Healthcare Marketing - PowerPoint (January 9, 2025) PDF

Medical Practice Management Pre-clerkship Elective (begins January 16 @ Noon) Content -  Financial Management  Facilities Design CRN 30887  Human Resource Management  Risk and Compliance Management Schedule (January-March) - 4 lunchtime meetings (Noon-1pm) 4 afternoo...

Medical Practice Management Pre-clerkship Elective (begins January 16 @ Noon) Content -  Financial Management  Facilities Design CRN 30887  Human Resource Management  Risk and Compliance Management Schedule (January-March) - 4 lunchtime meetings (Noon-1pm) 4 afternoon/early evening meetings Additional info (including tentative schedule) can be accessed on COMLS Pre-clerkship Website Thread 2 Business of Medicine - Overview  Healthcare Delivery – Healthcare Marketing (January 6 and 9)  Health Economics – Healthcare Value: Patient Perspective (January 27) – Value-Based Payment (February 3)  Health Law – Health Law Overview (February 27) Healthcare Marketing, Part 2 Principles of Clinical Medicine Copyright 2025. All rights reserved. January 9, 2025 Learning Objectives  At the conclusion of these sessions, students should be able to: – define “marketing”, – describe the development of a medical practice marketing plan, – describe contemporary uses of telemedicine, including direct-to-consumer virtual care, and – analyze a health system’s medical practice marketing Agenda  Review – Marketing Principles – Telemedicine Basics  HSHS Medical Group Marketing Plan - Analyze – Market Research – Marketing Mix - The 4 Ps of Marketing  Questions / Comments? “Marketing”?  Majorfunctional subsystem of healthcare professional practice  Matchpractice capabilities with needs and wants of patients “Marketing”? (Cont’d)  “Marketing is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.” (Peter Drucker) – Needs Services Communication = Differentiate in Market  Telemedicine: What it is and How it May Affect You 4 Telemedicine Modalities  Interactive audio-video – Videoconferencing in real-time to provide diagnoses and treatment options (e.g., HSHS Anytime Care)  Store-and-forward – Stored medical information (digital images of the patient / clinical data / pre-recorded videos) sent electronically from patients to providers, as well as between providers, for remote diagnosis and therapeutic recommendations (e.g., image of skin rash) 4 Telemedicine Modalities (Cont’d)  Remote patient monitoring – Data generated by in-home remote patient monitoring transmitted to healthcare professionals in real-time for analysis and follow-up care (e.g., monitor health indicators related to cardiac arrhythmias)  Mobile health (mHealth) – Use of mobile devices (cell phones / tablets / apps / wearable devices) to manage and track personal health conditions or lifestyle trends (e.g., monitor steps with a Fitbit) Telemedicine – Innovative Approaches?  Southwest pediatrics health system – – Developed a home health program that incorporates gaming and AI to enable kids to do PT at home “that is fun and engaging” – Program sends data back to clinician who can monitor the patient’s progress Telemedicine – Innovative Approaches? (Cont’d)  Rural south health system – – Using tele-neurology to diagnose patients on site rather than “sending them on a $60,000 helicopter ride to another hospital” Telemedicine – Innovative Approaches? (Cont’d) Telemedicine – Innovative Approaches? (Cont’d) https://health.amazon.com/onemedical/?ref_=aom_nv_logo_sf  HSHS Medical Group Anytime Care Marketing Plan - Analysis Marketing Plan - Analysis  Insmall groups, analyze HSHS Medical Group’s marketing plan (10 minutes) – Market Research? – Marketing Mix? – The 4 Ps of Marketing  Suggestusing the Healthcare Marketing Outline to organize your thoughts / notes during small-group analysis Marketing Plan A. Market Research Description of Population Environmental Trends HSHS Medical Group Anytime Care Marketing Plan – Goal?  New long-term patient-HSHS PCP relationships  Invitation into care continuum  Convert unaffiliated patients to health system  Extend brand reach  Differentiate themselves in their market Description of Population?  Segmentation – segment-specific messages? – Public offering (general patient population) – HSHS employees (colleague referrals) – Employers (reduce claims; offered as an employee benefit) – PCPs (HSHS?) – Parents with young kids Environmental Trends – Global?  Consumerism – medical services that meet budget and lifestyle; cost and convenience – 75% of consumers are interested in receiving virtual care  Changing reimbursement systems – fee-for- service to fee-for-value; high-deductible health plans (HDHPs) Environmental Trends – Demographic Changes? – 2X HDHP penetration vs. national average – 44% of patients are “first dollar” patients all year – HSHS “Priority Care” Urgent Care Clinics survey – top- ranked consumer preferences:  “Lowest cost to me”  “Shortest travel time”  “Earliest appointment” Environmental Trends – Competitor Analysis  HSHS PCPs, urgent care, ED  Non-HSHS PCPs / providers Environmental Trends – Practice Strengths and Weaknesses?  Brand  24/7  Board-certified providers (PCPs)  12-minute wait; 20-minute visit = Education (long-term goal)  Virtual visits offered when wait time at Priority Care is long  Quality – practice guidelines  Charge ($29/visit)  Marketing Plan B. Marketing Mix (4 Ps) Right Product + Right Place + Right Price → Differentiate in the Market (Promotion) Product?  Quality virtual/urgent/primary care – 96% of visits adhered to rigorous evidence-based guidelines – Antibiotics prescribed up to 25% less often than the national average  Friendly/supportive manner  Education Place?  Virtual house call; direct-to-consumer on-demand virtual care – right time, right place/location, 24/7  68% of visits completed virtually – 18% urgent care, 9% PCP, 5% ED  63% of visits completed outside of urgent care hours Price?  $29/visit Promotion?  Branding – consumer only sees HSHS brand = brand extension  Digital and traditional advertising, search engine optimization Direct Personal  Virtual visits offered when wait at Priority Care is long  HSHS follow-up post virtual visit – follow-up phone calls, invitation into care continuum, schedule appointment – 83% have no HSHS PCP – Convert unaffiliated patients to health system – 10-12% made/kept appointment with HSHS PCP  Health fairs  To PCPs – open new access for patients for practice Indirect Personal  Word-of-mouth (employees, others) > 80% refer family/friends, repeat visits Impersonal  Advertising(traditional and digital), direct mail, search engine optimization Negatives?  Cookbook medicine? – practice guidelines and monitoring  Revenue? (3 visits/hour @ $29 = $87/hour) – PCP wage, infrastructure – Loss leader for new patient acquisition/relationship?  Relationships?  HIPAA – privacy and security concerns? HSHS Medical Group Anytime Care Additional Comments? Final Words  “Marketing is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.” (Peter Drucker) – Needs Services Communication = Differentiate in Market  Most Successful Marketing = Direct Personal – Enhances relationship between provider / staff and patient Learning Objectives  At the conclusion of these sessions, students should be able to: – define “marketing”, – describe the development of a medical practice marketing plan, – describe contemporary uses of telemedicine, including direct-to-consumer virtual care, and – analyze a health system’s medical practice marketing Questions / Comments?