Joslin Affiliate Marketing Council

April, 2010

How to Use GoToMeeting

• Please mute your phone (not “hold”)

• Interactive software lets you participate in the meeting

• “Raise your hand” button• Voting button• Area to type in a question (or you can just

ask!)

Agenda• April Topic – Marketing Your Educator

Program Translation of monthly stats into hours

Thinking outside the box

Sharing best practices – what do you do now to increase class attendance?

Building your marketing plan

What have you heard today that you will try?

Key Ed Metrics- What Do We Measure?

Percent Paid Time Spent Teaching Billable Patients Measures the % of paid time that an educator spends “face to

face” teaching outpatients

Measure of efficiency and productivity

GoalsAffiliateAverage

HighestPerformer

LowestPerformer

Face Time 60% 29.2% 46.1% 13.6%

Face Time 24 hours 11.7 hours 18.4 hours 5.4 hours

Key Ed Metrics- What Do We Measure?

• Hours Billed As A % of Paid Time Assumes an FTE works 40 hours per week (173 hours per month

Expresses the number of hours billed in a month as a % of the number of hours paid to Educators

Measure of the return on investment in educator hours– allows a comparison of the hours actually billed per FTE Educator to the 173 hours paid per FTE Educator

GoalsAffiliateAverage

HighestPerformer

LowestPerformer

Hours Billed 100% 43.9% 71.4% 24.2%

Hours Billed 40 hours 17.6 hours 28.6 hours 9.7 hours

Sample Educator Schedule

Affiliate 2

13.61% Face, 26.27% Billed

5 hours Face, 11 hours billed

1 2-hour class for 2 people

 

Time Monday Tuesday Wednesday Thursday Friday

8 - 9 AM - - - - -

9 – 10 AM -$44

- - -

10 – 11 AM - - $42 -

11 – Noon - - - - $42

12 – 1 PM - - - - -

1 – 2 PM $42 - - - -

2 – 3 PM - - - - -

3 – 4 PM - - - - -

4 – 4:30 PM - - - - -

Net Revenue/Day

$42 $44 $0 $42 $42

Net revenue/year assuming 46 weeks using Medicare 2010 fee schedule GPCI adjusted

$7,855

  Individual patient time

  Non-billable time

  Class time

Thinking Outside the Box• What if you were self-employed? What would your

salary be with current class attendance? If you make $70,000 a year ($33.65/hour)

GoalsAffiliateAverage

HighestPerformer

LowestPerformer

Billable Hours 100% 43.9% 71.4% 24.2%

Billable Hours 40 hours 17.6 hours 28.6 hours 9.7 hours

Salary $70,000 $30,796 $50,044 $16,973

What is effective marketing?

• Marketing is educating your patients, referring physicians and the community about your Joslin center, not just “advertising”

What can we do to increase class attendance?

Idea 11. establish a blog and promote website

1.Having a persistent secretary to call and remind patients to attend class

2.Investigate barriers to attendance and solve those issues (e.g. transportation – is there money for cab vouchers/bus passes?)

3.patient incentives – sporting events, movie passes. Develop a point system for patients to work towards

4.incentive for patients to bring a friend with diabetes to class with them

5. provide food – opportunity to showcase that healthy food can be good and promote good food choices

6.5-day pass (or some other timeframe) to gym when class is

completed

7.internal competition between educators to get more patients scheduled for their classes

8.educators do class booking – get patients to appropriate class

(helps to diversify class offerings as well) 9.put education as the focus of printed materials rather than stressing medical visits for materials left at PCP offices

10. publish articles/information in hospital physician newsletter

Affiliate Marketing Ideas – Univ of MD

• Top 10 Reasons to see an Educator Health fairs and new patient folders

• A1C poster Exam rooms Lobby/waiting room

• Self-management brochure

• These will be posted on the Affiliate-to-Affiliate Sharing page of the website

http://www.joslin.org/affiliates/affiliate_to_affiliate_sharing.html

Affiliate Marketing Ideas - OSF

• Refrigerator magnet

• This will be posted on the Affiliate-to-Affiliate Sharing page of the website

http://www.joslin.org/affiliates/affiliate_to_affiliate_sharing.html

Joslin Boston

• Why you (or your patient) should see an educator

• Theme - Team up with us to bridge the gap in diabetes care!

Joslin Boston – for physicians• Why Should Your Patients See a Joslin Diabetes Center

Educator? have in depth knowledge of diabetes and its co-morbidities bridge the gap between your recommendations and the patient’s

reality do a comprehensive assessment of the patient’s education needs individualize your recommendations spend time getting to know your patient’s goals help your patients define realistic strategies to get to goal interpret your recommendations into behavioral steps teach patients in depth problem solving about food, exercise,

medications and blood glucose results help patients access additional resources for ongoing support provide encouragement to discouraged patients increase patient self-reliance refer patients back to you for medical management keep you informed of your patient’s progress share the burden of diabetes education and management with you

and the patient help patients prevent emergencies

Joslin Boston – for patients• Why Should You See a Joslin Diabetes Educator?

To bridge the gap between what your healthcare provider asks you to do and the rest of your life

To stay well despite diabetes To help you make informed decisions and solve day-to-day problems To figure out why your blood sugar is up and down To learn little tips that may prevent big problems To help you develop a personalized action plan To learn how to use diabetes equipment like glucose meters, pens

and pumps To clarify misunderstandings and increase your flexibility To translate all the media messages you hear To help you identify barriers that interfere with your successful

management of diabetes and to overcome them

How to Build your Marketing plan

• (Contractual requirement) Identify a team Create specific goals. Define action plans to meet these goals Do your SWOT analysis (don’t wait for annual site visit) Analyze your competitors Research your demographic area Track your results

Step 1 – Internal Analysis

• Are you billing correctly?• How are you better than your competition?• Outline a marketing calendar of events for

the year• SWOT analysis• Who are your patients and where are they

coming from?

Step 2 – External Analysis• Demographic analysis

Population Age Employment Income

• Who else is treating your patients (non-endocrinologists)? (PCPs, etc)

• What is your payer mix?• Know your direct competition

Who are they? Where are they? Do a SWOT for them and compare it to yours

A solid marketing foundation

• Strategic Marketing Plan• Marketing team (include physicians)• Printed materials• Strong, user-friendly website• Newsletter – patients, physicians, payers• Budget

Getting the word out

• Satisfaction surveys• Presentations• Health fair booth representation• Inservices• Announcements/press releases• Holiday recognitions• Sponsorships• Grand Rounds• Community events

Monitoring success

• Track satisfaction survey responses – what are they telling you? Referring physicians Patients Payers

• Track referral patterns – who is and who is not sending patients to you (and why)? Physicians Patients – ask them how they heard about you and

keep that information! Payers

Today’s ideas

• What have you heard today that you will try?