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A Volume To Value Ortho Service Line Model

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Learn about a model that is applicable to all service lines as healthcare transitions from volume to value. The model concentrates on transforming from services & procedures, to formalized programs, to centers of excellence, while focusing on the four pillars of service line management: Quality/Outcomes; Service/Satisfaction; Volume/Market share Growth; and Cost Containment. Quality and outcomes are particularly stressed as the key to program differentiation and value. Positioning as a regional destination center for managed care and industry is also discussed.

Presentation to cover:
Learn about a model applicable to all service lines
Learn how to transition from performing procedures to becoming a center of excellence
Learn how to transition from volume to value
Learn how to differentiate your centers of excellence
Learn how to create dashboards to maximize quality
Learn some marketing strategies for your service line
Learn how to position yourself as a regional referral destination

About the Speaker:
Bill Munley is a 30-year veteran of the healthcare system and a recognized leader and strategist in Orthopedics, Service Line Development, and Rehabilitation. He currently serves as Vice President of Orthopaedics, General Surgery, and Professional Services at Bon Secours St. Francis Health System in Greenville, SC, where he has served for 27 years. He is responsible for all inpatient and outpatient Orthopedic, General Surgery, and Rehabilitation programs across three campuses. During his tenure there, he has served as a consultant to other healthcare systems, on editorial advisory boards of professional magazines, as a charter board member and officer of multiple state and local organizations, and has developed numerous programs in his specialty areas. Bill has also appeared as a guest speaker at multiple local, state, and national symposiums, presentations and webinars. Bill holds a BA in General Science from the University of Rochester and a MHSA from George Washington University.

Published in: Healthcare
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A Volume To Value Ortho Service Line Model

  1. 1. A Volume to Value Service Line Model November 16, 2016 William E. Munley Vice President of Orthopedics, General Surgery & Professional Services
  2. 2. Goals of Presentation • Model applicable to all service lines. • Model that transitions from volume to value. • Volume and Value are not necessarily mutually exclusive • The sky is not falling.
  3. 3. • Bon Secours operates 19 acute-care hospitals, 1 psychiatric hospital, 5 nursing care facilities, 4 assisted living facilities, and 14 home care and hospice programs in 7 states. …About Us
  4. 4. • St. Francis downtown – 10 IP operating suites / 8 OP operating suites – 202 Acute care beds – 19 Inpatient Rehab Beds – 27 ICU / CCU / CVICU – 248 Total Beds • St. Francis eastside – 8 operating suites – 52 acute care beds – 35 LDRP – 6 ICU Beds – 93 Total Beds …About Us
  5. 5. Service Line Management
  6. 6. Service Line Management OthersAncillariesSurgeryNursing
  7. 7. OthersAncillariesSurgeryNursing
  8. 8. • Program development • Enhanced teamwork • Increased volumes • Increased market share • Increased quality • Streamlined costs & efficiencies • Value • Positioning for healthcare reform Benefits of Service Line Structure
  9. 9. Orthopedics is becoming a specialty within a specialty • Foot & Ankle • Fracture Care • Hand & Upper Extremity • Joint Replacement • Medical Ortho • Spine • Sports Medicine
  10. 10. Orthopedic, Spine & Rehab Services DYAD Leader: Dr. Baumgarten Orthopedic Chair: Dr. VanPelt Joint Camp Drs. Kavolus & Ridgeway SFE OFC Dr. O’Boyle SFD Sports Med. & O/P Ortho Dr. Baumgarten SFD / SFE O/P Rehab Dr. Schwartz SFD / SFE / Millennium & 4 satellites Other Orthopedics Wound Healing Center Dr. Melissa Richardson SFE Inpatient Rehab Center Dr. Choe SFD Foot & Ankle SFD / SFE Spine Program Dr. Bucci SFD
  11. 11. Orthopedics is becoming a specialty within a specialty • Foot & Ankle • Fracture Care • Hand & Upper Extremity • Joint Replacement • Medical Ortho • Spine • Sports Medicine
  12. 12. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Service/Satisfaction Volume/Market Share/Growth Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services.
  13. 13. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Service/Satisfaction Volume/Market Share/Growth Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services.
  14. 14. • Majority of hospitals in the country (about 50% ) do not have formalized orthopedic programs. • They deliver services and perform procedures only. • We have a few services like this which we would like to take to the next level (i.e. Foot & Ankle). Orthopedic Services
  15. 15. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Service/Satisfaction Volume/Market Share/Growth Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services.
  16. 16. Orthopedic Programs • Another 25% of Hospitals delivering orthopedic service have organized programs. • No formal programs before 2004 at St Francis. • We have formalized a Shoulder Program, and initiated components of an Osteoporosis Program complete with Bone Health Navigator.
  17. 17. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Service/Satisfaction Volume/Market Share/Growth Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services.
  18. 18. Centers of Excellence • Fewer still (20% - 25%) have developed Centers of Excellence or are able to go to the next level • We developed Center’s of Excellence in Joint Replacement (Joint Camp 2004), Hip Fracture (Osteoporotic Fracture Center 2007), Sports Medicine (2008), and Spine Care Center (2010) • Center of Excellence Differentiation
  19. 19. Centers of Excellence We have differentiated our COEs through menus for success: • Joint Camp • Spine Care Center • OFC • Sports Medicine
  20. 20. Joint Camp Menu for Success 1. Medical Director / Physician Champion 2. Hip & Knee Pain Seminars 3. Focus on Wellness 4. “Prehab” 5. Early Discharge Planning 6. Multidisciplinary Team 7. Regular Team Meetings 8. Dedicated Program Manager 9. Dedicated Unit 10. Direct Admission into Room 11. Group Therapy Green: Advertising/Promotion Red: Differentiators
  21. 21. Joint Camp Menu for Success 12. Coach Program 13. Clinical Pathway & Standardized Orders 14. Comprehensive Educational Information for Patients & Families 15. Rise & Shine Greeting Program 16. Newsletters 17. Graduation Ceremony 18. Dashboard Development 19. Annual Reunion Green: Advertising/Promotion Red: Differentiators Blue: Promotional materials Purple: Outcomes
  22. 22. 20. Physician “Buy In” 21. Dedicated, Consistent OR, Nursing & Therapy Staff 22. Flip Flop OR’s for high-volume surgeons 23. 1:5 Nurse-to-Patient Ratio Joint Camp Menu for Success Green: Advertising / Promotion Red: Differentiators Dr. Stephen Ridgeway Joint Camp Medical Director Dr. Christopher Kavolus Orthopedic Medical Director
  23. 23. Spine Care Center
  24. 24. Spine Care Center Menu for Success 1. Focus on Wellness 2. “Prehab” 3. Early Discharge Planning 4. Multidisciplinary Team 5. Regular Team Meetings 6. Coach Program Red: Differentiators
  25. 25. Spine Care Center Menu for Success 7. Clinical Pathway & Standardized Orders 8. Comprehensive Educational Information for Patients & Families 9. Dashboard Development 10. Physician “Buy In” 11. Dedicated, Consistent OR, Nursing & Therapy Staff 12. Designated Unit 13. Community Seminars Red: Differentiators Blue: Promotional materials Green: Advertising/Promotion Purple: Outcomes
  26. 26. Spine Triage Center • Initial consults with Physiatrists • Primary Care Musculoskeletal Physician • PCP/Network Referral • RN Spine Navigator • Specialty Network
  27. 27. St. Francis OFC (Osteoporotic Fracture Center)
  28. 28. St. Francis OFC Menu for Success 1. Medical Director / Physician Champion 2. OFC Coordinator 3. Streamlined Evaluation and admission process 4. Admission by Hospitalist 5. Clinical Pathway and Standardized Orders 6. Physician “Buy In” 7. Reserved O.R. time 5 days/week Green: Advertising/Promotion Red: Differentiators
  29. 29. St. Francis OFC Menu for Success 8. Multidisciplinary Team 9. Dedicated Beds 10. Dedicated / Specially trained OR, Nursing & Therapy staff 11. Aggressive Therapy 12. Early D/C Planning 13. Patient / Family Education 14. Regular Team Meetings 15. Dashboard Development 16. Administrative Support Red: Differentiators Blue: Promotional materials Purple: Outcomes
  30. 30. Sports Medicine
  31. 31. Primary Target Audience Injury-Prone Weekend Warrior/Baby Boomer Secondary Target Audience Student Athletes Strategies –Pursue high injury risk weekend warriors/baby boomer sports leagues –Increase awareness at public events focusing on multiple sporting venues utilizing our community-based ATC’s, sports medicine coordinators, and physician network. –Provide Athletic Trainer Programs on-site to organizations Sports Medicine Menu for Success
  32. 32. Sports Medicine Menu for Success – Participate in non-traditional community events that promote health and wellness – Sponsorships – Promote HURT Line – Provide Effective Materials for Events – Develop a Comprehensive Marketing & Sales Package – Incorporate with other St. Francis system-wide events
  33. 33. – Track Clubs – Mud Runs – Adult Basketball Leagues – Cycling Events – Tennis Clubs – Triathlons – Volleyball – Swimming Clubs – Adult Soccer – Lacrosse Leagues – Corporate Leagues – Rugby – Sports Clubs – Hiking Clubs – Ballet – Senior Centers – YMCA / YWCA Sports Medicine Menu for Success • Pursue Injury Prone Weekend Warriors/ Baby-boomer Sports Leagues utilizing our community based ATC / Sports Medicine Coordinators and Physician Network
  34. 34. • Provide athletic trainer programs onsite to Organizations – Bob Jones University – Easley High School – Powdersville High School – Wren High School – Shannon Forest High School – CESA Youth Soccer – Greenville Swamp Rabbits Sports Medicine Menu for Success
  35. 35. • Participate in non-traditional community events that promote health and wellness – Health Fairs – Sports Performance Challenge in collaboration with D-1. – Publish injury prevention articles/training kits – Community educational programs – Develop pre-season tune-up and/or post-event injury clinics Sports Medicine Menu for Success
  36. 36. • Established Major Sponsorships – Clemson – Greenville Drive – Greenville Road Warriors – Downtown cycling classic – GO Magazine – Mud Run – Wheels for Meals – Track Clubs – Tennis Tournaments – Soccer Leagues – Cycling Events – Golf Tournaments – Universities Sports Medicine Menu for Success
  37. 37. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Volume/Market Share/Growth Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction
  38. 38. Service Line Pillars (central to future vision for orthopedics) Service & Satisfaction have been outstanding: • 99th percentile for Orthopedist Satisfaction • 4.84/5.00 Gallup Patient Satisfaction 3rd Floor Ortho SFE • 4.73/5.00 Gallup Patient Satisfaction 7th Floor Ortho/Spine SFD • 3.79/4.00 HCAHPS Grand Mean 3rd Floor Ortho SFE $ • 3.67/4.00 HCAHPS Grand Mean 7th Floor Ortho/Spine SFD $ • 4.76/5.00 Gallup Employee Engagement
  39. 39. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Cost Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth
  40. 40. Volume/Market Share Growth: • Most Joint Replacements and Shoulder Replacements performed in South Carolina • Performed over 9,000 orthopedic surgical procedures in FY16. Market Share: • 40% Spine Care • 49% Hip Fx. Care • 51% Outpatient Ortho (knee, shoulder) • 65% Joint Replacement Service Line Pillars (central to future vision for orthopedics)
  41. 41. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  42. 42. Cost: • Shorter Length of Stay • Reduced O.R. Times • Reduced Variation in Practice Patterns • Lowest implant costs in BSHSI • Lowest cost MS-DRGs in the Upstate as per American Hospital Directory • Monitor MSPB (including SNF placements) Service Line Pillars (central to future vision for orthopedics)
  43. 43. Comparative Data for Medicare Patients Total Joint Replacement and Joint Revisions Hospital Medicare Inpatients ALOS Average Charges Average Payment Average Cost St. Francis 718 3.4 $51,284 $11,492 $13,587 Spartanburg Regional 335 5.1 $48,966 $14,257 $15,673 Patewood Memorial Hospital 247 2.9 $40,525 $11,154 $16,927 Self Regional 242 3.8 $66,863 $14,082 $19,375 AnMed 224 5.1 $75,421 $13,608 $36,559 Greenville Memorial Hospital 73 6.4 $63,012 $16,984 $34,864 Hillcrest Hospital 57 3.8 $50,183 $13,172 $31,095 Village at Pelham 26 3.9 $42,880 $10,112 $42,125 MS-DRGs 469, 470: Major Joint Replacement or Reattachment of Lower Extremity w/MCC and w/o MCC MS-DRGs 466, 467, 468: Revision of Hip or Knee Replacement w/CC, w/MCC, and w/o CC/MCC Hospital Medicare Inpatients ALOS Average Charges Average Payment Average Cost Spartanburg Regional 49 5.6 $67,283 $18,761 $24,071 St. Francis 36 3.8 $86,362 $16,377 $22,270 Patewood Memorial Hospital 16 3.4 $55,442 $14,058 $22,290 Data is for Medicare inpatients only- year ending 9/30/09 Source: American Hospital Directory
  44. 44. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost Quality/ Outcomes
  45. 45. Quality/Outcomes: • Premier top 10% Joint Replacement Quality and Cost • Delta Care Chex/Comparion top 5% for Overall Orthopedic Surgery • Becker’s Top 100 Orthopedic Hospitals Award • Joint Commission DSC for Total Hip & Total Knee Replacement • BCBS Preferred Distinction Center+ for Quality and Cost for Joint Replacement Surgery and Spine Surgery • Aetna Institutes of Quality (IOQ) for Joint Replacement & Spine Surgery • United Healthcare Specialty Center Designation for Joint Replacement & Spine Surgery • Sg2 National Best Practice for Fracture Care • Synthes Corporation Preferred Show Site for Fracture Care • America’s Best Hospitals for Orthopedics-Women’s Choice Award 2013 • Consumer Reports Highest Rated Hospitals for Knee Surgery 2014 • Consumer Reports Highest Rated Hospitals for Hip Surgery 2014, 2016 Service Line Pillars (central to future vision for orthopedics)
  46. 46. Service Line Pillars (central to future vision for orthopedics) HealthGrades • America’s 100 Best Hospitals for Orthopedic Surgery, 6 years in a row (2012-2017) • Top 5% in the Nation for Overall Orthopedic Surgery, 6 years in a row (2012-2017) • Ranked #1 in SC for Overall Orthopedic Services (2012-2013, 2016-2017) • 5-Star in Knee Replacement, 15 years in a row (2003-2017) • 5-Star for Hip Fracture Treatment, 6 years in a row (2012-2017) • 5-Star for Back Surgery, 2 years in a row (2013-2014) • Service Excellence Award for Joint Replacement (2011-2014, 2016-2017)
  47. 47. QUALITY • Mortality • Infections • Readmission Rate • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators • Clinical Pathway Usage • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities • Maintain Independent Living FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB MISC. • Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  48. 48. QUALITY • Mortality • Infections • Readmission Rate • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators • Clinical Pathway Usage • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities • Maintain Independent Living FINANCIAL • Implant Cost • Volume • LOS • Wasted Implants • MSPB • Total Cost $ MISC. •Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  49. 49. QUALITY • Mortality • Readmission Rate • PE • DVT • Dural Tears • CMS/VBP Indicators • Clinical Pathway Usage • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. • Infections $ • Patient Falls $ • Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities • Maintain Independent Living FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB MISC. • Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  50. 50. QUALITY • Mortality • Infections • Readmission Rate • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators $ • Clinical Pathway Usage • Maintain Independent Living • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. Complications: Delirium, Ilius, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB $ MISC. • Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  51. 51. QUALITY • Mortality • Infections • Readmission Rate • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators • Clinical Pathway Usage • Maintain Independent Living • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB MISC. •Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  52. 52. QUALITY • Mortality • Infections • Readmission Rate • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators • Clinical Pathway Usage • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. • Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI $ SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities • Maintain Independent Living FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB MISC. • Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  53. 53. QUALITY • Mortality $ • Readmission Rate $ • Infections • PE • DVT • Dural Tears • Patient Falls • CMS/VBP Indicators • Clinical Pathway Usage • Time between ER Arrival to Surgery in < 12 hrs. & < 24 hrs. • Time b/w ER Arrival to Floor < 4.5 hrs. • Complications: Delirium, Ileus, Pneumonia, Renal Failure, Respiratory Failure, UTI SERVICE • On-time starts for 1st case • Turnover time • Surgery Block Utilization • Patient Satisfaction • Cancellations w/in 24 hours OUTCOMES • Pain level • Functional level • Return to Work • Return to Former Activities • Maintain Independent Living FINANCIAL • Implant Cost • Total Cost • Volume • LOS • Wasted Implants • MSPB MISC. • Seminars / Screenings • Percent of Patients D/C to Home Dashboard
  54. 54. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  55. 55. • Foot & Ankle • Osteoporosis • Shoulder Replacement Future Vision Centers of Excellence
  56. 56. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  57. 57. Da Vinci Robot St. Francis Millennium St. Francis Outpatient Center
  58. 58. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost Quality/ Outcomes
  59. 59. • Dr. Marc Tanner - Hand (2012) • Dr. Shay Koch - Sports Medicine (2013) • Dr. Dylan Watson - Joint Replacement Surgeon (2015) • Pain Management Physician (2017) • Foot & Ankle (2017) • Hand Surgeon (2017) Specialist Recruitment
  60. 60. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  61. 61. • Investigate and maintain new government regulations/coding • Prepare operationally for new reimbursement strategies • Maintain & improve efficiencies (on-time starts, turnover time, etc.) • Improve consistency, ability, experience and training with OR staff and possibly Anesthesia/Hospitalists • Site visits to other premier programs Operating Excellence
  62. 62. • Concentrate on patient-centered coordination of care • Continued task force meetings • Program element upgrades, protocol updates, continued differentiation • Maintain and further develop dashboards and benchmarks (re-admission rates, quality, return to community, return to work, pain levels, return the functional activities, etc.) Operating Excellence
  63. 63. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  64. 64. • Identified as having one of the most comprehensive and diversified orthopedic marketing plans by Innovator’s Studio (Chicago 2010) • Current & future strategies Service Line Focused Marketing
  65. 65. Joint Camp
  66. 66. Patient / Family Items Tee Shirt Coach’s Guide Coffee Cup Bag
  67. 67. Hip & Knee Pain Seminars • Bi–Monthly at St. Francis Eastside • Participation in Community Events
  68. 68. Patient Testimonials
  69. 69. Success Story Letter
  70. 70. Billboard
  71. 71. Joint Camp Annual Reunion
  72. 72. HealthGrades 5-Star in Hip Replacement 5-Star in Knee Replacement 5-Star in Total Joint Replacement
  73. 73. Spine Marketing Efforts • Brochure • Community Seminars • Website • Peripheral Materials
  74. 74. OFC Marketing Efforts • EMS • Community Outreach – Seminars – Churches – Senior Centers – Assisted Living • SNF – Inservices – OFC Coordinator •Development of Osteoporosis Program •Peripheral Materials •HealthGrades •Media Coverage
  75. 75. “Take me to St. Francis” Brochure
  76. 76. • HURT Line (864-675-HURT) • Outpatient surgical patient T-shirts with “Life is a Sport” theme • Program ads – High Schools, Furman, North Greenville • Faith characters and associated ads, magnets, giveaways • Comprehensive website • Program literature and other peripheral materials • GO Magazine • Message on hold • Webinars • Banners • E-newsletter • Collaborative events with corporate partners • DVD through Clemson Sponsorship • Community Service Announcements • Success stories postcards • Sales Package • Sponsorships • “Not all athletes wear jerseys” campaign St. Francis Marketing Department Responds to Sports Medicine!
  77. 77. Sports Medicine
  78. 78. Team Sponsorships Greenville High Rugby CESA Greenville Griffins Adult Rugby League
  79. 79. Newsletters
  80. 80. E-newsletter
  81. 81. Brochure
  82. 82. Go Magazine Ads
  83. 83. 96
  84. 84. CESA Tournament Program Ad
  85. 85. • Secondary Audience – Student Athletes
  86. 86. St. Francis Combine Challenge Awards Ceremony 12/07 St. Francis Sports Performance Challenge Awards Ceremony 5/08
  87. 87. Greenville High Red Raiders
  88. 88. The Word is Out 2009 – 2016 • Becker’s Hospital Conference: Chicago, IL • HealthLeaders Media Magazine • IHI Conference: Nashville, TN • ACI Conference: Dallas, TX • HCPro Webinar on Joint Replacements • Marshall Steele Summits: Chicago / Orlanda • HCPro Webinar on Service Line Marketing • Marshall Steele Book • Sg2 Webinar on Hip Fracture • Bon Secours Health System: Richmond, VA • Chief Marketing Officers’ Innovator’s Studio: Chicago, IL • Sg2 Conference, San Francisco, CA • Stryker Performance Solutions, San Antonio, TX • SharePoint HealthGrades Symposium: Miami, FL • Sg2 Executive Summit: Washington, DC • HealthGrades Webinar on Volume to Value • OrthoServiceLine.com • Wall Street Journal Article-Hip Fractures
  89. 89. • The key is a combined effort marketing the overall identity/co- branding while not losing the current marketing strategies of the individual centers of excellence • Communicate the quality accolades, differentiators, outcomes, and value to: 1. The public 2. Business community 3. Third-party insurers 4. BSMG & other physicians • Emphasize Regional Presence Future Marketing
  90. 90. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  91. 91. • SC MedTransTech Program (Clemson Biomedical Engineering Research) • Latest Technology – New cervical cages – Patient specific knees – Patient specific hips – Ankle replacements Future Vision for Peripherals/Innovation
  92. 92. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  93. 93. • Quality / Outcomes / Value will be the “Tip of the Spear” for differentiation • Quality / Outcomes / Value will be the future of marketing and steerage • Mid-Level Practitioner in Preassessment for Joint Replacement and Spine • Potential Outcomes Tracking: – SF 12, Lower Extremity Functional Scale, DASH, Oswestry, Stryker Performance Management & Outcomes – OBERD or similar tool for outpatient orthopedic surgery – Create outcomes measures, track, and publish Future Vision Quality/Outcomes/Value
  94. 94. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  95. 95. • Bundling • Episodic Care • Aetna & BCBS • Industry • Workers Comp • Preferred Insurance Steerage • Surgical Tourism (i.e. BridgeHealth) • ACOs Future Vision / Positioning for Regional Center of Excellence
  96. 96. Future Vision Identify Future Positioning/Regional COE Future Vision Quality /Outcomes/Value Future Vision Peripherals / Innovation Future Vision COE’s Centers of Excellence Orthopedic Programs Orthopedic Services Quality/Outcomes Munley Healthcare Consulting, LLC Bon Secours St. Francis Health System Orthopedic Service Line Vision Statement We are committed to excellence as the high-quality patient-centered provider of choice for regional orthopedic and spine services. Service/Satisfaction Volume/MarketShare Growth Cost
  97. 97. The Experts Say… Sg2 -- Marshall Steele & Associates -- HealthGrades -- Premier “The vision of most orthopedic hospital programs is to become where St. Francis is now.” “Most hospitals that have orthopedic services dream to be where St. Francis is currently, and your future plan is visionary.” “St. Francis is at the top and is one of the best programs in the country, and your model takes you even further.” “The Future Vision for the Orthopedics & Spine Service Line at St. Francis is one of the most clear, concise visions we have ever seen.”
  98. 98. Vision in a Nutshell • Maintain and seek continuous operational improvement in our current COE programs: Joint Camp; OFC; Spine Care Center; Sports Medicine • Manage current and future programs and services around the four service line pillars: Quality/Outcomes; Service/Satisfaction; Volume/Market Share Growth; and Cost • Develop future COE programs in Foot & Ankle, Osteoporosis, and Shoulder Replacement • Implement outcome measures in both inpatient/outpatient surgery
  99. 99. • Focus efforts around Patient Centered Coordination of Care and Transition of Care • Package our product to become preferred provider (Bundling, Episodic Care, ACOs, Industry, Centers of Distinction, Preferred Insurance Sites, and Surgical Tourism) • Create Overall Umbrella Identity and Co-branding • Market new identity and co-branding utilizing a unified strategy while maintaining marketing for individuals subspecialties. Quality, Outcomes, Differentiation & Value are the “tip of the spear.” Vision in a Nutshell
  100. 100. Thank you for your attention. William E. Munley Vice President of Orthopedics, General Surgery & Professional Services Bon Secours St. Francis Health System Bill_Munley@bshsi.org (864) 449-3386
  101. 101. 115 Streamlining Orthopedic Patient Pathways www.wellbe.me/CJR

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