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“ Product Line Integration For ACOs Will Follow The Patient's Journey” SRK Educational Webcast December 7, 2010

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Today’s Agenda: <ul><li>Our changing industry </li></ul><ul><li>The “Strategic Halo” – The answer to product line integration? </li></ul><ul><li>The patient journey and the ACO </li></ul><ul><li>Questions and Answers – Post in GoToWebinar Dashboard to the right </li></ul><ul><li>Opt-in Commercial Message </li></ul>

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<ul><li>Help academic medical centers, community hospitals and multi-hospital systems throughout the US maximize data and build revenue through: </li></ul><ul><li>Strategic Consulting </li></ul><ul><li>Marketing Planning and Tactics </li></ul><ul><li>Gateway to Revenue CRM </li></ul><ul><li>Collaborate with ACHE, SHSMD, HFMA & HealthLeaders to drive industry research, collaboration and education </li></ul>Meet SRK: Healthcare Industry Thought Leaders

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<ul><li>Creates data driven strategies to help clients find and maximize brand experience and revenue opportunities </li></ul><ul><li>Chief advisor on tactical integration, target segmentation and key messaging </li></ul><ul><li>Urbanathlete, political junkie and dad </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: www.linkedin.com/in/brian25walker </li></ul><ul><li>Twitter: @catalyst4growth </li></ul>Meet Brian Walker: Senior Vice President

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Meet Karen Corrigan <ul><li>Growth strategist, marketing consultant, innovation catalyst </li></ul><ul><li>Speaks, writes and blogs on trends, brands, marketing innovations and competitive strategy in the healthcare industry: </li></ul><ul><ul><li>Blog: Chief Marketing Officer </li></ul></ul><ul><ul><li>The CMO’s Leadership Imperative </li></ul></ul><ul><ul><li>The Complete Guide to Service Line Marketing (HealthLeaders Media) </li></ul></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: www.karencorrigan.com </li></ul><ul><li>Twitter: @karencorrigan </li></ul>

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Our Changing Industry: Meet the ACO

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<ul><li>Google “What’s an ACO?” and you’ll get over 300,000 results. Unfortunately, you’re also likely to get close to that many different answers. </li></ul><ul><li>ACOs have emerged as a result of recent healthcare reform with a goal of building a model which reduces costs while improving patient care quality. </li></ul><ul><li>Good ACO blog: http://franktiedemann.com/ </li></ul><ul><li>To ACO or Not to ACO… </li></ul>Our Changing Industry: Meet the ACO

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To ACO or Not to ACO . . . <ul><li>Whether or not ACOs become the prevailing model of delivery, wheels of change have been set in motion . . . . key principles of accountable care management will drive change and transformation: </li></ul><ul><li>Moving from volume to value based payments </li></ul><ul><li>Coordinating care across the continuum </li></ul><ul><li>Creating integrated, accountable physician enterprises </li></ul><ul><li>Expanding wellness, chronic care, post acute, retail capabilities </li></ul><ul><li>Building a critical mass of services across defined geographies </li></ul><ul><li>Relying on networked technologies, advanced informatics </li></ul><ul><li>Differentiating on market value – access, quality, cost, relationships </li></ul>

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“ Strategic Halo”

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New Realities Require Enterprise View

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The Historical View: A Product Line is the Sum of it’s DRGs and ICD-9 Codes The Silo Model

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The SRK “Strategic Halo”: Product Lines are Interdependent Downstream Downstream Feeders Feeders Product Line

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“ Strategic Halos” and their Value <ul><li>Data “road map” of services that shows what services patients use before and after the core service being studied </li></ul><ul><ul><li>Creates a clearer picture of clinical integration </li></ul></ul><ul><ul><li>Allows for clear segmentation strategies for cross selling based on customer experience </li></ul></ul><ul><ul><li>Expands the view of the financial value of a customer </li></ul></ul><ul><ul><li>Reframes physician liaison efforts </li></ul></ul>

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Actual Client Data: A Slight Majority of Provena CV Patients “Enter” From Other Clinical Areas SRK 2010

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Four Feeder Product Lines Represent 50% of “Existing Business&quot; Upstream Business at PSJH Gastroenterology 7% Pulmonary 10% Orthopedics 15% Endocrinology 18% CV Patients Total Visits 2009 CV Patients

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But the Mix of Feeder Product Lines Changes at the Sister Ministry PMMC Gastroenterology 10% Pulmonary 14% Orthopedics 16% Neurology 10% CV Patients Total Visits 2009 CV Patients

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Plus They Saw “Feeder” Services at Procedure Level Plus Demographic Variables SRK 2010

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Alle-Kiski Medical Center Four Services “feed” 35% of CV Visits from Existing Patients Upstream Gastroenterology Pulmonary Orthopedics Endocrinology CV Patients Total Visits CV Patients 35% Total Visits

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Alle-Kiski Medical Center CV Entry Patients Provide 18% of the Visits to These Four Product Lines Downstream Gastroenterology Pulmonary Orthopedics Endocrinology CV Patients Total Visits CV Patients 18% Total Visits

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“ Its so simple and makes so much sense.” Bill Englert Vice President of Operations And Business Development Alle-Kiski Medical Center

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Strategic Halo Use Across the Enterprise <ul><li>Finance : What’s our profitability of a patient or a product line? </li></ul><ul><li>Operations : Is our customer experience strong enough to support retention? </li></ul><ul><li>C-Suite : Do we have the right products around our central product line? </li></ul><ul><li>Physician Relations : Which physicians are driving our “feeder” service lines and benefitting from our “downstream” services? </li></ul><ul><li>Strategic Planning : How can we use this data to become an Accountable Care Organization? </li></ul><ul><li>Marketing: Where are cross-sell and loyalty opportunities to boost effectiveness and maximize CRM programs? </li></ul>

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<ul><li>The Patient Journey and the ACO </li></ul>

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<ul><li>Strategic Question: </li></ul><ul><li>Can Strategic Halos Help Create a Roadmap </li></ul><ul><li>for Accountable Care Organizations? </li></ul>

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<ul><li>Conclusions and Takeaways </li></ul>

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Key Takeaways: What SRK Thinks You Need to do Now… <ul><li>Build short term revenue and margin </li></ul><ul><li>Adopt new metrics </li></ul><ul><li>Sharpen data driven strategies and financial reporting </li></ul><ul><li>Understand product line interdependence </li></ul><ul><li>Maximize opportunities for retention </li></ul><ul><li>Become an experience brand </li></ul>

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Key Takeaways What You Need to Prepare For… <ul><li>Be strategic and focused on near-term growth as well as on creation of future customers, products, and channels. </li></ul><ul><li>Establish critical relationships and linkages across the value chain (clinical operations, finance, purchasing, IT, physicians, partnerships, etc.) to orchestrate alignment to customer needs and service line growth goals. </li></ul><ul><li>Develop a results-oriented service line marketing function that delivers on revenue growth and profit goals. </li></ul>1 2 3 Service line and marketing leaders must adopt a P & L mindset, transition from promotions-oriented tactics to growth-oriented strategic leadership and promote customer-centered practices.

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Ask the Right Questions <ul><li>Address those elements that will change the success requirements: </li></ul><ul><ul><li>How will changes in policy and reimbursement affect service line demand and financial performance? </li></ul></ul><ul><ul><li>What will be the key levers of profitability and where does the service line stand in relationship to those requirements? </li></ul></ul><ul><ul><li>How will the service line build and achieve distinct competencies in accountable clinical management? </li></ul></ul><ul><ul><li>What needs offer the best opportunity for profitable growth? </li></ul></ul><ul><ul><li>What are the future opportunities for integration of physician, ambulatory, post acute, rehabilitation and retail health services in the service line management model? </li></ul></ul>

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Interested in Learning More? <ul><li>Schedule a 1-1 hospital marketing assessment or executive workshop with SRK on “Strategic Halo”: [email_address] </li></ul><ul><li>Participate in upcoming free educational webinar programs: http://www.srksolutions.com/Webinars.cfm </li></ul><ul><li>Thursday December 16: Integrating Physician & Patient Financial Paths https://www1.gotomeeting.com/register/467045824 </li></ul><ul><li>American College of Health Care Executives Cluster Program: </li></ul><ul><ul><li>Vail, Colorado, January 24-27, 2011 </li></ul></ul><ul><ul><li>Kiawah Island, South Carolina, April 4-7, 2011 http://www.ache.org/seminars/seminar.cfm?PC=KEYMA </li></ul></ul>

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Interested in Learning More? <ul><li>The 3 rd Annual Health 3.0 Conference: The Next Online Generation, January 25-27, 2011; Orlando, Florida. Karen Corrigan will lead workshop on the &quot;Innovation Process&quot; - No Oxymoron Here: Steps and Tips to Build Innovation Into Your 3.0 Offering https:// www.worldrg.com/showConference.cfm?confCode=HW11011&field=summary </li></ul><ul><li>Subscribe to Chief Marketing Officer (free subscription) at www.karencorrigan.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Facebook: Chief Marketing Officer </li></ul><ul><li>Twitter: www.twitter.com/karencorrigan </li></ul><ul><li>LinkedIn: www.linkedin.com/in/karencorrigan </li></ul><ul><li>Facebook: www.facebook.com/karencorrigan </li></ul>

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<ul><li>Thank You </li></ul>

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The Search for Revenue

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HealthLeaders Study Shows Disconnect On Perceived Value Of Hospital Marketing Source: HealthLeaders Media Industry Survey 2010

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How SRK is helping hospitals improve enterprise strategy to build revenue <ul><li>Balancing Acquisition and Retention Strategies </li></ul><ul><li>Breaking Down Silos and Understanding the Interdependence of Product Lines and Services </li></ul><ul><li>Better Insight on Customers and Physician Behaviors as well as their Total Financial Contributions </li></ul><ul><li>Embracing the True Meaning of CRM Across the Organization </li></ul><ul><li>Short-Term and Long Term Revenue Strategies </li></ul>

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SRK’s Three Prong Approach to Revenue

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Gateway’s Core Strength: Integration of Physician and Consumer Data From Exam Room… … To Hospital Discharge

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<ul><li>“ Strategic Halo” </li></ul><ul><li>Churn Rate </li></ul><ul><li>Upstream Feeder </li></ul><ul><li>Intelligent Profile </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Control Group Lift </li></ul><ul><li>Cross-Sell Value </li></ul><ul><li>Total Customer Value </li></ul><ul><li>Promotable Product </li></ul><ul><li>Downstream Utilization </li></ul><ul><li>Acquisition Costs </li></ul><ul><li>Lag Time </li></ul><ul><li>True Physician Impact </li></ul>Gateway to Revenue Innovative Metrics

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Gateway to Revenue provides enterprise-wide value <ul><li>Community benefit </li></ul><ul><li>Marketing ROI </li></ul><ul><li>Customer analysis </li></ul><ul><li>Value </li></ul><ul><li>Service line analysis </li></ul><ul><li>Clinical opportunities </li></ul><ul><li>Budget/ Revenue scenarios </li></ul><ul><li>Geographic analysis </li></ul><ul><li>Targeted physician referral strategies </li></ul><ul><li>High-margin opportunities </li></ul><ul><li>Payment segmentation </li></ul><ul><li>Strategic tactics </li></ul><ul><li>Campaign measurement </li></ul><ul><li>Data-driven creative </li></ul><ul><li>Growth opportunities </li></ul><ul><li>Service line trending </li></ul>

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Gateway to Revenue offers optional full suite of CRM Tools for a Turnkey Solution

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Interested in Learning More? <ul><li>See how “revenue ready” you are by taking our assessment at www.gatewaytorevenue.com </li></ul><ul><li>Schedule a 1-1 hospital marketing assessment or executive workshop with SRK: [email_address] </li></ul><ul><li>Participate in upcoming free educational webinar programs: http://www.srksolutions.com/Webinars.cfm </li></ul><ul><li>American College of Health Care Executives Cluster Program: </li></ul><ul><ul><li>Vail, Colorado, January 24-27,2011 </li></ul></ul><ul><ul><li>Kiawah Island, South Carolina, April 4-7, 2011 http://www.ache.org/seminars/seminar.cfm?PC=KEYMA </li></ul></ul>