Q: “How can we bridge the gap between the health club and the medical community? We want doctors to prescribe exercising at our club but don't know how to start reaching out.”


Amanda Harrisn, Vice President of Fitness & Wellness
ACAC Fitness & Wellness Centers
amandah@acac.com
www.acac.com

A: For the calendar year 2009 our company, Dedham Health & Athletic Complex will have 1500 physician referrals. 65 percent of these referrals will join our 60/60 Program with approximately 42 percent converting to 10 month memberships. Our goal for 2010 is to have 2500 referrals, 1625 joins and 731 conversions.

One of the ways we accomplish this goal is by having all of our fitness trainers have Bachelor of Science degrees in Exercise Physiology.

Additionally, we have a program which fulfills all the necessary processes and procedures of the medical community. It is HIPPA compliant and bullet proof to any criticism.

It is it very clear that we are not a typical “gym”. Presently we have two people, one who is full time and the other part time, on the road daily, seeing physicians. We also have ads on radio and television stations coupled with continuous hard work, focus and dedication. The branding of our facility permits us to be the antithesis of a “gym”. You need to totally deliver your product. Ours is “Exercise is Medicine”.

Lloyd Gainsboro, Dir. of Business Development
Dedham Health & Athletic Complex
glloyd@dedhamhealth.com
www.dedhamhealth.com

A: A solid relationship between a health club and the medical community is one of the most sought after and coveted in the industry. It’s one that most individuals in the industry think should be easy to establish (due to the obvious benefits of exercise), yet it’s not. However, it is worth pursuing; because the right relationship can pay big dividends.

So, how do you get started finding this coveted relationship? You network, network, and network. The thing to recognize is that it is a relationship, and like any solid relationship it takes communication, trust, respect, and dependability to be successful. Before you prospect potential medical community partners it is first important to understand your company’s strengths and weaknesses and what added value the company brings into a relationship. For an example, your club may have a particular niche or area of expertise with special populations (Parkinson’s, osteoporosis, arthritis, etc...). Secondly, it’s just as important for you to understand the goals, needs, and/or desires of the medical partner. Discover if there is something you can do for the medical facility in return – either in terms of promoting them at your facility or maybe sending a staff person there to do on-site exercise classes, lectures, or demos. Doing so will allow you to showcase your company’s value by aligning your strengths with their wants. The key is to create value for both parties.

So, how do you get started finding this coveted relationship? You network, network, and network. Utilize the relationships you’ve established with friends, clients, members, and/or businesses within your community to find your potential medical partners.

All solid relationships take time to develop. Take your time and find the right partner.

Brad C. Wilkins, MBA, Director of Fitness Management and Development
Cooper Fitness Center, a Cooper Aerobics Company
bwilkins@cooperfitnesscenter.com
www.cooperaerobics.com

A: In order for doctors to prescribe exercise at your club several things need to happen.

1. Professional relationships need to be established;
2. Fitness professionalism needs to be displayed; and
3. Further education and skill sets need to be developed.

Many medical professionals walk through your clubs daily. Do you know who they are? Are they willing to present to your staff from a previously prepared “talk?”

Attending social events, open houses, sporting events are many reasons when interaction with the medical community can take place. Are you professionally interacting with the medical staff when seeking medical releases? The staff is just as important as the physician or surgeon.

Physicians often look to us for developing an exercise program. It is our job to provide suggestions. Have you offered a complimentary session to the doctors? We seek medical approval and additional information, but we also need to illustrate our assessment results and possible plan of action.

Respect, referral and reciprocation cannot take place until the fitness professional has proven their level of knowledge and experience. The demand for medical wellness is great and the potential revenue is unbelievable. Regardless of the recession, this specialty area has enormous potential.

Dr. Wendy Williamson, Post Rehabilitation Specialist
Genesis Health Clubs-Rock Road
wmsonwa@aol.com
www.genesishealthclub.com