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.
Recent Comments