Minutes Maricopa Health Centers Governing Council Strategic Planning and Outreach Committee Maricopa Medical Center Administration Building, Auditorium 1 January 25, 2018 2:00 p.m. Voting Members Present: April Jordan-Kramer, Chair Scott Jacobson, Member Gary Tenney, Member Voting Members Absent: Lloyd Asato, Vice Chair Non-Voting Members: Barbara Harding, Chief Executive Officer, Maricopa Health Centers Governing Council Mike Robertson, Vice President Marketing & Strategic Planning Todd Hanle, Director Marketing Guest: Bob Winovich, Dental Services Manager Melanie Talbot, Chief Governance Officer Pamela Hjerpe, Secretary, Maricopa Health Centers Governing Council Recorded by: Cynthia Cornejo, Deputy Clerk of the Board Call to Order Chairman Jordan-Kramer called the meeting to order at 2:01 p.m. Roll Call Ms. Hjerpe called roll. Following roll call, it was noted that three of the four voting members of the Maricopa Health Centers Governing Council s Strategic Planning and Outreach Committee were present, which represented a quorum. Call to the Public Chairman Jordan-Kramer called for public comment. There were no comments from the public.
General Session, Presentation, Discussion and Action: 1. Approval of the Consent Agenda a. Approve the Maricopa Health Centers Governing Council s (MHCGC) Strategic Planning and Outreach Committee Meeting Minutes dated October 26, 2017 b. Accept Staff s Recommendations to Appoint Linda Ross as a non-voting MIHS Ambulatory Services Administration Member of the Strategic Planning and Outreach Committee MOTION: Mr. Jacobson moved to approve the consent agenda. Chairman Jordan-Kramer seconded. Motion passed by voice vote. 2. Reviewing and Defining Outreach at Maricopa Integrated Health System Mr. Hanle briefly discussed the meaning of community outreach, touching on what community outreach was, what it meant, what it should be, and what it could be. Typically, outreach refers to events, however, outreach is more than just events. Maricopa Integrated Health System (MIHS) needs to consider other ways that it can get out into the community and bring the community to MIHS. A few ways that MIHS can engage the community can be onsite events, offsite events, via social media, classes, seminars, and workshops. The Committee should look at outreach broader, more robustly, and as a way to do a better job of serving the community. Mr. Robertson commented that there are many things happening at MIHS that constitute some form of community outreach, however, it s not under one central umbrella. One of the challenges is the Marketing team is not being engaged. He wants to focus on how community engagement can be brought under a single umbrella where it is branded and more robust. It s important to show the return on investment or the benefit or the value of community events. MIHS needs to look beyond events, and more of what it can provide the community in the future. 3. Present and Future Marketing of the Federal Qualified Health Centers Look-Alike Clinics Mr. Robertson shared the dental marketing plan that was created specifically for the Comprehensive Health Center (CHC). The plan was more than just the development of a flyer or marketing campaign. The Marketing team looked at the existing medical patients seen at the CHC and asked how MIHS was effectively cross marketing and selling other services that are already provided at the CHC. There was comprehensive plan put into play to support the Dental program, which was initiated for a three-month period. Signage was created and the Marketing team worked with Dental registration staff to have a protocol for communication with the public. Mr. Tenney asked who the target audience was for the dental marketing plan. Mr. Robertson stated it was a diversified target. The Marketing team worked with the Dental staff to identify potential dental patients. The team was also targeting all of the medical patients that were seen at the CHC and the Pendergast Family Health Center (FHC). When patients were being registered, they were asked by the registration staff if they had a dental provider and if not, information about MIHS s Dental services was provided. In addition, over 600 mailers were sent to a list of potential dental patients as identified by Dental staff. Chairman Jordan-Kramer asked about marketing MIHS s Dental services at the Family Health Centers that currently do not offer dental. Mr. Robertson commented that the plan was a 90-day pilot program designed for the CHC and the Pendergast FHC. The pilot had not been used at any other facilities, however, there were elements of the pilot program that should be implemented into the rest of dental, including at the McDowell Clinic. 2
3. Present and Future Marketing of the Federal Qualified Health Centers Look-Alike Clinics, cont. Mr. Tenney asked Mr. Robertson if he considered the mailers a success since 103 appointments were made during the first month of the pilot program. Mr. Robertson said that he believed the flyers might have opened doors. However, business was generated by current patients being made aware of the dental services offered, and the interactions with patients during registration. Ms. Harding added that 103 appointments were made after the flyers went out, however, dental volumes are still not where they should be. 4. Presentation on Strategic Initiatives and the Marketing Strategy for Dental Services at the Federally Qualified Health Center Look-Alike Clinics Mr. Winovich said that one of the biggest strategies that Dental services had employed was monitoring its payer mix. During fiscal year 2015, 44% of the patients treated did not have insurance and were considered self-pay patients. Due to this high percentage, Dental wasn t able to generate enough revenue to be self-sustainable. Several strategies were implemented to decrease the percentage of selfpaying patients. The percentage of self-paying patients year-to-date for fiscal year 2018 was 32%. Mr. Winovich added that at the December 2017 Finance Committee meeting, he was asked to work with the Marketing team to formulate a strategy to advance MIHS s dental services. In order to help devise a strategic plan, the Marketing team requested the following information for each location during the last four (4) years: payer mix; revenue; the patients ages, gender, and ethnicity; patient zip codes, and the number of patients per zip code. Mr. Robertson stated that the data gave his team a clear picture of the type of patients and their demographics, which will give his team a better understanding about how to more effectively market and reach the target audience. Mr. Jacobson asked that the Committee receive a copy of the data shared with Mr. Robertson s team. Mr. Robertson would like to share with the Committee what the suggested strategy will be moving forward. Mr. Jacobson questioned if the data gathered was just for the Pendergast FHC. Mr. Robertson noted that data was gathered for all of the dental locations. Even though the locations will change in the future, each of the locations were unique. Each location also had unique competitors within the marketplace. Mr. Tenney commented that Mr. Winovich provides a dental presentation to the Finance Committee every quarter. In May 2017, the Finance Committee asked for strategies to market Dental services to MIHS employees. When discussing the various ways to encourage employees to use MIHS Dental services, the Finance Committee was told that a patient could not come in for just a cleaning; they needed an oral examination and seen by a dentist. Mr. Winovich said that patients should have a dental exam first so the dentist can identify deficiencies, if any. Generally, patients have an exam followed by a cleaning. Mr. Tenney stated that to him, if MIHS was trying to promote its dental services, it would allow patients to have a cleaning first to see if they liked the service, and if they had a positive experience, they would come back for a dental exam. 3
4. Presentation on Strategic Initiatives and the Marketing Strategy for Dental Services at the Federally Qualified Health Center Look-Alike Clinics, cont. Ms. Harding said that what Mr. Tenney was referring to was Standards of Care. A dentist is who determines the correct care when seeing a patient. Patients that come to MIHS for dental services want to know that they will be examined for good oral health to see if they have cavities, other diseases or if they need further intervention. She offered to have Dr. Chen attend the next Committee meeting to discuss Standards of Care in Dentistry. Mr. Tenney noted that if the employee is required to get a dental exam, they will have to change their dentist. He believes that if MIHS can encourage its employees to have a cleaning at one of the MIHS dental clinics, they will see how easy and convenient it is to use the services. Ms. Harding again stated that because of the incidents of oral cancers and other diseases, patients need more than just a cleaning. Mr. Robertson commented that just a cleaning alone can be a challenge in itself. Dental is a service that is established early on in a person s life. MIHS employees probably have an established relationship with a dentist. He isn t sure that convenience and availability is enough to have an employee consider changing their dental provider. Ms. Harding said that a dentist would need to be willing to accept the liability of not providing an oral exam. There could be liability issues if a patient had several cleanings yet was never examined and ended up with oral cancer. She suggested that Dr. Chen speak to the Committee about Standard of Care. 5. Discuss and Review the Quarterly Outreach Event Report Mr. Hanle commented that MIHS participated in 23 events held in October, November, and December 2017 and a combination of over 9,000 individuals attended the events. In November, there were two events that were widely attended; a Salvation Army Halloween Kroctober Event with approximately 2,600 attendees, and the Glendale Health and Resource Fair with approximately 1,500. He pointed out that tracking attendance by itself is a bit deceiving. An event s success cannot be measured by the number of attendees. The Marketing team needs to develop tracking metrics, have data, and understand the return on investment of an event to measure its success. For example, MIHS should break out the costs per event per attendee, and start tracking how many clinic appointments were generated from the events. It s not just about the number of attendees; its the leads were generated, which become appointments, which become new patients, who generated new referrals. Mr. Robertson gave an example of how MIHS had a booth at a tamale festival in which 10,000 attended. The Marketing team reported to the Committee that there were 10,000 at the event; however, that doesn t measure the value. Right now, MIHS is not capturing how many attendees have turned into patients. Ms. Harding asked how that information would be tracked. Mr. Hanle commented that there were a number of way that could be tracked. Data would be collected at the event and used against current patient information so staff can understand where conversion is happening and where it isn t. Mr. Robertson added that MIHS s events need to be more than blood pressure reading and other basis testing. MIHS has a multitude of services. For example, if an event is held at the CHC every service line should be represented, not just Family Practice, Internal Medicine, or Pediatrics to name a few. He would like the Committee to weigh in on and be part of the design and structure of future outreach events. 4
6. Review Staff Assignments Ms. Hjerpe noted that Mr. Robertson would present the findings of the data gathered by Mr. Winovich, therefore, strategic initiatives and a marketing strategy for dental would be back on the agenda for April. Ms. Harding will invite Dr. Chen to the April meeting to discuss Dental Standards of Care. 7. Future Agenda Item Requests and Chair Closing Comments There were no comments. Adjourn MOTION: Mr. Jacobson moved to adjourn the January 25, 2018 Maricopa Health Centers Governing Council s Strategic Planning and Outreach Committee meeting. Mr. Tenney seconded. Motion passed by voice vote. Meeting adjourned at 3:03 p.m. Melanie Talbot Chief Governance Officer 5