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FOCUS ON HEALTH — Performance Rehab rebrands in Mississippi

By BECKY GILLETTE

Performance Rehab Physical & Occupational Therapy has changed its name to Elite Physical Therapy as part of a statewide re-branding initiative.

“While the name will be changing, our ‘elite’ team of therapists and driven staff will remain exactly the same,” said a letter announcing the change to their referral sources. “For the last 14 years, Performance Rehab has become the trusted therapy source in the greater Jackson areas and a pillar in the communities for which we serve. We have built our reputation around exceptional care and define ourselves by the extraordinary customer experience we provide to each and every patient that walks through the door.”

Performance Rehab started out in 2004 providing on-site physical therapy services to assisted living homes. In the next decade, the company accomplished major growth by opening stand-alone outpatient physical therapy clinics in Byram, Ridgeland, Richland, Brandon and Canton. By 2015, the company was purchased by Drayer Physical Therapy Institute, LLC. The recent name change to Elite is the first step to consolidate all of the Drayer Physical Therapy’s Mississippi brands under one name by the end of the year. In the end, the company will have a network of 26 outpatient therapy clinics under the Elite Physical Therapy brand.

Chad Barker, regional vice president for Drayer, said the goal is to create one strong, unified brand in the minds of patients and referral sources alike. “Elite was chosen because it was the most representative name,” Barker said.

Performance co-founders Tanny Crawford and Meagen Mallett will serve as area managers. They have held those positions since Drayer acquired Performance in 2015.

Crawford said being a part of the Drayer means they have a large footprint that makes them more appealing to physician groups, especially orthopedic surgery groups. Elite Physical Therapy has clinics in most regions of the state, including not just central Mississippi, but Starkville, Tupelo, and Hattiesburg.

Crawford said they appreciate that Drayer does a good job of staying true to their values and mission.

“Servant leadership is their model,” Crawford said. “From the very top, they exhibit that.”

Crawford attributes part of their growth to their focus on outcome-based treatment.

“We only do the treatments that are proven to work,” Crawford said. “We track our outcomes, maintain a high standard and stay ahead of the national average on major injuries. For example, if the national average treating back pain is approximately 14 visits, we pride ourselves on getting it done in fewer visits. We try to make improvements more quickly than average based on proven protocols and a hands-on approach.”

A couple of years ago they had trouble finding enough physical therapists because of shortages in that field. But schools in Mississippi have focused on producing more trained physical therapists to meet the demand. But Crawford said finding good candidates for open positions is no longer a problem.

It takes a delicate balance for a physical therapist pushing a patient hard enough to get the results needed without expecting too much of someone who is in great pain.

“No pain, no gain is a common phrase, but it takes more knowledge about joint function and recovery to facilitate proper healing,” Crawford said. “Our ability to discern what pain is normal during recovery is important. If pain doesn’t make sense with the diagnosis or expected recovery, it is our responsibility to collaborate with the doctor.”

Crawford said progressive, individualized treatment plans allow patients to achieve optimal results that are specific to their unique needs. He said each patient receives targeted treatment plans, first-class equipment and a dedicated therapist in order to fully repair damage and restore strength.

Services offered include physical and occupational therapy, industrial rehabilitation, aquatic therapy, orthopedic and neurological rehabilitation, fall prevention and balance training, work hardening and conditioning, and functional capacity evaluations.

About Becky Gillette

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