UpClose & Personal - Perry Isenberg

I've been in the health care business for 9 years and I am amazed at the number of health care professionals that reduce the practice of selling products and offering other services to greed. Recommending services and products for a patient's well being is good medicine, good business, and should be profitable. There is no greed in being profitable. If you can't make a profit you won't be in business very long and that would be a real shame for your patients and yourself.

Year after year, I meet health professionals who tell me they don't sell products because they are not sales people. I counter with the following question, " Do you provide your services for free? ". No, they reply, then I reaffirm that they do sell their services and indeed are selling something. Then I generally get the therapy versus product comparison argument so they can reaffirm their belief that they're not business people.

With all this said and done, I know full well that a health professional's concern is not to be perceived as a huckster or flee market merchant. Making products and other services available to your patients does not have to be presented or perceived as a flea market sales scenario as long as money is not the main reason. Your job is identifying extended services and products that will both compliment and help your style of therapy your patient needs. The money is secondary.

A few examples if you please. Thousands and thousands of orthopedic pillows and supports are purchased over television and at retail stores by people with on-going pain and discomfort (your patients). With no guidance from a professional, your patients are purchasing self-care products that may be improper for them or made of poor quality.

As a heath professional, don't you think you would be serving your patient well by being aware of the quality products available to you so you can recommend and make available the proper product, in the right size with the correct "how to use" information. Most patient self-care products that serve our industry are substantially better in design, benefit, and quality than anything available in retail stores. Would you rather recommend a clinically proven, professional massager's recognized back support or have your patient go purchase a cheap, poorly designed one from a department or drug store?

For the record there is nothing wrong with making a few dollars while providing this service. The retail market does not mind promoting massages to consumers that are 'just like having a professional massage at home'. Your patients buy these products and the stores are making a profit. As leaders of health care you should make a point of finding any and all opportunities to help your patient and you should be compensated. Your patients and your accountant will thank you. Until we meet again, be healthy, motivated, and profitable.

ABOUT PERRY'S COMPANY
Biofreeze® stretch

Performance Health, Inc. manufactures and markets Biofreeze® Pain Relieving Gel therapy to the health care profession for use in the clinic to enhance modalities, and for resale to patients for use at home betweenvisits. Performance Health, Inc. was incorporated 10 years ago to develop therapeutic products for professionals and their patients. There are 2 offices, one in Pennsylvania and one in Florida. Performance Health employs over 30 people and is managed by Chris Cox, Craig Cox, and Perry Isenberg.