Transcript Marketing by Disease Type for Private Duty Home Care

Marketing by Disease Type for
Private Duty Home Care
Michelle Hofhine, RN
Accredited Home Health Services
Woodland Hills, CA
Definition of Disease Management
• Disease Management is a system of coordinated
healthcare interventions and communications for
populations with conditions in which patient selfcare efforts are significant.
• Disease management:
• supports the physician or practitioner/patient
relationship and plan of care,
• emphasizes prevention of exacerbations and
complications utilizing evidence-based practice
guidelines and patient empowerment strategies, and
• evaluates clinical, humanistic, and economic
outcomes on an going basis with the goal of
improving overall health.
Disease Management
Components
• Population Identification processes
• Evidence-based practice guidelines
• Collaborative practice models to include physician
and support-service providers
• Patient self-management education (may include
primary prevention, behavior modification programs,
and compliance/surveillance)
• Process and outcomes measurement, evaluation,
and management
• Routine reporting/feedback loop (may include
communication with patient, physician, health plan
and ancillary providers, and practice profiling)
Goals of Disease Management?
•
•
•
•
•
Improve patient health and compliance
Avoid costly complications
Increase nurse call center efficiency
Reduce medical costs
Support patient and family selfmanagement
Who’s on the Disease Management
Bandwagon?
• Physician Organizations & Clinics
•
Provide quality care and optimize patients' health
•
Gain control over the day
•
Manage administrative costs
•
Convert calls to clicks
•
Attract and maintain loyal patients
•
Reach out to wired patients
Who’s on the Disease Management
Bandwagon?
• Hospitals and Health Systems
•
•
•
•
Build community preference
Highlight your centers of excellence
Strengthen physician loyalty
Increase traffic to your Web site
•
Increase physician referral calls
• Skilled Home Health Agencies
•
PPS
Who’s on the Disease Management
Bandwagon?
• Insurance Companies
Example – Mutual of Omaha
•
What is the Mutual of Omaha Healthydirections Diabetes
Program?
• The Mutual of Omaha Healthydirections Diabetes Program is our exclusive
approach to caring for people with diabetes. Registered nurses and
dietitians provide individualized support and educational materials to you
and your doctor. If you are eligible for this program, you and any dependent
family members with diabetes can participate at no additional cost to you as
part of your health plan's services. You'll receive valuable support to help
you:
• Manage your condition
• Make your daily care easier
• Enjoy a healthier quality of life
Other Advertised Diagnoses as part of Healthydirections – Asthma, Heart
Failure, Coronary Artery Disease, Chronic Obstructive Pulmonary Disease
Disease Management Simplified
• Save Money
• Encourage Self-Care
• Quality of Life
Saving Money
• Research shows that over 70% of a person’s
medical expenses are paid out in the last two
years of life
• Research also shows that poor self-care and/or
limited social resources increase medical
expenses
Interpretation – Providers who have financial risk
are tired of paying unnecessary costs because a
member doesn’t know how or refuses to take
proper care of their health
Encourage Self-Care
• Self-Care means less reliance on others,
particularly medical professionals.
Opportunity for Private Duty
Self-Care also equals self-pay care. As we know, private duty is not a typically
covered service. Work with professionals to utilize this service as it is
consistent with their goals and objectives for their organization and the
patient’s well-being
Quality of Life
• Independent
• Comfort of My Own Home
• Pain Free
Couple of Examples of Non-defined
disease management programs
• Medicare PPS (Diabetics)
• Medicaid Waiver (Multi Service Senior
Programs)
• SCAN Health Plan (Social HMO)
• Secure Horizons (Respite Benefit,
Solutions for Caregivers)
Disease Management is a fancy
title
• Disease Management is a marketing term.
The reality is that these types of
interventions have been offered for years.
The healthcare industry is trying to reach
out and have their patients buy into taking
better care of themselves. With greater
attention to a patient’s specific disease,
you increase the chance of actually
achieving the goals you have for them.
What is the basis of disease management
marketing in private duty?
• Follow their lead. No investment
necessary. You are not building any new
programs or services. You are merely
organizing your information about what
you do for a particular disease
• Appeal to healthcare industry’s desire to
save money for their pockets. In-Home
Care is a patient’s out-of-pocket expense
What is basis of disease management
marketing in private duty?
Quality of Life
Research stills shows that seniors would rather live at home than in a facility. Home
Care services enable a patient to remain at home versus hospital, nursing home,
assisted living while ensuring ADLs are being met. Ability to perform ADLs have a
direct impact on patient’s quality of life.
Switching from general home care marketing to
disease management marketing
• In Home Care we sell our services as
assistance with;
bathing
dressing
meal preparation
light housekeeping
medication reminders
grooming
transportation
ambulation
toileting
Very
Generic
Switching from general home care marketing to
disease management marketing
• With a disease management spin, we talk
about those same services as it
specifically relates to common disease
symptoms and/or their presentations
What we’ve done
• Designed an approach for the top ten diseases that we
want to target for business purposes
• Advantage Accredited – Home Health & DME Services
also available. We can create a multi-tiered approach to
disease management at home
• Create market collateral
• Decide who to market these programs to, for us it is:
Physicians
Hospital Discharge Planners
Social Service Organizations (ie. Alzheimer’s
Association)
Alzheimer’s Disease
• Patient Supervision….to prevent wandering
• Toileting reminders… to eliminate potential accidents
• Meal preparation… to maintain nutrition & prevent
kitchen accidents
• Social Stimulation…. To combat loneliness/depression
Arthritis
• Assistance with painful tasks (driving,
bathing, dressing, housekeeping)
• Applying ice packs or heating pads to
relieve localized pain
• Apply proper transferring techniques to
prevent further joint damage
• Meal preparation and diet modification to
prevent weight gain (which stresses joints)
Cancer
• Post chemotherapy/radiation therapy support
and assistance
• Meal preparation and nutrition encouragement
to increase energy levels
• Social support and activities to divert negative
feelings
• Assistance with exercise regimen to reduce
depression & anxiety while increasing energy
• Management of Daily Activities at onset of
fatigue to best conserve energy
Diabetes
• Preparation of diabetic-friendly meals
• Monitoring condition of the skin and lower
extremities to prevent skin breakdown,
ulcers and related injuries
• Ensure proper oral hygiene to prevent
gum disease common to diabetics
Heart Disease
• Increase patient compliance with dietary
and/or lifestyle changes
• Supervise prescribed exercise/physical
therapy activities
• Ensure proper supervision and act in the
event of an emergency. All of Accredited’s
caregivers are trained in both First Aid &
CPR
Multiple Sclerosis
• General assistance and ADL support
during an exacerbation period
• Social stimulation to combat depression
• Transferring assistance to prevent falls
and injuries
Osteoporosis
• Gait supervision and assistance to prevent
falls resulting in possible fractures
• Assistance with weight-bearing exercises
to increase bone mineral density and
maintain proper body alignment
• Social support and activities to divert their
attention
Parkinson’s Disease
• Gait supervision to prevent fails
• Light housekeeping to remove potentially
dangerous obstacles
• Assistance with feeding during tremor
episodes
• Specialized meal preparation (ie. Puree)
when swallowing is difficult
• Offering fluids for thirst relief caused by
Parkinson’s medications
Stroke
• Transfer assist for patients with paralysis
• Emotional support for labile patients
• Support with feedings for clients with
difficulty swallowing
• Mobility assistance/supervision to prevent
falls
Resources for Disease
Management
•
•
•
•
•
Web MD
Yahoo Health
American Cancer Society
Alzheimer’s Association
American Parkinson’s Disease Assoc
Results
• Don’t expect your referral sources to
change in a day.
• Building foundations for future growth
• Differentiation from the competition
• Emphasize successes
• Beef up on disease specific staff training