The goal of Aquatic Therapy University is to train therapists how to treat their patients in the water. One of the ways we do that is by putting on private onsite classes for our customer faciltiies and staff. We call these onsite classes polyclinics.
The goal of our polyclinics is to provide therapists with the best possible tools to progress and heal their clients. However, with Obamacare severely testing their bottom-line, more and more clinics are looking to make money through alternate revenue streams. One of them is their training programs.
By opening private in-services up to outsiders, many practices are hoping to help defray costs. We at ATU encourage this and offer a $1000 discount to customers who agree to open up their polyclinics to outsiders. What we find alarming are those increasing instances where directors are changing priorities from clinical excellence to profit-making, or at the very least, to copping to a free education.
This new emphasis puts a strain on the continuing-education model. For one, it eliminates opportunities for staff growth and promotion by awarding CE contracts to the lowest bidder. Two, it creates bad blood (and tarnished reputations) between facilities and CE providers when turnout is less than expected.
While ATU, and other aquatic therapy companies, can guarantee our curriculum, we can't guarantee financial outcomes. Therefore, training officers, we advocate resisting this new pressure to become profit centers. Sure, look for ways to modulate costs. But don't grab for the hari kari blade if you can't get your training for free. CE education has value. Value to the therapists that need it, value to the patients that benefit and value to the businesses that will see their metrics explode when the quest is for long-term quality not short-term revenue.
Posted By Lee Salzman, President and CEO