Transcript Marketing in the New Healthcare Age

Marketing
In the New
Health Care
Age
Mary Ruiz, MBA
2013 FADAA
FCCMH Conference
This talk is about
increasing revenue
through referral
development
and direct sales
marketing…
…you still have time
to leave.
Marketing
in the New
Healthcare Age
Why Referral
Development?
Marketing in
the Needs
New Healthcare
Age
Who
It?
67% of primary
care doctors say
they have no
behavioral health
referral for their
patients
What Happens?
• Psychiatrists
professionally isolated
from other doctors
• Need quick responsenot voice mail,
callbacks or long wait
• Psychiatrists don’t
interrupt sessions to
take physician calls
• 30-50% of patients
refuse referral
Why Now?
• Integrated care
• Lower pay for
hospital readmits
• Health plans pay
for performance
• Medical cost offset
You Can Do It!
1. It doesn’t cost
hundreds of
thousands
2. Relationships are
our strength
3. Our mission is
access to care
4. You can be tall
enough to ride this
ride
Can We Talk?
• Do they know
you exist?
• Are you that indigent
care place?
• Do you look like
that place?
• Do you act like
that place?
Do They Know You Exist?
Research
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Referral Data
Household Surveys
Focus Groups
Secret Shopper
Brand Consultants
Chamber Website
Insurance Provider
Directories
Build Visibility
Public
Relations
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Website
Web Ads
Social Media/You Tube
Press Releases
Public Television Show
TV/Radio/Speaker Circuit
PSA’s and Awards
Healthcare Events
CEU/CME Workshops
Are You that Indigent Care Place?
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BAKER ACT
DETOX
CSU
FREE CARE
FORENSIC
COMMUNITY
MENTAL
HEALTH
• SAFETY NET
Stop Talking Like That!
Push a New Brand
Branding
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Medical Practice
Inpatient
Specialty Care
Caring & Competent
Professionals
• Private and Confidential
• Most Major Insurances
• Payment Plans and
Scholarships
Do You Look Like That Place?
Pop Quiz
1. Do counselors decorate
offices just like their den at
home?
2. Are the walls and halls a
certain shade of beige?
3. Is there glass between staff
and patients?
4. Are the walls decorated in
notices and rules?
5. Is one of the rules, “Do not
knock on the glass”?
Be the New Health Age Image
Image
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Hotel Reception
Concierge Services
Interior Décor/Lighting
Landscaping
Front Desk Uniforms
Way Finding
Calm not Clutter
Staging not Nesting
Do You Act Like That Place?
Another Pop Quiz
1. Are only machines allowed
to answer the phone?
2. How long could someone
sit in your waiting room
without a welcome?
3. Do you offer any
hospitality, drinks, snacks
or enjoyments to visitors?
4. Are you afraid not to hand
carry VIP referrals through
your own system?
Transform the Experience
Customer
Experience
• Effortless access
• Personalized hospitality
• All staff and volunteers are
caregivers
• Holistic body, mind and spirit
• Healing for loved ones
• Advance information and choice
empowers
• Physical environments enhance
wellbeing
• Illness can be transformational for
patients, families and caregivers
Referral Development Team
CEO
Culture change, strategic focus and
resources
Chief Clinical Officer
Access, customer experience, process
redesign and capacity
Business Development Director
Referral development, market analysis
and customer service
Referral Development Team
Public Relations Director
Messaging, Media and
Branding
Facility Manager
Redesign, Décor and
Hospitality
Information Technology
Call and referral volume,
trends and conversion to
admission
Business Development Director
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Strategic
Market Opportunities and
Risks
Competitors/Market Share
Target Markets/Service
Lines
Pricing and Branding
Budget Volume Goals
Business Development
Strategy
Marketing Plan
Business Development Director
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Marketing
Lead Generation
Contact Management
Relationship Building
Referral Development
Conversion to Admissions
Customer Experience
Customer Retention
Reporting and Analysis
A Day in the Life
• Meet with market
competitors
• Compile physician and
facility referral reports
• Make a secret shopper
call
• Conduct a tour
• Accept calls and link
referrals
• Bring lunches to
physician offices and
meet with physicians
• Review customer
satisfaction surveys
Another Day in the Life
• Set up meeting to address
phone response and
dropped referrals
• Train intake staff in
making a close
• Supervise Admissions
Concierge
• Do a lunch and learn for
internal referrals
• Confer with PR Director
for print order of referral
pad tear off
• Heads up to CEO on new
threats or opportunity in
the market
• Call program manager
about customer service
issue
Looking for a Business
Development Director?
• BA or MA in Marketing
• Engaging Personality and
Appearance
• Self Starter and Highly
Motivated
• Physician Relations or
Pharmacy Representative
Experience
• Marketing Plan Portfolio
• Salary Range $50-65k
Measuring Results
• Telephone Call Volume
• Call Abandonment
Rates
• Admissions by product
line and target market
• Client retention and no
show rates
• Service Volumes
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Referral trends
Satisfaction surveys
Secret shopper results
Web site volume and
page hits
• Competitor Census and
Volume
• Payer Mix
Case Study
Executive
 Mission-Specialize in
behavioral so health and
wellness possible for every
family
 Vision-Embrace the humanity
of those in our care
 Culture-Offer comfort through
generous hospitality
 Resources-Funding and Staff
Clinical
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Access Redesign
Call and Walk In Center
Central Scheduling
Staffing to Paying Volume
Strict Control over capacity for
unpaid services
 Motivational Enhancement
 Levels of Care
Case Study
Facility Manager
 Walk through
 Architect and landscape
experts
 Color and design standards
 Renovated public areas
 Improved landscaping
 Police facility
Information Technology
 Referral source by name
mandatory field in health
record
 Reporting
 Tracking call volume and call
abandonment
 Working on client portal
Case Study
Public Relations
 Household Survey
 Focus Groups
 Rebranding-Specialty Hospital
and Outpatient Practice
 Branding Policy
 Staff Training in Branding
 Website
 Marketing Collaterals
Business Development
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Identify Target Markets
Build Referral Prospect List
Create Baseline Metrics
Admissions Concierge
Tours on Demand
Referral Loop Teams
Troubleshoot Customer
Experience
Case Study
Third Party
Outpatient Visits
44000
42032
42000
40000
39192
38000
36000
34283
34000
2011
2012
2013
Case Study
Third Party
Inpatient Days
11000
10478
10500
10000
9213
9500
9000
8236
8500
8000
2011
2012
2013
Questions?