Marketing In the New Health Care Age

Mary Ruiz, MBA

2013 FADAA FCCMH Conference

This talk is about increasing revenuethrough referral development and direct sales marketing…

…you still have time to leave.

Marketing in the New Healthcare AgeWhy Referral Development?

Marketing in the New Healthcare Age

67% of primary care doctors say they have nobehavioral health referral for their patients

Who Needs It?

What Happens?

• Psychiatrists professionally isolated

from other doctors

• Psychiatrists don’t interrupt sessions to take physician calls

• Need quick response-not voice mail, callbacks or long wait

• 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

• Referral Data• Household Surveys• Focus Groups• Secret Shopper• Brand Consultants• Chamber Website • Insurance Provider

Directories

Build Visibility

PublicRelations

• 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?

• BAKER ACT• DETOX• CSU• FREE CARE• FORENSIC• COMMUNITY

MENTAL HEALTH• SAFETY NET

Stop Talking Like That!

Push a New Brand

Branding

• 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

• 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 Quiz1. 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

CustomerExperience

• 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

CEOCulture change, strategic focus and

resources

Chief Clinical OfficerAccess, customer experience, process

redesign and capacity

Business Development DirectorReferral development, market analysis and

customer service

Public Relations DirectorMessaging, Media and

Branding

Facility ManagerRedesign, Décor and

Hospitality

Information TechnologyCall and referral volume, trends

and conversion to admission

Referral Development Team

Business Development Director

Strategic • Market Opportunities and

Risks• Competitors/Market Share• Target Markets/Service Lines• Pricing and Branding• Budget Volume Goals• Business Development

Strategy• Marketing Plan

Marketing• Lead Generation• Contact Management• Relationship Building• Referral Development• Conversion to Admissions• Customer Experience• Customer Retention• Reporting and Analysis

Business Development Director

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

• 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

Another Day in the Life

Looking for a BusinessDevelopment 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

• Referral trends• Satisfaction surveys• Secret shopper results• Web site volume and

page hits• Competitor Census and

Volume• Payer Mix

Case StudyExecutive

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

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

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

Identify Target Markets Build Referral Prospect List Create Baseline Metrics Admissions Concierge Tours on Demand Referral Loop Teams Troubleshoot Customer

Experience

Case Study

Case Study

20112012

2013

34000

36000

38000

40000

42000

44000

34283

39192

42032

Third PartyOutpatient Visits

Case Study

20112012

2013

8000

8500

9000

9500

10000

10500

11000

9213

8236

10478

Third PartyInpatient Days

Questions?