Marketing & Sales: Your Long-Term Care Practice · Marketing & Sales: Your Long-Term Care Practice...
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10/10/2017 1 Marketing & Sales: Your Long-Term Care Practice Irving Stackpole, RRT, MEd Disclosure Irving Stackpole, RRT, Med, is the President of Stackpole & Associates, Inc. The conflict of interest was resolved by peer review of the slide content.
Transcript of Marketing & Sales: Your Long-Term Care Practice · Marketing & Sales: Your Long-Term Care Practice...
10/10/2017
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Marketing & Sales: Your Long-Term Care Practice
Irving Stackpole, RRT, MEd
Disclosure
Irving Stackpole, RRT, Med, is the President of Stackpole & Associates, Inc. The conflict of interest was resolved by peer review of the slide content.
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Learning Objectives
• Assess transitions of care and readmissions reporting guidelines and it’s relevancy to LTC pharmacies.
• Discuss funding opportunities for LTC pharmacies.
• Examine the role that community pharmacies can play in supporting LTC providers.
OVERVIEW Long Term Care Markets - Structure Explore Local Demand, Competitive
Analysis, Marketing & Sales to Specific Market
Segments
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OVERVIEW Long Term Care Market Structure
Active Adult - D2C
Providers – B2BBoard & Care, Group HomesIndependent Living Assisted Living Skilled Nursing Home Care
Intermediaries
Hello Value
Good bye “volume”.
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Volume to Value
• Volume ‐ Fee for Service
• Value
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Volume or Value?
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The Challenges
•Volume – Value Shift will survive•Changing demands
•Consumers• Intermediaries
•Poor occupancy•Declining payments
• What should be done?
Care Coordination• Patient and family
activation• Infrastructure and
processes for care coordination
• Impact of care coordination
ClinicalQuality of Care
• Care type (preventive, acute, post-acute, chronic)
• Conditions• Subpopulations
Population/Community Health
• Health Behaviors• Access• Physical and Social
environment• Health Status
Efficiency andCost Reduction
• Cost• Efficiency• Appropriateness
Person &Caregiver-Centered
Experience & Outcomes
• Patient experience• Caregiver experience• Preference- and
goal-oriented care
Safety
• All-cause harm• HACs• HAIs• Unnecessary care• Medication safety
Function
How CMS will drive value
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IMPACT Act – not PPACA adds Measure Domains
• Functional status, cognitive function and changes in function and cognitive function
• Skin integrity and changes in skin integrity• Medication reconciliation• Incidence of major falls• Transfer of health information and care preferences when an individual transitions
• Resource use measures including estimated Medicare spending per beneficiary
• Discharge to community• All condition risk‐adjusted potentially preventable hospital readmission rates
IMPACT Act:Key Dates for SNFs
10/1/16: SNF providers begin reporting quality measure data specified by the Secretary (domains A,B,D,F,G,H)
10/1/17:
Begin 2% reduction for SNF failure to report quality and resource use measure data
Confidential feedback reports to SNF providers (A,B,D,F,G,H)
7/1/18: Preview reports – SNF provider opportunity to review (A,B,D,F,G,H)
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Beneficiaries Affected
In 2013:
• 1.7 million Medicare beneficiaries received SNF services• 3.5 million beneficiaries received HHA services• 122,000 beneficiaries received LTCH services• 338,000 beneficiaries received IRF services
• And growing
Associated Period Services
Non‐treatment services that occur within the associated services period for a given episode:
• All Medicare Part A and Part B services during the associated services period are counted toward the episode, with the exception of certain services, as described Section 3.1.5
• Trigger date (first admission) to discharge date = Treatment
• Next 30 days = Associated services period
• Period after PAC provider’s treatment which may be reflective of and influenced by the services rendered by the PAC facility = Associated Period Services
• In all settings, the associated services period ends 30 days after the last day of the episode’s treatment period.
• 30 + 30 = 60 days!
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Focus for Clinical Integration
• Focus on a variety of activities, such as quality improvement,
• Care coordination and discharge processes, protocols for SNF, home health and other PAC referrals,
• Favoring efficient providers for referrals,
• Targeting high-risk individuals for disease management programs.
• COLLABORATION
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What detracts from value?
• Fragmentation • No overarching system as a guide, health care services are delivered across
an increasing array of distinct and often competing providers and entities, each with different objectives, obligations, and capabilities (Cebul et al., 2008).
• Providers practicing within the same geographic area, sometimes caring for the same patients, often work independently from and not communicating with one another (Bodenheimer, 2008; Shih et al., 2008).
• As a fragmented health care delivery system we are not equipped to manage the continuum of health care for an aging population with complex needs.
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Can Community Pharmacists Drive Value?
A Few Definitions - For Clarity!
•Sales – a definition• Behaviors which persuade and influence
customers and consumers to select yours vs. others’
• Securing commitment
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Marketing
• Management of the company / customer interface• What do they think of us?• How to manage how they think of us?
• Generating leads• How many referrals
• Raising / maintaining awareness• When the need arises, who do “they” think of?• Managing the brand and the narrative
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Marketing vis-à-vis Sales
•Marketing Is Intellectual
•Sales Is Behavioral•Sales is a Full Contact Sport!
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Clear about Sales & Marketing
• Marketers are seldom good sales persons• They’re too realistic!• Who never gives up?
• Good marketers are sometimes good sales persons
• Good sales persons may never be good marketers
• Don’t agonize.. These are the choices
The Market “Structure”
What do consumers “buy”
What do providers “buy”
What do intermediaries “buy”
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OVERVIEW Long Term Care Market Structure
Active Adult - D2C
Providers – B2BBoard & Care, Group HomesIndependent Living Assisted Living Skilled Nursing Home Care
Intermediaries
The Provider Market
Providers – B2BBoard & Care, Group HomesIndependent Living Assisted Living CCRCs / Life Care CommunitiesSkilled Nursing Home Care
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The Intermediary Market
Intermediaries – B2BPharmacy Benefits ManagersAccountable Care Organizations Patient Centered Medical HomesValue Based Insurance DesignEnhanced Medication Therapy Management
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Create Value - Integration
• Coordination and alignment of goals among providers • share clinical data, • agree on plans of care, and• collaborate for patient-centered outcomes
• Foster care coordination among individual providers
• Share data and track service use & outcomes to
• Measure progress
• Technology - manage & communicate
Competition
• From whom do the current customers / consumers acquire this service / solution?
• THESE are the competitors
• Why would these targets buy from YOU?• This is your “unique sales proposition” USP
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•What are the messages•What are the dominant channels?
•Print•Electronic•Community / sponsorships
Messages and Channels
How to … market & sell
• Define the service • What is the “product” or “solution” you’re offering?
• Define the market• To which market are you marketing / selling
• Define your “value proposition”• Why would he / she buy THIS from YOU?
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Communicating with Humans
• In Marketing and Sales, we have to communicate with humans!
• We are a weird species!
• Sales & Marketing our job is to “manage the communications”
• We are responsible for not only what we say, but to a large degree, what other’s hear
• It’s not what you say, but what they hear that counts
It’s not what you say…
• Percentage of “communication” = words?• Impact of greetings
• First Impression
• “Position” for Influence vs. Confrontation• Walking families down off the mountain• Gestures as indications of internal states
• Eyes as windows • Truth vs. Deception
• Preferred communications style
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When to “sell”
In the B2B markets…•When is the best time to “sell”•When are your prospects interested in “buying”
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SUMMARY
• Define the goals and targets• What are you selling and to whom?• Target the market(s)
• What is the offer• What is your “unique” value or sales proposition?
• Know the “sales cycle”
Irving Stackpole
•President, Stackpole & Associates, Inc.• [email protected]
•+1‐617‐719‐9530
