RETOOLING YOUR LIAISON PROGRAM FOR ROI

Transcription

1 RETOOLING YOUR LIAISON PROGRAM FOR ROI Stephanie Boreale, Director of Marketing and Network Outreach Banner University Medicine Laurie Slater, Partner Corporate Health Group

2 CEO S VIEWPOINT Cost /Overhead Liability Revenue/Producer Asset

3 RETURN ON INVESTMENT LEVELS FOR LIAISON PROGRAMS Level I: Goodwill Internal/Med Staff focused Keep physicians out of C-Suite Level II: Activity Outreach & Communication Meet performance standards Level III: Retention Retention & Rounding Increase physician satisfaction scores LEVEL IV: Growth/ROI Targeting, Pre-Call Plan, Strategy, Measure Net new volume, revenue, market share 2

4 KNOW YOUR NUMBERS 1 Orthopedic Surgeon = 16 new cases

5 CHANGE YOUR MESSAGE CM = $70,000 = Liaison Salary

6 INTERPRET YOUR VALUE PILOTS & PNL TERMS

7 EVALUATE THE TEAM S LEVEL OF INVESTMENT What Level of investment are they really? Do you have the right people in the right roles? Do you have accountability measures in place? Do you have the data to target appropriately? Does your team know how to pre-call plan? Can you write an executable strategy for a pilot?

8 BEGIN WITH THE END IN MIND Not going to be a linear process Stay focused on designing the end point B Create detailed strategic plan mapped to goals What is on everyone s mind right now? Pilots (create manageable chunks) Pilots that are measurable

9 GATHER THE RIGHT DATA Be internal detectives; tracking may already exist Stay focused on how to show leakage capture Tweak the reports Many reports are automatically generated Talk to finance, service line directors Get access, get trained

10 THE UNIVERSITY OF ARIZONA MEDICAL CENTER CASE STUDY Stephanie Boreale, Director of Marketing and Network Outreach Banner University Medicine

11 MEET BRIDGET 10

12 HOW TO GET TO GROWTH SERVICE LINE FOCUS 11

13 STEP 1: DATA ANALYSIS 12

14 OBJECTIVES FOR INITIATIVE Review out-of-network referral data: By service By physician Review appointment availability Triage opportunities Prioritize, interview high-leakage physicians to determine reasons, develop strategies, owners, and metrics Develop more streamlined referral coordination process Monitor efficacy of strategies and a reduction in out-of-network referrals in prioritized areas 13

15 EMPLOYED PCP REFERRALS 24% 76% In- Network Referrals Market Leakage ($) The value of business performed at a competitor hospital based on claims where the physician was attending and the members expected payment for the procedure What Leakage Is Not An exact accounting of volumes Only outmigration from your market Just what your employed physicians do elsewhere 14

16 EMPLOYED PROVIDER PCP LEAKAGE AND MARKET SHARE STRATEGY: Target First Designation: Service Lines: General Surgery, Oncology, Radiology, Orthopedics Parameters: >$3M PCP Leakage AND Operationally ready now STRATEGY: Target Next Designation: Service Lines: Cardiac, Spine, Vascular Parameters: >$1M PCP Leakage AND Operationally ready within 6 months Service Line PCP Leakage UAHN Revenue PCP Market Share General Surgery $ 4,096,013 $ 24,131,380 85% Cardiac Services $ 3,630,038 $ 15,982,170 81% Oncology $ 3,583,177 $ 33,358,057 90% Radiology $ 3,561,316 $ 9,908,405 74% Orthopedics $ 3,426,048 $ 7,393,870 68% Neonatology $ 1,792,476 $ 5,092,419 74% Physical Therapy/Rehabilitation $ 1,730,982 $ 472,559 21% Spine $ 1,173,212 $ 1,655,799 59% Vascular $ 1,121,187 $ 2,902,584 72% 1) Data from April 2014 to March ) Represents aggregate of all providers designated as UAHN employed PCPs, i.e., Internal Medicine, Geriatrics, and General & Family Practice 15

17 TOTAL OPPORTUNITY Orthopedics 32% Radiology 26% Market share Opportunity Oncology 10% General Surgery 15% 0% 20% 40% 60% 80% 100% $14,666,554 $14,666,554 16

18 STRATEGIC PLAN Current Performance Analysis Current Market Share Current Outmigration Future Market Assessment Volumes Patients Payers Physicians Competitors Plan Design Goals & Objectives Prioritization Financial Summary Implementation Timeline Plan Summary Performance Scorecard Interdepartmental Support Communication Plan 17

19 STEP 2: VISIT STRATEGY 18

20 TWO RULES FOR GOAL-SETTING Well-Defined Avoid confusion of having overlapping or vague goals. Make each goal a specific metric for a defined period. Measurable Each goal should include a metric for measuring success.

21 FOUR COMPONENTS TO SETTING YOUR STRATEGY 1. Develop standing target list 2. Commit to weekly pre-call planning 3. Create visit strategy 4. Manage the relationship and referrals 20

22 CLASSIFY OPPORTUNITIES BASED ON REFERRAL TYPE 21

23 SETTING GOALS FOR NON-LIAISONS Request Executives or Service Line Leads Support 1. Establish process for who does outreach 2. Carve out time dedicated to outreach 3. Create visit goals based on time allotted 4. Maintain priority list and refresh regularly 22

24 OVER COMMUNICATE WITH PHYSICIANS 23

25 STEP 3: MEASUREMENT 24

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27 NEXT STEPS 1 Continue to Work the Plan 2 Evaluate Market Share 3 Adjust Plan as Needed 26

28 Stephanie Boreale, Director of Marketing and Network Outreach Banner University Medicine Laurie Slater, Partner Corporate Health Group