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Differentiation.... is a key marketing tenet that transcends
industries and is an equally important strategy among healthcare practice
owners as for consumer goods product managers.
In the PT world, a key way to differentiate is through specializing
and attaining certification. While earning credentials expands the staff professionally,
it also adds to a practice financially.
Certification enhances credibility among referral sources and... typically,
leads to a larger patient base. In
other words, the extra effort pays off, literally.
The American Board of Physical Therapy
Specialties, part of APTA, already oversees 8 specialty certifications with current
consideration to add acute care, oncology, occupational health and wound
care. Other organizations coordinate
certification for other notable specialties:
- Hand Therapy
- Stroke Rehabilitation
- Aquatic Therapy
- Astym Treatment
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