Improving Workplace Wellness Programs: Part 2, Extending Wellness Challenges to Digital MSK and Physical Therapy Practices

The challenges of enrolling employees in workplace wellness programs extend to digital musculoskeletal (MSK) solutions and employer-sponsored physical therapy (PT) benefits. Many digital MSK companies struggle with engagement, often due to their digital-only nature. While virtual care offers convenience, research shows that employees prefer hybrid models that blend in-person and digital options. By recognizing these preferences and refining engagement strategies, employers and PT providers can significantly improve enrollment and utilization.

Why Digital-Only MSK Models Struggle

Digital MSK solutions provide scalability, cost-effectiveness, and flexibility, making them attractive to employers. However, low engagement rates persist due to several key factors:

Preference for In-Person Care

Many employees associate PT with hands-on care and direct clinician interaction. Digital platforms often lack the personal connection and physical guidance employees expect.

Lack of Awareness & Understanding

Employees may be unfamiliar with digital MSK solutions and their effectiveness. Misconceptions about virtual care quality or unclear program details reduce participation.

Access & Usability Barriers

Not all employees have reliable technology or comfort with digital platforms. Complex interfaces or lack of tech support can deter engagement.

The Power of Hybrid Care Models

To overcome these challenges, PT practices and digital MSK companies should prioritize hybrid care models, integrating digital tools with in-person care to appeal to a broader audience. Strategies include:

• Initial In-Person Assessments – A face-to-face evaluation builds confidence before transitioning to virtual care.
• Periodic In-Person Check-Ins – Offering occasional in-person visits fosters trust and improves patient adherence.
• Flexible Care Pathways – Employees should have the freedom to choose between virtual and in-person sessions based on their needs.

Employers who provide multiple options see higher engagement than those offering digital-only solutions.

Boosting Enrollment in Physical Therapy Benefits

In addition to hybrid models, PT practices can enhance enrollment and engagement through the following strategies:

1. Improve Communication & Education

Many employees misunderstand the role of PT in managing MSK issues. Employers and PT providers can:

• Share success stories and case studies.
• Host lunch-and-learn sessions or wellness workshops.
• Provide easy-to-understand educational content about PT benefits.

2. Streamline Referrals & Improve Access

Complicated or delayed referral processes deter employees from pursuing PT. Simplifying access can increase participation:

• Direct scheduling options from wellness platforms.
• Eliminating referral requirements for PT services.
• Employer-sponsored PT programs that allow employees to self-refer, like direct contracting.

3. Personalize Outreach & Engagement

Employers and PT providers should use data-driven targeting to identify at-risk employees and provide tailored solutions:

• Health risk assessments to pinpoint those who would benefit most.
• Personalized messaging about PT services based on an employee’s health profile.
• Ergonomic consultations and strength training programs for injury prevention.

4. Incentivize Participation

Offering financial and non-financial incentives can increase engagement:

• Reduced co-pays or reimbursement for PT visits.
• Wellness points redeemable for health-related rewards.
• Fitness trackers or other engagement-based incentives.

5. Leverage Digital Tools for Engagement

Even in hybrid models, digital MSK solutions enhance engagement when used effectively:

• Gamified progress tracking to encourage adherence.
• On-demand video consultations for quick access to care.
• Exercise libraries & self-guided programs to reinforce in-person sessions, referred to as home exercise programs (or HEP).

Expanding Accessibility & Equity

Digital MSK solutions and PT providers must address barriers to care to improve equity in access. Key strategies include:

• Multilingual support to accommodate diverse employee populations.
• Affordable care options to reach employees with financial constraints.
• Flexible scheduling for shift workers and remote employees.
• Telehealth services to support employees with transportation challenges.

Building Trust Through Stronger Relationships

Employee trust and perception of MSK and PT programs play a crucial role in engagement. Employers can:

• Foster a culture of MSK health by promoting PT as part of broader wellness initiatives.
• Share testimonials and success stories from employees who benefited from PT.
• Demonstrate leadership commitment by having company leaders actively endorse and use PT services.

Employers who actively promote PT benefits as a core part of their wellness strategy see higher engagement rates than those who passively offer access.

The Path Forward: Increasing Adoption & Utilization

By addressing digital engagement challenges and embracing hybrid care models, physical therapy practices and digital MSK companies can better meet employee needs. This approach:

• Expands access to care for employees with different needs and preferences.
• Encourages greater participation by offering flexibility and personalization.
• Improves long-term MSK outcomes, reducing employer healthcare costs.

Second Door specializes in creating the right combination of education, accessibility, and hybrid care to build MSK solutions that truly work—boosting enrollment, engagement, and employee well-being. Talk to our partnership team to learn how we can help your business.