pan physicians as customers building an integrated strategic plan thornhill
TRANSCRIPT
Physicians as Customers:Building an Integrated Strategic
PlanJane Thornhill, Administrative Director HFMG
Referring Physician Office & Josephine Ford Center for Cancer Surgery
NCI PAN Conference April 24, 2014
Physicians as Customers: Building an Integrated Strategic PlanJane Thornhill
Administrative DirectorHFMG Referring Physician Office & Josephine Ford Center for Cancer
Surgery
Henry Ford Health System – Malcolm Baldrige National Quality Award Recipient
Henry Ford Hospital
Henry Ford Hospital (HFH), founded in 1915 by auto pioneer Henry Ford, is the flagship hospital of Henry Ford Health System
Located in Detroit’s New Center area, it is a 877-bed tertiary/quaternary research and education complex with a Level 1 Trauma Center
Staffed by the Henry Ford Medical Group – 1,200 physicians and researchers in more than 40 specialties in 29 medical centers.
Referring Physician Program 2007 Current structure wasn’t working
– Individual programs had pockets of success Previous healthcare management
organization– HFHS owns Health Alliance Plan
Competition in the local Detroit market was fierce…
Hospitals within 50 Mile Radius of HFH
MONROE
MACOMB
ST. CLAIRSHIAWASSEE GENESEE
LENAWEE
LIVINGSTON
CLINTON
INGHAM
WAYNE
OAKLAND
WASHTENAW
HILLSDALE
JACKSON
LAPEER
Mercy Memorial
Crittenton
Henry Ford Macomb
McClaren Regional Hurley Medical Center
Genesys Regional
Doctor's Hospital of MI
Huron Valley-Sinai
St. Joseph Livingston
St. Joseph AA Oakwood Heritage
Oakwood Southshore
Oakwood Annapolis Oakwood
POH Regional
U of M
St. Joseph Saline
Lapeer Regional
St. John River District
Beaumont GPHenry Ford
BotsfordSt. John Sinai-Grace
Children's of MI
Providence HFMH-WC
St. John Oakland
Garden City
Providence Park
Chelsea Community
St. Mary Mercy
St Joseph Oakland
St Joseph Port Huron
St. John MacombDMC Surgery Center
Mt. Clemens Regional
Beaumont RO
Beaumont Troy
Karmanos
Hutzel Women's Rehab Institute MI
Harper University Detroit Receiving
Henry Ford Wyandotte
HFWBH
Port Huron Hospital
Referring Physician Program Steering Committee
Was formed and charged with…. “Increasing internal & external
physician referrals to Henry Ford Hospital and Medical Group specialists”
Challenges Committee members had competing interests
– HFMG & HFH vs System Hospitals with private practice physicians
Existing services for support were located in a system Call Center along with patient traffic– Lacked dedicated focus– Data collection was non-existent
Internal & external referring physician credibility was very low
We Needed A New Structure We focused on a solid infrastructure
– Data & Analytics– Operations
• Schedules, phones, eConsults
– Service• Concierge
RPO Service Level Guarantees Accept the request 24/7/365 Core hours of operation M-F 7:30 – 5:30 After hours ~ accept the request & follow up next business day Facilitate doc to doc telephone consults Facilitate making the appointment no later than the following business day
• Communicate delays as they occur• Close the loop with you and/or the patient
Assure that the referring physician is attached to the appointment via our database– To increase communication between rendering and referring physicians.
Early Focus Started with the idea of growing external
referrals– Quickly became refocused on supporting
internal referrals and building credibility We were committed to:
– Data collection– Seamless operational function– Best in class service
We had our work cut out for us…HFH draws patients from its “backyard”
Summary Report: Outstate Referral Strategy
Our in state competitor has a substantial “out-state” presence
Discharge Origins
1 to 4950 to 99
100 to 199200 to 299300 to 3000Top 3
0
A New Program Partner Internal physician leadership &
engagement is key– Needed a recognized name with
the skill set to work within complex physician environment
– The individuals that have the recognized name, do not have the time
Dr. Steven Kalkanis has national clinical expertise and was an up and coming physician leader. The perfect partner!
1414Summary Report: OutState Referral Strategy
Study ObjectivesTo Inform Development Of A High Return Referral Strategy
• To understand current and (believed) future referral needs of out-state physicians;
• To understand referral influences among physicians; including the influence of the hospital and system affiliation, the influence of the established relationships, unique worries and concerns of the patient, and the reputation and ease-of-referral for alternative institutions;
• To understand the opportunity to change referral practices by physician / disease / requirement and region;
• To understand the component and activities the would serve to earn new referrals; which may include CME events, local visits, “branding” or “cooperative advertising/promotion”, and/or on site presence, and;
• To build a growth strategy based on that learning
1515Summary Report: OutState Referral Strategy
Study Objectives:To Inform Development Of A High Return Referral Strategy
To understand the component and activities the would serve to earn new referrals; which may include CME events, local visits, “branding” or “cooperative advertising/promotion”, and/or on site presence
To understand the opportunity to change referral practices by physician / disease / requirement and region
To understand referral influences among physicians; including the influence of the hospital and system affiliation, the influence of the established relationships, unique worries and concerns of the patient, and the reputation and ease-of-referral for alternative institutions
To understand current and (believed) future referral needs of out-state physicians
To build a growth strategy based on that
learning
Two-Part Approach
Summary Report: Outstate Referral Strategy 16
Framing The Study HFMG interviews
Key stakeholders (12) To understand market
perspective and believed basis upon which referral should be won
Many false starts Internal credibility to
build was very low
Understanding Drivers Outstate Physician /
Specialists (51) To current practices,
preferences, decision-making, and potential influences
Alumni
Non-Alumni
Referring 13 21
Non-Referring
2 15
1717
Research Format
Broadly representative of out-state Michigan communities/environs
Summary Report: OutState Referral Strategy
1818
HFMG Interviews: What We’ve Learned
• Basis for referral is in most complex levels of care – primarily in surgery• U of M is the only competitor on the most complex cases • A view that we must have a Medical Group consolidated approach
• Many are currently conducting their own referral programs• General view that HF has done a poor job of managing referral in the past• General belief that strength of referral is in strength of personal
relationship• A view that we must build a reputation for leadership – where we have
leadership• Marketing Considerations suggested included
– Dedicated referral center, 24 hr appointment promise, Branded referral Affiliation, CME’s, Life-Flight Transportation
Summary Report: OutState Referral Strategy
What We’ve Learned: Primary Messages
There is (perhaps significant) opportunity – to win increased referral – for treatment of the most complex diseases
UM and Henry Ford are the clear leaders in presumed referral (KCI is strong 3rd)– West side of State competition grows: Spectrum, Mayo, Chicago
Among those who know Henry Ford the view is generally very positive– Presumed excellence in care– Generally positive protocols and relationships
Henry Ford is not however well known Opportunity is in winning recognized superiority
…presumably in specific set of specialties– Outstanding referral protocols– Strong specialist-to-specialist relationships– Demonstrated quality of service– Demonstrated respect
Summary Report: Outstate Referral Strategy 19
2020
More complex conditions warrant referral…Referrals come about when physicians find a more complex condition that is
best handled at an advanced care facility… symptoms are defying diagnosis… simply need a 2nd opinion… or participation in clinical trials…
PulmonologyPulmonary hypertension Lung transplantLung reductionTherapeutic bronchoscopic proceduresInterventional pul (airway stents)
ENTOtologic surgeryOncology - head / neckTinnitusEar issues (chrome mastoid bone)Pediatric issues
ONCBone marrowLiver privation carcinomaProstate (robotic surgery)Neuro surgeryLung treatmentResection
GASTROAdvanced liver diseaseInflammatory bowel diseaseLiver hepatitisLiver transplantPancreatic cancerOncology
GP/FAMArthritisCrohn’s diseaseNeuro
COLON/RECTALInteroperational RadiationKock pouch TherapyRectal cancer
Summary Report: OutState Referral Strategy
NeuroscienceMSEpilepsyTrauma inter cranialCerebral endovascular aneurysm (coiling)Cranial facial reconstructionALS
GYNCervical cancerBladder supportSarcoma/melanoma clinicEndometrial oncology
ORTHOTraumaOncology
Building a Referral Strategy - Five Components
Summary Report: Outstate Referral Strategy 21
Focus On Select Specialties
Build An Excellent Referral Protocol
Build Geographic Tiers
Build Recognized Excellence – By Communicating Expertise
Build Basis For Extended Preference Through Excellence In Relationship
Building A Team
Physicians who… Receive specialty
referrals Know the importance of
communication & relationships
Committed to outreach & growing the business
Admin/Operations ~– Physician leaders to do
road clearance– Outreach RN’s– Concierges– Insurance Specialist– Communication Coord– Data collection
• CRM reporting
– Service, Service, Service
Metrics
2009 2010 2011 2012 20130
5,00010,00015,00020,00025,00030,000
Phone Volume
2009 2010 2011 2012 20130
2,0004,0006,0008,000
10,000
Online Consults
2010 2011 2012 20130
500
1,000
1,500
2,000
2,500
3,000 Transfers
2010 2011 2012 20130
5001000150020002500
Outpatient Referrals
OaklandOaklandOaklandOaklandOaklandOaklandOaklandOaklandOakland
SchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraft
AlgerAlgerAlgerAlgerAlgerAlgerAlgerAlgerAlger
AlleganAlleganAlleganAlleganAlleganAlleganAlleganAlleganAllegan
AlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrim
ArenacArenacArenacArenacArenacArenacArenacArenacArenac
BaragaBaragaBaragaBaragaBaragaBaragaBaragaBaragaBaraga
BarryBarryBarryBarryBarryBarryBarryBarryBarry
BayBayBayBayBayBayBayBayBay
BenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzie
BerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBranchBranchBranchBranchBranchBranchBranchBranchBranch
CalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhoun
CassCassCassCassCassCassCassCassCass
CharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoix
CheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboygan
ChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewa
ClareClareClareClareClareClareClareClareClare
ClintonClintonClintonClintonClintonClintonClintonClintonClinton
CrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawford
DeltaDeltaDeltaDeltaDeltaDeltaDeltaDeltaDelta
DickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinson
EatonEatonEatonEatonEatonEatonEatonEatonEaton
EmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmet
GeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGenesee
GladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwin
Grand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand Traverse
GratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiot
HillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdale
HoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughton
HuronHuronHuronHuronHuronHuronHuronHuronHuron
InghamInghamInghamInghamInghamInghamInghamInghamIngham
IoniaIoniaIoniaIoniaIoniaIoniaIoniaIoniaIonia
IoscoIoscoIoscoIoscoIoscoIoscoIoscoIoscoIosco
IronIronIronIronIronIronIronIronIron
IsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabella
JacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazoo
KentKentKentKentKentKentKentKentKent
LakeLakeLakeLakeLakeLakeLakeLakeLake
LapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeer
LeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanau
LenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenawee
LivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingston
LuceLuceLuceLuceLuceLuceLuceLuceLuce
MackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinac
MacombMacombMacombMacombMacombMacombMacombMacombMacomb
ManisteeManisteeManisteeManisteeManisteeManisteeManisteeManisteeManistee
MarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquette
MasonMasonMasonMasonMasonMasonMasonMasonMason
MecostaMecostaMecostaMecostaMecostaMecostaMecostaMecostaMecosta
MenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenominee
MidlandMidlandMidlandMidlandMidlandMidlandMidlandMidlandMidland
MissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukee
MonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroe
MontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalm
MontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorency
MuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegon
NewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygo
OceanaOceanaOceanaOceanaOceanaOceanaOceanaOceanaOceana
OgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemaw
OsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceola
OscodaOscodaOscodaOscodaOscodaOscodaOscodaOscodaOscoda
OtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsego
OttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawa
Presque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque Isle
SaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilac
St. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. Clair
St. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. Joseph
TuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscola
Van BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan Buren WashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenaw WayneWayneWayneWayneWayneWayneWayneWayneWayne
WexfordWexfordWexfordWexfordWexfordWexfordWexfordWexfordWexford
AlconaAlconaAlconaAlconaAlconaAlconaAlconaAlconaAlcona
2013 RNs
31 to 90
11 to 30
4 to 10
1 to 3
2013
RN Outreach Contacts
Total: 1956
(Increase of 37% or 525 since 2012)
OaklandOaklandOaklandOaklandOaklandOaklandOaklandOaklandOakland
SchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraft
AlgerAlgerAlgerAlgerAlgerAlgerAlgerAlgerAlger
AlleganAlleganAlleganAlleganAlleganAlleganAlleganAlleganAllegan
AlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrim
ArenacArenacArenacArenacArenacArenacArenacArenacArenac
BaragaBaragaBaragaBaragaBaragaBaragaBaragaBaragaBaraga
BarryBarryBarryBarryBarryBarryBarryBarryBarry
BayBayBayBayBayBayBayBayBay
BenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzie
BerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBranchBranchBranchBranchBranchBranchBranchBranchBranch
CalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhoun
CassCassCassCassCassCassCassCassCass
CharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoix
CheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboygan
ChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewa
ClareClareClareClareClareClareClareClareClare
ClintonClintonClintonClintonClintonClintonClintonClintonClinton
CrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawford
DeltaDeltaDeltaDeltaDeltaDeltaDeltaDeltaDelta
DickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinson
EatonEatonEatonEatonEatonEatonEatonEatonEaton
EmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmet
GeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGenesee
GladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwin
Grand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand Traverse
GratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiot
HillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdale
HoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughton
HuronHuronHuronHuronHuronHuronHuronHuronHuron
InghamInghamInghamInghamInghamInghamInghamInghamIngham
IoniaIoniaIoniaIoniaIoniaIoniaIoniaIoniaIonia
IoscoIoscoIoscoIoscoIoscoIoscoIoscoIoscoIosco
IronIronIronIronIronIronIronIronIron
IsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabella
JacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazoo
KentKentKentKentKentKentKentKentKent
LakeLakeLakeLakeLakeLakeLakeLakeLake
LapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeer
LeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanau
LenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenawee
LivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingston
LuceLuceLuceLuceLuceLuceLuceLuceLuce
MackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinac
MacombMacombMacombMacombMacombMacombMacombMacombMacomb
ManisteeManisteeManisteeManisteeManisteeManisteeManisteeManisteeManistee
MarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquette
MasonMasonMasonMasonMasonMasonMasonMasonMason
MecostaMecostaMecostaMecostaMecostaMecostaMecostaMecostaMecosta
MenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenominee
MidlandMidlandMidlandMidlandMidlandMidlandMidlandMidlandMidland
MissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukee
MonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroe
MontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalm
MontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorency
MuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegon
NewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygo
OceanaOceanaOceanaOceanaOceanaOceanaOceanaOceanaOceana
OgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemaw
OsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceola
OscodaOscodaOscodaOscodaOscodaOscodaOscodaOscodaOscoda
OtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsego
OttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawa
Presque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque Isle
SaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilac
St. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. Clair
St. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. Joseph
TuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscola
Van BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan Buren WashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenaw WayneWayneWayneWayneWayneWayneWayneWayneWayne
WexfordWexfordWexfordWexfordWexfordWexfordWexfordWexfordWexford
AlconaAlconaAlconaAlconaAlconaAlconaAlconaAlconaAlcona
2013 ASRLs
7 to 10
5 to 6
3 to 4
1 to 2
2013
New Referring Physicians
Total: 253
OaklandOaklandOaklandOaklandOaklandOaklandOaklandOaklandOakland
SchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraft
AlgerAlgerAlgerAlgerAlgerAlgerAlgerAlgerAlger
AlleganAlleganAlleganAlleganAlleganAlleganAlleganAlleganAllegan
AlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrim
ArenacArenacArenacArenacArenacArenacArenacArenacArenac
BaragaBaragaBaragaBaragaBaragaBaragaBaragaBaragaBaraga
BarryBarryBarryBarryBarryBarryBarryBarryBarry
BayBayBayBayBayBayBayBayBay
BenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzie
BerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBranchBranchBranchBranchBranchBranchBranchBranchBranch
CalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhoun
CassCassCassCassCassCassCassCassCass
CharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoix
CheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboygan
ChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewa
ClareClareClareClareClareClareClareClareClare
ClintonClintonClintonClintonClintonClintonClintonClintonClinton
CrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawford
DeltaDeltaDeltaDeltaDeltaDeltaDeltaDeltaDelta
DickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinson
EatonEatonEatonEatonEatonEatonEatonEatonEaton
EmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmet
GeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGenesee
GladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwin
Grand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand Traverse
GratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiot
HillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdale
HoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughton
HuronHuronHuronHuronHuronHuronHuronHuronHuron
InghamInghamInghamInghamInghamInghamInghamInghamIngham
IoniaIoniaIoniaIoniaIoniaIoniaIoniaIoniaIonia
IoscoIoscoIoscoIoscoIoscoIoscoIoscoIoscoIosco
IronIronIronIronIronIronIronIronIron
IsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabella
JacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazoo
KentKentKentKentKentKentKentKentKent
LakeLakeLakeLakeLakeLakeLakeLakeLake
LapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeer
LeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanau
LenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenawee
LivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingston
LuceLuceLuceLuceLuceLuceLuceLuceLuce
MackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinac
MacombMacombMacombMacombMacombMacombMacombMacombMacomb
ManisteeManisteeManisteeManisteeManisteeManisteeManisteeManisteeManistee
MarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquette
MasonMasonMasonMasonMasonMasonMasonMasonMason
MecostaMecostaMecostaMecostaMecostaMecostaMecostaMecostaMecosta
MenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenominee
MidlandMidlandMidlandMidlandMidlandMidlandMidlandMidlandMidland
MissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukee
MonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroe
MontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalm
MontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorency
MuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegon
NewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygo
OceanaOceanaOceanaOceanaOceanaOceanaOceanaOceanaOceana
OgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemaw
OsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceola
OscodaOscodaOscodaOscodaOscodaOscodaOscodaOscodaOscoda
OtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsego
OttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawa
Presque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque Isle
SaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilac
St. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. Clair
St. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. Joseph
TuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscola
Van BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan Buren WashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenaw WayneWayneWayneWayneWayneWayneWayneWayneWayne
WexfordWexfordWexfordWexfordWexfordWexfordWexfordWexfordWexford
AlconaAlconaAlconaAlconaAlconaAlconaAlconaAlconaAlcona
2013 MRNs
7 to 15
4 to 6
2 to 3
1
2013
New Patient MRNs
Total: 751
OaklandOaklandOaklandOaklandOaklandOaklandOaklandOaklandOakland
SchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraftSchoolcraft
150 miles
100 miles
50 miles
AlgerAlgerAlgerAlgerAlgerAlgerAlgerAlgerAlger
AlleganAlleganAlleganAlleganAlleganAlleganAlleganAlleganAllegan
AlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAlpenaAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrimAntrim
ArenacArenacArenacArenacArenacArenacArenacArenacArenac
BaragaBaragaBaragaBaragaBaragaBaragaBaragaBaragaBaraga
BarryBarryBarryBarryBarryBarryBarryBarryBarry
BayBayBayBayBayBayBayBayBay
BenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzieBenzie
BerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBerrienBranchBranchBranchBranchBranchBranchBranchBranchBranch
CalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhounCalhoun
CassCassCassCassCassCassCassCassCass
CharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoixCharlevoix
CheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboyganCheboygan
ChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewaChippewa
ClareClareClareClareClareClareClareClareClare
ClintonClintonClintonClintonClintonClintonClintonClintonClinton
CrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawfordCrawford
DeltaDeltaDeltaDeltaDeltaDeltaDeltaDeltaDelta
DickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinsonDickinson
EatonEatonEatonEatonEatonEatonEatonEatonEaton
EmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmetEmmet
GeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGeneseeGenesee
GladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwinGladwin
Grand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand TraverseGrand Traverse
GratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiotGratiot
HillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdaleHillsdale
HoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughtonHoughton
HuronHuronHuronHuronHuronHuronHuronHuronHuron
InghamInghamInghamInghamInghamInghamInghamInghamIngham
IoniaIoniaIoniaIoniaIoniaIoniaIoniaIoniaIonia
IoscoIoscoIoscoIoscoIoscoIoscoIoscoIoscoIosco
IronIronIronIronIronIronIronIronIron
IsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabellaIsabella
JacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazooKalamazoo
KentKentKentKentKentKentKentKentKent
LakeLakeLakeLakeLakeLakeLakeLakeLake
LapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeerLapeer
LeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanauLeelanau
LenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenaweeLenawee
LivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingstonLivingston
LuceLuceLuceLuceLuceLuceLuceLuceLuce
MackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinacMackinac
MacombMacombMacombMacombMacombMacombMacombMacombMacomb
ManisteeManisteeManisteeManisteeManisteeManisteeManisteeManisteeManistee
MarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquetteMarquette
MasonMasonMasonMasonMasonMasonMasonMasonMason
MecostaMecostaMecostaMecostaMecostaMecostaMecostaMecostaMecosta
MenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenomineeMenominee
MidlandMidlandMidlandMidlandMidlandMidlandMidlandMidlandMidland
MissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukeeMissaukee
MonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroeMonroe
MontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalmMontcalm
MontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorencyMontmorency
MuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegonMuskegon
NewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygoNewaygo
OceanaOceanaOceanaOceanaOceanaOceanaOceanaOceanaOceana
OgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemawOgemaw
OsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceolaOsceola
OscodaOscodaOscodaOscodaOscodaOscodaOscodaOscodaOscoda
OtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsegoOtsego
OttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawaOttawa
Presque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque IslePresque Isle
SaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSaginawSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilacSanilac
St. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. ClairSt. Clair
St. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. JosephSt. Joseph
TuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscolaTuscola
Van BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan BurenVan Buren WashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenawWashtenaw WayneWayneWayneWayneWayneWayneWayneWayneWayne
WexfordWexfordWexfordWexfordWexfordWexfordWexfordWexfordWexford
AlconaAlconaAlconaAlconaAlconaAlconaAlconaAlconaAlcona
2013 Transfers
71 to 125
21 to 70
4 to 20
1 to 3
2013
Transfers
Total: 1759
(Increase of 20% or 289 since 2012)
Payor Mix
OSGS Return on our efforts (ROI)
DSS – Decision Support Analysis
2009 = $9.6M ICM 2010 = $18.9M ICM 2011 = $34.5M ICM 2012 = $93.3M ICM
Transfers Case Mix Index
2014 Medicine 1.90 2011 Surgical 2.30
2012 OSGS 4.2
YTD 2013 Helicopter CMI Medicine 2.91 Surgical cases 7.67
Preference through Excellence & Relationships Dinners Conferences Executive Outreach Teleconferencing
– Tumor Boards – Case Discussions
Next Phase – Cancer Surgery Data results - 40 percent of all OSGS
business is surgical oncology– Current structure was virtual
• Coordination and dedicated resources were needed
It’s time to build again…
Henry Ford Center for Cancer Surgery
Josephine Ford Cancer Institute
The Opportunity
2011 Cancer DischargesHenry Ford: A regional powerhouse in terms of overall cancer numbers, but…
Henry Ford
Henry Ford Hospital 1965West Bloomfield Hospital 464Macomb - Clinton Twp Hospital 703Wyandotte Hospital 376Macomb - Warren Hospital 19
3527
DMC
Karmanos Cancer Institute 1251Detroit Receiving Hospital 469Sinai-Grace Hospital 614Harper University Hospital 462Children's Hospital of Michigan 1192Hutzel Hospital 32Huron Valley - Sinai Hospital 330
4350
University of Michigan Health System 2964
Beaumont
Beaumont Hospitals - Royal Oak 2360
Beaumont Hospitals - Troy 1003
Beaumont Hospitals - Grosse Pointe 329
3692
Surgical Oncology plays a leading role in our Out-State Growth Strategy
Henry Ford Center for Cancer Surgery:The Case for Surgical Oncology
Henry Ford Health System - POG DSS2010 Cancer Service Line Cases
Cancer_Group Hem Onc Radiation Surgery Hem Onc Radiation SurgeryBone 14% 21% 31% 29% 24% 57%Brain 18% 42% 53% 14% 17% 31%
Breast 4% 13% 19% 5% 4% 5%Colon 9% 17% 17% 5% 3% 7%
GynOnc 13% 17% 21% 5% 2% 7%Head & Neck 16% 26% 45% 8% 6% 29%Lung/Thorax 13% 25% 29% 3% 4% 21%
Malig. Hematology 7% 22% 17% 6% 4% 12%Metastasis 14% 24% 27% 4% 5% 18%
Other GI 19% 30% 41% 9% 5% 17%Other GU 17% 30% 17% 2% 7% 9%
Other Malig. 15% 21% 31% 8% 3% 18%Prostate 9% 12% 55% 5% 4% 44%
Skin 33% 36% 36% 17% 5% 19%
Overall 10% 20% 37% 6% 5% 24%
New MRN for Cancer Resides outside Tri-county
Henry Ford Center for Cancer Surgery: Opportunities
Differentiate our Cancer Institute, fully partner with JFCI
Develop, promote unique capabilities, publish superior outcomes, NCI
Enhance our Customer Experience
Access portal: “if you have cancer, call this number…”, nurse navigation, protocols, multidisciplinary coordination of care, concierge services
Build our Internal Team Identity
Virtual and Physical Space, Signage, Web Presence
Build our External Brand and Public Perception
Referring Physician Office - Organization Chart
Jane Thornhill
Administrative Director
Nancy Long
Concierge Supervisor
11.0 FTEs
RPO Advocate
Lisa Webb
Data & Outreach Director
Liz Knight, RN
Supervisor CCS
3.0 FTEs
Access Coordinator
4.0 FTEs Insurance , Communication
& Data
2.5 FTEs
RN Outreach
Sarita Dickens
Advocate Manager
4.0 FTEs
Concierge5.0 FTEs
Nurse Navigators
Last Modified: 4/15/2014
Dr. Steven Kalkanis
Medical Director
1. FTE
Clerical
5.0 FTEs
Surgical Concierge
Vision,Business Plan,Surgeon and JFCI Buy-In, Gap Analysis
Infrastructure Development:Admin, Nursing, Patient Advocate Support
Website Development
888-777-4167Patient Phone Triage InfrastructureJFCI, RPO, SurgicalDepartments
PR/Marketing Plan,Creative Content Development
Henry Ford Center for Cancer Surgery L
AUNCH
Sept. 24,
2012
May 2012
VisionBusiness PlanSurgeon and
JFCI Buy-In, Gap Analysis
Infrastructure Development:
Admin, Nursing, Patient
Advocate Support
PR/Marketing Plan
Creative Content
Development
Henry Ford Center for Cancer Surgery
LAUNCH
September 24, 2012
Center for Cancer Surgery
2012 20130
200
400
600
800
1000
1200
1400
1600
ReferralsSurgeries
Karmanos Henry Ford Health System
Beaumont U of M St. John Providence DMC Oakwood
2004 0.21 0.09 0.18 0.14 0.07 0.03 0.03
2014 0.2200197 0.1908724 0.1766523 0.1561412 0.076684 0.0672288 0.0231169
3%
8%
13%
18%
23%
Tri-County: CancerPr
efer
ence
Southeast Michigan – System ShareAdult Cancer Discharges
YTD 2012Discharges Market Discharges Market to 2013
Top 10 Hospitals SEM (YTD Change) Hospital Share Hospital Share % ChangeHenry Ford Health System 2149 16.6% 1905 16.2% -12.8%
Beaumont Hospitals 1767 13.6% 1728 14.7% -2.3%
St John Providence Health 1986 15.3% 1689 14.4% -17.6%
DMC Vanguard 1053 8.1% 941 8.0% -11.9%
Oakwood Healthcare 965 7.4% 843 7.2% -14.5%
St Joseph Mercy Health System 847 6.5% 826 7.0% -2.5%
University Michigan Health Sys 627 4.8% 567 4.8% -10.6%
McLaren Health 469 3.6% 427 3.6% -9.8%
Botsford 350 2.7% 310 2.6% -12.9%
All Other 2757 21.3% 2501 21.3% -10.2%
Total 12970 100.0% 11737 100.0% -10.5%
01/2012 - 06/2012 01/2013 - 06/2013
Source: MIDB
Executive Committee:
Henry Ford Center for Cancer Surgery
Executive Committee:
Zane Hammoud Tamer Ghanem Craig Rogers David KwonDavid Nathanson Kellie McFarlin Craig Reickert Melissa TimesChris Steffes Madhu Prasad Tom Buekers Michael MottJack Rock Ian Lee Robert Elkus Srinivas BhandarkarVernon Strand Donna Tepper Rajpal Swarn Shawn WebbJames Peabody Hans Stricker Riad Farah Rabbi HannaStefan Smietana Francis Hall Robert Stachler Marwan KazimiAtsi Yoshida Dean Kim David Sternberg Stephen BartolMichael Simoff Ben Movsas
Steven Kalkanis, Director William Conway John PopovichRobert Chapman Scott Dulchavsky Tom NantaisMarwan Abouljoud Mani Menon Adnan MunkarahTed Parsons Mark RosenblumJane Thornhill, Administrator Elizabeth Knight, Nursing Director
www.henryford.com/cancer
Game on Cancer
Questions?