A POPULATION HEALTH
PERSPECTIVE
from True North
LEADING THE CHARGE
UPSTREAM
1  Isn’t healthcare reform changing our industry radically?
2  If we embrace phm, can we set goals and measure the impact?...
{ }1Isn’t Healthcare Reform,
Changing our industry radically?
3
4
Why All the Fuss?
5
What Makes Matters Worse?
! PHM DB Marketing
! PHM CCCM
Value-Based Reimbursement and Population Health
Transition
6
{ }2If We Embrace PHM,
Can we set goals and measure the impact?
7
8
Are You Ready for the Transition?
! Patient/Caregiver Experience
! Care Coordination/Patient Safety
"  Preventative Health (can be impacted by marketing)
" ...
! Hospital centric healthcare mktg > Population centric health mktg
! Paid on pieces and services rendered > Capitated: pa...
{ }3Won’t Healthcare Reform,
Force us to look at marketing differently?
11
12
What Kills Americans?
13
What’s Preventable?
14
Where Are the Pockets of Risk?
15
Does Poverty Impact Health?
{ }4So Where Should We Start?
And why start there?
16
•  Targeting population health is a new healthcare imperative, both for
containing costs and promoting wellness for a comm...
A Starting Point: Pre-Diabetes
18
A Starting Point: Pre-Diabetes
Compared to healthy people, individuals with diabetes are:
More likely to use ED as primary...
The True Cost of Diabetes
•  Approximate increase in median cost of an ED
visit of diabetic patients200%
•  The average ho...
In 2013, a client hospital’s patient encounters with
Medicaid or Indigent patients:
•  85 individual inpatient admissions ...
Population Health
Problem:
Hospitals can identify who already has a chronic
illness (diabetes), but they cannot identify w...
Discovering Undiagnosed Diabetes
A Target Group is defined by a combination
of two variables from the national database :
...
Sample Dot Density of Undiagnosed Diabetes
24
TARGET POPULATION HEALTH RISK:
TO PROMOTE WELLNESS AND ALSO CONTAIN COSTS
25
Engaging: Focused Direct Mail
26
Engaging: Health Sites
27
28
Engaging: Assessments and Other Calls-To-Action
29
Engaging: Always Mobile Optimized
30
Engaging: Targeted E-mail
POST ACUTE FOLLOW-UP:
CREATE CONTENT PROGRAM TO REDUCE
READMISSION RATES, IMPROVE HCAHPS SCORES
AND ENCOURAGE MEANINGFUL U...
Magazine and Custom E-Newsletter Strategy
Welcome home Mary,
32
33
John E. McCall
Vice President
813.226.7331
jmccall@truenorthcustom.com
John has more than 25 years of experience in con...
APPENDIX:
FACTS AND FIGURES
34
Cost Figures
Inpatient admission for diabetes w/o complicating condition (DRG 637)
•  Average Revenue (Medicaid) = $2,592
...
National Statistics
•  20% of visits for diabetic patients were attributed to preventable
complications of diabetes. The r...
A1C
For people without diabetes, the normal range for the hemoglobin A1c
test is between 4% and 5.6%. Hemoglobin A1c level...
Cost of Diabetes
1. http://www.diabetes.org/advocacy/news-
events/cost-of-
diabetes.html#sthash.CvswYs42.dpuf
2. http://ca...
of 38

POPULATION HEALTH BRIEFING

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - POPULATION HEALTH BRIEFING

  • 1. A POPULATION HEALTH PERSPECTIVE from True North LEADING THE CHARGE UPSTREAM
  • 2. 1  Isn’t healthcare reform changing our industry radically? 2  If we embrace phm, can we set goals and measure the impact? 3  How does healthcare reform force us to look at mktg differently? 2 4 So where should we start, and why start there?
  • 3. { }1Isn’t Healthcare Reform, Changing our industry radically? 3
  • 4. 4 Why All the Fuss?
  • 5. 5 What Makes Matters Worse?
  • 6. ! PHM DB Marketing ! PHM CCCM Value-Based Reimbursement and Population Health Transition 6
  • 7. { }2If We Embrace PHM, Can we set goals and measure the impact? 7
  • 8. 8 Are You Ready for the Transition?
  • 9. ! Patient/Caregiver Experience ! Care Coordination/Patient Safety "  Preventative Health (can be impacted by marketing) "  At Risk Populations (can be impacted by marketing) Health Communication and Education on a wide-scale, has never been more important! 33 Measures for Establishing Quality Performance Standards / CMS Medicare Shared Savings Plan 9 What Can Marketers Easily Impact?
  • 10. ! Hospital centric healthcare mktg > Population centric health mktg ! Paid on pieces and services rendered > Capitated: paid on health improvements for a baseline population. Treat patients effectively and efficiently ! Targeted Content strategy > Hyper-Targeted Communication & Campaign strategy, metrics set in advance to: ! Improve HCAHPS scores ! Reduce re-admittance ! Improve meaningful use ! Improve overall hospital perception 10 The Shift
  • 11. { }3Won’t Healthcare Reform, Force us to look at marketing differently? 11
  • 12. 12 What Kills Americans?
  • 13. 13 What’s Preventable?
  • 14. 14 Where Are the Pockets of Risk?
  • 15. 15 Does Poverty Impact Health?
  • 16. { }4So Where Should We Start? And why start there? 16
  • 17. •  Targeting population health is a new healthcare imperative, both for containing costs and promoting wellness for a community •  Modeled data sets are now available which can target consumers who likely have diabetes, but are unlikely to be diagnosed •  In 2013, a client hospital’s inpatient and ED encounters with Medicaid or Indigent diabetics, cost the hospital $1,042,895 •  According to national statistics, the average hospital loss for an inpatient admission for diabetes w/o complicating condition (DRG 637) is $7,684 •  Analytics and campaigns oriented toward diabetes awareness, control and prevention can reduce hospital costs significantly •  Post acute communication strategies may significantly reduce readmission and improve patient satisfaction Executive Summary 17
  • 18. A Starting Point: Pre-Diabetes 18
  • 19. A Starting Point: Pre-Diabetes Compared to healthy people, individuals with diabetes are: More likely to use ED as primary source of care54% More visits to healthcare providers64% More likely to need at least one overnight stay in a hospital per year109% Approximate increase of ED visits by those diagnosed with diabetes versus a random sample300% Sources: National Center for Biotechnology Information (NCBI); Center for Disease Control (CDC) 19
  • 20. The True Cost of Diabetes •  Approximate increase in median cost of an ED visit of diabetic patients200% •  The average hospital expenditure of a diabetic patient per year$7,900 •  Approximate increase of annual medical expenditures of diabetic patients versus non- diabetic patients130% Sources: National Center for Biotechnology Information (NCBI); American Diabetes Association (ADA) 20
  • 21. In 2013, a client hospital’s patient encounters with Medicaid or Indigent patients: •  85 individual inpatient admissions due to diabetes •  184 ED unique visits due to diabetes For a total annual cost of: $1,042,895 The True Cost of Diabetes 21
  • 22. Population Health Problem: Hospitals can identify who already has a chronic illness (diabetes), but they cannot identify who is next likely to have diabetes. Solution: Predictive Modeling and Engagement A Starting Point: Pre-Diabetes
  • 23. Discovering Undiagnosed Diabetes A Target Group is defined by a combination of two variables from the national database : No reported diagnosis of diabetes A1C (or glycohemoglobin) above 6.4% Criteria for diagnosis of diabetes A Starting Point: Pre-Diabetes
  • 24. Sample Dot Density of Undiagnosed Diabetes 24
  • 25. TARGET POPULATION HEALTH RISK: TO PROMOTE WELLNESS AND ALSO CONTAIN COSTS 25
  • 26. Engaging: Focused Direct Mail 26
  • 27. Engaging: Health Sites 27
  • 28. 28 Engaging: Assessments and Other Calls-To-Action
  • 29. 29 Engaging: Always Mobile Optimized
  • 30. 30 Engaging: Targeted E-mail
  • 31. POST ACUTE FOLLOW-UP: CREATE CONTENT PROGRAM TO REDUCE READMISSION RATES, IMPROVE HCAHPS SCORES AND ENCOURAGE MEANINGFUL USE 31
  • 32. Magazine and Custom E-Newsletter Strategy Welcome home Mary, 32
  • 33. 33 John E. McCall Vice President 813.226.7331 jmccall@truenorthcustom.com John has more than 25 years of experience in consumer direct marketing, database marketing, CRM and information technology. He has implemented proven enterprise-wide database and campaign management solutions for numerous U.S. based clients in the following sectors: Healthcare, Travel & Hospitality, Financial Services, Retail and Telecommunications. John’s areas of focus include applying analytics, intelligence based targeting and creative multi-channel content strategies to help healthcare systems realize tangible and significant performance improvements (and measure them) in the following areas: strategic planning, patient acquisition and retention, service line growth, physician alignment, cost containment and population health. John’s strategic client portfolio has included (or currently includes) reference-able U.S. clients whose market share ranks among the top three in their respective industries: healthcare systems, banking, cruise lines, hotels, overnight package delivery/airline and industrial manufacturing. John is a graduate of Saint Bonaventure University. For whitepapers and more information about how John and True North help their clients, please visit www.truenorthcustom.com. 33 Thank You
  • 34. APPENDIX: FACTS AND FIGURES 34
  • 35. Cost Figures Inpatient admission for diabetes w/o complicating condition (DRG 637) •  Average Revenue (Medicaid) = $2,592 •  Average Cost = $10,276 •  Loss = $7,684 ED visit for uncontrolled diabetes w/o complicating condition (ICD-9 250.0) •  Average Revenue (Medicaid) = $184 •  Average Cost = $925 •  Loss = $741
  • 36. National Statistics •  20% of visits for diabetic patients were attributed to preventable complications of diabetes. The rate of hospital admissions from the ER was over four times greater for the diabetic patients than for the random sample. The median cost of an ER visit was nearly three times higher for diabetic patients than for the random sample. National Center for Biotechnology Information (NCBI) •  The average inpatient admission with diabetes as the primary diagnosis is 5 days. CDC •  Patients with diabetes average nearly 2 ED or IP visits per year, and 37% had multiple visits during a two year period. HCUPS
  • 37. A1C For people without diabetes, the normal range for the hemoglobin A1c test is between 4% and 5.6%. Hemoglobin A1c levels between 5.7% and 6.4% indicate increased risk of diabetes, and levels of 6.5% or higher indicate diabetes. Because studies have repeatedly shown that out-of-control diabetes results in complications from the disease, the goal for people with diabetes is a hemoglobin A1c less than 7%. The higher the hemoglobin A1c, the higher the risks of developing complications related to diabetes.! ! American Diabetes Association: “A1C Test.”  ! Droumaguet, C.  Diabetes Care, 2006. ! Steffes, M.  Clinical Chemistry, 2005. ! Selvin, E. Diabetes Care, 2006.! Reviewed by Michael Dansinger, MD on May 15, 2012! © 2012 WebMD, LLC. All rights reserved.! !
  • 38. Cost of Diabetes 1. http://www.diabetes.org/advocacy/news- events/cost-of- diabetes.html#sthash.CvswYs42.dpuf 2. http://care.diabetesjournals.org/content/ 36/4/1033.full

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