611-20190925095615-nahc 2019 three key …9/25/2019 6 the formula for success technique •...

Three Key Strategies to Boost Growth and ReferralManagement

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Three Key Strategies to BoostGrowth and Referral Management

Presenter:Melynda Lee, MBADirector, Growth SolutionsSimione Healthcare Consultants

Simione-at-a-Glance

• Founded in 1966.

• First organization of its kind dedicated to home health, hospice and other community-based services.

• Specializing in business performance improvement to advance quality and efficiency, reduce cost and minimize risk.

• Serving a wide range of organizations including free-standing agencies, multi-state and national providers, hospitals and health systems.

• Corporate headquarters in Hamden, CT, with offices in Sturbridge, MA, and Rohnert Park, CA.

• Consultants based in 30 states across the U.S.

PROPERTY OF SIMIONE HEALTHCARE CONSULTANTS

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Key Expertise & Services

Consulting

• Operations

• Finance

• Compliance & Risk

• Sales & Marketing

• Information Technology

• Mergers & Acquisitions

Talent Management• Recruiting• Executive Search• Interim Management• Compensation Analysis• Employee Engagement

Data Analytics

• Cost Reporting

• Financial Benchmarking

• Market Intelligence

• Clinical Process Transformation


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#1Know Your Market:

Referral Growth Strategies and TacticsEmploy The Formula for Success

PROPERTY OF SIMIONE HEALTHCARE CONSULTANTS 4

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Referral Growth Strategies

Two Strategies to Increase Admissions:

1. Compete for and win.

2. the referral partner’s use of our services.

It is important strategically that both are considered when developing sales training and processes.

REFERRALS

EXPAND


‘A’ Accounts = Sustainable Growth

• Levels of relationships.

– ‘C’ accounts Warm relationship; essential to work.

– ‘B’ accounts Steady business; build to become ‘A’ accounts.

– ‘A’ accounts Preferred provider; sole and logical choice for services. The number of ‘A’ accounts you have dictates success.

• Understanding the basics.

– What does your agency’s account list reveal?


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Basics Tactics for Driving Growth

• Keep it simple.

– Focus on what you can control.

– Focus on key strategies. More does not = better. Is your team calling on the right accounts?

– Leverage data! Where are the greatest opportunities?

• What does your internal data reveal, including NTUCs, pending referrals, live discharges, and admissions history?

• What does market data reveal about your accounts’ referral patterns?

• Understanding the basics.

– Formula for success.



Territory Mgmt.

Call Volume

Technique Growth

The Formula for Success

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The Formula for SuccessTerritory Management

• Determine the right number and composition of accounts.

– Identify rural vs. metro territories.

– Rate accounts by admissions history.

• Define account lists.

– Identify ‘A’ accounts.

– Identify top five (5) prospects per quarter.

• Uncover opportunities.

– Use market data to refine your sales strategy.


The Formula for SuccessCall Volume

• Maximize selling time with appropriate call frequency.

• Set minimum expectations for each territory.

• Call documentation is essential.

– Pre-call planning.

– Post-call planning.

• Define your standards in writing and hold team accountable.


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The Formula for SuccessTechnique

• Needs-based selling Know your value proposition.

– Ask smart questions to identify priorities.

– Present benefits, not just features.

– Start with the solution in mind.

• Be prepared to overcome objections.

• Become a trusted resource for your customer(s).


The Formula for SuccessApplication

Where Are You Today?


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Barriers to SuccessIdentifying the Barriers

Or Is This You?


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#2Fine Tune Your Results:

Referral ManagementNTUC Analysis for Growth


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Referral Management: Fine Tuning Your Results

• Referral Management is about more than Customer Service.

• NTUC (Not Taken Under Care) management can mean the difference between being under or over admission budget.

• Improving NTUC management should increase revenue, not cost.

• Stop leading with “conversion rate” and focus on controlling your avoidable NTUCs.


NTUC Analysis

• Common NTUC reasons.

– Other

– Patient/family refused.

– Doesn’t meet eligibility requirements.

– Pt died before services initiated.

– Staffing unavailable.

– Chose another agency.


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ActionReason Code Analysis

NTUC Analysis

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NTUC Analysis: “Other”

Reason Code Analysis Action

Other

• Why was other selected?• Would an existing code have been a

better choice?• Is there a needed code missing?

• Eliminate “other.”• Train staff to document when

using “other.”


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NTUC Analysis: “Refused Services”

ReasonCode

Analysis Action

Refused Services

• Where does the refusal occur? Over the phone or at the initial visit?

• Is there a consistent staff member for which this occurs?

• Mystery calls reveal?• Shadow visits with field staff.• Referral Source(s)?

• Training on handling objections.

• BD staff collaborate with referral source(s).


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NTUC Analysis: “Eligibility”

ReasonCode

Analysis Action

Eligibility

• Is there a consistent staff member for which this occurs?

• Was the patient visited? • Shadow visits with field staff• Referral Source(s)?• What is the escalation process?

• Training on eligibility.• Involve leadership/Medical

Director in all cases considered not eligible.

• Do not determine eligibility over the phone.

• Follow up protocol.• BD collaboration with referral

source(s).


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NTUC Analysis: “Died Prior to Admission”


Died Prior to Admission

• Timeframe from referral to admission.• Referral Source(s).

• Shorten time from referral to admission.

• BD collaboration with referral source(s).


NTUC Analysis: “Staffing”


Staffing

• Type of patient.• Timeframe (day/week/after hours).• Referral Source(s).• Service Area.• Prior experience with another agency.

• Adjust staffing model.• Recruit and hire.• Adjust targeting.• Consider expanded service

area.• Training on overcoming

objections.


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NTUC Analysis: “Chose Another Agency”


Chose Another Agency

• Type of patient.• Timeframe (day/week/after hours).• Referral Source(s).• Prior experience with another agency.

• Adjust targeting.• Training on overcoming

objections.• Review differentiators.


NTUC Analysis: Case Study


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Mar Apr May JunReferrals 100 100 100 100Admission 80 74 65 63

Conversion Rate 80% 74% 65% 63%

Reason Code Mar Apr May Jun

Other 5 3 6 3Refused Services 3 7 8 10

Eligibility 4 7 8 10Died Prior 3 2 2 1Staffing 3 2 3 3

Chose Another 2 5 8 10Total 20 26 35 37


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Other 5 3 6 3

Refused Services 3 7 8 10

Eligibility 4 7 8 10

Died Prior 3 2 2 1

Staffing 3 2 3 3

Chose Another 2 5 8 10

Total 20 26 35 37


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Other 5 3 6 3



Died Prior 3 2 2 1

Staffing 3 2 3 3


Total 20 26 35 37




Other 5 3 6 3



Died Prior 3 2 2 1

Staffing 3 2 3 3


Total 20 26 35 37


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Other 5 3 6 3



Died Prior 3 2 2 1

Staffing 3 2 3 3


Total 20 26 35 37



• Additional Information Garnered.

– Turnover increased significantly over 6 months.

– Many Case Managers are new (less than 6 months).

– Case Managers are at 107% productivity as a result of recent turnover.

– Most patients are admitted by a Case Manager, not a dedicated Admission Nurse.

– The time from referral to admission has increased from 24 hours to an average of 48 hours in the last 6 months.


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• Conclusions

• Case Managers who remain have taken on additional patients from those who left the organization.

• New case managers may need more training and coaching on determining eligibility and overcoming objections.

• Because most patients are admitted by a Case Manager, the Case Managers are overwhelmed and may be struggling to balance additional case loads and admissions, increasing the length of time to admit patients - giving stakeholders time to choose other providers who can respond and admit sooner.



• Solutions

– Designate an Admission Nurse to take some stress off CMs.

– Provide training and coaching to all staff.

• Asking smart questions.

• Presenting the value proposition.

• Overcoming objections.

• Monitor and measure! Adjust resources as needed to ensure customer service is exceptional.

• Don’t take your eye off analyzing NTUCs (and using the right codes).

• Managing avoidable NTUCs = agency growth!


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#3Market Your Agency:

What Resources Do You Already Have?Best Practices for Growth on Any Budget


Assumptions about Marketing

• Everyone knows what home care and hospice agencies do.

• Marketing reflects poorly on your organization.

• Only agencies with lots of money can market effectively.

• Business Development is solely responsible for marketing.

• Marketing is hard to measure.

If you don’t market your agency, who will?


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Many People Don’t Know the Value of Home Care and Hospice

• Find compelling ways to tell your story.

• Promote the value of home care and hospice to physicians.

• Educate consumers to self-advocate with their physicians.

• Tap into “the calling” to recruit the best.


As Providers, We Market to Multiple Stakeholders to Build Our Referral Business


Patients

Physicians

Hospitals and

Facilities

Community

Families

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As Providers, We Also Market to Multiple Stakeholders to Engage the Community

Patients

Patients and

Families

Employees

Donors and

Volunteers

Referral Sources


What’s Available in Your Marketing Landscape?

• Traditional media vs. Digital media.

– Paid media channels: Print ads, digital, banners, TV, radio, etc.

– Earned media: Likes, shares, testimonials, mentions, news, reviews.

– Shared media channels: Social.

– Owned media channels: Website, blogs, video, CRM, etc.

What makes sense for your organization and your market?


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Data Example

• Composition of market.

– Type of patients and trends.

– Concentrated areas of providers and patients.

– Demos

– Hospital dispositions.

– Rehospitalization rates.

– Quality scores and ratings.


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Steps to Create an Integrated Marketing Plan

• Objectives

• Segmentation, Targeting, Positioning Value.

• Customer Journey.

• Content and Message.

• Campaigns for Paid, Owned and Shared Digital Media.

• Performance Tracking.

• Implementation Needs and Tasks.


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Consider the Customer Funnel and Journey


AWARENESS(RECOGNIZING NEED AND AVAILABLE SOLUTIONS)

CONSIDERATON(AMONG COMPETITORS)

DECISION(MAKE IT EASY)

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Content and Messaging

• Build your content on value proposition.

• Make it about them, not us.

• Focus on the benefits, not the features.

• Always use a call to action. What do you want the customer to do?

• Use content to capitalize on your earned media. Make them want to share it!

– Blogs sharing from website and social media.

– Personal stories posted on social media or comments posted by community users.

– Link content (paid and owned) back to your website.

– Encourage and share reviews on social media.


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Measure and Report Your Success

Tools and communications to measure and report your success.

• Set your KPIs (Key Performance Indicators).

• Set up a dashboard and focus on those key metrics.

• Use external data sources when possible (Google Analytics, Facebook Analytics).

• Ask at admission how the patient learned about your organization and monitor what’s working.

• Digital marketing is easy to track and measure (and it’s mostly free!).

• Trend your referrals and admissions to your activities and monitor the sources of new business and growth opportunities.

• Survey your team, customers, and community.


Ensure Everyone is a Champion of Your Organization

• Start engaging new employees on day one during orientation.

• Provide clear, consistent messaging about your mission and vision.

• Make your messaging easy to remember and easy to repeat.

• Protect your brand.

• Know your value proposition and be sure your brand and message are consistent across all stakeholder groups.


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Best Practices for Marketing

• Have a manageable plan with measurable objectives.

• Always be customer-centered with your value proposition.

• Use calls to action in messaging.

• Be visible in your referral sources’ offices and also in the community at large.

• Pay attention to how your competition markets.

• Scan the marketplace for changes and act swiftly.

• Budget and plan thoughtfully each quarter (see above).

• Take advantage of available resources.

• Thank your customers, but not with gifts.

• Measure and celebrate your success!


800.949.0388 | Simione.com

Corporate Headquarters

4130 Whitney Avenue

Hamden, CT 06518

California Office

50 Professional Center Drive, Suite 200

Rohnert Park, CA 94928

Massachusetts Office

54 Main Street, Unit 3

Sturbridge, MA 01566

Melynda Lee, Director [email protected] 404.314.0431

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611-20190925095615-nahc 2019 three key …9/25/2019 6 the formula for success technique •...

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