A Conversation: ACA's Impact on Healthcare Marketing & Community Outreach

A Conversation: ACA’s Impact on Healthcare

Marketing & Community OutreachParadigm Shift – From Marketing to Attract Patients,

to Marketing to Keep Them Well and Out of the HospitalHow Community Outreach will Play an Even Greater Role in

Marketing & Improving the Health of the Community.

C O N N E C T L I F E

Reinventing Our Roles

• Is the role of hospital marketing changing?

• Is traditional healthcare marketing still relevant?

• How do executives view the role of marketing and community outreach in this paradigm shift?

• Is community outreach the new marketing tool?

Let’s Begin

ACA is here to stay. How will it affect your role?

C O N N E C T

Tim Auwarter, Vice President of Clinical Support at Carilion Clinic, former, interim CEO, Faith Regional Health

Sarah Hinson, Manager, Pardee Signature Care Center, Pardee Hospital, a member of UNC Healthcare

Amy Sousa, Vice President Public Relations/Marketing, Onslow Memorial Hospital

Maureen Scullin, Director of Healthcare Strategy& Development, Lighten Up 4 Life, Stamats Healthcare

Introductions

The conversation begins with anexecutive’s perspective…

Population Health and the “Paradigm Shift”

• Improve market share

• Decrease controllable readmissions

• Show value to the customer and the insurance company

• Focus on outpatient service lines

• Case Mix Indexes increasing for inpatient stays lead to higher care levels

• Focus is on sicker patients

Top-Down Perspective

The conversation continues…

MARKET

SHARE

CONTROLLED

READMISSIONS

Population Health and the “Paradigm Shift”

• Reductions in inpatient resources, focus on “Value Based Purchasing” and core reimbursement issues

• Required Community Health Assessment and impact on reimbursable or cost reduction strategies

• Tailor fit needs and strategies to “your” community/region

• Using hospital employees and systems as the proving ground for strategies, with an emphasis on managing the costs

Top-Down Perspective continued…

Next – Community outreach’s viewpoint…

MARKET

SHARE

CONTROLLED

READMISSIONS

Population Outreach

• An even greater focus on wellness – both for the community and for employers

• More initiatives to help people self-identify health risks and send them to the proper care channels

• Need to identify what programs will work to reach the most populations and the targeted demographic

• Expansion of existing community outreach programs –online programs, events, and virtual screenings

Community Health

Community outreach, the new voice of marketing…

Population Outreach

• Identify the right prevention and intervention tools

• Expand reach to the greater population, but still attract the right “payor” mix

• Greater need to engage through “teachable moments” and track patients through the system

• Need to work side-by-side with marketing and other departments to create and execute a cohesive community wellness strategy that is measured

Community Health continued

Marketing to the many and talking to the individual…

A Change in Strategy

• Marketing spend – media buy versus engagement program?

• Traditional marketing, brand awareness, and health events

• New marketing tactics that attract, engage, and interact with populations to educate and help those at risk

• More social marketing and social media tactics to communicate one-on-one and educate overtime

• Still promote hospital services

Marketing in the “New Paradigm”

Marketing to the many and talking to the individual…

E D U C AT E C O N N E C T

A Change in Strategy

• Advertise good health and well-being as a strategy

• Become an integral part of community outreach team

• Support community health efforts through community partnerships

• Differentiate your brand through greater community partnerships for health

• Connect your community to the proper channels of care

Marketing in the “New Paradigm” continued

A word from ACHI…

E D U C AT E C O N N E C T

Wrap it all up…

• Get ready for the 2015 ACHI National Conference in Dallas, Texas - March

4-6! The theme of this year’s conference is Building the Next Generation of

Healthy Communities

• ACHI is seeking proposals for breakout sessions and posters. Please check

our website www.healthycommunities.org/2015callforproposals to learn

more about the conference theme and topic tracks and submit your

proposal.

• Early-bird registration information for the conference will be available fall

2014. Please check back at our website for more information:

www.healthycommunities.org/2015conference .

Questions

Questions and Final Thoughts

Final words…

We’d like to hear more from you…

You’re Not Alone

We’re All in This Together

Contact Maureen Scullin for an assessment of your marketing and community outreach strategy

[email protected] 828.505.1809

Thank you RESULTS