Redefining Patient Payment Experiences with a Personalized Approach: Lessons from Lake Washington Physical Therapy

At Lake Washington Physical Therapy, we aspire to embody a spirit of exceptional service reflected in the renowned standards set by Nordstrom. 

Across our six locations, we pride ourselves on knowing our clients by name and delivering a polished experience where patients feel genuinely cared for, never rushed. This commitment to personalized care stems from my own background at Nordstrom before transitioning to physical therapy.

However, despite our dedication to providing a top-tier experience, there was one aspect of our patient journey that fell short of the Nordstrom standard: the billing process.

In a tech-rich region like Seattle, where Microsoft’s main headquarters is just a two-mile drive from Lake Washington Physical Therapy’s main office, Amazon’s headquarters casts a shadow on us (when it is sunny), and Google’s second headquarters is a short walk away, our patients expressed frustration with traditional payment methods. They yearned for a more streamlined approach, one that aligned with their digital lifestyles and provided convenience without sacrificing security.

Recognizing this need for a modernized payment solution, Lake Washington embarked on a journey to reimagine our approach to patient billing, aiming to deliver a concierge-like experience that mirrored our exceptional care standards.

Adopting a Concierge-Like Approach to Healthcare Payment  

Taking a cue from consumer preferences, we understood the importance of offering instant payment options. Research indicated that nearly half of consumers preferred paying by text if given the choice, with many also comfortable resolving billing queries via live chat. Armed with this knowledge, we set out to integrate digital-first communication into our billing process.

In 2022, Lake Washington invested in a mobile payment platform through PatientPay that is tailored specifically for healthcare needs. This platform revolutionized our billing experience by:

• Providing patients with instant notifications of their out-of-pocket balances after insurance settlements, eliminating guesswork and confusion
• Offering a secure link directly to the patient’s bill on their smartphone, simplifying the payment process into a single, seamless step
• Allowing patients to complete payments from their device of choice, ensuring convenience and accessibility

The results were immediate and impactful. Within just one month of implementing the mobile pay app with text-to-pay functionality, our accounts receivable days decreased by 47%, while customer service calls saw a significant reduction. A side benefit for our team was that the weekly and daily reconciling of our point-of-service collections with our EMR was removed. Instead, this task was being performed automatically with the syncing of the systems.

Additionally, we embraced in-person payment innovations by installing user-friendly Square payment readers at our check-in and check-out desk. This led to a notable increase in collections of about 15%. By adapting to modern payment preferences and technologies, we enhanced both patient satisfaction and financial efficiency.

Making the Move to a More Modern Approach 

Our journey toward a more modernized billing experience underscores the importance of tailored communication and patient-centricity. By considering the cadence of communications, respecting patient preferences, and prioritizing education for both patients and staff, healthcare providers can cultivate stronger patient relationships while optimizing financial processes.

As we continue to prioritize personalized care and innovation, Lake Washington Physical Therapy remains committed to redefining the patient payment experience, one thoughtful interaction at a time.

Bio: 

Ben Wobker, PT, MSPT, CSCS, SFMAc, is the Founder and CEO of Lake Washington Physical Therapy in Seattle. With a passion for delivering exceptional care and a background rooted in customer service, Ben leads his team in providing holistic, patient-centered rehabilitation services.