Marketing to Medicare Advantage Physician Partners
Why Market to Physicians? They are an important point of influence to their patients They can be even more influential than family members When you have the trust/relationship with a physician, that s half the battle Some Physician Groups have endorsed the activity with some of their physicians
Tips for Success Dress professionally & smile The person at the front desk is critical to your success so build rapport You are an interruption they see many people & everyone wants something so be polite and mindful of their time Be consistent develop a schedule for how often you will drop by & keep to your schedule If you have an appointment be on time! (Or better yet, EARLY!)
Tips for Success Bring value to the office gatekeeper Provide tools to make their job easier: Formularies, plan information, contact numbers, etc. MIPPA Tip: Any pre-sales kits left in a provider s office CANNOT include applications. Food may work, but leave-behinds last longer A candy jar with your card attached will need to be refilled regularly Fill the jar with items other than candy chap sticks with plan logo? Ink pens? Pill boxes? Be creative think outside the box distinguish yourself from other sales representatives
Tips for Success Remember your focus may vary dependent upon the enrollment period. During lock-in, focus on potential members who are age-ins, move-ins, those with limited income or specific chronic illness be specific when you ask for this thought process. The breadth of your sales portfolio allows for the right product for the right person at the right time no one diagnosis for all patients.
Getting Your Foot in the Door Get to know the office staff who s who Identify & communicate with the right people Front & Back Office Staff Patient Services Office Manager Everyone likes to be addressed by their name!
Getting Your Foot in the Door Effectively share the value that you offer to customers through: Benefit Coverage Member Services Local Marketing Opportunities Be consistent in visiting the office, build the relationship, and ultimately, trust!
Initial Contact with the Office Begin by developing a relationship: Introduce yourself Describe what we do/who you are Find out what they need Information about the health plan Current benefits Key contacts, etc. Describe how we can help them/help Medicare recipients (Use of SEPs allow year-round help)
The Initial Contact with the Office Find out what is important to the practice: What do you do now to grow your practice? How do you publicize your office s services? What are your office s key strengths? What is your practice s philosophy?
The Initial Contact with the Office How can you as an agent help the practice? Make the Physicians information available at area sales meetings Inform the office of local marketing opportunities Offer the office an opportunity to attend your sales meetings, or to present at an educational event Offer your expertise on LIS and MSP, to educate the staff and the patient base Describe how the various plan benefits help the patient base Note how the portfolio lets the patient do what is best for their specific situation
Initial Contact with the Office Provide a leave behind package Your business cards Sales packets Summary of Benefits Provider Directories Formularies Online contact numbers & Info Flyers, Acrylic Stands, etc. MIPPA Tip: Any pre-sales kits left in a provider s office CANNOT include applications.
Strong Follow-Up Send a handwritten Thank You to those with whom you speak You make several visits to the physician s office on a regular basis You ve had an opportunity to recommend the physician to members Remind members to mention that you referred them to the office
Strong Follow-Up I came by to see how you re doing, as I understand that you are seeing some of my clients Prepare a list of those you have referred to the provider you are visiting Reference the Physician Group endorsement, if applicable
Getting to talk to Patients Ask to put flyers in the waiting room. Note: Providers are responsible to ensure that all plans they represent have an opportunity to display their materials. Make sure there are plenty of your business cards available (& provide card holders). Note: The staff cannot hand out business cards to steer Medicare beneficiaries to the plan. *Check the MIPPA slides that follow*
Staying Compliant MIPPA dictates what you can do and how the provider can help you! No sales activities may be conducted in a health care setting except in common areas (e.g. cafeterias, community or recreational rooms and conference rooms). Marketing is prohibited in areas where patients receive care. Providers can only speak about health related topics they can not endorse the plan or steer attendees to a plan.
Staying Compliant CMS guidance specifically states: Plans shall prohibit providers from steering or attempting to steer an undecided potential enrollee toward a plan or limited number of plans offered either by the plan sponsor or another plan sponsor, based on the financial interest of the provider or agent (or their subcontractors). CMS is concerned about provider activities because: Providers may not be aware of all plan benefits or costs Providers may confuse the beneficiary if the beneficiary perceives them to be acting as an agent of the plan
Staying Compliant Providers should remain neutral in helping plans market to beneficiaries or in helping with enrollment decisions. Therefore, it would be inappropriate for providers to be involved in any of the following actions: Offering sales/enrollments/appointment forms Mailing marketing materials on behalf of the plan Making telephone calls or steering patients in any way
Staying Compliant What can the provider do? Providers are allowed to announce their affiliation with specific MA or MAPD plans. An announcement to patients of a new affiliation through direct mail and/or e-mail, which names only one plan, may occur only once. This is a one-time mailer and must be coordinated through company market leadership. Additional direct mail and/or e-mail communications from providers to their patients regarding the provider s affiliations must include all plans with which the provider participates. Provider affiliation banners, displays, brochures, and/or posters located on the premises of the provider must include all plans with which the provider participates. Any materials that describe plans in any way (e.g. benefits, formularies) other than just listing the plan name and plan contact information must be filed and approved by CMS.
Staying Compliant What can the agent do? The agent may make marketing materials (minus enrollment forms) available to the clinic to be placed in common areas. The agent can host a camp or be available personally with materials in a common area with the clinic s permission. The agent must have permission from the clinic management or physicians to leave materials. The agent can educate the staff on their role as an agent. Agents who telephone referrals are making unsolicited contact under MIPPA, and may be subject to corrective action.
Developing Depth to the Relationship Build the relationship by adding value & service to their practice: Create growth opportunities through local area marketing activities Provide member issue management support through Customer Service Help resolve issues if you can Feature the Provider through personalized biographies
Keeping Your Foot in the Door Take the time to get to know the people in the practice: Hours, number of physicians, the office staff, & patient base Who s who front & back office staff, assistants, birthdays, anniversaries Celebrate holidays (National Doctors & Nurses Day, Valentines Day, Christmas, etc.)
Keeping Your Foot in the Door Understand patient/staff needs such as: Benefits coverage review Patients aging into Medicare that may require information Caregivers of family members support on Medicare options Always follow-up with the doctor s office with any questions, concerns, or issues management
Dealing with Difficult or Upset Offices Do not take it personally Listen, document, & respond, accurately answering their question(s) If you do not know the answer(s), offer to facilitate, and get back to them Never pretend to know all the answers Advise them that is not your area of expertise, but that you will refer to someone who is much more knowledgeable in this area Thank them in advance for their patience & understanding Use the Provider Services Department for any involved carrier Always follow-up on the issue by calling the office back to make sure that the resolution process has begun
Marketing to Physicians Remember: * Be honest * Be respectful * Be of value to the patient * Be of value to the practice And always say: Thank you!
Thoughts
Thank you!