Transcript Why Should They Choose Your Agency?

Why Should They Choose Your
Agency?
A holistic approach to Sales &
Marketing in Home Care
A little about me
• Tripp Matthews, ANFC
– Macon, GA via Auburn, AL
• CEO of Curaport & Homecare Sales
Director for HealthMEDX
• Wife, Lauren, and three daughters:
Gracie (14), Mary Holland (11) and
Bowen (7). And a male dog named Bo
Jackson
Overview
Every time that a physician, hospital, rehab
facility, long term care facility or any other
referring entity decides to discharge a patient
for Home Health – they make a decision on
which agency will treat that patient. Why
should they choose yours?
Because you are going to meet them where
they are
Current Study
What makes the “Sale?” – why do
healthcare organizations make the
decisions they make regarding the
companies and products that they
select
Current Study
Interviewing 30 subjects: 15 Sales persons and 15
Buyers/Referrers (good grammer )
Buyer Questions:
1.
2.
What is the largest purchase you have made recently?
Why did you have to make the large purchase?
3. Why did you buy the product/service that you did?
4. Did the Sales/Marketing team impact your decision?
Crowd-Sourcing Time
What have you bought lately?
And Why?
Answers - Quality
Answers – Wife made me!
Answers – Right Fit
Answers – Ease of Doing Business
Answers – Least Expensive
Did the Sales Person influence you?
And How?
Answers - negatively
Yes – drove me away
Answers - Positive
Yes – got me a good deal
Answers - Positive
Yes – became a Resource
Current Study
Referral Source Questions:
1.
2.
What is the largest purchase you have made recently?
Why did you have to make the large purchase?
3. Why did you buy the product/service that you did?
4. Did the Sales/Marketing team impact your decision?
Why YOUR Agency?
• Quality
• Ease of doing business
• Right Fit
Quality Matters
“…we are still going to do what is best for what
they (the patient) need and what we need to run
our practice.”
- family practice physician
Be Good at Delivering Care:
Quality – the Impact of Outcomes on Your
Agency
• Identify why outcomes
matter in your agency
• Understand the
commonality of VBP and 5
Star Outcomes
• Understand the scoring
and rating methodology
• Prioritizing Performance
Improvement Plans based
on Outcome Data
Process
Outcome
1.
Care Management: Types and
Sources of Assistance
2.
Influenza Data Collection Period: 2.
Does this episode of care include 3.
any dates one or between
4.
October 1 and March 31?
5.
Influenza Immunization Received
6.
for Current Flu Season*
3.
1.
New Measures
Improvement in AmbulationLocomotion*
1.
Influenza Vaccination Coverage
for Home Health Care Personnel
Improvement in Bed Transferring*
2.
Herpes Zoster (Shingles)
Vaccination: Has the patient ever
received the shingles vaccination?
3.
Advanced Care Plan
Improvement in Bathing*
Improvement in Dyspnea*
Discharge to Community
Acute Care Hospitalization*
4.
Pneumococcal Polysaccharide
Vaccine Ever Received
7.
Emergency Department Use Without
Hospitalization
5.
Reason Pneumococcal vaccine
not received
8.
Improvement in Pain Interfering with
Activity*
6.
Drug Education on All
Medications Provided to
Patient/Caregiver during All
Episodes of Care*
9.
Improvement in Management of Oral
Medications
10. Prior Functioning ADL/IADL
11. Care of Patients**
12. Communications Between Providers and
Patients**
* = Quality of Care
Star Rating
13. Specific Care Issues**
14. Overall Rating of Home Health Care**
15. Willingness to Recommend the
Agency**
** = Patient
Experience of Care
Star Rating
New Model:
Home Health Value-Based Purchasing
• Home Health “measured” based on 24
criteria
• Higher performing agencies paid more
• Lower performing agencies paid less
• Currently rolled out in 9 states
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Be Good at Delivering Care
Then tell them about it!
Be the Right Fit
Your goals and their goals should be in
alignment
• New Payment Models
• Increased Physician regulation & oversight
• Disease Programs*
New Models:
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New Models:
Accountable Care
Organizations/MSSP
Bundled Payments
• Health system (payer /
• Hospital paid a fixed fee
provider) paid fixed fee per
for treatment AND postpatient
acute care
• All care comes from the fixed • Readmissions not
fee
reimbursed
Both of these models require post-acute care with
best outcome at lowest cost.
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Medicare Shared Service Program (MSSP)
participants in Oklahoma:
Abc Medical Clinic, Inc Pllc
INTEGRIS Cardiovascular Physicians, L.L.C.
Ada Health First Inc
Atoka County Healthcare Authority
Lake Country Medical Supplies, LLC
Lighthouse Healthcare, LLC
Azhar U Khan MD PC
Bruce W Dennis MD PLLC
Cardiology Clinic of Muskogee, Inc.
McAlester Anesthesia and Respiratory Services, Inc.
Moore Primary Care Inc
New Horizon Homecare, LLC
Choctaw County City of Hugo Hospital Authority Pinnacle Healthcare Solutions, LLC
Coal County Extended Care Incorporated
Coal County General Hospital
CompleteCare Home Health Plus LLC
Pushmataha County Hospital Authority
Richard J Helton
Rowland Ellis Flatt Hugo Rural Health Clinic
Comprehensive Cancer Center of Oklahoma, Pc
Digestive Disease Specialists Inc
Edmond Urgent Care Inc
Essential Integrative Health PLLC
Rowland Flatt Clinic
Southern Oklahoma Urology, Inc.
STAThealth Clinic PLLC
Urgent Care Clinic of Atoka, PC
Harmony Hospice, LLC
Source: http://ACOOklahoma.net
Physician Activity
In an article in Physicians Practice Janet Colwell
states, "Practicing physicians have more
resources around them to create home-care
teams than they may realize," she says. For
example, you can partner with your local agency
on aging or visiting nurse service to build a
home-care team rather than employing nurses
or caseworkers directly.
New Home-Care Model for Medicare Patients
January 14, 2015 | Janet Colwell
The Patient Protection & Affordable Act
of 2010 mandates:
1. FREE Preventive care services with no
out-of-pocket costs:
 15 for adults
 22 for women
 26 for kids
 Over 33 for seniors on Medicare, part B or C.
The overall strategy is free preventive services to help put focus
on wellness, early detection & prevention instead of costly
treatments and cures.
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mandates continued…
2. FREE Annual Wellness/Preventative Visits to
facilitate preventive care.
3. CMS and commercial health insurance plans to
‘cover’ any “A” or “B” rated recommendation of the
United States Preventive Services Task Force
(USPSTF). Many of these recommendations are to
be covered with zero deductible, zero copay and no
cost-sharing by patient.
4. CMS and commercial health insurance plans to RiskAdjust patients based on their chronic conditions as
a basis for future Value-Based Payment and
population Health Management.
5. Use of Quality Metrics such as PQRS and HEDIS
quality measures to assess quality of care.
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mandates continued…
6. Encourages, but not necessarily mandates, a careteam approach that greatly expands the role of
licensed medical personnel including RNs, LPNs,
dietitians, nutritionists and pharmacists when acting
under the ‘direction supervision’ of a physician, e.g.
RNs and LPNs are allowed to perform AWVs if their
supervising physician signs off on PPPS.
7. Strongly encourages, but not necessarily mandates,
the ‘Shared Decision-Making’ approach with patients
8. Transitioning from Historical Fee-For Service toward
Value-Based Payment for CMS services.
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ACA translated…
(Keeping this non-political guys )
• Paying providers for how they do it, not
how much they did it
– Carrot: new & more reimbursement for
improving care at lower cost
– Stick: less money if you don’t
CMS Physicians Fee Schedule
for Alternate Payment Models
Service
MD/DO
NP/PA
Code selection
Code
selection
Prolonged Services - 99354
$ 101.03
$ 85.88
Prolonged Services - 99355
$ 98.17
$ 83.44
Home Health Care Plan Oversight – G0181
$ 108.56
$ 92.27
Hospice Care Plan Oversight – G0182
$ 109.28
$ 92.88
Transitional Care Management – 99495
$ 165.17
$ 140.39
Transitional Care Management – 99496
$ 233.24
$ 198.25
Chronic Care Management - 99490
$ 40.84
$ 34.72
Advanced Care Planning – 99497
$ 85.99
$ 73.09
Advanced Care Planning – 99498
$ 74.52
$ 63.34
Counseling and Coordination of Care
Acronym Salad
Be a Resource
“They do not have an appreciation for what
we need and then pursuing that. They are
more worried about getting a referral, and if
they reconfigured their motives to help us
more, they would get more referrals.”
- Parke Keith, COO of 30 physician group
Be Easy
• Customer Service
• Communication
• Access
Customer Service
Haven’t we all felt like this?
Customer Service
• Not one company intends to
provide poor service
• This is less of an ‘initiative,’
and more of a company
culture
• How you handle the
problems will define you
• Help them problem-solve
Customer Service
“…we deal with agencies whose reps’
frequency of visits and personal interaction
are appropriate. They make themselves part
of the team. Do the little things for us around
our workplace that may not be directly
related to their role/job. Being creatively
accommodating to help me and my team is
key.”
- Manish Vashi, Emory Healthcare
Be Easy - Access
Accessibility to you, AND access to their
patients’ data should not be difficult
Access
• Central Intake or not – make it easy to find
your team.
– Are you easier to find when a referral comes in
or when there is a problem?...(really)
• Whether oversight on current patients, or
outcomes and quality data – they are going
to ask for more now
• Technology is your friend
– eReferrals, interoperable EMR, portals
Communication
Is not just a collection of words…
Communication
• How do they want to communicate/interact
with your agency?
– In person, phone, fax, email, text
• How often do they want to hear from your
agency?
– If they do not tell you, fear not, they will tell
you
• With whom are you communicating?
Communication
• List of patients & CPO Oversight dues to
collect
• communicating?
Communication
Summation
Why should they choose your agency?
Because you are going to meet them where
they are by delivery Quality care, being the
Right Fit (today and tomorrow), being a true
Resource the them, and by making it Easy for
them.
Come Learn with Us
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www.curaport.com
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Contact Us
Tripp Matthews
(478) 787-1034
[email protected]
www.curaport.com