Integrated Physician and Employer Market Strategy Delivers Exponential Benefits Becker s Hospital Review 5 th Annual Meeting May 17, 2014 4/18/2014 1 Aegis Health Group, Inc. Founded in 1989 Nashville, Tennessee Provider of employer and physician business development strategies for hospitals and healthcare providers More than 5,000 employer clients in 50 hospital markets Focused on health improvement and cost containment 4/18/2014 2 Rochell Pierce, Vice President Aegis Health Group, Inc. Rochell has a 15-year history of successful product development and multi-state healthcare operations management. Under her direction, Aegis physician relationship management program has been recognized with the highest Aster Award for its ability to improve physician communication, identify and resolve physician issues in a timely manner, and produce bottom-line benefits. She earned a Master of Science Degree in clinical psychology from Eastern Kentucky University and a Bachelor of Arts Degree in English and Psychology from Brescia University in Owensboro, Kentucky. 4/18/2014 3
The Regional Medical Center Established in 1919 in Orangeburg, South Carolina 286 bed acute care healthcare facility Non-profit owned by Orangeburg and Calhoun Counties Over 100 physicians on staff and 1,200 employees Accredited by The Joint Commission Advanced Certification as a Primary Stroke Center Operates 9 primary care and 10 specialty practices After-hours Urgent Care with physician, lab and X-Ray Mobile Services with digital mammography and other screenings 4/18/2014 4 Kathy Rhoad, Marketing Director The Regional Medical Center Kathy draws from more than 25 years of experience in marketing and public relations. During the last six years with RMC, she has been instrumental in identifying and executing key business development strategies that position the facility as a healthcare leader in the market. Kathy earned a Master of Arts Degree in Advertising and Public Relations from the University of South Carolina s College of Journalism and a Bachelor of Arts Degree in English from the University of Virginia. 4/18/2014 5 Hospitals can t rely on their existing growth strategies - Advisory Board Research Briefing, February 2014 4/18/2014 6
RMC and Aegis: History Began Employer Relationship Management program in 2005 Added Physician Relationship Management program in November 2011 Began ERM/PRM strategic collaboration in February 2012 4/18/2014 7 ERM/PRM Joint Strategy Goals Identify cross-selling opportunities Maximize messaging to promote RMC brand awareness and prevent leakage Maximize fee-for-service reimbursement while preparing for value-based reimbursement Drive volumes to RMC facilities, services and physician practices 4/18/2014 8 The Employer Relations Specialist and Physician Relations Specialist execute the joint strategic plan 123 target employer groups representing 20,932 FTEs 189 target physicians Debbie Smoak, ERS Paul Stambolitis, PRS It all starts with creating the relationship. Supported by the RMC Marketing Director and Public Relations Director, Aegis ERM/PRM Operations VPs and Aegis Market Specialists
Integrated Solutions for Maximum Results Service Line Promotion Physician Practice Growth Occupational Health Growth Managed Care / Contracting Development Population Health Management Employer and Physician Engagement Tactics Frequent and consistent follow-up and needs assessment Identification and management of issues Lunch and learns and other speaker events (service line and physician driven) in community and employer sites Physician promotion, 1:1 networking, educational presentations and roadshows 11 Employer and Physician Engagement Tactics Employer open enrollment events, health fairs, flu clinics and specific health awareness events Consumer data gathering via biometric screening events and personal health profile collection Targeted database marketing campaigns Health education and information 12
The Tools Brand Awareness & Health Education Health Information Center Service Line Message Physician Link Screen Employees On-Site Health Screenings Survey the Workforce Personal Health Profile (Online & Paper) Inform the Employee Personal Health Report Health Education Activities Identify Risk Group Health Profile Lunch & Learns Health Seminars Health Webinars Analyze & Project Cost Savings
Personal Health Profile Group Health Profile Database Marketing Personal Health Report Physician Issue Reporting PRS Sales Activity Report 4/18/2014 17 Physician Volume Tracking via PRISM Episode of care data - excludes charges/revenue 18
DBM Campaign Tracking Summary 4/18/2014 19 DBM Campaign Tracking Individual Campaigns 4/18/2014 20 Team Coordination 4/18/2014 21
Joint Strategy for New Service Line: Hyperbaric Oxygen Therapy HIC focused on nutrition and obesity Physician Link & Service Line Message distributed to target employers, physicians & RMC employees Roadshows with HBOT coordinator Diabetes lunch & learn with diabetes educator Diabetes flyer with HBOT messaging Diabetes/HBOT DBM to 277 consumers 2 Open Houses 35 physicians, 150 employees Diabetes DBM Campaign 29 episodes of care generated (24 unique patients) one month into campaign $53,366.88 total charges after two months ERM/PRM Joint Strategy Database Marketing Campaigns 2012 -Total letters sent: 3,107 -Total EOCs: 892 -EOCs campaign related: 102 (11%) -EOCs non-campaign related: 790 (89%) -Total charges: $2,455,944.15 -Total new patients: 47
ERM/PRM Joint Strategy Database Marketing Campaigns 2013 -Total letters sent: 4,293 -Total EOCs: 1,278 -EOCs campaign related: 81 (6%) -EOCs non-campaign related: 1,197 (94%) -Total charges: $ 5,314,877.02 -Total new patients: 104 ERM Program Metrics 2013 12 new employer groups added 1,361 personal health profiles added 86 employer leads cultivated 507 employer sales calls completed 22 employer screening events 19 lunch and learns (498 participants) 4/18/2014 26 PRM Program Metrics 2013 1,413 target physician sales contacts completed 17 physician issues uncovered and managed 136 dialysis clinics added to target list 4/18/2014 27
2014 FYTD Outpatient Services Referral Growth 26.4% increase from RMC owned providers 12.9% increase from non-rmc owned providers 4/18/2014 28 Lessons Learned Ongoing and consistent planning and coordination are required Remain flexible and responsive to internal demands Timely data is needed to guide efforts and measure results Consistent reporting to executive leadership is required to garner support Targeted database marketing is a sound investment Integration of employer and physician outreach efforts and other marketing tactics maximizes resources and results in broader measurable impact 4/18/2014 29 Proven Revenue Growth Strategies for Hospitals
Questions? Rochell Pierce, Vice President Aegis Health Group, Inc. rpierce@aegisgroup.com Kathy Rhoad, Director of Marketing The Regional Medical Center kcrhoad@regmed.com 4/18/2014 31