Page 8 - Mobility Management, January 2018

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Transforming CRT
In a new white paper, Numotion CEO/President Mike Swinford talks about changing Complex Rehab Technology from within
Since entering the industry in 2014, Mike Swinford has embraced complex rehab technology’s (CRT) mission, its end users, and even its often-complicated funding processes. He left a lengthy tenure at GE Healthcare
Services for an industry that is quite small by comparison, but in a conversation with Mobility Management just weeks after
his Numotion announcement, Swinford cited the intimacy of the industry and said its ability
to change individual lives for the better was one of the factors that
impressed him.
Now more than three years into CRT, Swinford has
closely examined the industry with the goal of equipping it to move forward. He’s authored a new white paper
— Transforming the State of CRT from Within — that challenges all industry stakeholders and offers an ambitious, but measured strategy.
The white paper puts forth ve directives:
• Transform with innovative models
• Advocate and educate with relentless and uni ed focus • Strengthen and enforce compliance standards
• Promote connected and integrated outcomes
• Apply and leverage contemporary technology
Each of the directives ends with “What you can do to
help” action items.
Excellence Beyond the Industry
The scale of Swinford’s vision is evident with the very rst directive: He recommends that CRT look beyond its own boundaries for examples of excellence in other industries.
“For any company in any industry, that’s actually a best practice,” Swinford told Mobility Management. “Always benchmark, and do not get too laser focused on your industry. Obviously, we have very pressing issues in our industry that we need to address. But there are so many best practices as technology continues to evolve, whether it’s big data and analytics or cloud computing. There are so many different best practices to draw upon from multiple companies and multiple industries that we’d be foolish not to.”
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Another reason that CRT should look beyond its boundaries: That’s what CRT clients do.
“I purposefully made the customer experience the center of this white paper,” Swinford explained. “Every one of our customers certainly looks outside of our industry when they’re comparing the service experi- ence that they have within our industry versus outside the industry. I think it’s human nature, whether we’re receiving personalized service at Starbucks or at a Marriott or on Amazon. Those are things we re ect upon as we have different experiences.”
While CRT’s size can be an advantage, it should also be motivation to keep up with what other industries are doing, Swinford noted.
“CRT is a very small industry,” he said. “Many people within the industry kind of grew up in it. I’ve learned
a ton from them, and I’m grateful to them. But I think the industry, being as contained as it has historically
If we’re never talking about where we want to take this industry collectively, it’s going to be tough to get there
been, could really bene t from outside perspectives, while continuing to draw on the incredible passion and domain expertise that the industry bene ts from.”
Choosing the White Paper Route
A white paper isn’t the most common vehicle for delivering such a vision and message, but Swinford said he and his Numotion team chose this format for its poten- tial reach.
“It is a vehicle that gives us the opportunity for broad reach to a number of constituencies,” he said. “We at Numotion have had ongoing conversations with payors who are strategic partners of ours, with referral sources, with different manufacturing partners, and many of
the items within the white paper are ongoing topics of discussion, collaboration and projects in which we’re investing capital and are starting to really do some things in unique and transformational ways.
Mike Swinford
MobilityMgmt.com