cahsah® 2016 annual conference & home care...

CAHSAH® 2016 Annual Conference & Home Care Expo

1 2016 California Association for Health Services at Home

Use Technology to Leverage Your

Marketing Advantage: Justify

with Numbers

Merrily Orsini, MSSWPresident/CEO, corecubed

and

Sam SmithVice President, AXXESS



Merrily Orsini, MSSW

Innovative Thought Leader in Aging Care

About Merrily

• President/CEO of corecubed

• A pioneer in the home care industry, celebrating 35 years this year, having started in 1981 with a care managed private duty home care company which she sold in 1996

• Received EY Entrepreneur-of-the-Year award for her success in that business

• In 2011 and 2012 served as Chief Strategic Officer for the National Association for Home Care and Hospice (NAHC) for the Private Duty Homecare Association of America

• Nationally recognized as a home care marketing expert and industry thought leader

• Leads an award-winning team of strategists, content creators and designers, all experienced and specializing in selling and educating about in-home care

• A home care futurist (now-ist!)

C. Sam SmithVice President of Business Development

About Sam

• Vice President Business Development at AXXESS

• Responsible for all business development advisory and expansion of the company’s industry relations

• More than thirty years’ experience in strategic planning and entrepreneurship

• Prior to joining AXXESS:

• Founder and president of Vi3 Technologies, an information technology consulting firm

• Involved in the establishment of several companies in the technology and data industries

• Founded and served as president and CEO of Synergy Bank and First Waco National Bank



May 10-12, 2016 CAHSAH 50th Anniversary Annual Conference 5

Objectives

• Understand how to best use data to demonstrate differentiation in the marketplace

• Gain the formula for showcasing value through stellar service provision

• Demonstrate use of messaging and positioning based on agency efficiency and streamlining gained through technology applications


For the home health agency, future success is based on:

a) Using data to drive operational decisions

b) The provision of value-based services

c) Understanding how to best use available data to focus and differentiate the agency/business marketing message




Running a better, more efficient operation through technology usage has compelling benefits for marketing as well.


Selling Care

• Private duty home care sector– Has historically been a consumer-driven sale

(retail mindset)

• Medicare home health– Has historically been post-acute referral-based– Introduction of MCOs, ACOs, bundled payment

entities, Value Based Purchasing, and medical homes is altering how home health agencies sell and market their services



New Marketing Model

• Step #1 is realizing that current and potential referral partners will be/are results-focused

• Step #2 will be appealing to a broader base of customers, and C-Suite executives

Consumer focused

base

Private Duty

Where are we now?

Where do we

go?

Home Health


Marketing

• The strategy behind how consumers find an HHA– Entails knowing how to best reach a defined target– Uses visuals and messages together– Identifies the best channels to use to get results

• Traditionally, the Medicare-certified world had a very narrow target– Those within post-acute world with the potential

to refer to home health– The visuals and the message were not so important– Actual data-driven results were not a focus from the

referral standpoint





Home Health

Will eventually become more of a consumer/C-Suite sale as home health coverage becomes more of an integrated component of the health care delivery system.


Today it is the C-Suite exec who will be comparing the home health agencies, and, like everyone else who is searching for answers, their search will start online.

Reaching that level of decision-maker is a new target for home health.



Micro-Marketable Moments

Where are they searching?60% of consumers’ research is complete before they reveal themselves. They are looking at reviews, websites, and social media while researching.

60%

How are they searching?First asking people they know and trust to help and share information?

Tablet

Phone

PC


Traditional Referral Sources

Still very viable as a sales option for home health now• Important factors for home health players in current and

near future market– Showcase high performance―star rating, home care elite, etc.– Help consumers understand and interpret performance

measures/ratings systems– Provide transparency– Report customer service metrics – Integrate services with private duty providers– Have systems in place for chronic disease management– Provide relationship-based care– Showcase how the agency stacks up against local and national

metrics





Metrics

Stand out from the crowd by showcasing your agency’s metrics quickly and clearly.

Stand out from the crowd by showcasing your agency’s metrics quickly and clearly.

VisibilityVisibility

AccessibilityAccessibility

Presented GraphicallyPresented Graphically

Metrics Needs

Forrester and Caring.com Research

Researchcompleted

Have notcompleted research

58% of US online adults are always accessible and use multiple devices,

multiple times from multiple locations

during the day

67% of the buyer’s journey is done

digitally

60% of people searching for

senior care had no knowledge of their local care options

73% start with a general search

term such as “home care”

Source: www.Kapost.com 1/2015 www.caring.com 9/2015




Private Pay Services

• Services for which one pays a fee

• Much wider target marketing from their onset– Consumer at large– Wide range of pre- and post-acute referral sources– Medical and non-medical


Private Pay Services Targets

• Anyone who has a care need (or anyone who knows anyone with a care need)

• Anyone who can afford to pay for care

• Target is narrow for Medicaid or income-restricted home care services– Agency or entity that assesses and assigns care




Strategic Marketing

• Starts with who you are targeting

• As the industry changes, the target for home health is changing – Instead of a single “marketer”, community liaison

or salesperson using the standard sales and lead generation tactics, the market for buying services has changed

– Data-driven results are the new standard– Entities looking to partner with or refer to home

health will be looking for outcomes and improvements



Strategic Marketing

• Traditional target for home health marketing– New target is harder to reach– Harder to sell to because you are selling

relationships based on quantifiable results

• Agency positioning…– “Preferred provider”– Partner in payment– Partner in shared risk– ACO member…these are

newly formed relationship possibilities that will only continue to grow

– Managed care entity



The new “partner” or person who might be searching for a home health care addition to their pool of services will be wanting a partner who delivers proof of cost effective care with good outcomes, who can scale operations, and who is innovative.

So, how does a home health agency go to market with the future in mind?


The Future in Mind

Marketing Strategy…

Reaching the larger market

• How do you reach a larger market?

• How do you reach anyone in the medical hierarchy who may be searching for partners?

• How do you focus on data from your operations that will sell your business for you?




Reaching the Larger Market

Online Publicize Psychology

Your online presence, website and social media

Publicize “wins” in the industry, credentials or certifications or specializations

Psychology behind the search for genuine, data-driven quality

• Regularly updated content on all online channels

• Focus on results• Use reviews and

testimonials

• Use traditional and social media to hammer home results

• Use lead generation and follow-up activities

• Reach the targets through information that showcases financial efficiencies, operational efficiencies, quality outcomes, reduced readmissions


The psychology behind the search for partners in the healthcare delivery system is more of a C-Suite psychologyThe psychology behind the search for partners in the healthcare delivery system is more of a C-Suite psychology

C-Suite Psychology

Who would make the best partner?

Who would make the best partner?

Are they a quality service?

Are they a quality service?

Do they have the capacity to scale their operations to meet a potentially expanded need?

Do they have the capacity to scale their operations to meet a potentially expanded need?

Are they innovative in their service delivery and pricing?

Are they innovative in their service delivery and pricing?




The agency software program should deliver useful data for marketing, for improvements, and for efficient operations internally and externally.


Useful Data for Marketing


Reducing Readmissions

• Proving that the home health agency is, in fact, reducing readmissions.– Example: Visit notes with built-in infection and

incident documentation can be monitored, to ensure these instances do not result in a re-hospitalization of the patient.




Proof of Cost-Effective Care and Good Outcomes

• Star Rating (CAHPS) results and analyses allow the HHAs to make the necessary improvements

• Easy-to-understand presentation of results and analyses can be distributed to potential referral partners

• Survey results speak volumes for customer service

• Results provide the ability to improve care with data monitoring in real time


Outcome Measures

• Has a patient’s health improved under the HHA’s care?

• Having the ability to compare re-certifications, ROC, and/or discharge from an SOC OASIS is critical for measuring outcomes

• Allows specialization, as well, in proving patient progress while under care




Process Measures

• Referring facilities (and potential C-Suite partners) want a smooth and fast process

• Delayed admissions means delayed care and putting the patient at a possible risk

• In addition to marketing, this also helps the HHA to review their strategies and ensure a timely admission


Case Management

• Utilizing a Missed Visit Report relates directly to an agency’s ability to manage care

• Monitoring this report helps the agency focus on the quality of care and responsible use of dollars

• A review and improvement or redesign of the HHA policy may be in order




Point of Care

• Using a fully automated Oasis Scrubber points out inconsistencies

• EVV verifies that the care has been provided, at the time it is provided, by whom it was to be provided and when


Financial Reporting

• Running a profitable agency allows for more benefits to the staff, and longevity for the agency.

• Both of these are of importance to a potential partner in care.




Statistical Reporting

• Compliance

• Unduplicated Census

• Principle Diagnosis

Potential partners want to know that the agency is on solid footing in the industry.

Should a Home Health Agency Use SEO on the Website?

• The C-Suite exec will search for niche market services– Wound care– Cardiac care– 24-hour IV care, etc.

• To supplement the easier and more frequent services

OR by– Agency name




Home Health Website

Ideally, a home health website…

HomeHealthwebsite

Extendsbrand

Extendsbrand

Allows HIPAA compliance

intake

Allows HIPAA compliance

intake

Showcases the administration, partnerships,

innovations in care, specialties

Showcases the administration, partnerships,

innovations in care, specialties


Showcases metrics

Showcases metrics

SEO vs PPC (pay-per-click)

Cumulative benefits

Results build over time

Not cumulative

Results for a one-time search

No residual benefit




Data and measurement

of quality rulein home health


What Are the Next Steps to Success?

• Standing Out

• Showcasing Results

• Innovation

• Ability to Scale





The C-Suite exec will be searching for andcomparing agencies based on results.

Are You Ready?




[email protected]

twitter.com/corecubed

facebook.com/corecubed

LinkedIn.com/company/corecubed

Pinterest.com/corecubed

plus.google.com/105694099482057322127/posts

YouTube.com/channel/UCmiAhhD12eKCEinSCIuWVAQ

On Our Products/Services:• SEO, Content, Branding

Design, Strategy, Social corecubed.com

• Marketing, Operations and Sales Tools for Home Care, Hospice, Private Duty MOST4YourMarketing.com

• Products for the In-Home Care Provider: From Start-up to Growth MarketHomeCare.com

• Blog on Aging CareResources and InsightsMerrilyOrsini.com

For More Information

Call or email us today: 800.370.6580 x1


Call or email us today: (866) 795 5990 Customer Support(214) 575 7711 Corporate Office

[email protected]

twitter.com/Axxess

facebook.com/axxess

LinkedIn.com/company/axxess-consult

pinterest.com/axxessconsult

YouTube.com/user/AxxessTechnology

For More Information




Merrily Orsini, MSSW

• President/CEO

• corecubed

• 3316 Springcrest DriveLouisville, KY 40241-2737

• 800.370.6580

• [email protected]

• corecubed.com

Sam Smith • Vice President

• AXXESS

• 16000 Dallas ParkwaySuite 700Dallas, TX 75248

• 866.795.5990 Customer Support

• 214.575.7711 Corporate Office

• [email protected]

• www.axxess.com


Speaker Information

cahsah® 2016 annual conference & home care...

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