Marketing Training Session

5/16/13

CP332.01 4/25/13 © 2013 Honeywell HomMed All Rights Reserved

• Honeywell HomMed Overview

• Why Telehealth?

• Marketing Your Program

– Know your customers’ pain points

– Develop your message – what is your unique value?

– Communicating outcomes

– Presentation tips & techniques

– Additional marketing resources

Agenda

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History:

• HomMed LLC was founded in January 1999

• Acquired by Honeywell International in 2004

Market leadership:

• 750+ customers

• 70,000+ monitors deployed

• 8M+ monitored patient days/year

End to End Telehealth Solutions:

• Remote patient monitoring

• Comprehensive M-PERS solution

• Clinical support services

• Suite of software applications for managing patient data

About Honeywell HomMed

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LifeStream Care Provider Software

The Solution: LifeStream Health Management Platform

Patient Devices and Peripherals

Manager Connect

Analytics View

LifeStream

MobileHelp mPERS

Genesis Touch Genesis DM

Honeywell HomMed’s LifeStream Health Management Platform is supported by a team of Clinical Consultants

Peripherals

HomMed Clinical Consulting

Best Practices Tracking Outcomes

Program Assessment

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Why Telehealth?

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The shift to a patient-centric model is creating a seismic change in Healthcare implementation

Source: Reflection on the Future of Disease Management by Sam Nussbaum, MD

A new definition of success in healthcare

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Drivers of patient-centric care

Patient population trends • Growth in chronic diseases

• Increase in aging population

Increased patient engagement • Proactively involved with maintaining

health on a daily basis

• Desire to live independently longer

CMS payment model • Penalties for readmission rates above

the national average

• Value-Based Purchasing payments based

on quality of care vs. fee for service

• Meaningful Use incentives for utilizing certified EHR’s

to capture and share health information with care providers and patients

Source: Center For Disease Control (CDC)

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Defining “Tele” Terms

Telehealth Telemedicine

Telecare

Health data transfer between

care providers & patient for

diagnosis & treatment

Description

Services &

Devices

Use of telecom & IT to

provide chronic populations

access to care remotely

Services enabling elderly &

vulnerable to live independently

in home or facility

• Physician & Patient

teleconsulations

• Telesurgury, teleradiology,

tele-ICU

• Video conferencing

• Activity & sensor monitoring

• Gas & smoke detection

• Medication management

• Mobile Personal Emergency

Response System (mPERS)

Remote Diagnostic & Treatment Remote Patient Monitoring Activity Monitoring & Sensing

Where does Telehealth fit?

• Enhanced oversight through

vital sign monitoring

• Data management platform

• Implementation services

• Decision support tools

• Disease management

• Video visits

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For patients and families:

• Enables aging in place

• Greater sense of security through increased oversight

• Facilitates proactive care management by the patient

For care providers:

• Ability to provide robust clinical oversight by monitoring patient

biometrics 24/7

• Manage a greater number of patients more effectively

• Provide better visibility to the full care continuum by sharing data with

physicians or family members

The Benefits of Telehealth

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Marketing Your Program

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Your agency’s value

Talk about who you are, what services you offer, and most importantly your outcomes

• Agency history

• Your services and the patient populations that you care for

• Your unique value and how you are different from other agencies

• Identify pain points and how you address them

• Your outcomes, including readmission rate and home health compare data

• Any awards or recognitions you have received

• Patient and family member testimonials

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What is your unique value?

Your Message

Elevator Pitch:

A 60-second description of your program value

An Elevator Pitch Should:

• Define your program/solution

• What problems it solves

• Why it is different from

alternatives

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Honeywell HomMed offers remote patient monitoring and mobile personal emergency response solutions that

help keep elderly, fragile, chronically ill individuals out of the hospital so they can live independently longer in

their own homes.

Our solutions incorporate easy to use patient devices to accurately assess health over time and flexible,

customizable care provider software that improves clinical workflows and care coordination to create a more

complete picture of patient health.

Backed by the support of a nation-wide clinical consulting team, we will guide you through the planning,

deployment and ongoing optimization of your telehealth program to help drive best practices and ensure long-

term program sustainability.

With 14 years experience, and more than 750 customers served, we are an established market leader that is

focused on creating the most efficient and effective monitoring solutions that will positively impact patient

care while improving clinical workflows and financial outcomes.

Example Elevator Pitch: Honeywell HomMed

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Patient Populations That You Serve

Patient Self-Managed

Value:

Enables Care Manager to offer

support to Elders when and

how they need it

Population:

Mobile/Healthy Elder

Our fit: PERS

Mobile Healthy

Event-based

Value:

Incident-initiated oversight and

patient/disease management tools

Population:

mPERS/Disease Management/

Care Transitions

Our fit: PERS/Telehealth

monitoring

At Risk

Full Clinical Oversight

Value:

Daily monitoring using telehealth

products and services

Population:

Fragile, Homebound, Chronically

Ill

Our fit: Telehealth monitoring

Fragile

Available population

• Mobile Healthy and At Risk patients who do not have a skilled need or are not homebound

• Frequent fliers who need a daily connection to health monitoring to prevent emergent care use

• Chronic disease patients who need assistance managing their care

• Post acute patients not transferred to a SNF

• Patients needing skilled nursing, PT/OT and/or daily monitoring services

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How your agency can help address pain points

Daily health status monitoring

• Patients can remain in their homes, and maintain their independence, while being monitored for changes in health status

• Changes in condition will trigger an action to review and modify the patient’s care plan, if needed, before a re-hospitalization occurs

Education

• We teach patients and families about their conditions, including compliance with care plans and how to make better choices to improve their health

Transparent access to patient data

• Co-case manage our mutual patient(s)

• Review your patients’ information at any time with our analytics tools

• Allowing family members to review care through secure online access to patient information

Improve patient satisfaction

• Daily clinical oversight with remote monitoring provides patients with a sense of security and greater peace of mind through interaction

Result = Cost containment

The value of daily health status monitoring helps control costs

Measuring Outcomes

Measuring a Successful Telehealth Program

Communicate how you measure success

Examples may include:

Readmission rate: How often are your patients re-admitted to the

hospital and were any of the incidents preventable?

Quality of care and patient satisfaction: Are your patients satisfied

with their care?

Operational and clinical efficiencies: Are you able to care for more

patients and reach them more often with telehealth?

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Outcome Data: Home Health Compare

http://www.medicare.gov/HomeHealthCompare

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Outcome Data: Your patient data examples

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Presentation Tips

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What will resonate most with each audience? Physicians:

• Provide clinical management 7 days/week

• Provide preventive and proactive care

• Track and trend data for review at any time

• Ability to create and revise standing orders

Hospitals:

• Extend patient care plan past hospital walls

• Reduce readmissions to avoid CMS penalties

• Improve quality of care to earn CMS incentives

Patients and Families:

• Allows aging in place

• Take an active role in managing their own care

• Greater sense of security with increased oversight

Consider the Audience

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Prepare responses to commonly asked questions:

• How much does it cost?

• What is the return on investment (ROI)?

• How do I know which patients to place on a monitor?

• Is it difficult for patients to use?

• Does this mean you are not going to see patients as often?

• Is this going to create more work for me?

Meeting Preparation: Common Questions

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Recommendations:

• Demonstrate vital signs on yourself vs. audience members – you are the expert

• Ask for the business before you leave!

• Follow up afterward to thank them for their time and remind them why they should work with you

Presentation Tips

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Prepare and test demo equipment

• Setup and test the equipment – Monitor

– Peripherals

– LifeStream software

• Recruit a teammate to test with you

Meeting Preparation: Demo Test

LifeStream Manager

Genesis DM Pro

Peripherals

Genesis Touch

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Additional Marketing Resources

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Does the customer have more questions?

Point them to your website: • Great source of information about you

• Links to outside resources (NAHC.org, NMAHC.org) demonstrates your knowledge of the industry

Additional support materials: • Case studies

• Customer testimonials

• Success metrics

Your Resources

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• New website: www.HomMed.com – Case studies

– Videos

– Product brochures

– Password-protected information • Clinical support documents

• Product documentation

Honeywell HomMed Resources

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LifeStream Leaders Advantage Program

LifeStream Leaders Advantage offers benefits for top care providers to

promote and expand your telehealth program

Provide product feedback via early adopter training and evaluation process

Consult with HomMed’s Clinical team to benchmark your model of care against Best Practices

Utilize ROI tools to track your outcomes

Access marketing resources available exclusively to LifeStream Leaders

Earn funds to help market and promote your telehealth program (Gold and Silver level only)

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Three Tiers of Benefits

Member of Advisory Board X

Access to Early Purchase Program X

Clinical Support Quarterly onsite

consultation

Market Development Funds 2% Accrual 1% Accrual

Marketing Planning Meeting Quarterly Annually

Listed on website Agency Locator X X X

Access to secured website and

marketing resources

X X X

Vertical market kits X X X

Gold Silver Bronze Benefit

LifeStream Leaders Advantage provides benefits for three levels of participation: Gold, Silver, and Bronze. Your tier will be determined by the growth and success of

your telehealth program.

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Signup Process

Visit our website to register! http://www.hommed.com/leaders-advantage/

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Summary

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• Know your program, the value it brings, and what will resonate most with the audience

• Develop a succinct elevator pitch

• Be able to demonstrate your outcomes data

• Prepare for objections

Honeywell HomMed is here to help!

Contact your Territory Manager or Clinical Consultant if you have additional questions

In summary

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