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Mid Year Presentation

February 23, 2016

Nina JainRitika Tawani

Agenda

Overview

• Objective

• Findings to date

Recommendations

• Pilot Selection

• Longer-Term Operational Recommendations

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Objective

Objective of the project

• Evaluate and improve our market position for middle- and high-income residents of the South End neighborhood. This includes:

• an analysis of competitors and substitutes,

• development of customer segmentation, and

• proposing recommendations to change our marketing and operations to

better appeal to these residents.

• This will assist in:• Improving our reputation throughout the community

• Increasing patient visits

• Increasing revenue

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Agenda

Overview

• Objective

• Findings to date

Recommendations

• Pilot Selection

• Longer-Term Operational Recommendations

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Findings to date

Findings to dateCompetitors: ● Other community health centers (Whittier, Fenway South End)

● Harvard Vanguard (Dartmouth Street)

● Boston Medical Center ambulatory care

Substitutes:

Customer Segmentation:● Newcomers to the city

● New parents

● Employees of local businesses

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Findings to date: providers

Customer value proposition: ● Small, personable and bilingually friendly in a prime location

● Lower wait times than academic medical centers

Services not geared to high income patients:● Longer wait times to see a provider, longer wait times at the Center due to

no-show rate; Lower procedure times allocated (eg: Dental)

● Cumbersome private insurance reimbursement process

● Registration requirement for gateway services

● Low awareness and the word “community” in name; Lower level of customer service

● Insufficient # of providers and inaccurate provider perception

● Unavailability of certain physical infrastructure (eg WiFi, TV)

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Findings to date: community members

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● SECHC Perception - Low awareness and perception of lower quality geared towards low income / hispanic populations (word “community”)

● For their kids, people want the best quality possible, thus, perception of superior quality is extremely important in pediatrics

● Most people choose their PCP based on recommendations, proximity to work / home and are averse to changing it

● When choosing urgent care, proximity and longer hours are important

● Health center has longer appointment wait times (~2 weeks) compared to other clinics / hospitals (~2 days)

● Lot of people rely on word of mouth / recommendations for health care

● Eye care / dental care could be good gateway services to introduce people to the health center - People more open to experimentation

Agenda

Overview

• Objective

• Findings to date

Recommendations

• Pilot Selection

• Longer-Term Operational Recommendations

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Pilot Selection

Pilot Option 1: Physician-led Sessions

Pain point: Community members may be unaware of the Center and the services it offers. Potential customers may incorrectly perceive that the Center offers lower quality care as compared to local alternatives.Solution: Hold monthly physician-led sessions at the Center on health-related topics of interest.● Increase awareness of the Center through advertising these sessions.

• In local businesses.• Via social/local media.• Through board members.

● Showcase physician talent.● Demonstrate the quality of the Center’s facilities.● Potential topics: Wellness for New Moms, Seasonal Affective Disorder

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Pilot Option 2: Leverage Gateway Services

Pain point: Dental and Eye Care services are not currently utilized as recruiting tools for primary care patients.Solution: Leverage gateway services to increase the number of middle/high income patients using the Center for primary care.● Simplify registration process for these gateway services. Eliminate

required registration to the Center if possible.● Advertise primary care services in Dental and Eye Care waiting rooms.● Facilitate connection with Insurance Coordinators if patient is interested.● Giveaways (e.g. pediatric thermometers) as enticements to sign up for a

PCP at the Center.● Follow-up with advertising materials accompanying patient satisfaction

survey.

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Pilot Option 3: Partnerships

Pain Point: Low awareness of the community health center among south end residentsSolution: Partnerships with smaller business and communities in the South End to spread awareness and provide incentives to people to check out the health center (giving out branded thermometers for eg)• SMB Businesses - Restaurants• Professional Schools - BU Dental• Classes for Kids / Groups for Working Moms - Little Lovage, Little

Groove, Garden Moms• Mom Blogs - http://boston.citymomsblog.com,

http://mommypoppins.com/kids/13-boston-parent-blogs-we-loved-in-2013• Buildings - Immunizations for the residents

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Agenda

Overview

• Objective

• Findings to date

Recommendations

• Pilot Selection

• Longer-Term Operational Recommendations

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Longer-Term Operational Recommendations

Longer-Term Operational Recommendations

● Building relationships with the Center• Office staff• Christmas cards

● Additional hires to reduce appointment wait times• Nurse practitioners• Certified diabetes educator

● Streamline private insurance procedures● Ensure minimal doctor churn (it is expensive!)● Smooth transition for patients when a doctor leaves● Reduce no-show rate

• Care message• Virtual physician”1

● Change urgent care hours

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1. Izard 2005