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Hospice Marketing Solutions

Hospice Marketing Solutions. Kathy Zeleskey Dimedius Hospice Marketing Advisor kathy@dimedius.com 1.888.519.7115, extension 130. Hospice Marketing Solutions. Disclaimer:

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Hospice Marketing Solutions

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  1. Hospice Marketing Solutions Kathy Zeleskey Dimedius Hospice Marketing Advisor kathy@dimedius.com 1.888.519.7115, extension 130

  2. Hospice Marketing Solutions Disclaimer: No conflicts of interest, commercial support, endorsement of products, off-label use of products accompany these presentations. 

  3. Viscous Circle of Admissions • “My Marketing staff is working hard.” • “We’re meeting our admissions goals, but our census isn’t growing.” • My nurses are exhausted, which leads to service failures.” • Our length of stay is so low! • There’s so much competition!

  4. Hospice Marketing Solutions • Agenda • Developing a Sales Message • Differentiating from Other Hospice Programs • Who Are Our Referral Sources? • Cost of Admissions vs. Reimbursement • Evaluating Past Sales Data • Formulating a Sales Plan • Wrap-Up and Questions

  5. Developing a Sales Message • What is your Sales Message?

  6. Developing a Sales Message • Are these the core elements of your Sales Message? • Interdisciplinary Team • Four Levels of Care • 24-Hour Availability

  7. Differentiating from Other Agencies • “What makes you different?” • “Why should I refer to you?”

  8. Differentiating from Other Agencies • What makes your hospice program different from your competitors? • Is it your Patient Care Team? • Is it your Intake Staff? • Is it your Marketing Staff?

  9. Differentiating from Other Agencies • Ideas to consider… • Response time for admissions. • Consistency of your Marketing Staff. • Being viewed as a partner and a knowledgeable resource • Communication with Referral Sources

  10. Just Who Is the Customer? • Who are our customers/referral sources? • Hospital Case Managers/Social Workers • Physician Offices • Outpatient Case Managers • Assisted Living Facilities • Nursing Homes • What is important to each group? • What type of patients do they refer?

  11. Just Who Is the Customer? • Hospital Case Managers/Social Workers • Great place to get quick referrals • Patients more likely to be in a crisis • A very “reactive” environment • Shorter length of stay • What is important to this group? • Response Time • Excellent Patient Care– no “bounce back” • Communication of Patient Status

  12. Just Who Is the Customer? • Physician Offices • The Physician, Nurse and / or Referral Coordinator • Primary Care vs. Specialist • Building relationships and to get that “first referral” • Patients typically at home, less likely to be in a crisis • Admission process more proactive than reactive • Longer length of stay • What is important to this group? • Patient / Family educational materials • Response Time • Excellent Patient Care • Communication of Patient Status

  13. Just Who Is the Customer? • Outpatient Case Managers • Patients less likely to be in a crisis situation • Patients are usually at home • Longer length of stay • What is important to this group? • Response Time • Excellent Patient Care • Reduce/eliminate hospital admissions • Communication of patient status

  14. Just Who Is the Customer? • Assisted Living Facilities • Patients less likely to be in a crisis situation • Patients are in their “home” • No issues with “skilling" the patient • Longer length of stay • What is important to this group? • Response Time • Excellent Patient Care • Dependable Continuous Care coverage • Reduce/eliminate hospital admissions • Customer service savvy patient care team

  15. Hospice Marketing Solutions Cost of Admissions vs. Reimbursement Rep Signing Consents Admissions nurse Equipment Delivery Medications Delivered Length of Stay

  16. Hospice Marketing Solutions Evaluating Past Sales Data January 2011 - 15 Admits Location of Ref LOS Avg LOS/Pt • Assisted Living 940 157 • Cs Mgr / Hospital 36 18 • MD Offices – 1 CV, 5 Onc 149 25 • Nursing Home 7 7 Total Days 1132 Avg 75 / Patient July 2011 – 19 Admits 2 Assisted Living 88 44 13 Cs Mgr / Hospital 204 16 4 MD Offices – 1 Int Med, 3 Onc 193 49 Total Days 485 Avg 25 / Patient

  17. Hospice Marketing Solutions Formulating a Sales Plan Evaluate your past sales data Who is referring what type of patients? Compare Length of Stay Incorporate added follow up Target the right customers

  18. Hospice Marketing Solutions Wrap up • Food for thought: Does “busy” equal “profitable”? Are all admissions created equal?

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