Designing and Implementing a Data-driven Referral Development Strategy

Transcription

1 Designing and Implementing a Datadriven Referral Development Strategy It s a Big Data World With ROI Consequences How Do You Get There and Prosper? Presented by: Susan Whitten Consultant The Wilson Ellis Company April 4, 20

2 DataDriven Approaches To Referral Development At Dignity Health

3 DataDriven Approaches To Referral Development At Dignity Health Building a BestInClass Sales & Marketing Function Sales & Marketing are a disciplines that drive bottomline results. They have not been areas we have historically utilized to their fullest. That is changing.

4 BIG DATA How Little is Too Little? How Much Is Too Much? Data Rich? Information Poor? Strategic Value?

5 DATA, DATA, DATA General Ledger Cost Accounting Patient Level Awards Claims Sales Insight Patient Satisfaction Market Quality

6 DATA SOURCES ARE ALL THE SAME AND AVAIABLE TO ALL So What Makes the Difference?

7 Data Driven Application Strategy Structure Culture DATA Rigor

8 DATA DRIVEN SALES EXCELLENCE MODEL FOCUS DISCIPLNE CUSTOMER ORIENTED SKILLS ORIENTED OUR PHYSICIANS OUR PHYSICIANS RELATIONSHIPS OUR PHYSICIANS NEEDS OUR ABILITY TO MEET THOSE NEEDS HIRING TRAINING SALES MANAGEMENT PRM COMPENSATION TOOLS TARGETING DATA METRICS WHAT WE KNOW WHAT WE NEED TO KNOW HOW WE APPLY NEW INSIGHT FROM THE DATA PRINCIPLES OF SALES EXCELLENCE PLAN, PUROPOSE, PERSERVERENCE, MEASURING TRACKING & ROI WEEKLY MONTHLY QUATERLY ANNUALLY

9 DATA DRIVEN METRICS OLD VIEW COST ACCOUNTING GENERAL LEDGER PATIENT COMPLIANT DATA PHYSICIAN UTILIZATION PHYSICIAN PREFERENCES PHYSICIAN TO PHYSICIAN DATA SERVICE LINE MARKET SHARE LOYALTY GUESS NEW VIEW COST ACCOUNTING, GENERAL LEDGER, CLAIMS DATA INTEGRATION MARKET SHARE BY PHYSICIAN OUT OF NETWORK UTILIZAION SITE OF SERVICE UTILIZATION PHYSICIAN TO PHYSICIAN REFERRLS

10 NEW VIEW DATA PEARLS

11 NEW VIEW DATA PEARLS

12 NEW VIEW DATA PEARLS

13 NEW VIEW DATA PEARLS

14 NEW VIEW DATA PEARLS

15 NEW VIEW DATA PEARLS

16 NEW VIEW DATA PEARLS

17 NEW VIEW DATA PEARLS

18 DATA DRIVEN SALES PLAN DATA APPLICATION METRICS Vision Strategy Success Team GOALS SERVICE LINE GROWTH PHYSICIAN FOCUS GROWTH REFERRAL GROWTH MDR TOOLS ACCOUNT MANAGEMENT PRM SALES TRAINING DASHBOARD REPORTING COMMUNICATION EDMD TRACKING WEEKLY MONTHLY QUARTERLY ANNUAL

19 DataDriven Approaches To Referral Development At Dignity Health New Sales & Marketing Framework Brand at the core of the activities Service area alignment The right competencies & disciplines Results orientation Continual optimization

20 DataDriven Approaches To Referral Development At Dignity Health FY Sales Smart Growth Target Fiscal Year 203 HPM Financials Tab # Pt. Type NonED/All Patients Ins Plan Type Hosp. Svc. Line Description Volum e Market/Hospital Net Rev. Com m & CARDIAC / THORACIC / VASCULAR SURGERY (All) (All) **** **** 2 DRG OP Com m & CARDIOVASCULAR (All) (All) **** **** 3 DRG OP Com m & GENERAL SURGERY (All) (All) **** **** 4 DRG OP Com m & GYNECOLOGY (All) (All) **** **** DRG OP Com m & NEUROSCIENCES (All) (All) **** **** 6 DRG OP Com m & ONCOLOGY (All) (All) **** **** DRG OP Com m & ORTHOPEDICS (All) (All) **** **** DPT OP DPT OP DPT OP DPT OP DPT OP DPT OP Com m & Com m & Com m & Com m & Com m & Com m & Market/Hospital Sale Target Total Margin 9.3% DRG OP 7 Var. Cost ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+ ***********************+***********************+***********************+

21 DataDriven Approaches To Referral Development At Dignity Health FY Sales Smart Growth Target Pt. Tab # Type NonED/All Patients Ins Plan Type DRG OP Comm & 2 DRG OP Comm & 3 DRG OP Comm & 4 DRG OP Comm & DRG OP Comm & 6 DRG OP Comm & 7 DRG OP Comm & Hosp. Svc. Line Description Fiscal Year 203 HPM Financials Margin per Volume Case CARDIOVASCULAR (All) (All) M Cardiology Med GENERAL SURGERY (All) (All) M Gen Surg GYNECOLOGY (All) (All) M GYN NEUROSCIENCES (All) (All) M Neurosciences ONCOLOGY (All) (All) M Oncology ORTHOPEDICS (All) (All) M Ortho Z DPT OP DPT OP DPT OP DPT OP DPT OP DPT OP Comm & Comm & Comm & Comm & Comm & Comm & ********** ********** ********** ********** ********** ********** ********** ********** ********** ********** ********** ********** ********** ********** Access Definition Code Pct. Volume Margin 9.3% CARDIAC / THORACIC / VASCULAR SURGERY(All) (All) M Cardiology Surg Smart Growth Target **************** **************** **************** **************** **************** **************** **************** **************** **************** **************** **************** **************** **************** **************** 0.0% IP OP TOTAL IP OP TOTAL IP OP TOTAL IP OP TOTAL IP OP TOTAL IP OP TOTAL IP OP TOTAL TOTAL Z 0.0% OP Z 0.0% OP Z 0.0% OP Z 0.0% OP Z 0.0% OP Z 0.0% OP 0.0% Total OP Dpt Sale Target Total 72 DPT TOT HOSP TOT Sale Target Total

22 DataDriven Approaches To Referral Development At Dignity Health Hospital Name Cardiology Med Targeted Rendering Physicians Total NPI # Physician Name Referrals Spec Spec 2 Spec 3 Spec 4 Spec Spec 6 Spec 7 Spec 8 Spec , , , Spec 0 Spec 6 Spec 7 Spec 8 Spec 9 Targeted MD Inpatient Referred Volume Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Ref MD Name Total M Cardiology Med Svc. Line Hospital Name ,22 HPM FY3 DH IP Admits Inpatient Evariant DH OP PT. Weighted Volume DH Admits NonDH Admits Total Outpatient Evariant DH % of Total DH Vol NonDH Vol Total FY Projected Growth DH % of Total Inpatient Outpatient Targeted Rendering MD Hospital Inpatient Volume Spec Spec 2 Spec 3 Spec 4 Spec Spec 6 Spec 7 Spec % % 0.3% 0.0% 0.2% 0.3% 0.3% 0.2%.0% 6.3% 2.% 00.0% 0.9% 0.4% 0.3%.% 0.8%.% Spec %.7% Total targeted MDs,092,280,2 0.0% 0.0% 0.4% 0 0.7%

23 DataDriven Approaches To Referral Development At Dignity Health Dignity Health By Service Area Sale Growth Volume Dashboard For The Month of December 204 YTD Grow th Over Adj Act is Less than.9% YTD Grow th Over Adj Act is Betw een 2.0% to.9% YTD Grow th Over Adj Act is Over 6.0% 02// Year to date Actual Actual as a Percent of Target Monthly Trend Target Actual #REF! #REF! Market Nam e FY4 Adj. Act. Current Month YTD FY Actual Current Month YTD Proj. Growth Current Month Growth Over Adjusted Actual Current Month YTD Year to Date Percent Grow th Market,77 0,3,83 0, % Market 2,34 8,097,302 8, (39) (6) 0.2% Market 3,776,24,76, () (9) 0.8% Market ,89 82, % Market,08 6, ,26 89 (49) (27) 0.4% Market 6,966 2,03 2,3 2, % Market 7 2,8 3,023 2,78 3, % Market 8,36 8,97,442 8, (94) (88) 2.% 2,232 74,0 2, 76, ,378 Total 279 2,24 2.9% Note: Outpatient volume was reduced to 9.3% so that when added to inpatient volume the data would be comparable.)

24 DataDriven Approaches To Referral Development At Dignity Health

25 DataDriven Approaches To Referral Development At Dignity Health

26 DATA DRIVEN SALES IMPACT Team 00+ people trained in the Dignity Health selling way Professional Team of 44 MDRs Professional Sales Management of 6 EDMDs Productivity 68,000 sales visits FY 204,00 strategic quarterly target meetings with MDs FY 204 Communication Weekly best practice sharing Monthly hospital leadership team meetings Process Improvement CM Funding ROI Weekly OR staff meetings, SSEC team member Reached contribution margin target of $3M 204 $8. OR Investment Sales ROI results: Year 0.6, Year 2 4.6, Year REFERRAL DEVELOPMENT

27 Transition 00 Hundred Miles

28 DataDriven Approaches To LIFE Walking is so simple and so purposeful. Walking is so tangible. Stare, pry, listen, eavesdrop. Die knowing something. You are not here long. Walker Evans.

29 THANK YOU! Susan Whitten The Wilson Ellis Company Cell: