Teaching Others About Home Infusion Therapy: Strategies and Resources to Prove Your Value

Transcription

1 Teaching Others About Home Infusion Therapy: Strategies and Resources to Prove Your Value Presented by: Kelly Aldridge, Regional Vice President of Sales and Marketing, Home Solutions, Northfield, NJ

2 Top 4 Things to Know for CE 1. Make sure your BADGE IS SCANNED each time you enter a session to record your attendance. 2. Carry your Evaluation Packet with you to EVERY session. 3. Pharmacists, Pharmacy Technicians and Nurses need to track their hours on the Statement of Continuing Education Form as they go (the 2-page triplicate form, so press firmly!). 4. FOR CE: At your last session, total the hours and sign both pages of your Statement of Continuing Education Form. Keep the PINK copy for your records and place the YELLOW and WHITE copies in your CE Envelope. Make sure an Evaluation Form is in your CE Envelope for each session you attended (extra forms are available at the registration desk if you forgot to pick one up). Write your name and unique ID number (six digit number at the bottom of your name badge) in the designated area on the outside of the envelope, seal it, and place it in the drop box located near the 4/9/ registration area.

3 Kelly Aldridge declares no conflicts of interest or financial interest in any service or product mentioned in this program. Clinical trials and off-label/investigational uses will not be discussed during this presentation. 4/9/2012 3

4 Objectives 1 List strategies and tools for educating referral sources and key decision makers about the value of home infusion therapy for their specific patients. 2 3 Identify the skills needed to tailor key messages to your referral source audience through entertaining and memorable role playing demonstrations. Describe how to assess the success of your organization s efforts through feedback from key stakeholders identifying and responding to opportunities for improvement that will keep your company thriving in a competitive market. 4

5 M P ARE YOU A M.V.P? 4/9/2012 5

6 Are you a M.V.P? Market Value Player Today s health care environment needs alternate site home infusion services. How prepared are you to grow with the current demands and trends of our industry? Are you a player? or Are you the company picking up the left overs? 4/9/2012 6

7 OBJECTIVE #1 M.O.N.E.Y NAME MARKET YOU 7

8 M.O.N.E.Y MARKET Do you understand the needs of your market? Hospital Owned Entity vs. Free Standing Entity may be different How often are you having dialogue with your accounts and their needs? If your conversations are not relevant to the needs of the account, you are not valuable. Once you do know what the account wants or needs you must promote your services to match the need. How PRESENT is your company in the market? M 4/9/2012 8

9 OUTCOMES M.O.N.E.Y Presenting clinical outcomes are extremely valuable in proving the services you sell. Outcomes can be against your overall services or specific programs. Outcomes prove cost savings to the health system and payer. Hospital Readmissions Line Infections Unscheduled Visits Medication Errors Completion of Therapy Patient Satisfaction O 9

10 M.O.N.E.Y N NAME RECOGNITION You can offer the best programs and services, but if your customers don t know about them IT DOESN T MATTER!! Do you have the right people promoting your organization? Do they have the right resources? Do you measure their success? 4/9/

11 EDUCATION M.O.N.E.Y How do you educate your accounts on your services, programs, and value you offer? Do you provide continuing education and inservices to your own staff so they know the benefits and value of your services? E 4/9/

12 EDUCATION Meetings about your programs OPPORTUNITIES Promote your value to various audiences EDUCATION Print materials to back up your services. Advertise your value Utilize clinicians to sell to clinicians 4/9/

13 M.O.N.E.Y. Y YOU Your team, your company, your resources to sell your value is the KEY to your success. If you have don t have a dedicated person or team to promote your value, GET ONE! Are you selling your company s value or are you just showing up? Does your value statement work? 13

14 Resources Available to You Clinical Outcomes Patient Satisfaction Testimonials Research/Clinical Trials Clinical Education Advertising Clinical Programs NHIA Media Resources 4/9/

15 Objective #2 V.A.L.U.E V.A.L.U.E VALIDATE 4/9/

16 V.A.L.U.E Demonstrating your value to your customers is vital to your success. Value can be: Your service Your clinical programs Your ability to say yes more than you say no Pharmacy Hours/Service Locations 4/9/

17 V.A.L.U.E. V VALIDATE Identify the needs of your customer and validate if you are able to meet those needs and highlight the benefits of how you will meet them. This step is important for new customers, but even more important for long term customers as their needs may change. 4/9/

18 V.A.L.U.E VALIDATION ROLE PLAY 4/9/

19 ASSIST Every referral source needs assistance in some manner and how you assist can be the difference from getting business or not. V.A.L.U.E Ways to Assist: Work the referral Provide valuable tools Provide relevant clinical information Ensure your referral process is fast, seamless, and successful A 4/9/

20 V.A.L.U.E ASSIST ROLE PLAY 4/9/

21 UNDERSTAND Understanding how you and your company rate in an account will help you determine how to create a strategy to grow your business. How you sell to an account can be determined by several variables V.A.L.U.E. Key Variables: Company presence in the account based on longevity. Your ability to service all or the majority of their business based on payer and therapy. Are you hospital owned or does the hospital have their own/contracted vendor for IV therapy? 4/9/ U

22 V.A.L.U.E. UNDERSTAND Role Play 4/9/

23 V.A.L.U.E LEVERAGE Once you have validated the needs of the account you must determine how you can leverage your strengths to your referral sources. L Leverage Points: Service Area Contracts Programs Services Outcomes Personnel Operational Locations and Process 4/9/

24 V.A.L.U.E. LEVERAGE ROLE PLAY 4/9/

25 V.A.L.U.E. E EVALUATE You must always evaluate the progress you are making with an account and this should be tied directly to referral results. If you are not growing your business is your approach working? Do you have the right person? Are you offering the right value to gain your customer s business? 4/9/

26 V.A.L.U.E EVALUATE ROLE PLAY 4/9/

27 Value Statement Role Play Differentiate Quick Appropriate for your Audience Be Specific Value Statement Should align with your core philosophies 4/9/

28 Objective #3 P.L.A.Y YOUR COMPANY PATTERNS P.L.A.Y ADAPT LAUNCH 4/9/

29 P.L.A.Y Once you have determined your value and presented your value statement, now you must determine if your actions are creating profitable results. 4/9/

30 P.L.A.Y PATTERNS Measuring the patterns of your customers is key to determining success or actions. Tools that can be helpful in monitoring the trends of your customers: Referral Activity Referral Patterns (Seasonality) Payer Mix and Therapy Mix Reports Revenue Trends by Account P 4/9/

31 P.L.A.Y LAUNCH Launch new info consistently and identify how to gather feedback from your customers. If you are not talking about your value and your services, no one else will be either! Gather feedback independently from your customers: Surveys Independent Consultants Interviews Social Media Round Table Events 4/9/ L

32 P.L.A.Y ADAPT Once you gain feedback from your customers assess how you are going to adapt your strategy to meet their needs or continue to promote your brand. Examples: Literature Social Media Clinical Tools Clinical Programs Sales Personnel Referral Process A 4/9/

33 P.L.A.Y YOUR COMPANY Make sure that your company can support what you are selling. Ensure everyone who services your patients understands your sales approach and the value you are selling. Making promises you can t keep never drives business. Y 4/9/

34 Learning Assessment Questions & Answers Please refer to the NHIA Annual Conference & Exposition 2012 On Site Program for a brief post test. kaldridge@infusioncare.com /9/