HBM 2-7 -- marketing & SWOT

what are some examples of "Questionable Marketing"

- "Special" arrangements for physicians - Referring to only one physician - Speeches, arrangements, health fairs, screenings - "Free" care or "Free" memberships note: Maybe not illegal, but questionable...

Direct-to-the-consumer Advertising

- Pharmaceutical Companies - Health Plans

what are some External (Uncontrollable) factors in marketing

-- Healthcare Workforce -- Economics: Consumers and Payers -- Innovation in Technology -- Regulatory Environment -- Competitive Rivalry -- Market Volume Forecast

*** Marketing summary: -- Making products available that _________________ customers -- Making _________________ for the companies that offer those products -- _________________ the products and services from those of competing organization

-- Making products available that *satisfy* customers -- Making *profit* for the companies that offer those products -- *Differentiating* the products and services from those of competing organization

the clinic MUST provide... (4)

-- Provide quality clinical care -- Provide cost effective and competitively priced care -- Provide innovation through research and outcome based clinical adjustments -- Provide community beneficial treatment

market position: soldier

-- Recognize their talents and stay within their own territory. -- Retaining market share (instead of growth) is the focus.

market position: knight-errant

-- Unique position of creativity and growth -- Lacks the size and history of the King and Baron -- Must find a unique aspect of the market for growth.

market position: baron

-- You have the second or third largest clinic in terms of market share. -- The Baron is within striking distance of the king.

Dr. Gresham discovered that you were working with Dr. Smyth at the health fair. She has been a long-term supporter of your clinic and mentioned that she felt it was unfair that she did not have the opportunity to participate in the health fair. She is so upset that she might pull her referrals and go elsewhere unless you can do something for her business. What can you do?

-- manage it somehow; visit with her -- this is a story of unattended consequences; think about what you did to another referral source

what are 4 things to brag about is they are exceptional components of your clinic

-- people -- accomplishment -- financials -- interactive benefits

Dr. Smyth requested your help in developing his practice. His desire was to attend a locally sponsored health fair with you and run screens with your staff from the booth. During the health fair, he mentioned that for every person you refer to him, he would send three to you. Is this good marketing and is it legal? If not, what aspects are not legal?

-- viable marketing, but gets illegal when he talks about trading off pts -- know about stark law and kickback note: all illegal issues are unethical, but not everything unethical is illegal

what are 4 elements of marketing that must be decided

-- what products -- target customer -- how to inform potential customers of the offering -- who is paying

which aspect of market value is described as "Best product at the lowest cost": A. Operational Excellence B. Product Leadership C. Customer Intimacy D. DOMS

A -- Operational Excellence

which of the following should NOT be a characteristic of your Letter to the Editor: A. Keep it brief B. Aim for as broad and far-reaching a target population as possible C. Put your name on it D. Don't send as an attachment; write it in the text of the email

B -- *Keep it local (audience specific)

value

Best Outcome at the Lowest Cost

Regulatory Safe Harbors (1987)

Designated specific "safe harbors" for various payment and business practices that, while potentially prohibited by the law, would not be prosecuted. note: Certain payment and business practices that include personal services and rental agreements, investments in ambulatory surgical centers, and payments to bona fide employees may be considered Safe Harbors

regarding Kickbacks or payment for referrals, which of the following would NOT be considered to be illegal marketing as incentive for referrals: A. Outcomes information B. Research on their patient population C. Bonus money D. Free or Discounted Rent E. All of the above are illegal

E -- All of the above are illegal

T/F: Value-Based Competition is a central component of marketing in healthcare

FALSE: Value-Based Competition does NOT exist

*** T/F: the best way to recruit customers is to advertise how cheap your services are compared to other organizations

FALSE: do NOT identify yourself with "cheap;" people associate that with cheap or poor quality, so most companies stay mid-range

T/F: growth is the focus of the 'soldier' marketing position

FALSE: focus on retaining market share is focus, not growth

Cause-Related Marketing

For-Profit Company link to societal issue

market position: king

No competition; The only clinic in town or the largest market share

what is the first stage of planning and helps the marketer identify key issues

SWOT analysis

Targeting a specific audience to produce behavioral change is known as ________________________

Social Marketing note: Promote health to society as a whole

T/F: the hospital needs to focus on recruiting physicians instead of patients

TRUE

T/F: it is legal to provide unequal care to patients

TRUE: legal, but unethical

marketing

The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

SWOT analysis

a tool for auditing an organization and its environment

Federal Anti-Kickback Law (1972)

anyone who knowingly and willfully *receives or pays anything of value to influence the referral of federal health care program business*, including Medicare and Medicaid, can be held accountable for a felony

Doctor Ineedhelp, an orthopedic surgeon, is new in town and has yet to select a specific rehabilitative group to send patients. How can you approach this physician and what techniques may be beneficial in gaining patient care?

build a professional relationship with him, introduce yourself

Stark Law: Physician self-referral is the practice of a physician referring a patient to a medical facility in which he has a financial interest, be it ownership, _____________________, or a structured compensation arrangement.

investment

what can ruin your clinic's reputation

issues with billing

what is the drive for each market position: king -- baron -- knight-errant -- soldier --

king -- What will they need to do to stay in this position? baron -- What will I need to do to advance or stay in this position? knight-errant -- What is my niche? soldier -- Limit risk, maybe "personal value" driven

what is the Basic and most accepted method of conveying information to the media

news releases

what is the drive for each market position regarding value: operational excellence -- product leadership -- customer intimacy --

operational excellence -- Quality improvement product leadership -- Innovation customer intimacy -- Know your customer and flexibility

what are the internal (controllable) "4 P's" of marketing

product, place, promotion, price

In 2013 in the U.S., hospitals, clinics, and medical centers spent around $1.8 billion on media, just one aspect of marketing to attract _____________________ patients

revenue-generating

Megacenter Healthcare Group, long recognized by the physicians as being "shady" and profit driven has purchased your rehab center. Your clinic's reputation was strong, and now suffers from the umbrella of reputation of the Megacenter Healthcare Group. What can you do to eliminate these false perceptions?

tell people we're the same people and facility, it's just a different name out front

marketing did not exist in healthcare until...

the 1980's

*** in healthcare marketing there is a drive to... (3)

to capture revenue, shift costs, and restrict services

*** stark law vs anti-kickback law

vendor specific vs physician specific Anti-Kickback Statute: -- The Anti-Kickback Statute is a criminal law that applies broadly and prohibits the knowing and willful payment of remuneration to induce or reward patient referrals or the generation of business involving any item or service payable by the Federal health care programs. -- Keep in mind that the remuneration can be anything of value such as cash, below market value rent, or relief of financial obligations. -- Penalties include sizable fines, jail terms, and exclusion from participation in Federal health care programs. Safe Harbors are statutory exceptions that protect from civil and criminal liabilities. -- Certain payment and business practices that include personal services and rental agreements, investments in ambulatory surgical centers, and payments to bona fide employees may be considered Safe Harbors. Physician Self-Referral Law: -- The Stark Law prohibits physicians from referring patients to receive designated health services payable by Medicare or Medicaid from entities with which the physician or an immediate family member has a financial relationship, unless an exception applies. -- Immediate family members of the physician are defined as spouse, natural or adoptive parents, children, siblings, step- siblings, in-laws, grandparents, and grandchildren. -- This is a strict liability statute, so proof of specific intent to violate the law is not required. Penalties for physicians who violate the Stark Law include fines as well as exclusion from participation in Federal health care programs. Exceptions may be available, but all have detailed criteria that must be met.

Dr. Nervy asks to be seen at your clinic for her neck problem. She singles out your best clinician for patient care and begins to develop a professional relationship with him, strengthening the Clinician/Physician relationship. She is a neurosurgeon and during the time of care she sends up to 20 patients a month. Do you bill her? How can you follow up on this and is the patient-care an effective marketing tool?

yeah; she has money and you're running a business; its the legal thing to do note: Dr Allen c pts who can't pay = "must have facade of collecting money, but won't pursue them if no money comes"