Physical Medicine as Brand Strategy
Why did Physical Medicine work so well? Why are the tough-to-please employees at Facebook so happy with our Physical Medicine team and services? How is the team effectively managing high demand while maintaining a great experiences?
Dr. Lord is the first to credit the entire team of care givers at the Facebook Practice. They’re high-level practitioners, willing to try new things and work collaboratively, with deep integration with the medical providers and extended care team. The ability to approach each employee holistically and utilize all the health center resources was also revelatory for professionals coming from a fee-for-service world. Finally, the location of the health center within the Facebook campus proved to be an essential ingredient to success, raising the visibility and profile of the center, while making access to the right care incredibly easy.
But there’s was even more to it than that—in the process of their growth, the team was able to maintain their commitment to care while allowing the Crossover Health brand promise to guide their evolving work. Crossover’s brand is, at its core, all about giving people the tools and motivation to change their behaviors and engage more deeply in their own health. Care happens between visits because the patient is leading it, supported by passionate care gives who inspire.
This is why the physical medicine team at Facebook also moved beyond traditional passive therapies to develop evidence based tools and strategies designed to help people keep moving on their own. In essence, its a philosophy that enables the team to see 15 people for 5 visits each, rather than 5 people for 15 visits, with the same or better outcomes. But it is not just care efficiencies the team is going for, but rather employees who are empowered to accelerate and drive their own improvement.
And it’s only the beginning. The physical medicine team has also initiated a “Grand Rounds” process to cement the idea of integrated care and learning at the Facebook Practice. And, aware of his tech-savvy patients, Dr Lord and the team will be integrating everything from more frequent and valuable messaging to adopting a suite of cool tools like wearable posture monitors that link back to the employee’s own Crossover One logbook. It’s all designed to give them even more reasons to take charge of their bodies and take ownership of their health.