There is a new ancillary opportunity revolutionizing the world of otolaryngology. Is balance therapy the new audiology?
Embracing Change
Embracing change is nothing new to the field of Otolaryngology. The ability to adapt to the changes in healthcare by increasing the breadth of their offering has played a large role in the continued success and expansion of the American Academy of Otolaryngology.
Balance… The New Audiology?
The addition of audiology afforded the physician better oversight, a streamlined course of care, better outcomes, and ancillary revenue for the practice. In fact, for years, in the arena of ancillary services, audiology has reigned supreme over all of its counterparts (allergy, sleep centers, etc). While the advantages of otolaryngology directed audiology are obviously substantial, the benefits of otolaryngology balance therapy… are even greater.
The population in need of balance rehabilitation already exceeds the size of the population in need of audiological services
10,000 baby boomers are retiring daily, and the balance population continues to balloon. Surprisingly, even though balance therapy is covered by Medicare and nearly all commercial insurances, there is a shocking absence of providers for the service. Of the few claiming to provide comprehensive balance rehabilitation, very few deliver respectable results. This has created an environment of maximum demand for services and minimum supply.
The balance rehabilitation market is calling for a hero – and it is calling to Otolaryngologists.
It is widely recognized that otolaryngologists see the lion’s share of dizziness, fall risk, and balance retraining candidates; yet, until recently, diagnosis and offsite referrals were all ENTs could provide to patients in need.
Fueled by their passion to better serve their patients and grow their businesses, an innovative group of otolaryngologists are reshaping their field with the development of FYZICAL Balance and Dizziness Centers. They now have control over their patient outcomes, and are no longer forced to hand patients’ marching orders to an offsite therapy center that delivers, at best, inconsistent results.
Sarah P. Powell, MD, sees over 350 patients each week between her two physician partners and a nurse practitioner, and many of them have balance issues. “Historically, I had to limit the number of dizzy patients I could see each day, now, I’m happy to see these patients on the schedule because I know I can help them! I have an on-site service with therapists consistently delivering great outcomes.”
There is a Leader in Balance… and it’s taking the market by storm
Practices implementing FYZICAL Balance and Dizziness centers are noting better oversight, better outcomes, streamlined comprehensive patient care, and greater revenue to the practice.
Balance therapy is even leading to an increased level of success in areas like audiology through the simple cross-pollination of services. Some practices have even seen their young balance programs contribute more profitability to the business than well-established audiology programs.
Early findings certainly support claim of Dr. Bert J. O’ Malley, world renowned clinician, surgical innovator, researcher and leader in academic Otolaryngology-Head & Neck Surgery that, “Balance is the new and improved audiology….and it is a bigger opportunity than we ever anticipated.”
Balance rehabilitation in the otolaryngology community is a disruptive innovation. The AAO embraces this revolution, and many believe it will change the field forever. Only time will tell the true impact, but one thing remains certain while so many segments of the healthcare industry appearing unsteady.
Growing numbers of savvy Otolaryngologists are securing an optimistic future for themselves, their employees and their community by partnering with FYZICAL. You’re invited to explore this new ancillary service at OTO Game Changer, an exclusive event transforming the field of Otolaryngology.
