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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
2
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
3
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
4
Why Telehealth?
5
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
8
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
21
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
22
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
23
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
24
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
27
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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