Developing Your Value Proposition

Transcription

1 Developing Your Value Proposition Sharon R. Williams Consultant, NCOA Lynnzy McIntosh Executive Director, Consortium for Older Adult Wellness May 24, 2017 Improving the lives of 10 million older adults by 2020

2 Rock Your Value Proposition Improving the lives of 10 million older adults by National Council on Aging 2

3 Learning Objectives Practical instructions for building value propositions Tuning your value proposition for diverse health care audiences Understand critical issues for key health care decision makers Gain insight from an experienced CBO Improving the lives of 10 million older adults by National Council on Aging 3

4 Definition 1. A value proposition is a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. 2. This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. 3. A value proposition should be a clear statement that explains how a product solves a pain point, communicates the specifics of its added benefit, and states the reason why it's better than similar products on the market. 4. The ideal value proposition is direct and appeals to a customer's strongest decision-making drivers. Improving the lives of 10 million older adults by National Council on Aging 4

5 The whole album vs a single A marketing strategy is an organization's comprehensive tactical plan to attract customers to purchase products/services. It includes key marketing messages, information on the targeted customers, etc. The Value Proposition is incorporated into the organization s marketing strategy. Improving the lives of 10 million older adults by National Council on Aging 5

6 Musical notes It s easy to understand. It s not a slogan or a catch phrase. It communicates the specific results a customer will receive after purchasing and using your products/services. It describes how your product or service solves/improves problems. It defines benefits customers can expect. It differentiates your product /services among competition. It can be read and understood in about 5 seconds. Improving the lives of 10 million older adults by National Council on Aging 6

7 Killing them softly with your song Your value proposition needs to be in the language of the customer. In order to do that you need to know the language your customers use to describe your offering and how they benefit from it. Thorough industry research helps inform your value proposition regarding industry nomenclature. Example: CDSME participation activates healthcare consumers to improve selfmanagement practices, which can impact consumers general satisfaction with their health care delivery and be reflected in their CAHPS and HCAHPS responses. Improving the lives of 10 million older adults by National Council on Aging 7

8 The Headliners Provider Practice Practice Administrator Medical/Clinical Director Case Management Team Health Plans Clinical/Case Management/Quality Leaders Contract administrators/liaisons Marketing/Community Team Financial Administrators Hospitals Clinical Director Discharge Planning Team Insurance Program Administrator Special Program Administrator (e.g., ACO, clinical trials, etc.) ACOs Project Director Clinical/Quality/ Administrators Outreach Team Finance Leader Case Management Team Improving the lives of 10 million older adults by National Council on Aging 8

9 What s giving them the blues? Membership Activation/Compliance Retention/Growth Satisfaction Regulatory/ Industry Accreditation Contract standards Performance Profitability Quality Benchmarks Outcomes Rewards/Penalties Cost containment Reduction of institutional care Reduction of Emergency Room utilization Value and Performance Based Purchasing Medical Loss Ratio Improving the lives of 10 million older adults by National Council on Aging 9

10 Finale Do you understand the perspective/responsibility for achieving organizational success for the person to whom you are selling? Align your presenters with the folks with whom you are meeting, e.g., quality administrators, case managers, finance administrators Can you demonstrate the capacity of your products/services to meet the organization s needs? Multiple presentations to an organization may be required Improving the lives of 10 million older adults by National Council on Aging 10

11 Starting with Clear, Clean, Easy-to-Sing Lyrics Define goals, expectations, jobs, workflow, costs, value Clarify who is responsible for what Discuss what you don t want to talk about the money! Improving the lives of 10 million older adults by National Council on Aging 11

12 Thought-Provoking Lyrics Put mutual expectations in writing Plan, Do, Study, Act Cycles Feedback loops for the process and the outcomes Successful models: Embed, Centralize, and Hybrid Improving the lives of 10 million older adults by National Council on Aging 12

13 Make it Rap Now, let s take it to scale. What does one less simple fall save your health system? Multiple interventions. Multiple problems solved. 70% 10% 10% 10% Did not complete post test Worsened Balance Tests Improved in 1 or less Improved in at least 2/3 Balance tests 70% of participants in the project showed significant improvement in balance post intervention Improving the lives of 10 million older adults by National Council on Aging 13

14 They may try to tell you there is only one song worth singing. Make Your Own Kind of Music! Improving the lives of 10 million older adults by National Council on Aging 14

15 Dress Rehearsal Your Turn to Tune it up! Scenario 1 PRIMARY CARE PRACTICE Grand Ole Opry Family Health is a primary care practice with four doctors, one nurse, and six medical assistants and care coordinators. They are in the process of becoming a Patient Centered Medical Home. They have identified Behavioral Health as an area of focus. What do you have to offer? What questions do you want to research before meeting with the practice? What is your value proposition statement? Improving the lives of 10 million older adults by National Council on Aging 15

16 Dress Rehearsal Your Turn to Tune it up! Scenario 2 HOSPITAL TRAUMA DEPARTMENT Hip Hop Hospital is a large regional facility that has a very busy Trauma Department and Emergency Department. They are in the process of their review for accreditation. Concerns include: 1) a high number of falls within local assisted living centers that are brought in to their ED, 2) older adults living at home that are brought in multiple times for falls of increasing cost and complexity. What do you have to offer? What questions do you want to research before meeting with the practice? What is your value proposition statement? Improving the lives of 10 million older adults by National Council on Aging 16

17 Dress Rehearsal Your Turn to Tune it up! Scenario 3 Health plan Boogie Down Health Plan is a Medicare Advantage Special Needs Plan serving Medicare/Medicaid Dual Eligibles (D- SNP). Their Medicare STAR Ratings for falls prevention were less than satisfactory for the last two years. They are eager to improve these scores and to avoid unnecessary hospitalization for their members. What do you have to offer? What questions do you want to research before meeting with the practice? What is your value proposition statement? Improving the lives of 10 million older adults by National Council on Aging 17

18 Bibliography value-propositions-you-wish-you-had oposition.asp#ixzz4hd8okpgp Improving the lives of 10 million older adults by National Council on Aging 18

19 THANK YOU! Sharon R. Williams Lynnzy McIntosh Improving the lives of 10 million older adults by National Council on Aging 19