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Luna Appoints Chief Growth Officer as Physical Therapy Platform Looks To Expand

Luna Appoints Chief Growth Officer as Physical Therapy Platform Looks To Expand

Luna allows patients to book in-home physical therapy sessions with licensed physical therapists via its app

Luna, an in-home physical therapy platform, has named RaeAnn Grossman its chief growth officer. Grossman will help expand Luna’s relationships with health plans and providers and forge strategic in-home physical therapy growth opportunities. 

The physical therapy provider, which operates in 50 markets in 27 states, has had much success, reporting that it saw a 6,183% growth in visits between its launch in 2018 and 2022. Luna says it performs in-person visits every 25 seconds at the home. 

Palak Shah, co-founder and head of clinical operations at Luna, says Grossman has a proven track record of collaborating with health plans, provider groups and the healthcare community. 

“This latest appointment represents another step closer to Luna’s vision of becoming the leading in-home rehabilitation provider,” Shah said.

With three decades of experience, Grossman has held strategic growth and partnerships roles for healthcare and health insurance companies including Signify, Optum, BCBS of Arizona, Cotiviti and Health Net/Centene. 

“Luna solves the most challenging problems faced by health plans and providers today; namely, a lack of member engagement and adherence, and a fragmented care experience,” Grossman said. “By transforming the vision of holistic in-home care, we’re lowering costs, increasing access, streamlining the care journey and improving health outcomes.”

credit: Luna

Luna embraces technology with its app, where patients can book in-home physical therapy sessions with its licensed physical therapists who offer one-on-one care in the comfort of a patient’s home.

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The personal treatment concept has attracted health systems such as Providence, Emory Healthcare, Intermountain Healthcare, UCLA Health and MedStar Health to partner with Luna, offering outpatient physical therapy in a patient’s home.

Home-based treatment services may be the best bet for long-term recovery and adherence.

Luna points to its recent national report, which found that health systems lose $3.1 billion in revenue from physical therapy referral “leakage,” equating to an average loss of $2,500 per patient. While health systems refer patients to PT clinics after surgeries, allowing them to keep track of their recovery, Luna says 60% of referred patients seek care elsewhere because they’re unwilling to travel more than a few miles for physical therapy. 

The in-home physical therapy company received an award from Medicare late last year.

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