Digital Transformation Piece by Piece: A Game Plan for the Unshakable Healthcare Payer
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Today's Topic
What healthcare trend has piqued your interest the most regarding implications for 2018?”
 
Mark Lutes
 Mark E. Lutes

Mark E. Lutes
Chairman
 Epstein Becker Green
  Most intriguing to me is a development or trend that we all know is coming but has not taken sufficient shape for it to have come into focus or for it to yet have a single or a comprehensive name. Sometimes we call it “consumerism”, other times “digital health” or “telehealth”. Each and candidate parts of the shape of the future health care consumer experience.

We are in the midst with the reshaping of the retail experience through Amazon. That world features new curation of options, new ordering patterns, and new delivery expectations. We know that, inevitably, that type of redefinition will come to health care delivery — but it has yet to take shape.

Large parts of a consumer’s interaction with the medical advice giver or prescriber might soon be telephonic, video mediated, digital or at a pharmacy or a site not traditionally associated with health care. What the staffing model is for the advice, prescription or therapeutic interaction will be one of the continuing experiments of the age, Moreover, retail clinics and urgent care centers may be the beginning of the evolutionary cycle in health care delivery which is the equivalent of the cycle by which the video store gave way to Netflix.
     
William Demarco
 William J. Demarco

William J. Demarco
President
Pendulum Health Care Development Corp.
  The coming year will be full of change and not just from the government. The private sector has stepped up with value based risk adjusted payment is accelerating further innovation.

The component that intrigues me the most is patient engagement. So many organizations think they are doing this already but have not really changed anything. In actuality, some are going backwards by pushing patients away with unnecessary paperwork and poor communication.

Patient engagement has come full circle with an emphasis on empowering the patient to take it upon themselves to manage their care in accordance with their physician’s recommendations. This process begins at preregistration with patient demographics which is often incorrect or corrupted through referrals and duplication by appointment scheduling or poor records.

ACOs have every reason to get this right because patients are not locked into a network but can go anywhere, so having the patient feel empowered by their doctor, staff of nurses and care managers connects them to managing their risk scores which then connects to bonus dollars. If the patient can help manage their own care with appropriate follow up, both the patient and physician gain an advantage for the ACO. This connection got lost in the multi transaction environment where data collection flow occurs but in bits and pieces that haltingly stitches together a profile of patient status and patient need.

So many things can improve if this patient engagement strategy is redrawn and workflows are made to focus on patient need versus just billing and administrative checklists. Clinical data indicates that if communications between physicians and care managers do not connect properly, they are simply operating in software buckets where the case manager does background and social determinants and the physician does diagnosis and treatment plans. Patients get lost in the system between all these notes and preprinted handouts and instructions. By working together, physicians must be up on this valuable information and care managers can help enforce physician recommendations and give immediate feedback to the physician when care patterns are not working.

The good news is CMS is slowly weighting scores for its Stars program towards patient satisfaction and ACOs are headed this same way. This directly relates to better outcomes, better scores, and better payments so we are beginning to see people starting to take patient engagement seriously. To date this has been a flaw in the foundation of the delivery system integration process but we do see changes.

Additionally personal digital watches and other tools are seen as wellness items that really work. They offer a means to bypass claims information with actual patient reporting directly to the physician office. By incorporating patient safety, mental health, and medication management a patient’s health status can be monitored and joined into this new flow of patient care record keeping which has a positive effect on coding and using correct measures to improve clarity in the patient care process. All of this helps the patient see their responsibility for care improvement as a mutual responsibility with care givers and not just a one sided process of patients coming to care givers to be healed and cured.

Patient engagement has become the new watch word in the health care vernacular and will be a major strategic imperative for those organizations who are leaders in care management and improvement.
       
Lindsay R. Resnick
 Lindsay Resnick

Lindsay R. Resnick
Senior Strategic Advisor
Wunderman Health
  There’s certainly a lot to choose from as we close out 2017: volume-to-value, consolidation, consumerism, innovation, and even the trend of Washington DC chaos. I’ll take a more narrow view, focusing on an encouraging trend among healthcare marketers: the shift to a holistic view of the customer. Traditionally healthcare marketers have been hyper-focused on the early stages of the customer lifecycle – brand awareness and path to purchase. As healthcare gets more commoditized and disintermediators enter the fray there’s pressure to change. Achieving greater balance throughout the customer lifecycle to include on-boarding and activation, care management engagement, retention and loyalty is critical to for healthcare companies to maintain market share and hit LifeTime Value markers. Over the next few years this holistic or ‘whole consumer’ approach to customer experience (CX) will separate winners and losers.

The current state of healthcare customer experience needs an overhaul. There’s redundant and siloed interactions, little personalization, and inadequate measurement. Until now the healthcare consumer lifecycle has most often been viewed as series of disconnected events or fragmented interactions dealt with independently throughout an organization. Customer-centric companies are using a cross-functional touchpoint analysis to document every interaction to construct a process map of customer engagement and a data map that delineates what, when and where customer data is captured. With this in place, companies can switch from an inside/out view to looking at CX through a customer lens…outside/in. The brass ring is creating dynamic customer journeys that are personalized through segmentation and integrated across channels (e.g., telephonic, digital, retail).

Every touchpoint throughout the customer lifecycle must create a value exchange through a communication stream that deepens engagement and improves loyalty. And in healthcare, unlike retail markets, loyalty-driven CX needs to focus on interactions (vs. transactions) that leverage individual motivators as well as emotional and rational drivers of customer behavior. The payoff is not only better customer retention or ‘stickiness’, but a healthcare customer experience that produces happy, profitable customers.

Great brands build great experiences…and great experience build great brands! For healthcare consumers value is the combination or price, product, access, and service (aka convenience). To ensure a sustainable, relevant value proposition healthcare companies have to focus on the ‘whole consumer to attract prospects, convert them to customers, and then delight them to the point of loyalty and referral.
  
   
David G. Anderson
 David G. Anderson

David G. Anderson
Director
 BDC Advisors
 

Over the past two weeks, health care industry merger announcements have accelerated dramatically, indicating that the battle for control of financing and delivery and the quest for scale will take center stage in 2018. CVS is buying Aetna for $69 billion, combining a leading health insurer with the largest drugstore chain, the largest chain of immediate care clinics, and a major pharmacy benefit manager (Dec 3). (Even before this acquisition, CVS was the largest healthcare company in the country by revenues.) Advocate and Aurora Health Care, the largest regional health systems in Chicago and Milwaukee, respectively, are merging to form a multi-state system with 27 hospitals (Dec 4). United Healthcare is buying DaVita’s HealthCare Partners medical group with 2,200 physicians and advanced practice clinicians (APCs), one of the largest risk-taking medical groups in the country (Dec 6). Dignity Health and Catholic Health Initiatives have signed a definitive agreement to merge, creating a national Catholic system with 139 hospitals and over 25,000 physicians and APCs (Dec 7). Providence St. Joseph Health (which just merged last year) and Ascension Health are discussing a merger to create the largest hospital system in the country, with 191 hospitals in 21 states (Dec 10).
 
Key people are moving, too. On Friday, Dr. Peter Pronovost, one of the country's leading experts on patient safety, announced his decision to leave Johns Hopkins’ Armstrong Institute, which he founded, and join United Healthcare as SVP for Clinical Safety. He follows several other prominent provider system executives who have recently joined health insurers – e.g., Dr. Craig Samitt, former CEO of HealthCare Partners MG and the Dean Clinic and Health System, and Dr. Mai Pham, Chief Innovation Officer of CMS’ Center for Medicare and Medicaid Innovation (CMMI), both of whom joined Anthem.

Clearly, a major realignment of healthcare financial and human assets is underway. What is going on here? The answer is simple: After realizing that the federal government is not going to solve our healthcare cost crisis, payers and providers have taken the gloves off in their war over control of how healthcare is financed and delivered. Health plans are employing their capital aggressively to expand control over care delivery, and provider systems are consolidating to protect their historical hospital franchise. This war is not new. It last broke out in the 1990s when insurers allied themselves with independent medical groups to pressure hospitals and health systems to reduce costs, but this effort dissipated because most independent medical groups didn’t have sufficient access to capital or management structures that could manage risk.

Today, the battle lines are different. The ACA promoted provider-sponsored accountable care organizations that could help not-for-profit provider systems move into the insurers’ business of managing population health. It also capped the profit margin that insurers can earn on their books of business. In response, health systems have stuck their toe in the insurance water with ACOs that take risk and provider-owned plans. They have also been rapidly buying up physician practices and now employ 40% or so of the nation’s physicians. At the same time, for-profit companies like United, CVS, and Humana have been aggressively acquiring physician practices and/or building primary care clinics in their continuing effort to force the sector to become more cost-effective on behalf of their customers and members. Who will win? What will the industry look like in a decade? Will a handful of national insurers be fighting with ten to twenty national provider systems? Will we have cross-sector mergers that create more combined financing and delivery companies like Kaiser Permanente? My advice (as always): Bet on the money!
 

 

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