Transcript FOTO Outcomes Conference April 17, 2015

Marketing Powered by
FOTO
A Canadian Experience
FOTO Outcomes Conference April 17, 2015
Lori Neill, Physiotherapist
HBPE, BHScPT, MBA
FOTO’s growth into Canada
The Canadian Physiotherapy Association Chose
The Power of FOTO

Canadian Outcomes Manager

Canadian Website

Marketing Message

FOTO en français
Overview of “Medicare”

Canada's national health insurance program, often referred to as "Medicare“
is 50 years old and has become part of our national identity

Designed to ensure that all residents have reasonable access to medically
necessary hospital and physician services, on a prepaid basis

Instead of having a single national plan, we have a national program that is
composed of 13 interlocking provincial and territorial health insurance plans,
all of which share certain common features and basic standards of coverage.

In addition to standard health coverage as described in the Canada Health
Act, provinces typically provide additional services. Eg. physiotherapy, dental
coverage, and prescription medicines. Provinces are not obligated to provide
services not listed in the Canada Health Act, and such services are affected by
changing government policies.
Types of Health Care Systems
Public Financing
Private Financing
Public Delivery
(1) National
Health Service
UK
(2) User Fees for
Public Services
Canada
Private Delivery
(3) Public
Health Insurance
Canada
Physiotherapy -ONT
(4) Private Insurance
USA
Physiotherapy - ONT
(Source: Deber, 2002)
Physiotherapists in Canada
Public Sector
Private Sector
50.4% 49.6%
Source: Canadian Institute for Health Information
Changing Face of
Healthcare

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Changes in our health
system don’t make
headlines in the same way
as they do in the US, but
we too are in a significant
state of change.
Change is confusing,
challenging and even
frustrating, but change
often creates the best the
conditions that are ripe
with opportunity.
Marketing Defined


…..the
activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers (funders & referral
sources), clients (our patients), partners (our practices), and society at
large (our profession). American Marketing Association
....common theme in most marketing definitions is
meeting needs and providing benefits/value
The FOTO Solution:
we may be different ehh
but the
language of FOTO is universal in its
ability to meet multi-stakeholder
needs and provide value to our
practices in a changing healthcare
system
Trends & Drivers of Change –
Jones, Janet, Kathleen Norman, and Spencer
Saunders. “The State of the Union: Trends
and Drivers of Change in Physiotherapy in
Ontario in 2014.” 2014.
http://hdl.handle.net/1974/12616
The Patient - Trends
Jones et al, 2014

Shift from system focused to
patient focused

Increasing lifespan, increasing
demand for services related to an
aging population

More multidisciplinary treatments
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Focus on wellness/predict, prevent
and promote
The Patient

Jones et al, 2014
Marketing Opportunities Driven
by FOTO

at the point of care...provides
focus on function and goals
important to the patient

value for their money

results focused

some of the risk adjustment
criteria eg BMI and co-morbidities
as well as the optional surveys
allows for an expanded
conversation regarding ‘wellness’
The Practice - Trends
Jones et al, 2014

Physiotherapists working
differently – team focused, inter
professional care

Transformation in employment
structure and physiotherapy
funding, growth in private sector

PTs more business focused

More competition

Drive to record and share
knowledge to increase
understanding of outcome
measures and how these affect
care
The Practice

Jones et al, 2014
Marketing Opportunities Driven
by FOTO

Accountability vehicle for payers

Effective, objective and
consistent data sharing with
other providers

Provides an understanding of how
outcome measures affect
treatment

Market services in a more
sophisticated, professional way
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Provides for objective
performance reviews of staff and
business
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Provides a competitive
advantage via data driven
marketing
Technology- Trends
Jones et al, 2014

E-patients that are equipped,
enabled, empowered and engaged

Technology as a tool to engage
patients in their care

Tech enabled practice previously
limited to larger practices, smaller
practices have access to greater
efficiencies and sophisticated
marketing

Adoption of knowledge
management systems
Technology

Jones et al, 2014
Marketing Opportunities Driven
by FOTO

Patient reported outcomes and
reports provide excellent means to
engage the e-patient

Affordable system to create
practice efficiencies
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Integration opportunities with epractice management software

Your own personal data
management system with reporting
that allows knowledge transfer
The System - Trends
Jones et al, 2014

Model of reimbursement based
simply on visits replaced by blockfunding or “packaged care” (EOC’s,
POC’s, FHTs)
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Requirement for better tracking
and monitoring of outcomes –
accountability requirements

Changing policies and reforms
forcing new business models and
practices
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Competition based on valid
measures of quality and efficiency
The System - Opportunities

Jones et al, 2014
Marketing Opportunities Driven
by FOTO
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Practicing with real time outcome
data and benchmarks facilitates
the change from volume to value

Data provides opportunities for
lobbying efforts in both private and
public sectors

Customized reports by referral
source provide competitive
advantage

Data on PTs allows identification of
issues that are affecting clinic
quality and referrals.
Trends .... read
“opportunities’
for Marketing
driven by FOTO
Marketing = meeting needs and providing value
Focus of Our Marketing Work in Progress

Creating content derived from our data for all target
audiences – web, scorecards, e-blasts, physician specific
reports, funder reporting, FOTO widgets, in-clinic
posters, education, newsletters, social media

Building a community around our engaged audiences
including therapists and patients, Regulatory Colleges,
private and public payers about the power and
application of FOTO data

Understand the trends….seize the opportunities.