Marketing In the New Health Care Age
Mary Ruiz, MBA
2013 FADAA FCCMH Conference
This talk is about increasing revenuethrough referral development and direct sales marketing…
…you still have time to leave.
Marketing in the New Healthcare AgeWhy Referral Development?
Marketing in the New Healthcare Age
67% of primary care doctors say they have nobehavioral health referral for their patients
Who Needs It?
What Happens?
• Psychiatrists professionally isolated
from other doctors
• Psychiatrists don’t interrupt sessions to take physician calls
• Need quick response-not voice mail, callbacks or long wait
• 30-50% of patients refuse referral
Why Now?
• Integrated care• Lower pay for
hospital readmits• Health plans pay
for performance• Medical cost offset
You Can Do It!
1. It doesn’t cost hundreds of thousands
2. Relationships are our strength
3. Our mission is access to care
4. You can be tall enough to ride this ride
Can We Talk?
• Do they know you exist?• Are you that indigent care place?• Do you look like that place?• Do you act like that place?
Do They Know You Exist?
Research
• Referral Data• Household Surveys• Focus Groups• Secret Shopper• Brand Consultants• Chamber Website • Insurance Provider
Directories
Build Visibility
PublicRelations
• Website• Web Ads• Social Media/You Tube• Press Releases• Public Television Show• TV/Radio/Speaker Circuit• PSA’s and Awards• Healthcare Events• CEU/CME Workshops
Are You that Indigent Care Place?
• BAKER ACT• DETOX• CSU• FREE CARE• FORENSIC• COMMUNITY
MENTAL HEALTH• SAFETY NET
Stop Talking Like That!
Push a New Brand
Branding
• Medical Practice• Inpatient• Specialty Care• Caring & Competent
Professionals• Private and Confidential• Most Major Insurances• Payment Plans and
Scholarships
Do You Look Like That Place?
Pop Quiz
1. Do counselors decorate offices just like their den at home?
2. Are the walls and halls a certain shade of beige?
3. Is there glass between staff and patients?
4. Are the walls decorated in notices and rules?
5. Is one of the rules, “Do not knock on the glass”?
Be the New Health Age Image
Image
• Hotel Reception• Concierge Services• Interior Décor/Lighting• Landscaping• Front Desk Uniforms• Way Finding• Calm not Clutter• Staging not Nesting
Do You Act Like That Place?Another Pop Quiz1. Are only machines allowed
to answer the phone?2. How long could someone sit
in your waiting room without a welcome?
3. Do you offer any hospitality, drinks, snacks or enjoyments to visitors?
4. Are you afraid not to hand carry VIP referrals through your own system?
Transform the Experience
CustomerExperience
• Effortless access• Personalized hospitality• All staff and volunteers are caregivers• Holistic body, mind and spirit• Healing for loved ones • Advance information and choice
empowers• Physical environments enhance
wellbeing• Illness can be transformational for
patients, families and caregivers
Referral Development Team
CEOCulture change, strategic focus and
resources
Chief Clinical OfficerAccess, customer experience, process
redesign and capacity
Business Development DirectorReferral development, market analysis and
customer service
Public Relations DirectorMessaging, Media and
Branding
Facility ManagerRedesign, Décor and
Hospitality
Information TechnologyCall and referral volume, trends
and conversion to admission
Referral Development Team
Business Development Director
Strategic • Market Opportunities and
Risks• Competitors/Market Share• Target Markets/Service Lines• Pricing and Branding• Budget Volume Goals• Business Development
Strategy• Marketing Plan
Marketing• Lead Generation• Contact Management• Relationship Building• Referral Development• Conversion to Admissions• Customer Experience• Customer Retention• Reporting and Analysis
Business Development Director
A Day in the Life
• Meet with market competitors
• Compile physician and facility referral reports
• Make a secret shopper call
• Conduct a tour
• Accept calls and link referrals
• Bring lunches to physician offices and meet with physicians
• Review customer satisfaction surveys
• Set up meeting to address phone response and dropped referrals
• Train intake staff in making a close
• Supervise Admissions Concierge
• Do a lunch and learn for internal referrals
• Confer with PR Director for print order of referral pad tear off
• Heads up to CEO on new threats or opportunity in the market
• Call program manager about customer service issue
Another Day in the Life
Looking for a BusinessDevelopment Director?
• BA or MA in Marketing• Engaging Personality and
Appearance• Self Starter and Highly
Motivated• Physician Relations or
Pharmacy Representative Experience
• Marketing Plan Portfolio• Salary Range $50-65k
Measuring Results
• Telephone Call Volume• Call Abandonment
Rates• Admissions by product
line and target market• Client retention and no
show rates• Service Volumes
• Referral trends• Satisfaction surveys• Secret shopper results• Web site volume and
page hits• Competitor Census and
Volume• Payer Mix
Case StudyExecutive
Mission-Specialize in behavioral so health and wellness possible for every family
Vision-Embrace the humanity of those in our care
Culture-Offer comfort through generous hospitality
Resources-Funding and Staff
Clinical
Access Redesign Call and Walk In Center Central Scheduling Staffing to Paying Volume Strict Control over capacity for
unpaid services Motivational Enhancement Levels of Care
Facility Manager
Walk through Architect and landscape
experts Color and design standards Renovated public areas Improved landscaping Police facility
Information Technology
Referral source by name mandatory field in health record
Reporting Tracking call volume and call
abandonment Working on client portal
Case Study
Public Relations
Household Survey Focus Groups Rebranding-Specialty Hospital
and Outpatient Practice Branding Policy Staff Training in Branding Website Marketing Collaterals
Business Development
Identify Target Markets Build Referral Prospect List Create Baseline Metrics Admissions Concierge Tours on Demand Referral Loop Teams Troubleshoot Customer
Experience
Case Study
Case Study
20112012
2013
34000
36000
38000
40000
42000
44000
34283
39192
42032
Third PartyOutpatient Visits
Case Study
20112012
2013
8000
8500
9000
9500
10000
10500
11000
9213
8236
10478
Third PartyInpatient Days
Questions?