How do I make sure that I’m getting the revenue that I deserve?
Click here to download the transcript.
Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors. Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.
Greetings to all my friends, to all our members, and of course, the profession of acupuncture. This is Sam Collins, the coding and billing expert for acupuncture, giving you a little bit more on this month about dealing with an office. How do I make sure that I’m getting the revenue that I deserve?
Because we have to remember what always is gonna be true, cash is king, and don’t move away from it. I’m not saying insurance is not viable, but there’s gotta be another place for it. Let’s go to the slides. Let’s talk about this. What about doing cash, prepaid packages, and membership plans? This is something a little different.
You’re all familiar with cash discounting and so forth. Let’s get a little bit deeper. Insurance coverage is growing. But unfortunately, people often face very high deductibles, limited benefits, and therefore, there’s still a lot of out-of-pocket costs. I’ve seen acupuncture policies where the patient has had a $75 copay.
They might as well pay your cash rate or maybe do something where you’re doing a membership. That’s something to take instance to. Okay, let’s talk about this. What is a membership plan? A membership plan’s gonna be a little bit different from the prepaid packages. Prepaid packages are still viable, and it is a way of doing larger discounts than the typical 5 to 15% pay at time of service.
But when you do a prepaid package, they’re buying generally a good number of visits. In doing so, what we run into often is patients wanting refunds or have other issues, or just committing to that long-term care. What about offering something else? This has been the way that you’ll see with a lot of these ca- I shouldn’t say chiropractic, but acupuncture groups, particularly modern acupuncture, has moved away from membership for…
excuse me, away from prepays towards membership. Why? Because it creates an easier access. Think, if you wanna create a value and a value add that someone is getting a good amount of service and thinking, “This is fair, and I’ve not prepaid thousands of dollars.” So here’s gonna be the rule, and this is gonna be generally across, All states.
I will say do verify if you’re a network member with me. Definitely get with me and say, “Hey, Sam, what about me and this particular state? Is there anything that I have to do differently?” For the most part, no. For the most part, it’s being transparent. However, let’s make sure. So in general, you may offer a membership plan.
It’s different than outside of insurance. It allows you to offer a membership for a fee that includes certain services that doesn’t become beholden to your regular fees when you bill insurance or pay on a single visit. There are real common ways of improving access to services where someone’s gonna have predictable healthcare costs.
Maybe you can say to them, “Hey, let’s deal with this chronic issue.” And what we do is a prepaid, if you will, membership monthly that will offer you two acupuncture visits or four, and maybe a therapy within that. That way it’s predictable. They know they can come in, they’re gonna set up, and I would have them set their appointments well in advance.
However, this plan has to be structured in a way that it’s showing that it’s not insurance and not gonna be based on any state issues. So membership plans generally should be limited to self-pay patients, meaning I’m not using any insurance, I’m just paying out of pocket, or if I have insurance, maybe it’s for an excluded service.
Now, this would be a typical for a regular Medicare Part B. This might be very attractive to them. Clearly state the services that are included, okay? Don’t just say it’s an acupuncture visit. What does that mean? Is that gonna be a 30-minute visit, an hour visit? Is it gonna include a certain number of sets?
Is it gonna include massage, cupping, Tuina, whatever the case may be. And I’m not saying no to any of those, just clearly outlay it. But make- be careful of overlaying that you’re gonna give a lot of extra things. I would make it an acupuncture visit, and then if they want additional things, maybe there’s a small fee for it.
Do explain, of course, there are cancellation rights. If the patient decides after a month they don’t wanna do it, no problem, just cancel, 30-day notice, okay? Here’s what’s good about these as opposed to a prepaid package. Prepaid packages require refunds of unused. A membership plan, you didn’t buy a visit, you bought a membership that includes something.
If they don’t come in that month, they just lost it, a gym membership in a way. Make it clear to them, though. So if you don’t come in for a month, those visits don’t roll over. Put that in the contract, otherwise they may think it will. At the same token, if they want more, they can buy maybe a bigger plan.
Key factor here is explain to the patient that it is a membership That if they don’t use it, that’s up to them, but it’s just a lost service they’ve gotten. Realize also we’ve got to make real clear it’s not insurance. It’s not a health plan. Doesn’t satisfy any health insurance for them thinking it’s got to be some type of insurance.
It is not. Indicate what services are included. Indicate what’s not. What are exclusions? What about cancellation? I would love for them to set up their appointments every month, have it set up already, and for the next month set it up again. Then if they cancel, as long as they reschedule, but what about cancellation if they don’t cancel within time?
Do they lose a visit, or will we roll it over for another week or two? Maybe. Make sure if they’re not using it and want a refund, you just refund the month. So it would be a 30-day notice, so it means the current month is good. It’s the next month you can cancel. And I love these ’cause they’re automatic renewal.
It could be something set aside. They have predictable amounts. “Hey, I’m gonna pay $59 a month.” Okay? What you want to be careful of is don’t promise unlimited services. Don’t just say it’s everything. There is no assumption of financial risk like an insurance plan, meaning you’re not assuming any risk.
You’re gonna just pay for two visits. And don’t represent it’s replacing insurance. It’s just another way of access. A lot of providers who are doing cash are moving towards this, and this is why you’re seeing the move in modern acupuncture and other plans of that nature that do this. By example, what if you said it’s $99 a month.
You get two acupuncture visits, and if you have additional visits, maybe they’ll discount them. It’s a month-to-month enrollment, cancellation any time before the next billing cycle. So before the next billing cycle starts, you can cancel. Once it’s started, then you’ve got that month, and then the next month we won’t be.
A clear statement, it’s membership. You’re buying access. It’s not insurance. Okay? And this is ge- this is generally more defensible because when you’ve sold a big package, and a person’s unhappy, and they’ve, spent thousands of dollars, and all of a sudden now they want their money back, sometimes I don’t want to pay it back.”
Generally, you’re gonna pay back what’s unused because they’ve actually bought visits. With this, they’ve bought access for up to two in a month, and that’s it. So if they don’t use them, no refund. If they want to continue for the next month, good, we continue. If they want to cancel. Okay? Do keep in mind, though, some states are gonna put a little more scrutiny, and this scrutiny really, I’ll say, is use it and think of it anywhere, consumer protection.
Be upfront of what your charges are. Okay? This is the cost. It can be something that the patient can say, “Okay, this is good.” There’s not gonna be something, they go, “I thought it was gonna be cheaper.” Lay it out. This is exactly what it costs. Avoid statements that it’s insurance. Define the services. Don’t make it like it’s whatever I want to do.
I know some of you for cash patients, one day you do an hour treatment, the next day you do 30, which I’m okay with. But then, of course, what if the person’s prepaid a package, and one visit you’re doing a 30-minute massage, some, Some gua sha and then cupping. The next time they come in, they might say I want that, too.
You wanna make sure for me it’s gonna be acupuncture.” And then the additional services may be added as necessary as long as they’re willing to pay for them, if you will. Be careful, long-term plans must have cancellation refunds. This because it’s not long-term, the cancellation is just 30-day notice. And then rights to refunds.
What the big thing here is you can see consumer protection. Think of it as you would want to be treated elsewhere. I like these. They’ve become popular because it’s easier for someone to commit to this. The difficulty is what if after a couple months they don’t like it? That’s up to us to create the value.
Make sure they set up for the appointments. ‘Cause when people come in, they feel better, but they get away like, “Oh, I should be going.” This is where you wanna start setting up, “Oh, we have a recall. Let’s get you set up to s- schedule maybe two or three months in advance.” Okay? Remember, for a contract, there’s gotta be cancellation provisions, refunds.
Refunds because it’s month to month shouldn’t be a big deal. Don’t mislead with advertising about something unlimited or that it’s insurance, and then make some clear expiration terms, which means 30-day notice. Okay? Excluded services, if you have insurance, become a problem because if you’re an in-network, like with ASH, ASH includes everything except massage.
So you could do an excluded service. So I’m generally gonna say stay away from this if you’re with an insurance, unless they have a service that’s excluded. Okay? That the insurance-covered services we bill, but this would be separate. I think it’s difficult to mix this. I’m not saying you can’t, but I would be- have some concerns with doing that.
Remember Medicare, I don’t see a problem. Regular Medicare Part B, there is really no direct access to you. These would be perfect patients for that. Medicare Part C patients may be a little bit different. With them, you wanna make sure they understand the parameters. And I’m gonna say certainly no for auto and workers’ comp.
Why would I do this for an auto and workers’ comp? That is a fee-for-service where they could be using that insurance. I just think this is another avenue for you. This is something we’re gonna go over in a lot of detail at our upcoming seminar at the end of this month. And if you’re a network member with me, you can reach out before then.
But let’s start doing some things to get proactive, to change how revenue streams come in our office. You don’t wanna have one funnel, but many. And it’s not limited to just paying cash at time of service. Bottom line, best practice, clear financial disclosures. What’s the plan? What’s the refund policy? If you resolve those, generally people are pretty happy.
People love going to acupuncturists. They feel better. Give them good access. As always, we’re here to help. Network members, get ahold of me. Get to our seminar end of the month. For those that aren’t, come and talk to us. This is something … We wanna make sure you’re successful. We have a vested interest in all of you.
The American Acupuncture Council is your advocate and always will be, and we’re here to support you. If you need help, come and see us. Until next time, my friends.





