MINK Manpower Talk Feb 2010

MINK MidWestMD“Using Market Analysis

to Assist in Physician Recruiting”

Vince Vandehaar, MBAOwner and Adjunct Marketing Professor

VVV Research & Development INC.Olathe, Kansas 66061

[email protected]

http://sites.google.com/site/vvvresearchdevelopment/Blackberry: 913-302-7264

Release 2/5/10

mailto:[email protected]

mailto:[email protected]

http://sites.google.com/site/vvvresearchdevelopment/



Review: VVV Research &Development INC -background and experience.

Discuss: Why conduct this work? Is the investment worth the cost?

Review: Methodology - Research Project Steps Discuss: Roll out of Findings & ‘Call to Action”

Recommendations.

Your Role: Recruit & Manage Physicians

VVV Research & Development INC. 2/5/10

Vince Vandehaar MBA

Background and Experience

30 years of business experience … – McDonalds Speedee – Des Moines IA (8 yrs)– Lutheran Mutual Life Home Office– Waverly IA (10 yrs)– Tillinghast Towers Perrin – NY Actuarial Consulting (2 yrs)– Blue Cross Blue Shield of KC (2 yrs)– Saint Luke’s Health System KC (16+ yrs) (Malcolm Baldrige National Quality winner

2003)

Adjunct Marketing Professor - 22 years +– Webster University (1988 – present)– Benedictine University ( EMBA 2009)– Rockhurst University (2010 – present)

Owner: VVV Marketing & Development INC – Professional Consulting Services: Strategic Planning, Marketing Management, Business

Research &Development Focus : Strategy , Research , Deployment http://sites.google.com/site/vvvresearchdevelopment/ Blackberry: 913-302-7264


II. Why conduct this work? Is the investment worth the cost?

NO Doctors = No Business

VVV Research & Development INC. Feb 5, 2010

It’s your job …... Physician Recruiter (posted January 12)

XXXX seeks a physician recruiter to strategically enhance our physician recruitment function to address both our short- and long-term needs. Guide the organization in creating market-attractive practice opportunities for both new and experienced physicians. Establish annual recruitment plans and budgets. Utilize existing sourcing resources and find new ones, using social media when appropriate. Manage the interviewing and selection process, and work to ensure a streamlined on-boarding effort while implementing solid retention mechanisms.

Requirements: Bachelor's degree and physician recruitment, physician relations, or physician marketing experience.

For more information and to apply, visit: www.xxxx.net

http://www.xxxx.net/

It’s my job ……This research will ……

Serve as the Hospital / System “opinion source” to document Physician Manpower Needs …….

– 1) by specialty 2) by geographic service area.

< Perception is Reality whether right or wrong >

Build “Corporate” consensus on Physician planning, thus leading to better alignment to Strategic Plan.

Identify Competitive Physician recruiting Threats & Opportunities. < May lead to NEW physicians recruits>


Advantage of Outsourcing this project…

Provides additional expertise. Gives fresh perspective on market needs. Saves resources and allows economies of

scale. Provides critical information in timely manner.

Can be the “GOAT” if need be. VVV Research & Development INC. Feb 5, 2010



STEPS >>>>>>>>>

PHASE I – Qualify Physician NEED (Gather Opinions)

PHASE II – Quantify Physician NEED (Calculate)

PHASE III – Data Analysis & Reporting (Prepare in-depth report and make recruiting recommendations)

PHASE IV – Presentation to Leadership (Discuss next steps and assign duties.)

VVV Research & Development INC. 12/31/09



Phase I – Qualify NEED: Conduct Leadership roundtable discussion with both Sr Management & Sr Physician Leaders to determine “top of mind” Medical Staff Development needs by specialty. < Soft Data >

Administer Handout – Ask leaders to “Categories physician need” for each specialty.

URGENT Need , SOMEWHAT Need

FUTURE Need


X

Key ; XXX-Urgent

XX-Somewhat X-Future NEED FTE # NEED FTE # NEED FTE #

Primary Care: Family Practice Internal Medicine Obstetrics/Gynecology Pediatrics

Medicine Specialists: Allergy/Immunology Cardiology Dermatology Endocrinology Gastroenterology Infectious Diseases Nephrology Neurology Oncology Psychiatry Pulmonary Rheumatology

Surgery Specialists: General Surgery Neurosurgery Oral & Maxillofacial Ophthalmology Orthopedics Otolaryngology (ENT) Plastic/Reconstructive Thoracic/Cardiovascular/Vascular Urology

Hospital Based: Anesthesia/Pain Dentistry Emergency Hospitalist Neonatal/Perinatal Occupational Pathology Physical Medicine/Rehab Radiology Radiology Oncology

Total on Staff

Recommend

PHASE II Worksheet: Physician Manpower Needs YR XXXX

MED STAFF Leaders LMH SR Leaders

Other Physician Needs ?


“Physician Manpower Research” SWOT Research Focus

* Research Market

* Identify market opportunities

* Identify market threats

* Conclusions for Manpower needs

11

SWOT

Strengths

Opportunities

Weaknesses

Threats


Ask leaders … Are you wanting to grow services or productlines?

MRKT SHR Disch Days

Cred FTE DRs

MRKT SHR Disch Days

Cred FTE DRs

MRKT SHR Disch Days

Cred FTE DRs

TOTALS 2.6% 4775 21590 10 HOLD 4723 21898 10 13.0% 4838 22198 ??

CV MED 37.5% 1716 6622 6 35.0% 1754 6777 6 48.0% 1761 6795 8 CV IV 22.5% 1352 3649 3 20.0% 1489 4022 3 33.0% 1432 3807 4 CV EP 32.5% 356 1149 2 30.0% 346 1118 2 43.0% 346 1118 2 CV CATHS 20.5% 249 1351 2 18.0% 196 1063 2 31.0% 249 1351 2 CV SRG 35.5% 1050 9126 3 33.0% 991 8610 3 46.0% 1050 9126 4

Note: Staffed Beds @ 65% occ rate

Scenario 2 - By 2009 (a)Target Growth

Scenario 1 - By 2009 (a)Market Pace

Scenario 3 - By 2009 (a)Agressive Growth


Evidence that you need Physicians NOW…. BY Tracking PCP referrals -LEAKAGE and Patient SAT comments – wait for service.

EXAMPLES: Tracking PCP referrals

https://www.surveymonkey.com/s/W62KTH8

Patient SAT comments

https://www.surveymonkey.com/s/VN8YKDK


https://www.surveymonkey.com/s/VN8YKDK



Phase II – Quantify NEED: Determine Physician Supply and Demand for Hospital/System primary/secondary service area. < Hard Data >

Requested Resources: Database of Credentialed Physicians, Listing of top admitting / referring physicians by IP/OP/ER/PC and a Physician market database.


Detail Steps PHASE II: to Quantity Physician NEED

Step 1 – Establish XX Gold Standard Rates per 100,000 – referenced National / regional norms.

Step 2 – Created Model to predict DEMAND (by specialty) based on Adjusted XX service area population / Market Share.

Step 3 – Determined Available FTE Credentialed Physician by Specialty -SUPPLY adjusted by Age and Admission Volumes.

Step 4 – Calculate Physician NEED by Specialty. <Demand – Supply>.


Step 1 - EXAMPLE of Establishing XX Gold Standard Rates per 100,000 for your hospital / system

1 2 3 4 5 6 7 8 9 7 8

Specialty GOLD HIGH LOW PHR GMENAC Kaiser JAMA AMA H&G VHA AVER

Primary Care ( Totals) 83.8 68.8 79.9 74.3 68.8 73.9 83.8 75.3 77.4 76.2 Family Practice 29.0 11.0 29.8 24.5 11.0 29.0 24.3 33.7 29.0 25.9 Internal Medicine 32.5 17.6 24.7 28.1 30.3 23.4 32.5 17.6 24.5 25.9 Obstetrics/Gynecology 12.3 8.4 12.3 9.6 11.5 8.4 11.4 11.1 10.3 10.7 Pediatrics 16.0 12.1 13.1 12.1 16.0 13.1 15.6 12.9 13.6 13.8

Full Time Equivalent (FTE) Rates per 100,000

Validation Worksheet - Physician Manpower Gold Standard

Sources: AMA, JAMA, Hick and Glenn, VHA, Kaiser, GMENAC and Public Health Reports.


Step 2 – EXAMPLE of Model to predict DEMAND

A B

YR 2010 YR 20151) Primary Service AREA Pop 144,000 145,900

2) Secondary Service AREA Pop 250,000 258,9503) Primary/Sec Subtotal 394,000 404,850

4) Primary Service Market Share-ASSUMPTIONS 70% 75%5) Secondary Service Market Share-ASSUMPTIONS 5% 7%

6) Eligible Population 113,300 127,552

# of FTE Doctors EXAMPLE A B

Gold STD YR 2010 YR 2015

Primary Care: Family Practice 25.0 28.3 31.9 Internal Medicine 25.0 28.3 31.9 Obstetrics/Gynecology 10.0 11.3 12.8 Pediatrics 14.0 15.9 17.9

Medicine Specialists: Allergy/Immunology 0.0 0.0 Cardiology 0.0 0.0ETC

Surgery Specialists: General Surgery 0.0 0.0 Neurosurgery 0.0 0.0ETC

Hospital Based: Anesthesia/Pain 0.0 0.0 Emergency 0.0 0.0ETC

Total on Staff 157.4 0.0 0.0

Physician Manpower "Demand" Analysis Model - YR 2010-2015


Step 3 – EXAMPLE Determined Available FTE Credentialed Physician by Specialty -SUPPLY adjusted by Age and Admission Volumes.

EMP SPEC Doctor Group Address Staff Status YR of SERV Age Adm/RefANES Active 14 55 6ANES Active 11 64 44ANES Active 0.5 48 36CARD Courtesy 16 53 100CARD Active 0.5 58 33CARD Active 5 54 71EMER Active 1 41 22EMER Active 0.5 41 62

FP Active 15 62 38FP Courtesy 7 38 77

1 FP Active 6 45 12

Detail CACTUS file - Credentialed Physicians / Volume


Step 4 – EXAMPLE ( Show NAMES )

Model ValuesSPECIALTY CRED FTE_Adj 1 2 3 4 5

TOTALS 145 15.8

Internal Medicine * 5 4.0 AAA BBB CCC DDD EEE (0)

Cardiology 5 3.0 AA BB CC DD ( 0 )

Nephrology 3 1.5 RRR .75 TTT .75

Neurology 2 2.0 GGG HHH JJJ ( 0 )

Psychiatry ** 1 0.25 PPP .25

General Surgery 6 5.0 VV YY ZZ QQ XX

XXX Physician Detail outlining Adjusted FTE Dr cts


Step 4 – Calculate Physician NEED by Specialty. <Demand – Supply>.

A

# of FTE Doctors Demand

Gold STD YR 2010DR

MKRT CRED FTE* FTE Adj

CALC A-B*

VVV Recom

Totals 196 164 145 120.5 25.5Internal Medicine 24.0 15.0 18 12 12 9.0 6.0 8Obstetrics/Gynecology 8.0 8.2 12 5 5 5.0 3.2 3Endocrinology 2.0 2.0 0 0 0 0.0 2.0 2General Surgery 6.0 6.1 6 6 6 5.0 1.1 2Orthopedic / Sports Med 7.0 7.2 7 5 5 4.5 2.7 2Cardiology 4.5 4.6 5 23 5 3.0 1.6 1.5Gastroenterology 4.0 4.1 3 3 3 3.25 0.9 1

Summary - Physician Manpower Recruiting Needs - 2010

NEED

C

Supply

B




Phase III – Prepare formal report and Recommend Physician Recruitment Staffing by specialty – project next 3 years.

Phase IV - Present findings to Senior Management


VVV Research & Development INC Recommendations – Now/Future

A B

SAMPLE Demand Supply

# of FTE Doctors YR 2010* FTE Adj

CALC A-B*

This YR

Within 3 yrs

Internal Medicine 15.0 9.0 6.0 3 8Obstetrics/Gynecology 8.2 5.0 3.2 1 3Hospitalist ( based on LOS) 7.2 7.0 0.2 0 2Orthopedic / Sports Med 7.2 4.5 2.7 2 2Radiology 6.1 5.0 1.1 1 2Hematology/Oncology 6.1 5.0 1.1 2 2Cardiology 4.6 3.0 1.6 1 2Neurology 3.6 3.5 0.1 0 1

Physician Manpower Recruiting

NEED

C


Questions




VVV Research & Development INC Services

Strategy A dynamic corporate strategy is a must & will build a long-term foundation for business success.

Strategic Business Plan Coordination & Development.

Strategic Marketing Planning

Research Our business research is a formal, organized process of listening to the voice of the customer.

Satisfaction / Loyalty / Brand Tracking – Measure and trend key performance metrics.

Competitive Analysis / Environmental Assessment - Track competitor activities.

Market Assessment - Determine untapped demand, optimal price points.

New Product Development - Identify new product or service opportunities.

Database Marketing- Build data warehouse of current and prospective customers.

Marketing Performance Audit - Determine optimal Marketing structure & tactics.

Segmentation - Determine best customer profile & suggest untapped market. Qualitative Methods Quantitative Methods

- In-depth Interviews - Market Performance Trending - Panel Discussions - Market Share Analysis

- Focus groups - Physician Manpower Assessment -Mystery Shopping - Referral Tracking

Development Developing specific action tactics that focus relational, legal, organizational and staff advantages to mix your product, price, promotion, place and service is our focus. Achieving results is a must,

Scorecard measurement

Marketing Management

Malcolm Baldrige National Quality Coaching http://sites.google.com/site/vvvresearchdevelopment/

Blackberry: 913-302-7264


Documents

MINK Manpower Talk Feb 2010