Hh Marketing


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Home Health Marketing along a wound care pathway

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Hh Marketing

  1. 1. Home Health Marketing Approach Expanding the Market, And Increasing Wound Care Caseload
  2. 2. The Pipeline Approach <ul><li>Rob’s Rules </li></ul><ul><li>Most HCO’s never move beyond grabbing one case/patient at a time </li></ul><ul><li>We grab low hanging fruit and assume it is good enough </li></ul><ul><li>Building pipelines ensures a never ending flow of patients </li></ul><ul><li>Pipelines are built based on: </li></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Patient Outcomes </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><li>Just like we track Census and Cases per day/wk/mt, we must also numerically track, trend, and improve the above. </li></ul><ul><li>Quality and Patient Outcomes will fill more beds than thousands of dollars of marketing and advertising </li></ul>Payors IRF Community Based SNF LTAC ALF/ILF Hospital Physicians HH
  3. 3. Traditional Approaches <ul><li>Rob’s Rules </li></ul><ul><li>Physician relationships are only as good as the patient outcome we produce </li></ul><ul><li>Physicians value revenue and quality of life, they cannot enjoy either without great patient outcomes </li></ul><ul><li>Patient Outcomes are measured – clinically, financially, experientially, and mortality </li></ul><ul><li>We must focus on throughput to sustain maximum volume with minimal wait times </li></ul><ul><li>The vast majority of marketing efforts will be in these pipelines </li></ul>Hospitals SNF’s Physicians HH
  4. 4. Post-Acute Referral Stream <ul><li>Rob’s Rules </li></ul><ul><li>LTAC’s have high volume wound business that almost always relies on a downstream provider for full wound healing </li></ul><ul><li>IRF/SNF will drive more therapy business but will occasionally have wound volume </li></ul><ul><li>A substantial amount of marketing efforts need to be placed in this pipeline </li></ul><ul><li>Providers want to know what happened to their patients post DC, us a patient outcome report to show them </li></ul>IRF SNF LTAC HH
  5. 5. The LTAC Approach <ul><li>Rob’s Rules </li></ul><ul><li>LTAC’s are paid based on a DRG system whereby they are incentivized to DC a patient in a specific window between the 5/6 th date at the full DRG date – generally a 3-4 day window that is often projected weeks in advance of DC </li></ul><ul><li>LTAC’s almost never have enough time to heal high end wounds to 100% closure </li></ul><ul><li>As the LTAC looks toward the future there will be fewer downstream providers that are able to meet the complex needs of wound care patients in a way that does not result in re-hospitalization </li></ul><ul><li>Wound Care protocols can be replicated in these 3 environments </li></ul>
  6. 6. Community Based Marketing <ul><li>Rob’s Rules </li></ul><ul><li>No one is actively chasing the individual patient </li></ul><ul><li>We can use Social Network Media coupled with patient testimonials to drive business </li></ul><ul><li>All other avenues are built on volume generating activities which can overcome physician alliance obstacles and payor barriers </li></ul><ul><li>These avenues represent 1-2 census points at any given time. In most cases it is the difference in meeting plan and missing plan </li></ul>Cholesterol Screening/ Health Fairs Retirement Communities Marathon/Triathalon Community Education SSI Attorneys Community
  7. 7. Payor Collaboration <ul><li>Rob’s Rules </li></ul><ul><li>Payor programs will force lower reimbursement yet better performance </li></ul><ul><li>Payor alliances based on shared risks will create the payor pipeline </li></ul><ul><li>Collaboration will create wins for all stakeholders and volume will ensure profitability </li></ul><ul><li>The Home Health must find a way to swim upstream and create incentive alignment with Physicians, Providers, and Patients. Wound Care creates this opportunity </li></ul>HMO’s Private Pay Commercial Insurance Medicare/Medicaid HH
  8. 8. The Wound Care Pathway <ul><li>Rob’s Rules </li></ul><ul><li>Imagine using the same wound care protocols as the STAC and LTAC, better yet, imagine having shared staff along this continuum – MD, PA, NP, WOCN, etc. </li></ul><ul><li>Payors, Providers, and Physicians all want to see the same thing in the way of patient outcomes: </li></ul><ul><ul><li>Low Mortality </li></ul></ul><ul><ul><li>Zero Infections </li></ul></ul><ul><ul><li>Shorter Healing Times </li></ul></ul><ul><ul><li>Customer Satisfaction </li></ul></ul><ul><ul><li>100% Compliance with Treatments </li></ul></ul><ul><ul><li>% of wounds healed </li></ul></ul><ul><li>This data allows everyone to see the fruits of their labor. The HH agency has the opportunity to pull this data along the continuum by becoming and active partner in the care process </li></ul>
  9. 9. Define Your Market <ul><li>Rob’s Rules </li></ul><ul><li>The market must be defined in terms of 5-50 mile radius and tracked for saturation </li></ul><ul><li>We must strategically plan events accordingly within the defined market </li></ul><ul><li>More doctors almost always equals more business – as long as they are the “right” doctors </li></ul><ul><li>When competing against BIG competition we must carve out a portion of the market where we can become GREAT – ie wound care </li></ul>
  10. 10. The Healthcare Solution <ul><li>Rob’s Rules </li></ul><ul><li>We exist, as a provider, at a point where physicians, payors, and patients converge </li></ul><ul><li>We are embarking on an era where some version of healthcare reform will create the following: </li></ul><ul><ul><li>More Patients </li></ul></ul><ul><ul><li>Less Reimbursement </li></ul></ul><ul><ul><li>Pay For Performance </li></ul></ul><ul><li>The time to prepare has already past, we must execute now </li></ul><ul><li>Wound Care Pathways will allow the HH provider an opportunity to share risk through ACO/Bundled Payment concepts. This type of risk share will create a never ending flow of patients. </li></ul><ul><li>Volume creates the opportunity to drive costs down, hence, if we prove our outcomes are better we can push for exclusivity in the market. </li></ul>Payors Patients Providers Physicians HH