Marketing Your Program and other Hot Topics

1. Marketing Your Programand other Hot Topics Mark VanderWerf

2. Marketing* is: • Defining a problem • (and getting people to want to hear a solution) • Identifying a Solution • Telling the Story to “show them the way” • Communicating in a way that advances everyone toward the solution • Supporting people to encourage their support • Overcoming or incorporating the messages of others • Winning ! * According to Mark

3. Marketing • Is critical in everything you do • Every interaction is a chance to market and must be seen as that • Every interaction where you do not try to add a value or leave a positive impression, you lost an opportunity

4. The Most Important Part • The most direct road to providing an answer is understanding the question • Know your Audience - Identify the problem they have (this ain’t new … remember Tsun Tsu) • Identify the problem/need that you will address • Address needs that the people you serve actually feel • Look beyond your walls • Address needs of the community/customer your organization serves

5. They Don’t Get It ?!?! • Do not expect anyone to come to the same conclusion as you did • “If you build a better mouse trap, the world will beat a path to your door” is … CRAP

6. Make It Real – Show Them How • You have to connect the dots for them • Identify how what you are doing will solve or help to solve the problem/need • Connect the dots for you …Or, • “allow” them to connect the dots and then reward them

7. Don’t Go Too Far • Don’t “Pile On” • It blurs your message, creates questions • What is the basic rule of sales? • Make sure they understand the key points • Then identify what other benefits will be realize “after” they understand the big stuff and only if it helps ---- Its like gravy

8. Be The Best • If you do not believe it … nobody else will • Stay the best … Offering any service is a journey, nothing stands still

9. In Advance • Plan • Figure how you are going to define the problem that needs to be solved • Educate them how that problem hurts them, or the patient or the organization • Tell them what you are going to do to solve/reduce the hurt • Make sure you have agreement

10. Create a Champion • A Senior Advocate • I wingman (wingwoman?) … to fly cover • I second view …to cover your blind spots • Set the expectations of your Champion • Communicate – never let your champion get a negative surprise • Listen !

11. Before kick-off • Remind • Educate • Tell them what you are going to do to solve/reduce the hurt • Tell people what is coming next … what to expect

12. Ongoing • Create a regular forum for communication • Meeting, • Event • Monthly note • Always re-connect your message back to the original objective/problem. If a new problem comes up that you know that you address … always connect it to real problems/needs … stay current

13. Communicate • Communicate status, progress, events, good news • Create a regular method of communication • Of what you are doing, status, achievement, … take personal stories … make it real • Use a theme that fits the project and your personality (serious, fun, ..) • Don’t be afraid – telemedicine is a cool story

14. Communicate with Pay attention to: • Your Allies • You will always need them • They need care and feeding (don’t assume they will always be there …don’t take them for granted) • Your Customer • The people you are serving • To your foes • Remember, you do not have to get every one to agree with you … getting then to neutral is usually enough • The community your organization serves • If you have a good story that brings credit to your organization, get the news out.

15. Do Not Allow a Bad surprise • If there is going to be a delay or other problem others will see, make sure you announce it first • Nobody likes bad news but a bad surprise or being caught uninformed is much worse • Be honest … it shows

16. Measure, Measure, Measure • Its hard for someone to fight you when you have the facts (and most people do not do their own homework) • Measure the stats, events, encounters, referrals, bills • Measure the success • Measure the benefits, the savings, time, the fuel, the lives, the carbon footprint • Also keep you eyes open for the personal and the anecdotal (personal stories make it real)

17. Give Credit Away • Credit is an inexpensive currency • And there is no limit • Pay it our freely • Give it privately and give it publicly – • The site MVP award goes too! • Your goal is success not glory • Success/winning is its own reward (and usually, credit and glory will follow)

18. Celebrate Achievement • (We often forget this in the rest of our life too) • I suggest creating an Annual Award • Create multiple awards – set criteria that motivates direction and involvement • Make it a public event – make sure you have arranged to get it published.

19. Refresh Re-ignite • People are busy … life is busy … you are busy. • Don’t get discouraged if people forget your project, its goals or its importance. • Its your job to remind them, remind them of its importance, remind them of progress that has been made, remind them how it is going to help their world

20. Have Fun • Its contagious • Everyone will want to be a member of your team (everyone will want a sip of whatever you are drinking)

21. What else am I seeing that is cool?

22. Healthcare us the largest industry in the world 2 trillion dollars in the US alone $2,000,000,000,000 That’s: 20 to the 12th power 2 thousand, thousand, thousand, thousands a salary of $400,000 per minute

23. It is also the most inefficient

24. The US spends almost twice as much per patient as almost any other developed country But our outcomes are not as good

25. Our mistakes kill 75-100,000 of our customers every year

26. The costs are huge and unsustainable They are damaging the competitiveness of the Nation

27. The Worst Part is: I am getting older You are getting older We are going to need this care We are going to have to afford it

28. The only reasonable solution is: A B C D Nationalized Healthcare None of the Above

29. A B C D Nationalized Healthcare None of the Above

30. The only reasonable solution is for the healthcare industry to ”embrace the same process engineered efficiencies that almost every other industry has embraced” for decades and ”Continue to embrace them to achieve ever increasing efficiencies and ever higher quality”

31. Telemedicine is one I am working with a couple of other technologies that can have a significant impact

32. Patient Check-in and Data Collection • Most healthcare facilities still depend on tedious process, paper forms and person to person intervention … resulting in: • Inconsistency • Inaccuracy / errors • Waiting Lines • A waste of labor, time and talent • Every other customer based, service industry industry has mover forward to solve this

33. Kiosk Solutions

34. Pre-registration Module • Demographics Verification • Demographics Updates • Insurance Card Scanning • Appointment Listing (Provider/Location/Time) • Receipt Printing

35. Check-in Module • Scheduled Visit Check-in • Business Rules set by Ingalls • Electronic notification to clinics and clerks • Surveys • Satisfaction - Clinical - Education • Multiple clinic/appt listing • Kiosks' Remote Allocation

36. Balance / Collections Module • Notification of Balance Due Amounts • Co-pay • Credit Card Collections • Patient can pay as much or as little as desired • Option can be toggled on or off

37. Custom Wayfinding Module • Searchable clinic directory • Auto-Select next scheduled clinic • Text and/or graphic • Printable • Easily update

38. Forms Module • Consent, HIPAA, Other • Upload your forms • Release Forms Signature Capture • Intelligent Patient Identification • Loadable to current Imaging system

39. Kiosk Transaction Results Breakdown (April 2006) Significant database clean up

40. Findings: Quantifiable Cost Savings • One QC Kiosk saves or redirects 1.5 FTE Based on time saved through automated check-in and billing processes, the average facility values the activity based cost benefit of one QC Kiosk at the equivalent of 1.5 FTE or $60,150 – better use of resources allows better service • 8000 address corrections "...thousands of letters were being returned each week that were undeliverable. This no longer occurs" The average facility spends an average of $150K annually on wrong address mailings.

41. Findings: Rapid Acceptance and Use • 54% choose to use the kiosk • “Express” nature increases access to care • Optimizes queue flow • 75-80% pre-register without needing to see clerk • Average kiosk user is 62

42. Findings: Returns on Investment • Increased compliance with pre-registration, JCAHO, positive identification mandates • Pittsburgh VAMC - centralized check in • $4MM+ increase in revenues in first year • ROI in year one of over 16:1 • ROI in each year there after of 100:1

44. Patient Self-Service Web Portal • Secure messaging with providers • Demographics verification and updates • Balance due and on-line payments • Enrollment verification and provider updates • Appointment scheduling and updates (provider/location/time) • Pre-registration and medical history forms • Chronic care surveys, alerts and vitals upload • Laboratory, radiology results • Pharmacy refills...

45. Hospital Acquired Infections • Triple the length of stay • More than Triple the chance of death • Triple the cost • But most tracking, analysis and reporting is still done in am tedious manual process that diverts resources from solving the problem

47. Web-based Infection Surveillance Software • Real-time microbiology, demographic, admission, pharmacy & other hospital data • Early detection: Infections, Outbreaks, • Emerging patterns of antimicrobial resistance • Used by Infection Control teams, Infectious Disease specialists, Health Depts. to reduce HAIs & other infections. • Funded by NIH

48. Monitor - Live clinical data • Efficient method for “viewing” large data sets • Continuous monitoring of clinical data, real time • Analyze - Select process to monitor • Parameters set by user, very flexible tools • Detect - Using Reports & Alerts • Find clusters or single events of interest • Act - Detective work, Interventions • Trace infection source, discover others at risk • Save - Save lives, time, costs • Early detection & prevention of HAIs

49. Sampling of PathFinder Users

50. Global Health Initiative - Fat Pack • Portable medical IT infrastructure in a PC • Ideal for underdeveloped world • Minimal infrastructure – go anywhere • Public health record, disease surveillance, inoculation records • Basic EMR • Store and forward telemedicine • Deployed with NGO to Kenya on Wednesday