Axis Sports Medicine is a therapist-owned and operated physical therapy practice with four clinic locations serving two Colorado mountain communities. In these tight-knit communities, patients expect a highly personalized, hands-on experience. The front desk plays a central role in meeting those expectations by welcoming patients and supporting communication around care, scheduling, and financial responsibilities.
Operating in high-cost Colorado mountain communities presented Axis with a unique set of geographic and economic challenges:
Unsustainable Operating Costs
The high cost of living in these areas required higher wages, driving operating costs to unsustainable levels, particularly as Medicare reimbursement rates covered only a fraction of those costs and remained well below hospital system rates.
Complex Front Office Role & Lengthy Training
At Axis, the front office role extended well beyond scheduling. Staff were responsible for managing physician authorizations, coordinating referrals, and providing billing support. Training a new staff member typically took about a year to reach full competency.
Staff Burnout & Retention
Retaining front desk staff became increasingly difficult. When positions went unfilled, physical therapists took on administrative duties, increasing the risk of provider burnout and clinical staff turnover.
Cultural Resistance to Change
Axis was initially hesitant to adopt kiosks or virtual assistants, fearing that technology could undermine the personalized, high-touch experience patients expected.
In September 2023, Axis partnered with WelcomeWare to implement a virtual front desk model supported by kiosks and offshore staffing. The goal was to improve efficiency while maintaining the personalized patient experience expected across its four clinics.
By implementing WelcomeWare’s virtual front desk, Axis was able to:
Preserve the Patient Experience
The kiosks supported a streamlined intake process while maintaining a personal, patient-friendly interaction.
Improve Coverage and Reliability
With three dedicated offshore “Welcomers” managed by WelcomeWare, Axis had consistent front desk support without taking on the burden of recruiting, hiring, and managing additional in-house staff.
Simplify Training and Onboarding
Axis assigned an internal point person to support implementation, and the rollout across all four clinics was completed within a few weeks. Practice Manager Amy Freeman also noted the platform’s ease of use.
“WelcomeWare saved us. I can’t believe we got so lucky. Our employees never want to live without them and don’t see a path forward without our Welcomers on the team!”
Front office hiring pressure reduced
Full administrative coverage maintained
Therapist burnout reduced
Collections improved
Scheduled follow-ups increased
Since implementing WelcomeWare, Axis Sports Medicine has improved operational stability, staff satisfaction, and financial performance.
Financial Stability
Axis saw an immediate increase in collections and "scheduled outs." By automating and specializing the administrative workflow, the practice avoided the risk of missing authorizations or billing errors.
Employee Satisfaction
By shifting administrative responsibilities away from providers, therapists were able to focus more fully on patient care. The change also supported Axis’s ability to increase therapist compensation.
Seamless Integration
The "Welcomers" became true members of the team. They navigated a full EMR (Electronic Medical Record) change and became the internal experts on the new system.
Patient Acceptance
Patients adapted quickly to the kiosks and became familiar with the virtual Welcomers by name, helping Axis maintain the personalized experience expected in its communities.
“Our Welcomers are accurate, they don’t miss, they ask questions, they’re intelligent, they’re personable, they care, they're problem solvers, they look for solutions, they resolve conflicts, they navigated our EMR change and were the individuals in our company that found the solutions.”
