Digital MSK – Physical Therapy’s New Route for Effective Hybrid Care Delivery

In a world where consumer expectations and needs are constantly evolving, healthcare organizations are faced with pressure to meet patients’ demands and stay both relevant and profitable. In recent years, the competitive landscape has changed due to the emergence of digital tools across industries like retail, where purchases can be made within seconds, and transportation, where consumers can call an Uber from their smartphone in a matter of seconds. Though these services are convenient, they aren’t usually necessary in high-stakes situations with a long-term impact on users. Healthcare, on the other hand, is essential—yet it is an industry that has lagged in terms of adopting convenient and accessible tools that enhance the consumer experience from beginning to end. There is a significant opportunity to improve the healthcare consumer experience by utilizing digital tools that improve patients’ health journeys, increase operational efficiency, enhance convenience, and even remove the burden of coordinating care for individuals and their families.

One emerging trend in the rehab therapy space that can help best meet patients’ needs is digital musculoskeletal (MSK) care. Digital MSK is a care delivery model that leverages digital technologies and tools for patients experiencing musculoskeletal ailments to supplement their in-person needs. This includes the use of smartphones, tablets, apps, wearable technologies, and various other software solutions for the betterment of rehab therapy patients. Like other industries that have embraced digital transformation and adopted technological tools to improve service, the physical therapy space now has an opportunity to do the same with digital MSK and introduce a hybrid care model that is more closely tailored to what each individual patient is looking for.

Identifying areas of opportunity

Although one-half of all American adults suffer from musculoskeletal (MSK) pain or injury, only 10% to 20% seek physical therapy as a solution despite it being one of the most effective avenues for the treatment and prevention of ailments. If the rehab therapy industry adopts more advanced technology, patients’ care delivery and outcomes as well as clinics’ business and operational success can reach significant milestones through additional care delivery models that can be accessed both in-person and virtually. 

The rehab therapy space has traditionally followed an in-person care delivery model, but there are many patients that are now looking for healthcare that matches the digital style of their day-to-day lives. Digital MSK solutions empower patients by allowing them to receive care from the location of their choosing, contingent only upon online access. This flexibility translates into more convenient visits and care coordination for patients who want it. Additionally, digital MSK integrates both digital and in-person data to inform and support patient progress, which in turn leads to better outcomes. The benefits of digital MSK also extend beyond the patient to impact practices and providers. 

By expanding a clinic’s ability to provide care that is more tailored to consumer expectations, digital MSK helps tap into a market of individuals suffering from musculoskeletal pain who otherwise may not be seeking out care. Following through with a care plan outside of in-person appointments has also been a point of frustration for both providers and patients, so digital MSK helps to alleviate that pressure and connect the in-person treatment sessions with those done outside of the clinic. Patients’ self-discharges and missed appointments are also downfalls of an in-person care model, which frequently result in revenue leakages and wasted time for providers. These can be mitigated by the accessibility of virtual visits.

In a landscape where labor shortages continue to plague provider organizations big and small, virtual visits and care delivery facilitated by digital MSK can also enable quicker interactions, creating more room in providers’ schedules. This means time management burdens are alleviated, enabling providers to streamline their operations and focus on high-priority in-person care. Digital MSK allows providers to deliver better care, expand their reach, and revamp operational models that better suit the needs of today’s patient population.

Combatting skepticism

Despite the promise held by digital MSK, the adoption of new tools—by both providers and patients—can come with challenges. Providers within the physical therapy space are grappling with a fear of being left behind in the wake of rapid advancements in digital health resources. The education and adoption process for therapists involves a significant shift from traditional hands-on healing to an updated approach of treating patients with digital tools that they must learn to effectively utilize. 

Furthermore, uncertainties linger around the adoption of virtual therapy and digital tools, particularly concerning areas such as reimbursement, compliance, and clinical outcomes, and the fear of losing market share to more technologically advanced competitors in the provider space adds a new aspect of competition to the industry, especially for private practices. But depending on the needs and goals of clinicians, administration, and ownership, digital MSK technologies and tools can play a significant role in operations, and they offer complementary benefits as part of a hybrid solution. 

A critical concern in the adoption journey is the prevailing lack of digital literacy among practitioners, as outdated systems continue to be heavily utilized within the rehab space. This is highlighted in a recent Forrester Opportunity Snapshot, where 46% of respondents reported that the most significant challenge their organization faces in upgrading its Electronic Health Record (EHR) platform is a lack of internal skills and resources. The adoption of digital MSK may follow a similar trend, necessitating a comprehensive approach to education for the successful implementation of new digital tools.

Stepping into a new era of care

According to the recent Forrester study, 75% of EHR decision-makers ranked implementing new data and analytics solutions among the highest priorities to accelerate business growth and improve patient outcomes. Despite the hesitation surrounding the adoption of new digital tools, the market need and business pressures outweigh maintaining the traditional care models providers are used to. To bring rehab therapy providers up to speed, detailed onboarding with digital MSK tools will be essential to make sure employees are well-equipped and compliant when providing care both in-person and digitally to ensure the best outcomes for clinics and, most importantly, patients. 

As the healthcare landscape continues to evolve, providers feel more pressure to adapt their practices and integrate technology to meet the needs of an ever-changing patient population. The addition of digital tools and technology like digital MSK is not required, but it opens the door for providers to deliver care that is tailored to individual patient needs while simultaneously optimizing the efficiency of their businesses. 

About Tannus Quatre

Tannus Quatre, PT, MBA is the SVP & Chief Business Development Officer of Therapy at Net Health. Tannus is a marketing expert in outpatient PT practice and speaks nationally on the topics of entrepreneurship, marketing, and finance, and has written articles for numerous publications, including PT in Motion, Impact Magazine, and Advance for Directors in Rehabilitation. In addition, Tannus attended physical therapy school at UCSF and practiced as a physical therapist in outpatient, inpatient, and home health settings.

Tannus is a marketing expert in outpatient PT practice and speaks nationally on the topics of entrepreneurship, marketing, and finance, and has written articles for numerous publications, including PT in Motion, Impact Magazine, and Advance for Directors in Rehabilitation. In addition, Tannus attended physical therapy school at UCSF and practiced as a physical therapist in outpatient, inpatient, and home health settings.