Dental care is an essential component of overall health, but the soaring cost of treatment is a pressing concern for many Americans. Even with dental insurance, out-of-pocket expenses can often be quite high due to reimbursement issues. The American Dental Association (ADA) reported that in 2020, the average cost of a comprehensive oral evaluation ranged from $87 to $126 and could go even higher for more complex procedures, such as root canals and dental implants. Unfortunately, dental practices often face lower reimbursement rates from insurance companies compared to other medical providers.

The Dental Insurance System

Diving deeper into the issue, dental insurance can be a labyrinthine and confusing subject for many patients. The profit-driven approach of insurance companies leads to fee schedules that may not accurately reflect the actual costs of dental services, creating a flawed system. Even for those with dental insurance through their employers, the maximum benefits are usually capped at $1,500, hardly enough to cover modern dental treatments and advanced technology.

Dentists play a crucial role in educating patients about dental insurance policies, including Dental Maintenance Organizations (DMO) and Preferred Provider Organizations (PPO), and helping them navigate the differences between in-network and out-of-network providers. Furthermore, understanding key terms and concepts like Annual Maximum Benefit, Copayment, Coinsurance, Covered Services, Deductible, and Explanation of Benefits (EOB) is essential for patients to make informed decisions about their oral healthcare within the limits of their insurance coverage.

Challenges to Elderly Patients

For elderly Americans, Medicare, which covers healthcare for seniors and those with disabilities, often falls short when it comes to dental services. Routine check-ups, cleanings, fillings, extractions, and dentures are typically not covered, leaving many seniors with significant out-of-pocket expenses. Private insurance providers also tend to offer limited dental coverage, with strict limits on the types of procedures covered. This results in many individuals forgoing necessary dental care, which can have a detrimental impact on their overall health.

National Dental Insurance Problem

Even with insurance options available, many Americans remain uninsured or underinsured. In 2019, nearly 25% of the U.S. population, equivalent to 74 million Americans, had no dental insurance and could not afford expensive dental care out of pocket. The COVID-19 pandemic has exacerbated this issue due to inflation and job losses. As dental professionals, it is crucial to educate patients about their insurance alternatives and collaborate with them to create treatment plans that suit their budgets and requirements. Furthermore, advocating for expanded dental benefits and comprehensive coverage for all Americans is essential for the dental community.

State and Federal Initiatives:

Thankfully, states and regulatory bodies are actively addressing ongoing dental insurance and reimbursement issues. One promising solution is the implementation of alternative payment models, such as Dental Service Organizations (DSOs), aimed at increasing care efficiency while reducing costs for both patients and providers. The White House has proposed adding a dental benefit to Medicare as part of a $3.5 trillion human infrastructure plan, which would expand healthcare access for older Americans. Federal agencies are also exploring ways to improve Medicare and Medicaid by broadening coverage for specific services and lowering costs for beneficiaries. Additionally, President Biden’s legislation seeks to extend Medicare to cover dental, vision, and hearing services.

The American Families Plan includes funding for dental care to enhance healthcare access, particularly for low-income and underserved communities. The administration is also considering increasing funding for community health centers, which often provide dental care services to uninsured or low-income individuals. It’s important to note that congressional approval is required to implement changes to Medicare and dental care, so the specific actions to improve these areas of healthcare are currently unknown.

State Initiatives:

Several states are taking individual initiatives to help dentists and patients address insurance and reimbursement concerns. For instance, Minnesota is reviewing a bill to redefine “covered services” under dental insurance policies to increase reimbursement rates for dental providers, making dental care more accessible for patients. California has launched multiple programs, including the Dental Transformation Initiative, to improve access to dental care for low-income patients. The state also introduced the Virtual Dental Home program, using telehealth technology to provide preventive and restorative dental services to underserved populations.

Oregon, too, has introduced innovative programs to enhance dental care access. The Dental Health Aide Therapist program trains mid-level dental providers to deliver preventive and basic restorative services in underserved areas. The state provides grants to dental practices that serve low-income patients and has expanded the availability of dental benefits under Medicaid.

Dental insurance and reimbursement issues continue to be a significant concern for many Americans, making quality dental care hard to afford and affecting the profitability of dental practices. While states and the federal government are working diligently to improve accessibility and affordability, there is still much work to be done.

Dental professionals play a pivotal role in educating patients about their insurance options and advocating for expanded dental benefits and comprehensive coverage for all Americans. With the implementation of alternative payment models and the proposed addition of dental benefits to Medicare, there is hope for improving access to dental care, particularly for low-income and underserved communities. Collaboration between dental professionals, states, and governments can ensure that every individual has access to the dental care they need for optimal oral and overall health.

For a marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

In common with many healthcare disciplines, physical therapy represents an exceptionally rewarding avenue for professionals to assist patients in alleviating pain and achieving a successful recovery from various conditions, injuries, and surgical procedures. However, the intrinsic gratification of a job well-executed is not its sole compensation.

In the wake of the COVID-19 pandemic, the landscape of physical therapy has become more challenging, though not insurmountable. It is imperative that physical therapists acquire a comprehensive understanding of the underlying factors contributing to the complexities associated with telehealth, burnout, and education to effectively confront these challenges.

1. Navigating the Transition to Telehealth

The widespread embrace of telehealth solutions throughout the healthcare sector has compelled physical therapists (PTs) to adapt their practices to meet evolving patient expectations for treatment. Nevertheless, many PTs are accustomed to predominantly in-person interactions with patients, encompassing the explanation of injuries, treatment plans, and the demonstration of at-home exercises.

The transition to telehealth can prove challenging for some PTs, whether stemming from a deficiency in training for the provision of virtual physical therapy services or concerns regarding the capacity to deliver high-quality patient care remotely. Furthermore, there exists a potential risk that patients may inadvertently harm themselves during exercises conducted without direct supervision, rendering telehealth-based physical therapy a complex endeavor.

While in-person appointments will remain a fundamental aspect of physical therapy, it is incumbent upon clinics to incorporate telehealth options to remain competitive. Here are strategies PTs can employ to adapt to the evolving realm of telehealth physical therapy:

• Explore diverse delivery methods, including video conferencing to illustrate exercises and asynchronous educational options such as instructional videos and anatomical diagrams, which elucidate the treatment plan’s benefits and proper exercise techniques.
• Consider a hybrid approach wherein clinics integrate in-person assessments and diagnoses with virtual treatment plans. PTs should maintain regular communication with patients, facilitating query resolution and adjustment of at-home exercise protocols as required.
• Leverage physical therapy applications to remotely monitor patients, bridging the observational gap presented by home-based exercises.

2. Mitigating Physical Therapist Burnout

Burnout has emerged as one of the most swiftly growing challenges within the field of physical therapy, particularly in the aftermath of the COVID-19 pandemic. The ramifications of physical therapy burnout, including employee turnover and reduced working hours, incur substantial costs to the healthcare industry, estimated at $4.6 billion annually.

Providing effective patient care necessitates PTs to establish empathetic connections with their patients, often entailing significant emotional stress, especially when patients grapple with pain during physical therapy. To diminish the risk of burnout or mitigate its consequences, PTs should consider the following measures:

• Evaluate alternative approaches to addressing burnout, as persisting through a period of burnout is likely to exacerbate the issue. Collaborate with supervisors to explore solutions, such as flexible scheduling or revised productivity expectations.
• Seek insights from fellow PTs who have encountered burnout, as they can provide valuable strategies and support. Professional organizations like APTA also offer resources to aid PTs in overcoming burnout.
• Foster collaboration with colleagues, including physical therapist assistants (PTAs) and occupational therapists (OTs), to distribute patient care responsibilities, thus reducing individual workloads and affording more time for documentation.

3. Managing Escalating Costs of Education

The rising cost of education, encompassing escalating tuition fees and ongoing continuing education requirements, presents a formidable challenge to physical therapists. Graduates often grapple with student loan repayments as they embark on their professional careers, with an average education-related debt burden of approximately $116,000, nearly three times the national average of $39,000.

Over the past two decades, the educational requisites in physical therapy have evolved from a bachelor’s degree to a master’s degree and subsequently to a Doctor of Physical Therapy (DPT) degree. Additionally, PTs frequently face obligatory completion of a minimum number of continuing education (CEU) credits each year to remain abreast of research, assimilate new techniques and treatment modalities, and sustain their professional licensure.

Consider these strategies for PTs to address the financial challenges associated with education:

• Explore loan repayment options, which may entail a commitment to work in high-demand areas in exchange for federal and state programs that alleviate a portion of student loan burdens. PTs with federal student loans employed in government agencies may qualify for Public Service Loan Forgiveness after ten years of payments.
• Consider the prospect of job-hopping, as securing a new position often translates into negotiating higher salaries. Frequent job changes, accompanied by salary negotiations of at least 5-10%, can ultimately result in long-term roles with significantly higher remuneration.
• Explore the domain of travel physical therapy, which offers tax benefits such as tax-free housing and relocation allowances. A period of networking and skill development in this capacity can yield substantial tax savings and financial stability.

4. Enhancing Access to Care

While physical therapists possess the technical autonomy to evaluate and treat patients across the United States without necessitating a physician’s referral, numerous states impose arbitrary restrictions on direct access. These limitations lead to increased healthcare costs for patients, who may consult multiple specialists or explore alternative treatments before seeking the services of a physical therapist.

Increasing accessibility is paramount in physical therapy, as it exerts a direct influence on patient adherence, a key determinant of the success of treatment plans. Common barriers to access encompass transportation, clinic proximity, costs, wait times, and a lack of familiarity with physical therapy.

Physical therapists can enhance accessibility through the following means, even within the framework of direct access restrictions:

• Extend support beyond the clinical setting by providing patient education and self-management strategies, enabling patients to sustain their physical therapy regimen beyond their clinic sessions. The provision of free online resources, including video tutorials and preventative care materials, can cater to potential clients seeking guidance.
• Foster collaborative relationships with non-physical therapy providers, transcending the competitive paradigm. Demonstrating the value of physical therapy to surgeons, physicians, and chiropractors can lead to increased referrals and better preparation of patients for their physical therapy experiences.
• Ensure the continuity of care through digital health tools, which extend the reach of physical therapy into patients’ homes.

5. Embracing Innovative Technology

The rapid shift toward digitalization within the healthcare sphere may appear daunting; however, technology is a potent enabler for patient care, complementing the human touch rather than supplanting it. Research indicates that 90% of patients express a desire for technology-driven healthcare. Employing technology to enhance patient care can enhance convenience, accessibility, and patient retention in physical therapy.

Consider the following recommendations for the incorporation of technology to address prevalent challenges in physical therapy:

• Harness technology to collect patient performance data, empowering PTs to make data-informed decisions when adapting home exercise protocols. Utilizing software, which employs artificial intelligence to collect precise data during at-home exercises, enables more refined treatment planning.
• Explore wearable technology, ranging from suits that aid patients in standing and walking to smart clothing featuring sensors that measure movements and biometrics. While employing all available wearables may be unnecessary, their utilization allows for the evaluation of patient rehabilitation in real-life scenarios, facilitating timely feedback.

Approach the challenges within the field of physical therapy with assurance, as the adoption of proactive measures can lead to the discovery of innovative approaches to patient care, yielding positive patient outcomes.

For a marketing strategist who is deep-rooted in the medical industry and can help navigate the world of artificial intelligence and how it can benefit your practice, look no further than Connect Healthcare Consulting.

As a chiropractor, your primary focus is on improving the health and well-being of your patients. Transitioning to a fee-for-service chiropractic model can be a pivotal step in aligning your practice with a patient-centric approach. In this blog post, we’ll explore how this shift benefits your patients and enhances their overall experience.

1. Increased Appointment Time

One of the most significant advantages of a fee-for-service model is the ability to allocate more time to each patient. Without the constraints of insurance billing and limited appointment durations, you can conduct thorough evaluations, address multiple concerns, and provide comprehensive care during each visit. This extended time allows for a more personalized and effective treatment plan.

2. Tailored Treatment Plans

In a fee-for-service practice, you have the freedom to develop individualized treatment plans that cater to each patient’s unique needs and goals. This patient-centric approach fosters trust and collaboration, as patients feel that their chiropractor is genuinely invested in their well-being.

3. Transparency in Pricing

Patients appreciate transparency in healthcare costs. In a fee-for-service model, you can provide clear and upfront pricing for your services. Patients know exactly what to expect, eliminating surprises and potential financial stress. This transparency builds trust and enhances the patient-provider relationship.

4. Enhanced Access to Care

By removing the limitations imposed by insurance networks, you open your practice to a broader patient base. Individuals who may not have coverage or prefer a more holistic approach to healthcare can access your services without insurance barriers. This inclusivity can lead to a more diverse and satisfied patient population.

5. Focus on Wellness and Prevention

Fee-for-service chiropractic practices are well-suited for promoting wellness and preventive care. Patients are more likely to engage in ongoing chiropractic care when they perceive its value and have a direct financial stake in their health. This shift in mindset can contribute to better long-term outcomes for your patients.

In conclusion, transitioning to a fee-for-service chiropractic model aligns your practice with a patient-centric approach that emphasizes personalized care, transparency, and enhanced access to your services. By embracing this model, you can provide your patients with longer appointment times, tailored treatment plans, clear pricing, and a focus on wellness and prevention. Ultimately, this patient-centered approach can lead to more satisfied and engaged patients who value the quality of care you provide.

For a marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

Unlike other industries, healthcare marketing has the unique challenge of developing strategies that are compliant with the many healthcare regulations that vary by country and state. The legal ramifications of non-compliance are expensive not just to your company’s budget but also to your brand.

Healthcare marketers should view this challenge as an opportunity more than an obstacle. Laws designed to protect patients’ information and safety force us to think outside the box and not take the easy road in generating leads and creating marketing materials. Being aware of these regulations and making sure your strategy prioritizes consent, scientific integrity, and long-term patient relationships elevates your brand and builds a contact database you can rely on.

Before talking about strategy options, it’s important to understand what you can and cannot do in your marketing efforts.

What Is and Isn’t Marketing?

First, what is the legal definition of marketing in healthcare? The HHS website defines marketing as “a communication about a product or service that encourages recipients of the communication to purchase or use the product or service.” It describes a few exceptions to this definition, which involve communications that describe products or services that the consumer’s plan covers or for a patient’s proposed treatment.

Their second definition of marketing is “an arrangement between a covered entity and any other entity whereby the covered entity discloses protected health information to the other entity, in exchange for direct or indirect remuneration, for the other entity or its affiliate to make a communication about its own product or service that encourages recipients of the communication to purchase or use that product or service.” In other words, one entity cannot sell protected health information to a third party for the entity’s own purposes or without the authorization of every individual on the list.

Healthcare Regulations: The Federal Trade Commission (FTC)

The Federal Trade Commission is the governmental body that enforces many of the healthcare marketing standards. Traditionally, the FTC has valued the role advertising plays in disseminating important health information to the public.

“I see both advertising and the regulation of advertising in a more positive light, as a means of improving the ability of consumers to make informed purchasing choices.”

Former FTC Commissioner Mary Azcuenaga

Their advertising enforcement focuses on deceptive practices that are likely to mislead. They established 3 criteria for determining if an advertisement or a practice is deceptive:

• The representation must mislead or be likely to mislead the consumer;
• The consumer’s interpretation must be reasonable under the circumstances; and
• The misleading misrepresentation, omission or practice must be material.

As a recent example, a Florida health system was sued as part of a medical negligence action that resulted in the death of a bariatric surgery patient. The hospital had advertised that it was awarded the American Society Bariatric Surgery Seal of Excellence. To be eligible to receive the certification, doctors must have performed 50 bariatric surgeries and completed 20 hours of continuing education. The physician who performed the surgery that resulted in the patient’s death had only performed 21 bariatric surgical procedures.

Marketing departments must pay this level of attention to their content and how it aligns with actual practice. Whether you’re in pharmaceuticals or not, making sure the science backs up your claims is key in healthcare marketing.

Healthcare Regulations: HIPPA

If you work in the healthcare field in any role, you’ve definitely heard of HIPAA. It’s important to understand all of its rules and policies. 

HIPAA stands for the Health Insurance Portability and Accountability Act of 1996, which is the law that aims to improve the national standards for how businesses secure protected health information (PHI). PHI refers to any information used to identify a patient from their medical file. That could be an address, identifiable photos, and many other forms of data. Since HIPAA compliance deals with how organizations access and share PHI, healthcare marketers must abide by them when creating their campaigns and communications.

HIPAA gives individuals greater access to and control over their personal health information. For marketers, that most often means getting written authorization before you use their PHI or patient story. 

Healthcare Regulations: Truth in Healthcare Marketing Act of 2017

The Truth in Healthcare Marketing Act of 2017 protects consumers from deceptive and potentially misleading marketing practices by healthcare businesses. It covers all communications between patients and healthcare providers, extending to the marketing campaigns implemented on behalf of healthcare businesses.

It prohibits you from taking part in any practice that isn’t fair, truthful, and backed by evidence. This is where scientific integrity comes in play. If you can’t guarantee as truth the information on your website, social media accounts, or directory listings, you’re potentially making a mistake that could cost you financially and taint your reputation.

It doesn’t matter if you outsource blog posts to writers who aren’t familiar with HIPAA or the truth-in-advertising regulations. If you violate those rules, you may eventually be held accountable for those mistakes. That’s why working with a healthcare-focused marketing partner like Connect Healthcare Consulting can be critical to your success.

Other Well-Known Statutes to Know

While the list is long and varies by state, here are some other general healthcare regulations to get familiar with if you’re not already:

• Anti-Kickback Statute (AKS) – Healthcare providers are prohibited from exchanging anything of value for referrals to any product or service that is payable under federal programs like Medicare and Medicaid.
• Ethics in Patient Referrals Act (Stark) – This law prohibits healthcare providers from making referrals to other providers with whom they have a financial relationship. Any shared financial interest that sparks a referral could fall under this law.
• Civil Monetary Penalties Law (CMPL) – The CMPL prohibits healthcare providers from committing a variety of healthcare frauds and abuses. Specifically, it heavily penalizes enticing consumers with kickback offers from a physician.
• State-level self-referral laws – Many states prohibit medical providers from making referrals based on financial arrangements that benefit them personally, especially for programs that fall under Medicare or Medicaid programs.
• Fee-splitting laws – Healthcare providers cannot split fees with other providers in exchange for patient referrals.
• Patient brokering laws – Many states refer to buying referrals in any way as patient brokering. These laws are similar to fee-splitting laws, but various forms of compensation may be involved in a brokering deal.

Building a Compliant Healthcare Marketing Strategy

So, let’s get back to strategy. Rather than viewing these healthcare regulations as additional baggage that restrict agility and hinder organizational growth, leaders of marketing departments should see a new opening to gain advantage and achieve goals.

Lead Generation

It is worth noting that lead generation through inbound marketing is still a possibility. You just need to be more cognizant of consumer consent, as it is an essential step before collecting personal and confidential data from consumers and patients. This is an opportunity to gain information and make connections in a meaningful way, which is more valuable than getting cheap, cold leads through other means anyway.

Consent involves using simple and easy-to-understand language to outline what data you are collecting and why. You then provide a standard call to action, like a checkbox, which prompts users to give their informed consent. Steer clear of pre-checked boxes or automatic opt-ins.

Note that this consent-based approach can change the brand-consumer data relationship in many ways. For example, it helps create a clear value exchange for the way the healthcare data will be used and what healthcare consumers may get in return.

Use Other Measurements for Campaign Success

Data privacy laws create difficulties for measuring marketing campaigns. When the consumer exercises the “right to be forgotten,” for example, the attribution approach fails. As a result, you can’t see the full picture of your customer identity and accurately report on how your ads are performing. Also, you are not able to manage how many times people see your ad; therefore, you risk irritating the user and damage the brand.

This is a difficult problem to go around. Some recommendations to improve your marketing plan include:

1. Prioritize personalized content as it allows you to earn data, rather than gathering it through questionable means and practices.
2. Create various innovative incentives and loyalty programs. They will renew a sense of urgency to develop a first-party relationship.
3. Stop measuring marketing and sales qualified leads and start measuring the contribution you are making to the brand value. This is a perfect time to concentrate and advocate long-term brand value, not short-term leads. Look at the large picture of value building.

Let’s Connect: A Marketing Partner Who Knows the Industry

After considering all the factors that go into a compliant and successful healthcare marketing strategy, the value of having a partner who understands both health science and business development is obvious. For a business and marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

Great founders and scientists aren’t always great marketers and vice versa, Dr. Meghan Burns said, detailing the COVID-era launch of her latest startup and its potential to help health tech companies navigate a critical time for messaging and awareness. 

“There is a lot of value that a marketer with an understanding of science can add to healthcare industries,” explained Burns, president and founder of Connect Healthcare Consulting — a full service marketing agency for healthtech companies, built using a unique combination of Burns’ skills as a scientist and marketing and communications executive.

Connect Healthcare launched in September, following five years of success for its sister company, Connect Veterinary Consulting — which was born out of Burns’ passion for marketing. 

“I’m a doctor by education and have had a previous corporate career on the pharmaceutical side of the business. Startups spend a lot of money on research, but how you translate the science behind your product in a way that resonates for a veterinarian or a physician, a pet parent, or a patient makes all the difference.”

Both companies look to provide an answer with a focus on working with founders to prescribe strong business development practices and marketing strategies, Burns noted. 

“We have the unique skill set of being able to understand both science, communication, and business development. We understand the marketing from that perspective as well, and we do it with scientific integrity,” she said, detailing the company’s expertise in such areas as pharmaceutical development and advertising regulations in veterinary and traditional medicine.

“The benefit of working with this type of agency is being able to work directly with the founder for
that extra personal connection to your business,” Burns explained.

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Today’s headlines are continuously filled with news of unemployment and unrest, so expect your customer base will behave differently. Though the current recession is genuinely unique in its challenges, you can learn and infer about your audience from past recessions.

Based on surveys done during the Great Recession of 2008, healthcare consumers are more likely to:

• Have higher stress levels
• Have anxiety about paying for healthcare-related expenses
• Cancel appointments
• Skip preventative care and develop new health issues as a result
• Lose access to employer-sponsored or private healthcare insurance

This consumer behavior impacts the healthcare industry as a whole, from direct-to-patient products to hospitals and B2B medical companies. Adjusting your marketing strategy with the pandemic and current recession in mind will help you build more trust and loyalty with your audience.

1. Empathy First Marketing Strategy

Healthcare consumers will feel more confident in converting when your content is relatable, accessible, helpful, and speaks to their concerns. Remember, especially during times of economic hardship crisis; it’s not about your organization. It’s about the individual.

Be Client Focused

Before you release your next marketing campaign or write that next email, think about the questions the personas in your consumer base will have.

What are they doing to protect me/my patients?

How much will this cost me or my organization?

Why should this be a priority for me right now?

Doing keyword research will also help you know what questions your audience has and how they’re asking them.

Meet Them Where They Are

A sure way to send a potential customer in the other direction is to speak in a way they don’t understand. Make your content accessible, using plain language in an engaging, user-focused way.

If your target audience has a high health literacy (medical professionals), still try to be as concise and straightforward as possible. Balance your use of industry terms to establish a credible tone with easy-to-understand structure so your readers will grasp your message quickly and easily.

2. Promote Services Strategically

There will be certain services that are more in demand as people react to the pandemic and the following recession. Strategize the timing of which services or products you push according to the needs of your target audience.

Telemedicine

It’s no secret that telemedicine channels and services are skyrocketing. When consumers choose between healthcare providers and one of them prominently offers easy telehealth options, patients will probably pick that one. Until a vaccine is widely distributed and available, consumers will have to be coaxed into feeling comfortable during in-person visits.

Whatever services you offer digitally, market those options more heavily.

Mental Health Services

As levels of stress, anxiety, depression, and desperation are higher, be sure to emphasize what your organization is doing to help. You may already have a program or resource in place that usually stays on the back burner, and now would be a great time to promote it.

Communicate Health Risks

Many will be tempted to opt-out of preventative measures that could lead to more problems and costs down the road. Communicating the risks of not using your services is an effective way to keep people safe and continue driving business.

3. Address the Financial Questions

As mentioned previously, many in your target audience may have recently become unemployed, not only losing their income but, most likely, their health insurance, too. Healthcare costs will be a significant pain point and one of the first questions on their minds.

Information regarding insurance, Medicare/Medicaid, and financial aid qualifications should be easy to find on your website. If one of your organization’s competitive edges is affordability, your content marketing strategy should highlight that often.

Learn more about how Connect Healthcare Consulting can assist you with healthcare marketing services or book a meeting to claim your free consultation.