Physician Insights from UBM Medica

IMPROVING THE

EFFECTIVENESS

OF HEALTHCARE

THROUGH

INFORMATION

AND EDUCATION

SERVING communities through electronic databases, web sites, journals, magazines, mobile applications, live con-ferences and meet-ings, and more

DELIVERING unbiased clinical, practical, and business information for physicians, providers, payers, and patients around the world

PROVIDING comprehensive, integrated communication solutions for the pharmaceutical, medical device, technology, hospital and related industries.

the PATHthe state of

OUTPATIENT PRACTICE

interestsPHYSICIAN

research onMEDIA AND EMAIL

researchon MOBILE,SOCIAL NETWORKS

OUTP

ATIENT REIMBURSEMENT LO

W

36 BCBS-MD

26 Medicare B-MD

AN

D H

AR

D

TO

GE

T

costsareHIGHOPERATING COSTS AS A PERCENTAGE OF MEDICAL REVENUE (MEDIAN)

All Practices 62.64%Multispeciality, Not Hospital Owned 55.47%Multispeciality, Hospital Owned 72.98%Primary Care, Not Hospital Owned 59.43%

Source: Medical Group Management Association, “2011 Cost Survey, Based on 2010 Data.”

costs are not for PATIENT CAREIN A PRACTICE WITH 10 PHYSICIANS,

$247,500per year is spent on unnecessarily complex or redundant administrative tasks:

• $19,444 per year on phone calls with pharmacies; • $38,761 per year verifying patient coverage, copayments, and deductibles; • $9,248 per year resubmitting denied claims — 73% of which were eventually paid; • $7,618 per year submitting credentialing applications; and • $33,800 per year negotiating insurance contracts with an average of 20.5 different

health plans to renew 14 of those each year.

Source: “Administrative Complexity in Medical Practices” Research, September 2004. MGMA Center for Research. Funded by AHRQ.

What was your full-time income last year, including any cash or cash-equivalent bonuses, but not including insurance and other non-cash benefits?

n $100,000 or less (15.3%)n $100,001 – $125,000 (8.4%)n $125,001 – $150,000 (11.7%)n $150,001 – $175,000 (12.6%)n $175,001 – $200,000 (15.8%)n $200,001 – $300,000 (22.1%)n More than $300,000 (14.1%)

care

er s

atis

fact

ion

n Continue practicing as I do now (56.1%)n Close my practice (6.1%)n Merge with other private practices (4.9%)n Go into solo practice (4.1%) n Join an accountable care organization (ACO) (3.6%)n Sell my practice to a hospital system (3.1%)n Leave my practice to become

hospital employed (2.9%)n Other (19.2%)

In the next 5 years, I plan to:

Respondents to THE GREAT AMERICAN PHYSICIAN

SURVEY, 2009-2011

40%

35%

30%

25%

20%

15%

10%

5%

0%

Hospital Employee Employee of Partner/Co-Owner of Private Practice Private Practice

1-5 51.45% 50.05%6-10 14.96% 15.03%11-30 14.38% 14.27%31-50 5.09% 5.58%51-100 4.83% 5.02%101-300 4.27% 3.93%300+ 5.02% 6.12%

PHYSICIANS PRACTICE UBM MEDICA

GROUP SIZE

UBM Medica Registrants

top

55

55

STORIES

2011top

5555 STORIES

2011

• SKIN DISORDERS: 5 Shots, 5 Tips

• ZEBRAS: Clinical Surprises

• What caused this highly pruritic rash that resists OTC remedies?

• Does this hand lesion signal underlying disease?

• Can you identify this axillary rash?

• MEDICARE’S NEW ANNUAL WELLNESS VISIT: Don’t be bamboozled into thinking this is a preventive medicine service — it’s not

• THE BEST STATES TO PRACTICE: America’s Physician-Friendliest States

• PATIENT DISMISSAL LETTER: Use this letter if a patient consistently refuses to pay for services rendered, and you are forced to dismiss the patient from your practice.

• 2011 STAFF SALARY SURVEY: Piecing together your staffing puzzle

• 2011 MEDICARE PHYSICIAN FEE SCHEDULE: See what Medicare owes you in 2011

PHYSICIANS PRACTICE

top

5555 STORIES

2011

smartPhonesPhysicians who own or plan to own in next 12 months:

Android: 27%

iPhone: 44%

80%

60%

50%

40%

30%

20%

10%

0%

iPad

63

.8%

Android OS

23

.2%

Source: UBM

Medica proprietary

survey, Feb. 2011.

1,893 respondents

Source: UBM Medica proprietary survey, Feb. 2011. 1,785 respondents

BlackBerry: 29%

Physicians who own or plan to own in next 12 months:tablets

of physicians will be using tablets in the next 12 months87%

81%Total MDs owning smartphones:

(median age, 51)

48%Mostly from computer, but sometimes from mobile device

Only 26% of physician access sites solely from a desktop. Everyone else is mobile.

26%Only from a

computer

11%Mostly from mobile device

15%About the same for each

How physicians

access websites:

Source: UBM Medica proprietary survey, Feb. 2011.

1,896 respondents

Physicians seek mobile apps

that give them fast access to answers. They want point of

care diagnostics and treatment

protocols.

14,337DOWNLOADS October 25, 2010 – November 15, 2011

MEDIAN: 1.7 uses per day

case studyUnited Business Media PhotoClinic Mobile

n HTML5 is an emerging standard that is supported across recent mobile operating systems and devices

n HTML5-based web pages provide: • User-friendlyaccess • Interactivity • Optimizedexperiences • Cross-platformengagementn Need distribution via traditional app stores?

“Wrap” your HTML5 development in a open-source product like PhoneGap:

• Allowsyoutocreatevirtualapps • Leveragesa“build-one,distribute

multiple points” strategy • Allowsthedevelopertocontrol

singleinstanceofcode,simplifying maintenanceandfutureimprovements

HTML5 AND MOBILE DEVICES

Social Media

Yes, for personal purposes

29%No,I do not use social media

28%

Yes, for personal and professional purposes

37%Yes, for professional purposes

6%

WHO’S SOCIAL?of our US respondents use social media for personal or professional purposes (median age: 51)72%

0

10

20

30

40

50

60

51-6041-5031-4020-30

0

5

10

15

20

25

30

35

40

BloggingYouTubeLinkedInFacebook Twitter MySpace

0

5

10

15

20

25

30

35

40

No, I do not use social media

Yes, for personal and professional

purposes



0%

5%

10%

15%

20%

25%

30%

35%

40%

No, I do not use social

media

Yes, for personal and professional

purposes



S0CIAL MEDIA, BY SPECIALTYn PC n Oncology n Pediatrics

Do You Engage in Social Media?

When looking at the usage of social media inclusive of professional community site, Facebook remains a powerhouse among physicians (86%) followed by Medscape Physician Connect (52%) and Sermo (44%).

Media

Soci

aln Security is Number Onen Act Like a Personn What is Success? • Referrals? Facebook is the

13th largest referrer to our sites, after search engines

• Re-Tweets/Post? • Followers? Likes?

S0CIAL MEDIA RULES

P d b S G h llPresented by Steve Gottshall

Hospital Value Proposition

• Build and strengthen your relationship with both g y pemployed and community physicians

• Educate physicians on your Centers of Excellence, CME events, staff physicians, latest advancements

• Help to drive new physician referrals; maintain existingP ROI t h it l l d hi• Prove ROI to hospital leadership

• Remain on top of hospital best marketing practices• Increase your perception and awareness• Increase your perception and awareness

Hospital Partners

Validation of Audience

Who They Are?

All licensed and practicing physiciansAll specialtiesAll specialties40% pass along rate to office administrators

The Reason to Reach Referring Physicians

73% of patients said their doctor was either73% of patients said their doctor was eitherthe sole decision maker about theirhospital choices or was consulted.p

Each doctor generates$1.5million of net revenue each year for their affiliated hospital.

Highlights from our Editorial Survey 3/10

Did you look at this issue?70% said yes compared to 48% in 2008

How familiar are you with Physicians Practice?82% are familiar compared to 72% in 200882% are familiar compared to 72% in 2008

How much time, on average, do you spend reading an issue of Physicians Practice?Ph i i t 39 5 i t di Ph i i P ti dPhysicians spent 39.5 minutes reading Physicians Practice compared to 33.7 minutes in 2008

Has your need for practice management information increased, y p g ,decreased, or stayed the same over the past year?48% said their need for practice management information has increased compared to 32% in 2008

Co-branding Physicians Practice

Branding on the coverBranding on the cover

7 pages of your content Ali t t7 pages of your content in the center of the journal —heavy stock to

Alignment to valued content

make your content stand out.

Co-branding on physicianspractice.com

Co-branding on PEARLS Weekly eNewsletter

• Branding in emails to your market area

• Recruitment Online Ads in your market area

Return On Investment

Measure the results of your investment.

Physicians Practice program includessurvey tools that allow you to track ROIy ygenerated as a result of the partnership.

Return On Investment

Loma Linda University Medical Center – Loma Linda, CACirculation – 6,000According to responding physicians: Total number of patients referred = 43B d i ti t h f LLUMCBased on average in-patient charge for LLUMC: Estimated ROI was $3,479,689

Providence Health & Services – Portland, ORCirculation – 11,600According to responding physicians: Total number of patients referred = 220Based on average in-patient charge for Providence:Estimated ROI: $6,243,160

St Francis Health System – Topeka KSSt. Francis Health System – Topeka, KSCirculation – 700According to responding physicians: Total number of patients referred = 113Based on average in-patient charge for St. Francis: Estimated ROI was $2,881,387

University of Virginia Health System – Charlottesville, VACirculation – 22,000According to responding physicians: Total number of patients referred = 145Based on average in-patient charge for UVA:Based on average in patient charge for UVA: Estimated ROI was $7,435,745

What Physicians are Saying?

Feedback from survey respondents:“A helpful publication”“VERY informative tidbits on all sorts of medical practice issues”“Awesome journal. Very educational”j y“I enjoy receiving this”“Very informative –thanks”“I enjoy reading Physicians Practice, especially the business and technology side”“Great diversity of articles”“This is an excellent magazine”This is an excellent magazine“Thanks”“Excellent -The only 1 read/use the most…due to EHR info”“Overall, great magazine with very relevant/timely articles”“Thank you Swedish!”“I enjoy reading Physicians Practice & the Swedish insert is very informative”“I find this journal VERY helpful to keep me up to date on the business of private practice -thanks!”“Thank you for this valuable service”

Hospital Partnership

• Comprehensive, cost effective program to distinguish all of your p , p g g yphysician marketing needs — in a market exclusive area.

• Your message is wrapped in relevant content that assists physicians with meeting the challenges they face in their business.with meeting the challenges they face in their business.

• This vital information surrounds information about your hospital’s points of excellence.Gain referring physicians’ mindshare by being an empathetic partner• Gain referring physicians’ mindshare by being an empathetic partner, strengthening your relationship and increasing their referrals.

• Built-in survey tools allow you to measure the results of your i t tinvestment.

Ways to Enhance Reach

Bellybands O Outserts

Cost is based on physician reachCost is based on physician reach.

Implementation

Program Components

1. Cover branding on all 10 issues of Physicians Practice with 6 issues containing your 7 pages of clinical content 2 Introductory letter from your (CEO or CMO) with your first issue2. Introductory letter from your (CEO or CMO) with your first issue 3. Readership survey conducted at the end of the first year (ROI will be calculated) 4. Annual Report compiled from survey results to share with your leadership 5. 100 extra copies of Physicians Practice each issue; great for your physician relations and other marketing efforts6. 25 people to add to the VIP mailing list 7. Co‐branding on www.PhysiciansPractice.com with five links/buttons ‐ Quarterly reports on activity 8. Co‐branding of our weekly e‐mail newsletter, "Physicians Practice Pearls" 9 www SearchMedica com button placed on your physician portal9. www.SearchMedica.com button placed on your physician portal 10. Practice management video placed on your portal or physician area of your site:

http://wesleymc.com/for-physicians/practice-strategies.dot11. Two representatives to attend our Annual Impact on Marketing (AIM)

conference. All expenses covered, including travel and lodging ‐ Great knetworking

12. Bi‐monthly client e‐newsletter with updates on the program and the healthcare industry 13. Re‐purchase the mailing list each issue (10x per year) to assure validation of the right audience g14. Annual cost includes postage and mailing

Questions and Answers

Thank you!Thank you!

Steve GottshallGroup Director Hospital Business DevelopmentGroup Director, Hospital Business [email protected] (office) or 443.690.5211 (cell)( ) ( )

COMMUNICATION PLATFORMS for Hospitals and Health Systems[ ]

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With

Med

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Enga

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RHEUMATOLO

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IMMUNOLOGY

PRIMARY CARE

PRACTICE MANAGEMENT

MANAGED CARE

PSYCHIATRY/CNS

HEMATOLOGY/ONCOLOGY

RAD

IOLOGYPEDIA

TRIC

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AC

CE

SS

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HC

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UB

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Reach and engage HCPs

Build and sustain awareness

Measure impact of engagement

Increase accountability & quality of care

cancernetwork.com | consultantlive.com

pediatricsconsultantlive.com | diagnosticimaging.com

musculoskeletalnetwork.com | OBGYN.net | physicianspractice.com

psychiatrictimes.com | searchmedica.com

websites

marketing trends that drive our approachBRANDING with content | RELATIONSHIP marketingCONVERSATIONAL marketing

MEGAtrend[ ]BRANDING WITH CONTENT

MARKETING

AS A SERVICE

THAT ENGAGES

A COMMUNITY

WITH AN ONGOING,

CONTENT-CENTRIC

APPROACH

BROUGHT TO YOU BY

MAIMONIDES

CORE PROGRAM: BRANDING WITH CONTENT

Hospitals across the nation utilize Physicians Practice to deliver a trusted resource that physicians value – and including hospital content within the journal and website leverages the engagement, cultivating sustainable relationships with area physicians

BRANDING WITH CONTENT

UBM Medica CONTENT SERVICES • Enhance your own website with content

from UBM Medica content brands

• Choose from practice management and clinical content, include specialty thera-peutic areas such as Oncology, Psychiatry and Women’s Health

• Embed Physicians Practice’s Practice Man-agement Tips Video segments for a high engagement experience

• SEO-friendly: meta data augmented with localized references to help discoverability

• Social media-ready: Content delivery includes suggested Tweets for your own Twitter account


briefing CENTERS

• Engaging, easy to implement envi-ronment provides an interactive op-portunity to focus on key messaging

• Multiple sections host content and engagement tools

• Ideal for physician liaison updates and KOL presentations

• Vcards exchange, registration and reporting drive list development

• Hosted on a UBM Medica site with periodic emails and banner units deployed to market area physicians

1. Up to 20 supporting assets

2. Chat tools promote instant feedback and conversations

3. Social media integration extends reach

digitalMagazines• Up to six feature-length

articles from UBM Medica content brands

• Any number of articles, multimedia assets, etc. from your own content archive

• Presented in a download-able app format optimized for tablet display

• “Now Available” audience reminder sent to market area physicians via email and onsite banners across the UBM Medica Network at scheduled content updates


relationshipmarketing

MEGAtrend:[Personalized Interaction]

email SERIES • Custom newsletter series leveraging your

supplied content links • Shallow design encourages links back to

your site (or hosted page on UBM Medica site, optionally)

• Content segmentation available: i.e., target referrers, splitters, and non-referrers with different content features or call to action

• Opt-in prominently featured to cultivate list development

P # of emails opened

P# of clicks on email, by link

P Opt-in Registration Data and/or Click to Contact (provided weekly with Medica hosted registration form)

Cultivate an ongoing communication channel that highlights CME offerings, new faculty appointments, new service offerings, and referral information

RELATIONSHIP MARKETING

Like-minded exchanges independent of the major “social layer”

community/conversational

MEGAtrend:[ ]

COMMUNITY/CONVERSATIONAL

DIGITAL SELF-EXPRESSION & CONNECTION PLATFORMSTHE EXISTING SOCIAL WEBSuch as:

Facebook

Twitter

YouTube

Highly trafficked

Good APIs

Real-time (FB/Twitter)

Restrictive, templated interface

Community content features often disabled to meet regulatory

PROFESSIONAL NETWORKSSuch as: ning-based sites such as NeuroNet and radRounds

LinkedIn

Usually, fully dependent on user-generated content and participation — old threads and short threads compromise vitality

STRUCTURED COMMUNITYFEATURES:• Community Voices/Editors

• KOL video

• Reference• Classroom and Games• Tools

Scheduled, continual content updates

Expert moderators ensure content quality and topic relevancy

Embraces user-generated content in a controlled, responsible method

COMMUNITY/CONVERSATIONAL

Edu-Game(s)

Interactive Case Reviews

Bylined Expert Blogs

Accredited University

Patient Resources

EXPERT MODERATORS

UBM MEDICA STRUCTURED COMMUNITY

• Improves quality of care through sharing of best practices for optimizing patient outcomes

• Provides opportunity for employed physicians and non-employed physicians to interact

• Demonstrates leadership within the community, yet minimizes risk and manages cost

• Measure engagement — immediately and over time — with metrics and qualitative research.

“Physicians frequently use their colleagues as a source of information in the diagnosis and treatment of patients.”

–Wolters Kluwer Health 2011 Point-of-Care Survey

Leverage the unique benefits of social media with a PROFESSIONAL PEER EXCHANGE

for community physicians

JOURNALS

SPECIAL ISSUES

SUPPLEMENTS

E-MAIL PROGRAMS

IMMERSIVE ENVIRONMENTS

VIRTUAL EVENTS

SPECIALTY PROFILE TARGETING

LIVE EVENTS

DIGITAL CONTENT ENVIRONMENTS

PUBLICATIONS

P R I N T D I G

I TA

L

CU

ST O M

Physician ACCESS

Providing multiple touchpoints to increase collaboration, optimize care and drive referrals

Physician Insights from UBM Medica

Health & Medicine

Transcript of Physician Insights from UBM Medica