magazine and Advance for Directors in Rehabilitation. Mr. Tannus also attended physical therapy school at UCSF and worked as a physical therapist in outpatient, inpatient and home health settings.
