MR-guided Focused Ultrasound Surgery of UF: Into the Mainstream – From Clinical Success to Daily...
-
Upload
insightec-ltd -
Category
Business
-
view
167 -
download
1
Transcript of MR-guided Focused Ultrasound Surgery of UF: Into the Mainstream – From Clinical Success to Daily...
MR-guided Focused Ultrasound Surgery of UF:
Into the Mainstream – From Clinical Success to Daily Routine
Matthias Matzko (Dachau, Germany)
2
Our FUS-Center is based near Munich, Germany, embedded into a 450-bed-hospital
to win partners for initial investment to bring clinical results of MRgFUS to...
• the knowledge of patients• the knowledge of insurances and
health care decision makers to gain reimbursement
to persist in „turf battles“ and convince referring partners
to provide constant high quality therapy results in daily routine
Meeting the challenge when getting started
3
Initial investment for MRgFUS unit Use of existing MRI in established radiology
(treatments on weekends and evenings only) Hiring of 0,5 FTE Patient Manager Low budget marketing activities
• Internet presence with own webpage and articles in female chat forums and medical platforms
• Flyers to referring physicians
Our recipe: Starting small – growing big
4
Physicians with passion for high tech and quality results • good pre-selection of patients (70% denial!)• the treatment is only finished, when the best
possible result has been achieved! Collaboration with gynecological department at hospital
• joint information events for patients and physicians• joint press & TV events• Interdisciplinary case conferences and joint
execution of treatments: MRgFUS and embolization by FUS-Center and hysterectomy by gynecologist)
yEnhancing MRgFUS treatment quality
Success factor 1: Treatment quality
5
Hospital based location is a benefit for the patient Availability for the patient before and after the treatment
• Trained Patient Manager to listen to patients needs and concerns (high emotions involved!)
• Patient Questionnaire to prepare treatment decision• Physician to spend sufficient time to provide detailed
information on MRgFUS and other treatment options• Trained Patient Manager to follow up well-being
after the treatment by phone and to ensure follow-up examination
• Hotline available at all times
UEnhancing MRgFUS process quality
Success factor 2: Patient service
6
try to grab meaningful domain-names use online advertising tools in keyword searches present structured information also for other treatment options encouraging patients to get in contact with your center
When starting the FUS-center 90-95% of patient recruitment derived from centers website.
Flyers and info sessions for gynecologists with limited success.
Success factor 3: High quality internet presence
7
Insurance companies do not want to cover a procedure with high risk of failure
Start producing arguments:• High Quantity of Treatments along the timeline• High Quality / High NPV along the timeline
Back up patients to ask for reimbursement Building up pressure on insurance companies to cover
costs for treatment
Treatment success spurs reimbursement and pulls interest of press / media
8
Today we have won Germany‘s second largest Statutory Health Insurance Company, 1 regional Statutory Health Insurance Company and 1 Private Health Insurance Company for reimbursement. 2 more are in negotiation.
Plan marketing together with partner:
• articles in house organ of insurance
• release press information
• other marketing activities: e.g. information events...
Source: Techniker Krankenkasse
Obtained Reimbursement with Insurance Company?
9
FUS-Center meets German Chancellor Angela Merkel in Berlin
● TV & Press are nocking at our doors asking for interviews.
FUS-center with own MRI to run treatments during clinical daily routine
1,5 FTE Patient Manager 1,0 FTE Technician 1,0 FTE Physician
Additional investment to grow big
10
# of patients
2008 2009 2010
Go Live FUS 2nd invest
450 Treatments in 3 yearsFUS procedures over time
11
2011
Start small, grow with your business Treatment quality first
• Carefully select Patients• Try achieving high NPV constantly
Plan WWW and other marketing activities Clinical success spurs reimbursment MRgFUS needs your commitment
Summary
12