Home HealthHome HealthMarketing ApproachMarketing Approach

Expanding the Market,Expanding the Market,

AndAnd

Increasing Wound Care CaseloadIncreasing Wound Care Caseload

The Pipeline ApproachThe Pipeline Approach

Rob’s RulesRob’s Rules Most HCO’s never Most HCO’s never

move beyond grabbing move beyond grabbing one case/patient at a one case/patient at a timetime

We grab low hanging We grab low hanging fruit and assume it is fruit and assume it is good enoughgood enough

Building pipelines Building pipelines ensures a never ensures a never ending flow of patientsending flow of patients

Pipelines are built Pipelines are built based on:based on:

– RelationshipsRelationships– Patient OutcomesPatient Outcomes– Customer ServiceCustomer Service– QualityQuality

Just like we track Just like we track Census and Cases per Census and Cases per day/wk/mt, we must day/wk/mt, we must also numerically track, also numerically track, trend, and improve the trend, and improve the above.above.

Quality and Patient Quality and Patient Outcomes will fill more Outcomes will fill more beds than thousands beds than thousands of dollars of marketing of dollars of marketing and advertisingand advertising

Payors

IRF

Community Based

SNF

LTAC

ALF/ILF

Hospital

Physicians

HH

Traditional ApproachesTraditional Approaches

Rob’s RulesRob’s Rules Physician Physician

relationships are relationships are only as good as the only as good as the patient outcome we patient outcome we produceproduce

Physicians value Physicians value revenue and quality revenue and quality of life, they cannot of life, they cannot enjoy either without enjoy either without great patient great patient outcomesoutcomes

Patient Outcomes Patient Outcomes are measured – are measured – clinically, financially, clinically, financially, experientially, and experientially, and mortalitymortality

We must focus on We must focus on throughput to throughput to sustain maximum sustain maximum volume with minimal volume with minimal wait timeswait times

The vast majority of The vast majority of marketing efforts marketing efforts will be in these will be in these pipelinespipelines

Hospitals SNF’s

Physicians

HH

Post-Acute Referral StreamPost-Acute Referral Stream

Rob’s RulesRob’s Rules LTAC’s have high LTAC’s have high

volume wound volume wound business that business that almost always relies almost always relies on a downstream on a downstream provider for full provider for full wound healingwound healing

IRF/SNF will drive IRF/SNF will drive more therapy more therapy business but will business but will occasionally have occasionally have wound volumewound volume

A substantial A substantial amount of amount of marketing efforts marketing efforts need to be placed in need to be placed in this pipelinethis pipeline

Providers want to Providers want to know what know what happened to their happened to their patients post DC, us patients post DC, us a patient outcome a patient outcome report to show themreport to show them

IRF SNF

LTAC

HH

The LTAC ApproachThe LTAC Approach

Rob’s RulesRob’s Rules LTAC’s are paid based LTAC’s are paid based

on a DRG system on a DRG system whereby they are whereby they are incentivized to DC a incentivized to DC a patient in a specific patient in a specific window between the window between the 5/65/6thth date at the full date at the full DRG date – generally DRG date – generally a 3-4 day window that a 3-4 day window that is often projected is often projected weeks in advance of weeks in advance of DCDC

LTAC’s almost never LTAC’s almost never have enough time to have enough time to heal high end wounds heal high end wounds to 100% closureto 100% closure

As the LTAC looks As the LTAC looks toward the future there toward the future there will be fewer will be fewer downstream providers downstream providers that are able to meet that are able to meet the complex needs of the complex needs of wound care patients in wound care patients in a way that does not a way that does not result in re-result in re-hospitalizationhospitalization

Wound Care protocols Wound Care protocols can be replicated in can be replicated in these 3 environmentsthese 3 environments

Community Based MarketingCommunity Based Marketing

Rob’s RulesRob’s Rules No one is actively No one is actively

chasing the chasing the individual patientindividual patient

We can use Social We can use Social Network Media Network Media coupled with patient coupled with patient testimonials to drive testimonials to drive businessbusiness

All other avenues All other avenues are built on volume are built on volume generating activities generating activities which can which can overcome physician overcome physician alliance obstacles alliance obstacles and payor barriersand payor barriers

These avenues These avenues represent 1-2 represent 1-2 census points at census points at any given time. In any given time. In most cases it is the most cases it is the difference in difference in meeting plan and meeting plan and missing planmissing plan

Cholesterol Screening/

HealthFairs

Retirement Communities

Marathon/Triathalon

CommunityEducation

SSI Attorneys

Community

Payor CollaborationPayor Collaboration

Rob’s RulesRob’s Rules Payor programs will Payor programs will

force lower force lower reimbursement yet reimbursement yet better performancebetter performance

Payor alliances Payor alliances based on shared based on shared risks will create the risks will create the payor pipelinepayor pipeline

Collaboration will Collaboration will create wins for all create wins for all stakeholders and stakeholders and volume will ensure volume will ensure profitabilityprofitability

The Home Health The Home Health must find a way to must find a way to swim upstream and swim upstream and create incentive create incentive alignment with alignment with Physicians, Physicians, Providers, and Providers, and Patients. Wound Patients. Wound Care creates this Care creates this opportunityopportunity

HMO’s

Private Pay

Commercial Insurance

Medicare/Medicaid

HH

The Wound Care PathwayThe Wound Care Pathway

Rob’s RulesRob’s Rules Imagine using the Imagine using the

same wound care same wound care protocols as the STAC protocols as the STAC and LTAC, better yet, and LTAC, better yet, imagine having shared imagine having shared staff along this staff along this continuum – MD, PA, continuum – MD, PA, NP, WOCN, etc.NP, WOCN, etc.

Payors, Providers, and Payors, Providers, and Physicians all want to Physicians all want to see the same thing in see the same thing in the way of patient the way of patient outcomes:outcomes:

– Low MortalityLow Mortality– Zero InfectionsZero Infections– Shorter Healing TimesShorter Healing Times– Customer SatisfactionCustomer Satisfaction– 100% Compliance with 100% Compliance with

TreatmentsTreatments– % of wounds healed% of wounds healed

This data allows This data allows everyone to see the everyone to see the fruits of their labor. fruits of their labor. The HH agency has The HH agency has the opportunity to pull the opportunity to pull this data along the this data along the continuum by continuum by becoming and active becoming and active partner in the care partner in the care processprocess

Define Your MarketDefine Your MarketRob’s RulesRob’s Rules

The market must be The market must be defined in terms of defined in terms of 5-50 mile radius and 5-50 mile radius and tracked for tracked for saturationsaturation

We must We must strategically plan strategically plan events accordingly events accordingly within the defined within the defined marketmarket

More doctors More doctors almost always almost always equals more equals more business – as long business – as long as they are the as they are the “right” doctors“right” doctors

When competing When competing against BIG against BIG competition we competition we must carve out a must carve out a portion of the portion of the market where we market where we can become can become GREAT – ie wound GREAT – ie wound carecare

The Healthcare SolutionThe Healthcare Solution

Rob’s RulesRob’s Rules We exist, as a provider, We exist, as a provider,

at a point where at a point where physicians, payors, and physicians, payors, and patients convergepatients converge

We are embarking on an We are embarking on an era where some version era where some version of healthcare reform will of healthcare reform will create the following:create the following:

– More PatientsMore Patients– Less ReimbursementLess Reimbursement– Pay For PerformancePay For Performance

The time to prepare has The time to prepare has already past, we must already past, we must execute nowexecute now

Wound Care Pathways Wound Care Pathways will allow the HH provider will allow the HH provider an opportunity to share an opportunity to share risk through risk through ACO/Bundled Payment ACO/Bundled Payment concepts. This type of concepts. This type of risk share will create a risk share will create a never ending flow of never ending flow of patients.patients.

Volume creates the Volume creates the opportunity to drive costs opportunity to drive costs down, hence, if we prove down, hence, if we prove our outcomes are better our outcomes are better we can push for we can push for exclusivity in the market.exclusivity in the market.

Payors

Patients

Providers

Physicians

HH