Integrating Vibration With a Decompression Program

Doctors have successfully integrated vibration as the exercise component to a decompression/traction package. Decompression/traction therapy is perceived by the patient as a high-technology type of treatment. Vibration exercise is an extension of that, and the perceived value is higher than for conventional (gym ball, pulley) programs. Hence, you can charge an additional cost for vibration exercise.

In my practice, I often recommend a continuum of care. Treatment can start with decompression/traction for 12 sessions. Vibration can be added after the 12^th session, three times per week. A patient may be discharged after the 22^nd session. The patient will continue with the active vibration exercise component to increase strength, balance and mobility. This can take place for another 12 sessions.

A total of 18 to 30 sessions with vibration exercise is usually required to achieve optimal function. A fee of $15-$30 for a typical vibration session of 15 minutes is usually recommended. Fee variation is dependent on whether the activity is supervised or unsupervised.

Vibration exercise can also be utilized as a loss leader to upsell the decompression/traction program. Inclusion of vibration at a discount can sometimes be utilized in the sales process to close a sale.

The addition of vibration exercise can add anywhere from $300 to $900 or more in extra income for a decompression/traction package.

Integrating Vibration With a Weight-Loss Program

Vibration exercise is an effective exercise component of a weight-loss program. It fits within any weight-loss program you may be using.

The majority of the overweight/obese patients who show up at a chiropractic office have medically associated conditions that prevent them from engaging in conventional exercises. Lack of time to exercise is another common objection that is clearly solved with vibration exercise, which can be utilized three times per week for the duration of the program.

Fees can range from fee-for-service to membership. Prices for fee-for-service can range from $15 to $30 per session. A typical three-month weight- loss program can generate anywhere from $500 to $1,000 in additional revenue with the inclusion of vibration exercise.

Integrating Vibration With a Fitness Program

When patients become regular clients on a fitness program, you now have a captive audience. Patients may come in three times per week for their fitness program. We find increased use of our various services (chiropractic, massage, etc.) when a patient is attending on a regular basis.

Some clinics offer a fitness membership-type of program post-discharge from care. Patients in need of long-term solutions to their care (e.g., patients with fibromyalgia, MS, arthritis) can now have a tool to facilitate this care.

Fees vary widely, dependent on geographic location and local demographics. Most doctors start with one machine and subsequently buy additional machines as they increase their revenue and patient numbers.

If you decide to develop a membership program, then I recommend researching the average gym membership price in your area and adding $10 to $15. A program under the same roof as health professionals like yourself should be valued higher than a typical gym program.

A single machine can support an estimated 35 memberships (with each patient working out three times per week).

I started a vibration exercise studio as a stand-alone in a predominately blue-collar town. We achieved over 300 members per month at a price of $99 per month with onsite trainer available. This is in a town with more than six fitness clubs.

The typical client was more than 40 years of age with some medically associated condition. These people needed an alternative solution to a fitness club.

We added a physical therapy practice and reduced the fees to $75 per month (decreased trainer overhead costs / increased competition) and now utilize it as a referral source to the physical therapy side.

Membership fees vary depending on the services you provide. For example:

$10-$30 per month:

Unsupervised exercise. Used as added-value service to the clinic. Doctors utilize this approach if the goal is to continuously market a captive audience. I find this is a great way to retain patients and continuously provide information that allows for more word-of-mouth referrals, in addition to impulse booking of massage or buying of other clinic products. Vibration is not the profit center. Selling additional products is. The successful fitness clubs utilize this model. Over 50 percent of their revenue is from profit centers, not memberships.

$30-$80 per month:

Unsupervised exercise. Prices are competitive with fitness clubs in the area. The goal is to generate some additional revenue and profit.

$80-$180 per month:

Supervised exercise program with a personal trainer or clinical assistant. Some doctors utilize a higher priced program, which may be limited in time frame and packaged with a specific program (e.g., osteoporosis program, fibromyalgia program, weight-loss maintenance phase program, etc.).

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Click here for previous articles by Jasper Sidhu, BSc, DC.