Marketing Your ProgramMarketing Your Programand other Hot Topicsand other Hot Topics

Mark VanderWerfMark VanderWerf

Marketing* is:Marketing* is:

Defining a problemDefining a problem– (and getting people to want to hear a solution)(and getting people to want to hear a solution)

Identifying a SolutionIdentifying a SolutionTelling the Story to “show them the way” Telling the Story to “show them the way” Communicating in a way that advances everyone toward Communicating in a way that advances everyone toward the solutionthe solutionSupporting people to encourage their supportSupporting people to encourage their supportOvercoming or incorporating the messages of othersOvercoming or incorporating the messages of others

Winning !Winning !

* According to Mark

MarketingMarketing

Is critical in everything you doIs critical in everything you do

Every interaction is a chance to market Every interaction is a chance to market and must be seen as thatand must be seen as that

Every interaction where you do not try to Every interaction where you do not try to add a value or leave a positive impression, add a value or leave a positive impression, you lost an opportunity you lost an opportunity

The Most Important PartThe Most Important Part

The most direct road to providing an answer is The most direct road to providing an answer is understanding the questionunderstanding the question

Know your Audience - Identify the problem they Know your Audience - Identify the problem they have (this ain’t new … remember Tsun Tsu)have (this ain’t new … remember Tsun Tsu)Identify the problem/need that you will addressIdentify the problem/need that you will address– Address needs that the people you serve actually feelAddress needs that the people you serve actually feel

Look beyond your wallsLook beyond your walls– Address needs of the community/customer your Address needs of the community/customer your

organization servesorganization serves

They Don’t Get It They Don’t Get It ?!?!?!?!

Do not expect anyone to come to the Do not expect anyone to come to the same conclusion as you didsame conclusion as you did

““If you build a better mouse trap, the world If you build a better mouse trap, the world will beat a path to your door” is … CRAPwill beat a path to your door” is … CRAP

Make It Real – Show Them HowMake It Real – Show Them How

You have to connect the dots for themYou have to connect the dots for them

Identify how what you are doing will solve Identify how what you are doing will solve or help to solve the problem/needor help to solve the problem/need

Connect the dots for you …Or, Connect the dots for you …Or,

““allow” them to connect the dots and then allow” them to connect the dots and then reward themreward them

Don’t Go Too FarDon’t Go Too Far

Don’t “Pile On”Don’t “Pile On”

It blurs your message, creates questionsIt blurs your message, creates questions

What is the basic rule of sales?What is the basic rule of sales?

Make sure they understand the key pointsMake sure they understand the key points

Then identify what other benefits will be Then identify what other benefits will be realize “after” they understand the big stuff realize “after” they understand the big stuff and only if it helps ---- Its like gravyand only if it helps ---- Its like gravy

Be The BestBe The Best

If you do not believe it … nobody else willIf you do not believe it … nobody else will

Stay the best … Offering any service is a Stay the best … Offering any service is a journey, nothing stands stilljourney, nothing stands still

In AdvanceIn Advance

PlanPlan

Figure how you are going to define the Figure how you are going to define the problem that needs to be solvedproblem that needs to be solved

Educate them how that problem hurts Educate them how that problem hurts them, or the patient or the organizationthem, or the patient or the organization

Tell them what you are going to do to Tell them what you are going to do to solve/reduce the hurtsolve/reduce the hurt

Make sure you have agreementMake sure you have agreement

Create a ChampionCreate a Champion

A Senior AdvocateA Senior AdvocateI wingman (wingwoman?) … to fly coverI wingman (wingwoman?) … to fly coverI second view …to cover your blind spotsI second view …to cover your blind spots

Set the expectations of your ChampionSet the expectations of your ChampionCommunicate – never let your champion Communicate – never let your champion get a negative surpriseget a negative surpriseListen !Listen !

Before kick-offBefore kick-off

RemindRemind

EducateEducate

Tell them what you are going to do to Tell them what you are going to do to solve/reduce the hurtsolve/reduce the hurt

Tell people what is coming next … what to Tell people what is coming next … what to expectexpect

OngoingOngoing

Create a regular forum for communicationCreate a regular forum for communicationMeeting,Meeting,EventEventMonthly noteMonthly note

Always re-connect your message back to Always re-connect your message back to the original objective/problem. If a new the original objective/problem. If a new problem comes up that you know that you problem comes up that you know that you address … always connect it to real address … always connect it to real problems/needs … stay currentproblems/needs … stay current

CommunicateCommunicate

Communicate status, progress, Communicate status, progress, events, events, good newsgood news

Create a regular method of communicationCreate a regular method of communication

Of what you are doing, status, achievement, … Of what you are doing, status, achievement, … take personal stories … make it realtake personal stories … make it real

Use a theme that fits the project and your Use a theme that fits the project and your personality (serious, fun, ..)personality (serious, fun, ..)

Don’t be afraid – telemedicine is a cool storyDon’t be afraid – telemedicine is a cool story

Communicate with Communicate with Pay attention to:Pay attention to:

Your Allies Your Allies – You will always need themYou will always need them– They need care and feeding (don’t assume they will They need care and feeding (don’t assume they will

always be there …don’t take them for granted)always be there …don’t take them for granted)

Your CustomerYour Customer– The people you are servingThe people you are serving

To your foes To your foes – Remember, you do not have to get every one to Remember, you do not have to get every one to

agree with you … getting then to neutral is usually agree with you … getting then to neutral is usually enoughenough

The community your organization serves The community your organization serves – If you have a good story that brings credit to your If you have a good story that brings credit to your

organization, get the news out. organization, get the news out.

Do Not Allow a Bad surpriseDo Not Allow a Bad surprise

If there is going to be a delay or other problem If there is going to be a delay or other problem others will see, make sure you announce it firstothers will see, make sure you announce it first

Nobody likes bad news but a bad surprise or Nobody likes bad news but a bad surprise or being caught uninformed is much worsebeing caught uninformed is much worse

Be honest … it showsBe honest … it shows

Measure, Measure, MeasureMeasure, Measure, Measure

Its hard for someone to fight you when you have Its hard for someone to fight you when you have the facts (and most people do not do their own the facts (and most people do not do their own homework)homework)– Measure the stats, events, encounters, referrals, billsMeasure the stats, events, encounters, referrals, bills– Measure the successMeasure the success– Measure the benefits, the savings, time, the fuel, the Measure the benefits, the savings, time, the fuel, the

lives, the carbon footprintlives, the carbon footprint

Also keep you eyes open for the personal and Also keep you eyes open for the personal and the anecdotal (personal stories make it real)the anecdotal (personal stories make it real)

Give Credit AwayGive Credit Away

Credit is an inexpensive currencyCredit is an inexpensive currency– And there is no limitAnd there is no limit

Pay it our freelyPay it our freely

Give it privately and give it publicly – Give it privately and give it publicly – – The site MVP award goes too!The site MVP award goes too!

Your goal is success not gloryYour goal is success not glory

Success/winning is its own reward (and Success/winning is its own reward (and usually, credit and glory will follow)usually, credit and glory will follow)

Celebrate Celebrate AchievementAchievement

(We often forget this in the rest of our life (We often forget this in the rest of our life too)too)

I suggest creating an Annual AwardI suggest creating an Annual Award

Create multiple awards – set criteria that Create multiple awards – set criteria that motivates direction and involvementmotivates direction and involvement

Make it a public event – make sure you Make it a public event – make sure you have arranged to get it published.have arranged to get it published.

Refresh Re-igniteRefresh Re-ignite

People are busy … life is busy … People are busy … life is busy … you are busy. you are busy.

Don’t get discouraged if people forget your Don’t get discouraged if people forget your project, its goals or its importance. project, its goals or its importance.

Its your job to remind them, remind them Its your job to remind them, remind them of its importance, remind them of progress of its importance, remind them of progress that has been made, remind them how it is that has been made, remind them how it is going to help their worldgoing to help their world

Have FunHave Fun

Its contagiousIts contagious

Everyone will want to be a member of your Everyone will want to be a member of your team (everyone will want a sip of whatever team (everyone will want a sip of whatever you are drinking)you are drinking)

What else am I seeing that is What else am I seeing that is cool?cool?

Healthcare us the largest industry in the world

2 trillion dollars in the US alone

$2,000,000,000,000

That’s:20 to the 12th power

2 thousand, thousand, thousand, thousands a salary of $400,000 per minute

It is also the most inefficient

The US spends almost twice as much per patient as almost any

other developed country

But our outcomes are not as good

Our mistakes kill 75-100,000 of our customers every year

The costs are huge and unsustainable

They are damaging the competitiveness of the Nation

The Worst Part is:

I am getting older

You are getting older

We are going to need this care

We are going to have to afford it

The only reasonable solution is:

Nationalized Healthcare

None of the Above

A

B

C

D

Nationalized Healthcare

None of the Above

A

B

C

D

The only reasonable solution is for the healthcare industry to ”embrace the same process engineered efficiencies that

almost every other industry has embraced” for decades

and

”Continue to embrace them to achieve ever increasing efficiencies and ever

higher quality”

Telemedicine is one

I am working with a couple of other technologies that can have a significant impact

Patient Check-in and Data CollectionPatient Check-in and Data Collection

Most healthcare facilities still depend on tedious Most healthcare facilities still depend on tedious process, paper forms and person to person process, paper forms and person to person intervention … resulting in:intervention … resulting in:– InconsistencyInconsistency– Inaccuracy / errorsInaccuracy / errors– Waiting LinesWaiting Lines– A waste of labor, time and talentA waste of labor, time and talent

Every other customer based, service industry Every other customer based, service industry industry has mover forward to solve thisindustry has mover forward to solve this

Kiosk Solutions

Pre-registration Module

• Demographics Verification• Demographics Updates• Insurance Card Scanning• Appointment Listing (Provider/Location/Time)

• Receipt Printing

Check-in Module

• Scheduled Visit Check-in•Business Rules set by Ingalls

• Electronic notification to clinics and clerks

• Surveys•Satisfaction - Clinical - Education

• Multiple clinic/appt listing• Kiosks' Remote Allocation

Balance / Collections Module

• Notification of Balance Due Amounts

• Co-pay

• Credit Card Collections

• Patient can pay as much or as little as desired

•Option can be toggled on or off

• Searchable clinic directory• Auto-Select next scheduled clinic• Text and/or graphic• Printable• Easily update

Custom Wayfinding Module

• Consent, HIPAA, Other• Upload your forms • Release Forms Signature Capture• Intelligent Patient Identification• Loadable to current Imaging system

Forms Module

Significant database clean up

Kiosk Transaction Results Breakdown (April 2006)

• One QC Kiosk saves or redirects 1.5 FTE

Based on time saved through automated check-in and billing processes, the average facility values the activity based cost benefit of one QC Kiosk at the equivalent of 1.5 FTE or $60,150 – better use of resources allows better service

• 8000 address corrections "...thousands of letters were being returned each week

that were undeliverable. This no longer occurs" The average facility spends an average of $150K annually on wrong address mailings.

Findings: Quantifiable Cost Savings

• 54% choose to use the kiosk

• “Express” nature increases access to care

• Optimizes queue flow

• 75-80% pre-register without needing to see clerk

• Average kiosk user is 62

Findings: Rapid Acceptance and Use

Findings: Returns on Investment

Increased compliance with pre-registration, JCAHO, positive identification mandates

• Pittsburgh VAMC - centralized check in• $4MM+ increase in revenues in first year

• ROI in year one of over 16:1

• ROI in each year there after of 100:1

Patient Self-Service Web Portal

• Secure messaging with providers• Demographics verification and updates• Balance due and on-line payments• Enrollment verification and provider

updates• Appointment scheduling and updates

(provider/location/time)• Pre-registration and medical history forms• Chronic care surveys, alerts and vitals

upload• Laboratory, radiology results• Pharmacy refills...

Hospital Acquired InfectionsHospital Acquired Infections

Triple the length of stayTriple the length of stay

More than Triple the chance of deathMore than Triple the chance of death

Triple the costTriple the cost

But most tracking, analysis and reporting is still But most tracking, analysis and reporting is still done in am tedious manual process that diverts done in am tedious manual process that diverts resources from solving the problemresources from solving the problem

Web-based Infection Surveillance Web-based Infection Surveillance SoftwareSoftware–Real-time microbiology, demographic, Real-time microbiology, demographic,

admission, pharmacy & other hospital admission, pharmacy & other hospital datadata

Early detection: Infections, Outbreaks,Early detection: Infections, Outbreaks,Emerging patterns of antimicrobial Emerging patterns of antimicrobial resistanceresistanceUsed by Infection Control teams, Used by Infection Control teams, Infectious Disease specialists, Health Infectious Disease specialists, Health Depts. to reduce HAIs & other Depts. to reduce HAIs & other infections. infections. Funded by NIH Funded by NIH

MonitorMonitor - Live clinical data - Live clinical data– Efficient method for “viewing” large data Efficient method for “viewing” large data

setssets– Continuous monitoring of clinical data, real Continuous monitoring of clinical data, real

timetime

AnalyzeAnalyze - Select process to monitor - Select process to monitor – Parameters set by user, very flexible toolsParameters set by user, very flexible tools

DetectDetect - Using Reports & Alerts - Using Reports & Alerts– Find clusters or single events of interestFind clusters or single events of interest

Act - Act - Detective work, InterventionsDetective work, Interventions – Trace infection source, discover others at Trace infection source, discover others at

riskrisk

SaveSave - Save lives, time, costs - Save lives, time, costs– Early detection & prevention of HAIsEarly detection & prevention of HAIs

Sampling of PathFinder Users

Global Health Initiative - Fat PackGlobal Health Initiative - Fat PackPortable medical IT infrastructure in Portable medical IT infrastructure in a PCa PCIdeal for underdeveloped worldIdeal for underdeveloped worldMinimal infrastructure – go Minimal infrastructure – go anywhereanywherePublic health record, disease Public health record, disease surveillance, inoculation recordssurveillance, inoculation recordsBasic EMRBasic EMRStore and forward telemedicineStore and forward telemedicineDeployed with NGO to Kenya on Deployed with NGO to Kenya on WednesdayWednesday

Vecna RoboticsVecna Robotics

That’s It for NowThat’s It for Now

Thank you for listening to my rantingThank you for listening to my ranting

Any Questions?Any Questions?