Corporate Owned Physical Therapy: Who Profits?

I recently saw an article on a new physical therapy company in Georgia called The Atlanta Falcons Physical Therapy Centers. What caught my eye was the fact that this center, all 3000 sq ft. of it, claims to offer all of the same services that I am sure are offered at other private practice physical therapy providers, "but at a higher quality."

I have to question the motivation to open such a center in the first place? The article reports:

[Atlanta Falcons Physical Therapy Centers is] A concept from AMB Group, LLC, the company that provides management and investment services to businesses owned by retired Home Depot co-founder and Falcons owner Arthur M. Blank, the centers are designed to bring professional-grade physical therapy and sports rehabilitation services to the masses.

Do the people in the Metro-Atlanta area profit or does the company? I find it hard to believe that a company the size of the AMB group, LLC would think that a 3000 sq ft facility would set the standard for care. Apparently they do though. According to Dan Gordon, AMB Group business development director:

Seeing first-hand the level of care provided to Falcons players year-round is what encouraged a leadership team from AMB Group to find a way to benefit the community-at-large with that unique and exclusive core competency. Together, the members conducted extensive research, analyzing the industry, consulting with medical practitioners and academic leaders and listening to what patients would want in a state-of-the-art physical therapy center. 

Gordon then goes on to add:

In addition, the facility’s cutting-edge rehabilitation and workout equipment is unlike anything found at a typical gym, with everything from advanced ultrasound instruments to the newest top-of-the-line fitness and strength machines being available for patients. Even massage tables with head cradles that promote comfort and relaxation have been specially selected.

Apparently Mr. Gordon didn't want the physical therapists actually doing the work, to have to be bothered and leave their patients to come do an interview.  Listing ultrasound instruments and head cradles on massage tables as value added features is rudimentary at best and certainly doesn't sound like "professional grade physical therapy."

When I did a quick search for physical therapists in Atlanta, GA and Gwinnett, GA it was actually very difficult to find anything of substance in that area. I know there are more practices, but maybe they are just not doing a good job of advertising on the internet. Either way, this looks more like an attempt at corporate branding for the Atlanta Falcons organization rather than any real attempt to do well for the community. Also why did they have to do all of the research, they claim to have done, if they already have the the great model of "the level of care provided to Falcons players year-round"?

My hope is that other NFL organizations do not think this is a great idea and start to try to reproduce this same type of branding initiative. Also maybe private practice owners in this area need to do a better job of marketing. If the public is seeing this kind of facility as "top notch" imagine what they would say when they actually find a facility that is "top notch" and is owned by a physical therapist.

Comments

[Johnny May]

Great post and couldn't agree more regarding what public perception of "top notch" may be if an NFL branding image "infects", or err "incorporates" our profession. Is "top notch" considered an atmosphere of blending an athletic training room with a gym? Is "top notch" seeing 4-6 patients at the same time who for the most part take care of themselves and bill each of them 5+ units of therex? Is "top notch" providing high-tech advanced placebo wands and head cradles? I don't know, but have my suspicions that it is likely not top notch. In Denver, there are a few "Bronco's Sports Rehabilitation clinics" that have branded themselves well within the Denver population. It seems to work well, though, to identify yourself with the cities favorite professional team for business. I have my doubts that it also works out well in regards for providing for the profession nor the community.