Fighting for Physicians and Referrals in Rural Markets. Mitzi Kent RN BSN, Sr. Director National Physician Liaison Program

Transcription

1 Fighting for Physicians and Referrals in Rural Markets Mitzi Kent RN BSN, Sr. Director National Physician Liaison Program 1

2 Bio RN BSN from the University of South Carolina Started my career in Pediatric Oncology Began my sales career in Home Hi-Tech Infusion Lead Sales team in Respiratory DME Started Sales program at HCA, TriStar Division Lead Southeast Region Sales for Gentiva Home Health and Hospice Division Currently Lead the National Sales Efforts with LifePoint Hospitals 2

3 LIFEPOINT HOSPITALS: Who We Are Founded in 1999 Leading healthcare provider in its communities Committed to keeping healthcare local Financially strong - $5+ billion in revenues National footprint More than 60 hospitals in 21 states 38,500+ employees 4,150+ physician relationships Fully accredited by The Joint Commission Proven partnership strategies 6 joint venture partnerships Quality Services Close to Home

4 LifePoint s Vision and Mission Statement Making Communities Healthier People choose to come for healthcare A place Physicians want to Practice A place Employees want to Work 4

5 Integration of HSC Support Resources Strategy Physician Liaison BUSINESS DEVELOPMENT Marketing 5

6 Physician Resource Role ) Drive Incremental volume in services lines aligned with hospital strategic plans Engage with physicians to support key hospital services Connect physicians with physicians in support of the referral process Communicate & collaborate with physicians to remove barriers to growth Own issues and follow-up with timely resolution Ask questions, provide feedback and identify new opportunities Coordinate growth activities in collaboration with the CEO be the right hand on growth to the CEO

7 Serving Our Communities - Sales Vision Short Term Redefine the Sales Role Establish what is working well Educate leadership what Good looks like Provide basic sales coaching and knowledge of understanding customer s needs Mid-Term Strategic Sales Approach Tactic Sales Plans that support facility strategic plans Dashboards that measure sales activity results to growth Focus growth not just with physicians but with employers, retail strategy and other providers. Longer Term Full Sales Program Key service line focus with sales team ROI Robust sales program with field trainers to assist new business development. Incentive Program to drive sales behavior for growth 7

8 Strategic Deep Dive Local Knowledge Local Strategy Gain a thorough understanding of the market both operationally and strategically Conduct interviews with key stakeholders Demographic and psychographic market analysis Service Line Inventory and profitability analysis Market Share and competitive landscape Understand the composition of the medical staff Integrated Local Market Strategy Next Steps Strategy Development Resource Deployment Implementation Performance Tracking Build upon the current strategic priorities Service line growth and outreach Strategic recruiting develop medical staff recruitment plan Approach to physician relations Primary Care Access Points (Midlevel, Urgent Care) Capital equipment and facility master plan Partnership Collaboration Clinical Affiliations Internal capabilities and behaviors 8

9 Quality 9

10 Hospital Compare Core Measures, HCAHPS, Imaging, Immunization, Mortality UPMC Conemaugh UPMC UPMC Mount Compare to competitors and like hospitals Twin Group Measure Nason Altoona Vly Presbyterian Bedford J.C. Blair Nittany Person Fauquier County HF 98% 100% 100% 100% 100% 100% 100% 98% 100% 100% SCIP 100% 99% 98% 100% 97% 95% 96% 100% 100% Core Measures Stroke Care 91% 98% 97% 98% 98% - 92% 95% 98% Clot Prevention 77% 73% 94% 99% 94% 93% 85% 93% 89% 78% Delivery Care 1% 12% 1% - 0% 26% 3% 4% 0% Overall Rating 73% 68% 67% 70% 66% 67% 75% 62% 71% 66% Willingness to Recommend 76% 65% 65% 72% 62% 60% 74% 57% 72% 63% Cleanliness 84% 74% 78% 60% 84% 83% 81% 60% 77% 74% Discharge Instructions 88% 85% 85% 88% 85% 88% 86% 81% 86% 89% Care Transitions 45% 45% 44% 44% 48% 46% 45% HCAHPS Medication Education 62% 53% 63% 62% 67% 66% 66% 61% 63% 65% Nurse Communication 79% 80% 80% 78% 82% 84% 82% 75% 78% 77% Pain Management 68% 67% 70% 69% 72% 74% 74% 65% 67% 71% Physician Communication 83% 77% 76% 80% 81% 82% 81% 81% 80% 82% Quietness 57% 50% 50% 51% 60% 63% 53% 68% 60% 60% Responsiveness 67% 63% 69% 61% 72% 78% 74% 60% 65% 63% Imaging Imaging 6% 13% 2% 15% 5% 3% 10% 5% 7% 6% Immunization Immunization 88% 65% 62% 74% 89% 87% 87% 100% 98% 92% AMI Mortalities - 13% 13% 14% - 16% 15% 15% 16% Mortality HF Death Mortalities 14% 13% 10% 9% 12% 11% 11% 14% 10% 14% PN Mortalities 10% 14% 11% 9% 13% 10% 10% 14% 11% 16% 10

11 Market Demographics & Economics 11

12 Strategic Areas of Focus

13 Inpatient Discharges 13

14 Service Area Definition 14

15 Commuter Map 15

16 High Healthcare Utilization 16

17 Market Demographics 70% 60% 50% 40% 30% 20% 10% 0% Projected Age Group Shifts by Service Area 57% 60% 57% 55% 55% 59% 26% 23% 23% 26% 20% 20% 20% 22% 23% 25% 20% 17% 19% 15% 16% 15% 14% 15% PSA SSA National PSA SSA National PSA SSA National PSA SSA National Fem Primary Service Area Secondary Service Area Age Group % Variance % Variance ,903 11,763 (1.2%) (140) 7,115 6,880 (3.3%) (235) ,342 28,478 (2.9%) (864) 19,826 19,016 (4.1%) (810) ,196 11, % 1,238 7,931 8, % 742 Total 51,441 51, % ,872 34,569 (0.9%) (303) Female ,540 8,150 (4.6%) (390) 5,356 5,151 (3.8%) (205) 17

18 Tapestry Mapping 18

19 LifeMode 6: Cozy Country Living Empty nesters in bucolic settings Largest Tapestry group, almost half of households located in the Midwest Homeowners with pets, residing in single-family dwellings in rural areas; almost 30% have 3 or more vehicles and, therefore, auto loans Politically conservative and believe in the importance of buying American Own domestic trucks, motorcycles, and ATVs/UTVs Prefer to eat at home, shop at discount retail stores (especially Walmart), bank in person, and spend little time online Own every tool and piece of equipment imaginable to maintain their homes, vehicles, vegetable gardens, and lawns Listen to country music, watch auto racing on TV, and play the lottery; enjoy outdoor activities, such as fishing, hunting, camping, boating, and even bird watching 19

20 LifeMode 5: GenXurban Gen X in middle age; families with fewer kids and a mortgage Second largest Tapestry group, comprised of Gen X married couples, and a growing population of retirees About a fifth of residents are 65 or older; about a fourth of households have retirement income Own older single-family homes in urban areas, with 1 or 2 vehicles Live and work in the same county, creating shorter commute times Invest wisely, well-insured, comfortable banking online or in person News junkies (read a daily newspaper, watch news on TV, and go online for news) Enjoy reading, photo album/scrapbooking, playing board games and cards, doing crossword puzzles, going to museums and rock concerts, dining out, and walking for exercise 20

21 LifeMode 1: Affluent Estates Established wealth educated, well-traveled married couples Accustomed to "more": less than 10% of all households, with 20% of household income Homeowners (almost 90%), with mortgages (70%) Married couple families with children ranging from grade school to college Expect quality; invest in time-saving services Participate actively in their communities Active in sports and enthusiastic travelers 21

22 Inpatient Market Share Service Line Review 22

23 Service Line Evaluation: Three Primary Areas of Focus Lowest share Highest margin Highest share; Lowest margin CORE SERVICE LINES Critical Care Gen Surg 1 GI Medical Cardiology Medicine Neurology ADVANCED SERVICE LINES CV Surgery Colorectal Surgery EP Hematology/Oncology Neonatal Neurosurgery OB Orthopedics Pulmonology COMPLEMENTARY SERVICE LINES ENT Cardiac Catheterization Gen Surg 2 Gynecology Nephrology Ortho-Major Joint Urology Spine Thoracic Surgery Vascular Surgery SPECIALIZED SERVICE LINES Burn Behavioral Health Rehab Transplant 23

24 Primary Service Area Inpatient Core Volume Analysis by Product Line 3 Yr Case Var by Hospital Critical Care Gen Surg-1 GI Medical Cardiology Medicine Neurology OB YE 1Q '14 Cases Product Line Nason Outmigration CM/ Case CM Oppty Critical Care , ,819 Gen Surg , ,372 GI , ,760 Medical Cardiology , ,040 Medicine , ,723 Neurology , ,336 OB , ,141 Ortho , ,872 Pulmonology , ,107 Grand Total 896 2,005 3,706 4,712,169 Ortho Pulmonology (60) (40) (20) Nason UPMC Altoona UPMC Bedford All Others 24

25 Keeping Patients Local ED Strategies Access Imaging : Foundation for Growth Business & Industry Focus 25

26 Building a Physician Base 17 sites of service primary care, urgent care & specialty care 3 counties (Rockdale, Newton & Walton) Over 59,000 patient lives covered 32 physician providers, 5 NP s, 3 PA s, 1 RNFA 2015 plan: Recruitment and Expansion- Recruit specialists to offer supportive services General surgery (Dr. Desai) Vascular surgery (Dr. Gonzales) Endocrinology (Dr. Reddy) Gynecology (Dr. Lyons) Urgent Care expansion at Browns Bridge MOB (Opened ) New MOB at Conyers Medical Park

27 A portal to good health

28 Staying Focused on Growth Growth Team Action Plan Hospital Name: Clark Regional Medical Center Date of Meeting: Date of Next Meeting: 23-Jan Feb-15 DISCUSSION ITEM ACTION to be TAKEN OWNER DUE/DEADLINE COMPLETED NOTES 1 Catch up/close out 2014 Update and complete all open team 1/14/2015COMPLETED action items 2014 action items 2 Registration H&P's pre-authorizations with Dr. Meek Barb/Kay 5/1/2014 In Progress 4/1- Barb is working on the communication piece with the physicians and anesthesiologists about the H&P authorizations Volumes Sheri Volumes for 2014 was 48,135. This is a 10.2% increase over 2013 Actuals of 43,249 Increase of 4,886 4 ICU Volumes Chris 1/21/2015Completed Volume for 2014 was 1566 and budgeted for Cardiovascular Service Volumes 6 Respiratory Service Line Volumes 7 Surgical Service Volumes including ENDO Chris 1/21/2015Completed Volume for 2014 was 10,024 and budgeted for 8,879. Chris 1/21/2015Completed Volume for 2014 was 24,008 and budgeted for 23,901 Kay 1/22/2015Completed Volume for 2014 was 251,302 and budgeted for 221, Surgical Service Cases Kay 1/22/2015Completed 2014 Cases 3382 compared to 2013 Cases 3011, 371 increase 9 Endoscopy Cases Kay 1/22/2015Completed 2014 Cases 2319 compared to 2013 Cases 1898, 421 increase

29 Grow GI Volume Direct Access Colonoscopy from ER began Q Developed marketing campaign for Direct Access Colonoscopy Implemented process to ask patients in ED if they would like to be contacted about scheduling a screening Revised process to ask in Registration Addressed efficiencies in OR and GI clinics Resulted in 28% growth in Endo Volume Worked with Dr. Reynolds and Dr. McMenamin on project Grow Surgery Volume Joint Camp started in October 2014, only program around like it incorporating Orthopedic Clinic process before surgery Patient and caregiver feedback of camp is excellent Ortho Inpatient Surgery volume up 20% since start of program Excellent collaboration opportunity with our physician partners Strengthened working relationship with office staff and hospital surgery schedulers, surgical team, marketing and physician liaison 2014 Growth Team Success Stories Grow Outpatient Imaging Volume PET Scanning started September visits in 2014 PRI/Radiology follow up visits to providers with decrease in order volumes, thank you notes to providers with increased ordering volumes Restructured registration/ central scheduling process resulting in 15% increase in physician satisfaction Low Dose Lung CT Scanning starting Q CT volume increased 20% MRI volume increased 18.6% Worked with Dr. McQuaide and Dr. Anderson on project Grow Neurology Service Access TeleNeurology service started in ED in August 2014 Inpatient Units are utilizing TeleNeurology service as well Aug Dec 2014 resulted in 42 admissions that would have been transferred from ED Resulted in $250K in new revenue Reduced ED transfers for Neurology by half Worked with Dr. Grau and Dr. Heilig on project Worked with Dr. Mogilevski and Dr. Downs on project Changing Emergency Medicine with TeleNeurology

30 Sales Marketing 2015 Primary Care Marketing & Sales Tactical Plan Tactics (What are you specifically going to do?) 1. Develop Physician Practices website for Clark Clinic network of providers 2. Design and print clinic thank you notes for new patients and appointment reminder cards 3. Develop system to capture ED referrals to PCPs brochures, PRL phone in ED 4. Develop & Implement marketing campaign for Mobile Clinic 1. Define scope of service (industrial health, screenings, health fairs) & create collateral 2. Launch PR campaign (press release, digital advertising, earned media) 3. Promote use at community and hospital events 5. Develop branding campaign for Clark Clinic experience 6. Market clinic in Wolf/Estill if approved 7. Market outpatient support services through free community resources 8. Promote new MOB and clinic relocations (Press Release, news coverage, advertising) 9. Promote call tree for Clark Clinic update advertising listings 10. Promote Walk With A Doc program (local churches, YMCA, parks & rec, free digital sources) 11. Increase Digital presence of primary care providers Tactics (What are you specifically going to do?) 1. Promote primary care with patients and referral providers via visits, collateral. 2. Call on ED providers regarding PCP referral relationships 3. Incorporate mobile clinic awareness into physician visits and leave behind collateral 4. Incorporate Clark Clinic awareness into physician visits and leave behind collateral 5. Call on physician offices in Wolfe/Estill to promote new clinic, if approved 6. Promote outpatient support services via enewsletter 7. Communicate new MOB and clinic relocation via enewsletter 8. Host Walk With A Doc 9. Utilization of Hospitalists program. Project Owner ED/M/PRI Project Owner Sara Sara Sara Sara Sara Sara Sara Sara Sara Completed Date Q1 Q1 Q1 Q1 Q3 Q2 Q2 Q3 Q4 Q4 Ongoing Completed Date Quarterly Quarterly Q2 Q3 Q2 Q3 Q1, 2016 Q4 Q4 Budget $800 $200 $500 $200 TBD TBD $7500 No Cost $1000 Measurable Results Web traffic growth 10% Qty ordered Wellness works call tracking report Track usage of mobile unit New patient volume Attendance tracked through WW Track inbound calls # of participants # Calls Measurable Results PCP new patient growth 5% Physician Satisfaction Score

31 Sales Marketing Increase referrals to Cardiologist 2015 Cardiology Marketing & Sales Tactical Plan Tactics (What are you specifically going to do?) Project Owner Completed Date Budget Measurable Results 1. Develop physician practices website landing page for Clark Clinic Cardiology 2. Promote Walk With A Doc program 3. Participate in American Heart Walk April 25 th 4. Promote Angioscreen program 5. Display Dr. Salters head shot photo in lobby of main hospital on a rotating basis 6. Promote new recruit in PSA - pending 7. Install patient education TV s in clinic waiting room to improve patient experience 8. Update all collateral with Gill Heart Institute Affiliation 9. Market clinic expansion to SSA Mt. Sterling - pending relocation 10. Promote Cardiology through Med Center Display ads, on hold message and patient education TV s /IT Q1 Q4 14 Q2 Q2 Q1 Q3 Q1 Q4 14 Q2 Q1 $200 $1000 $2500 $2000 $40 $7500 No cost $300 TBD No cost Web traffic increased New patient volume # of participants Screenings performed Increased market share New patient volume New patient volume New patient volume Tactics (What are you specifically going to do?) Project Owner Completed Date # Calls Measurable Results 1. Promote Gill partnership/cardio service line to PSA and SSA medical community 2. Promote Cardiologist offsite clinic location to PSA and SSA medical 3. Host Walk With A Doc, promote in PSA and SSA medical community 4. Onboard new recruit Sara Sara Sara Sara Quarterly Q Monthly Q Increase SSA referrals Expand market share

32 In Conclusion Focus on Core & Complementary Service Lines Improve Access Physician Engagement & Issue Resolution Develop Partnerships for services you can t offer Keep Growth Top of Mind with strategic and tactical plans 32

33 33 Questions?