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Capturing health consumers and growing patients with Telehealth

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Capturing health consumers and growing patients with Telehealth

  1. 1. Capturing Health Consumers and Growing Patients with Telehealth DR. STEVE AMBROSE
  2. 2. Who Is ‘Dr. Steve’? • Led strategy and grew revenue for an market-leading consumer org. with millions of stressed-out customers • Health provider, inventor, strategy leader, consumer marketer, persuasive communicator, and laterally- thinking polymath. • I have strong interest in health systems, hospitals, and providers as a large growth opportunity is at hand. • Ran Clinic 22 years. HC-P engagement. 50+ pts./day. • I Founded and Host the Red Hot Healthcare Podcast, with senior health and tech leaders. 44 Shows. (SH)
  3. 3. Healthcare…We HAVE a Problem 1 NOW AT: The BUSINESS of healthcare VS. the true NEEDS of the health system. • Over the last 50+ years, we have grown an interdependent set of industries in our health system that has: • Grown to depend upon and support each other • Hyperinflated costs over decades • Needs for companies and industries to continually grow profit regularly • Become the largest employment pool in any U.S. business sector • The system grew largely by passing costs onto individual and business consumers + taxpayers. They can no longer prop it up….and it will be even more clear when the economy begins to slow down.
  4. 4. Healthcare…We HAVE a Problem 2 • Competitive strategy based on meeting the TRUE needs of health consumers/patients • Triple Aim efforts + managing health of populations • Marketing to find, engage, win and retain ‘smart volume’ in FFS and VB care (filling up bucket) • Improving operations (First Principles on Service “Excellence” – focus on time, process, quality) • Being bold on growing locally, remotely…followed by partnering + M&A • Less dependency on payers (risk - integrated healthcare, direct contracting with self-insureds) • Lower pricing (EVENTUALLY) • The FFS system is largely what healthcare has been built and expanded upon for 50+ years…with limited free market forces (due to PAYERS). • Ever wonder why everyone talks about lower COSTS, but not lower PRICES? • The future success of providers will depend on:
  5. 5. You Say Crisis…I Say Opportunity • Telehealth is not just a lower-cost, more convenient form of a face-to-face visit. It presents as an opportunity to be blended with marketing, to gain volume and grow service in a FFS or VB market. • Health systems and hospitals have an incredible opportunity, where they can and will grow their presence within and across states. • Telehealth is a ‘tip of the spear’ tactic to win health consumers & patients. Smartly-designed marketing (not branding) can be combined on the front end of telehealth for risk-mitigation/patient experience/eligibility/price transparency. • Once you acquire loyalty, you can employ patient engagement and PHM to better elicit actions and control services/care journey. More ‘smart’ pools acquired and controlled, means more certainty for lower reimbursements.
  6. 6. Telehealth is so much more… • To market to, engage and acquire consumers-as-patients who are: • Your inactive patients • Inactive patients of other providers • Active, but unhappy patients of other providers • Pre-chronic and chronic individuals who are not yet patients at all • Employees of those local and remote organizations – per direct contracting • The Provider (not the vendor) must largely control the business function of its telehealth. This becomes an initial and ongoing bridge to consumer/patient centered marketing, patient experience, population health, and transforming company culture.
  7. 7. Lateral Thinking and Telehealth • Telehealth = more personalized communication, convenience and a better opportunity to engage (Call centers, PHM, patient education and doctor visits) • The latest study from Wisconsin shows some negative results – adding time and in-office visits. This is mostly related to time, flow and scheduling. • Start by developing solid telehealth within your own community to acquire more smart volume. Also use it for reverse-medical tourism (CC, JH, Mayo) – cash. • FREE consults – (front end screen questions, eligibility, and capture data). Vendors did this with hurricanes and grew patient base. (Color of Money) • Actively target medium-to-large self-insured organizations locally and remotely, for 2nd opinion services and to build direct contracting opportunities later.
  8. 8. Conclusion • Our healthcare system is unsustainable. While crisis is here…so is opportunity • Telehealth is not only a convenient physical visit substitute. • Those providers that grow with smart volume, by blending in telehealth, will eventually use volume as a great hedge against declining reimbursement. And eventually use Pricing as an advantage – rather than avoidance. • Use it to connect to your community. Proactively vs. Reactively. • Connecting to you, as an audience. (PINKSOCKS + Meet after) QUESTIONS FOR YOU: • 1) How do you plan to use telehealth in a way other than a billable service? • 2) Are you waiting on payers to determine how you will grow with your telehealth?

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