Developing a Successful Body Composition Practice

William Clarke CMO next view, Inc.

December 18, 2011

Disclaimer

• Information presented is hypothetical and for illustrative purposes only, and should not be relied upon as an indicator of actual revenue potential expected expenses etc. Actual revenues and expenses will vary depending on your specific operating costs, numbers and types of procedures performed, and revenue collected or if applicable reimbursements. Third party reimbursement amounts and coverage policies for specific procedures will vary by payer and by locality, as well as by the type of provider entity.

Marketing Strategy

Marketing your practice as a provider of DXA and Body

Compensation Assessment is an entrepreneurial endeavor that if done correctly can deliver impressive results and financial opportunities. Unfortunately Body Compensation is yet to be reimbursed by insurers, although with the impressive clinical results obtained through testing we would expect that to change in the near future.

Body Compensation Assessment is a self-pay exam, possessing extensive clinical value, and will attract a wide range of patients. Body Composition Assessment will help individuals and physicians better understand health risks through the percentages of fat mass, bone mass, and lean mass.

Marketing Strategy

Aggressively target key private practice specialty care

Physician market , fitness centers / gyms, nutritionists,

athletic trainers, physical therapists, and College /

University athletic programs. Deliver unique quality service

with desirable applications beyond routine DXA. Offer

competitive market pricing and promotions that will deliver

customer loyalty, increased revenues, and attainable

market share.

Primary Focus Groups

• Family Practice Physicians• Endocrinologists• OB GYN’s• Bariatrician’s• Orthopedists• Physical Therapists• Nutritionists• Athletic Trainers• Practice Managers• Municipalities (Police &Fire)• Consumers (B2C)

Marketing Tactics

• Local Newspaper• Online• Social Media (Facebook)• Website• Direct mail (postcard)• Radio• Billboards• Open House• Groupon• Lunch and learn programs• Word of mouth• OEM supplied marketing

materials.

The Competitive Market

• Search the web for your local competitor, compare pricing, hours of operation, and overall convenience.

• Clearly present your message, keep it simple. Inform the customer of who you are, and why they should trust your practice as a provider. Present a call-to-action, “schedule your appointment today”, “visit our website and learn more”, or “check us out on Facebook for our discount coupon.”

• Remember this is self-pay, and consumers will expect exceptional service.

• Deliver a unique customer experience, and define your practice as the leader.

Pricing

• Per scan pricing within the US and Canada seems to be consistent in the range of $85-$125 per scan.

• Many sites offer discounts if scans are purchased in bulk, possibly a three scan package for $225-$300.

• Some offer discounts through local fitness centers, universities, and corporate wellness programs.

Remember to evaluate the market in your area, and offer competitive pricing!

Post Exam Evaluation

• Offer a one on one post exam evaluation with each patient to discuss the results.

• Make sure they schedule a follow-up exam if need be before departing.

• Follow up the patients visit with a thank you post card or email.

Become a Center of Excellence

• Implement your plan of action.

• Understand service deliverables, pricing, and the competitive market.

• Identify patients, and referring physicians.

• Deliver your message to patients and create awareness.

• Encourage your staff, get them involved and committed to the program.

Thank you!