It Starts With Strategy
Outreach to providers is a logical way to begin. Contact information for local physicians, hospitals, physical therapists, and others isn’t hard to find. But you need direction before any contact ever takes place.
"Attack it the way you would attack any challenge. You need to have a strategy," says Grace McNamara, BSc, MPH, EMBA, CEO at EXI, a technology platform that automates data-backed personalized exercise programs. “Firstly, I don’t think all clubs have a healthcare partnership strategy yet. But if a club wants to increase membership by attracting more non-typical gym members, then they need to have a clear strategy that outlines what they have to offer, how they ensure safety for a specific population, and what health outcomes they expect to support.”
That strategy, says Stish, is really about the way you position your facility in the context of the details described below (read sidebar, “How to Develop a Successful Club-to-Clinic Outreach Strategy,” to learn more).
“Begin with a market assessment—know who you’re reaching out to so that you can align your message with the provider’s patient population, their focus on preventative care, and their alignment with your own mission and values,” she notes. “In terms of operational planning, put a person in charge of outreach and creating those relationships, including establishing regular meetings, sharing success stories and testimonials, providing updates on program offerings, and other issues.”
Another key part of your strategic direction includes offering proof points.
"It’s a way of positioning your strategic value proposition as a combination of evidence and storytelling," McNamara explains. “Use your data to create an impact story that clearly communicates the value of your exercise and fitness programs to healthcare providers. This can include emphasizing the positive impact of exercise on overall health, disease prevention, and management of chronic conditions.”
Clubs can also provide evidence-based research and statistics on the benefits of exercise, such as improved cardiovascular health, weight management, and mental wellbeing. Beyond that, include data specific to the benefits members have gained from your facility.
Stish echoes the need to help referring clinicians understand the impact and value of fitness programming at your club.
“Offer educational materials and resources to healthcare providers that help them understand the specific exercise and fitness programs you offer,” she says. “This can include brochures, pamphlets, and online resources that explain your programs’ structure, benefits, and success stories. You can also provide on-site training sessions or workshops for healthcare providers to learn more about the programs and how to refer patients.”
Take that idea one step further and demonstrate your value by offering lectures as well as short-term targeted and affordable programs that can be referred into by a doctor, advises Kevin McHugh, regional vice president at Genesis Health Clubs, which has over 70 locations across the Midwest, Southeast, and Mid-Atlantic regions of the U.S.
“Invite healthcare providers and their staffs to your club to try the programs, so that they can experience them for themselves and talk to patients about their personal results,” he adds.
While you’re putting together your list of potential partners, don’t forget to look within.
“One of the best opportunities you have is to approach physicians and other healthcare providers who are currently members and obvious fitness advocates,” McHugh asserts. “These providers have seen your programs in action and know the difference they can make for those living with chronic diseases.”
Beyond supporting the benefits of programming to healthcare providers, you can offer incentives for referral.
“Consider offering special incentives like no contract-signing fee or reduced cost membership if their patients enroll in a program,” says Stish. “This brings added benefit to the patients and by extension to the healthcare providers. By creating a mutually beneficial partnership, health clubs can encourage healthcare providers to promote their exercise and fitness programs to their patients actively.”
While incentives make sense in appealing to providers, one perk to steer clear of is guest passes.
“The medical community is not interested in free memberships or guest passes, because guest passes with no interaction almost always leads to an individual getting lost and convincing themselves that a fitness center is not their solution,” relates McHugh.