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A Conversation: ACA's Impact on Healthcare Marketing & Community Outreach
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Transcript of A Conversation: ACA's Impact on Healthcare Marketing & Community Outreach
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A Conversation: ACA’s Impact on Healthcare
Marketing & Community OutreachParadigm Shift – From Marketing to Attract Patients,
to Marketing to Keep Them Well and Out of the HospitalHow Community Outreach will Play an Even Greater Role in
Marketing & Improving the Health of the Community.
C O N N E C T L I F E
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Reinventing Our Roles
• Is the role of hospital marketing changing?
• Is traditional healthcare marketing still relevant?
• How do executives view the role of marketing and community outreach in this paradigm shift?
• Is community outreach the new marketing tool?
Let’s Begin
ACA is here to stay. How will it affect your role?
C O N N E C T
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Tim Auwarter, Vice President of Clinical Support at Carilion Clinic, former, interim CEO, Faith Regional Health
Sarah Hinson, Manager, Pardee Signature Care Center, Pardee Hospital, a member of UNC Healthcare
Amy Sousa, Vice President Public Relations/Marketing, Onslow Memorial Hospital
Maureen Scullin, Director of Healthcare Strategy& Development, Lighten Up 4 Life, Stamats Healthcare
Introductions
The conversation begins with anexecutive’s perspective…
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Population Health and the “Paradigm Shift”
• Improve market share
• Decrease controllable readmissions
• Show value to the customer and the insurance company
• Focus on outpatient service lines
• Case Mix Indexes increasing for inpatient stays lead to higher care levels
• Focus is on sicker patients
Top-Down Perspective
The conversation continues…
MARKET
SHARE
CONTROLLED
READMISSIONS
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Population Health and the “Paradigm Shift”
• Reductions in inpatient resources, focus on “Value Based Purchasing” and core reimbursement issues
• Required Community Health Assessment and impact on reimbursable or cost reduction strategies
• Tailor fit needs and strategies to “your” community/region
• Using hospital employees and systems as the proving ground for strategies, with an emphasis on managing the costs
Top-Down Perspective continued…
Next – Community outreach’s viewpoint…
MARKET
SHARE
CONTROLLED
READMISSIONS
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Population Outreach
• An even greater focus on wellness – both for the community and for employers
• More initiatives to help people self-identify health risks and send them to the proper care channels
• Need to identify what programs will work to reach the most populations and the targeted demographic
• Expansion of existing community outreach programs –online programs, events, and virtual screenings
Community Health
Community outreach, the new voice of marketing…
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Population Outreach
• Identify the right prevention and intervention tools
• Expand reach to the greater population, but still attract the right “payor” mix
• Greater need to engage through “teachable moments” and track patients through the system
• Need to work side-by-side with marketing and other departments to create and execute a cohesive community wellness strategy that is measured
Community Health continued
Marketing to the many and talking to the individual…
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A Change in Strategy
• Marketing spend – media buy versus engagement program?
• Traditional marketing, brand awareness, and health events
• New marketing tactics that attract, engage, and interact with populations to educate and help those at risk
• More social marketing and social media tactics to communicate one-on-one and educate overtime
• Still promote hospital services
Marketing in the “New Paradigm”
Marketing to the many and talking to the individual…
E D U C AT E C O N N E C T
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A Change in Strategy
• Advertise good health and well-being as a strategy
• Become an integral part of community outreach team
• Support community health efforts through community partnerships
• Differentiate your brand through greater community partnerships for health
• Connect your community to the proper channels of care
Marketing in the “New Paradigm” continued
A word from ACHI…
E D U C AT E C O N N E C T
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Wrap it all up…
• Get ready for the 2015 ACHI National Conference in Dallas, Texas - March
4-6! The theme of this year’s conference is Building the Next Generation of
Healthy Communities
• ACHI is seeking proposals for breakout sessions and posters. Please check
our website www.healthycommunities.org/2015callforproposals to learn
more about the conference theme and topic tracks and submit your
proposal.
• Early-bird registration information for the conference will be available fall
2014. Please check back at our website for more information:
www.healthycommunities.org/2015conference .
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Questions
Questions and Final Thoughts
Final words…
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We’d like to hear more from you…
You’re Not Alone
We’re All in This Together
Contact Maureen Scullin for an assessment of your marketing and community outreach strategy
[email protected] 828.505.1809
Thank you RESULTS