hat
healthcare trend has piqued your interest the most regarding
implications for 2018?” |
Mark E. Lutes
Chairman Epstein Becker Green |
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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.
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William J.
Demarco
President Pendulum Health Care Development Corp. |
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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.
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Lindsay R. Resnick
Senior Strategic Advisor Wunderman Health |
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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.
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David G. Anderson
Director BDC Advisors |
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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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