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Integrated Physician and Employer Market Strategy Delivers Exponential Benefits
Becker’s Hospital Review5th Annual MeetingMay 17, 2014
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� Founded in 1989
� Nashville, Tennessee
� Provider of employer and physician business
development strategies for hospitals and healthcare
providers
� More than 5,000 employer clients in 50 hospital
markets
� Focused on health improvement and cost containment
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Aegis Health Group, Inc.
Rochell Pierce, Vice PresidentAegis Health Group, Inc.
Rochell has a 15-year history of successful
product development and multi-state healthcare operations management.
Under her direction, Aegis’ physician
relationship management program has been recognized with the highest Aster Award for its ability to improve physician
communication, identify and resolve physician issues in a timely manner, and
produce bottom-line benefits.
She earned a Master of Science Degree in clinical psychology from Eastern Kentucky University and a Bachelor of Arts Degree in
English and Psychology from Brescia University in Owensboro, Kentucky.
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The Regional Medical Center
� Established in 1919 in Orangeburg, South Carolina
� 286 bed acute care healthcare facility
� Non-profit owned by Orangeburg and Calhoun Counties
� Over 100 physicians on staff and 1,200 employees
� Accredited by The Joint Commission
� Advanced Certification as a Primary Stroke Center
� Operates 9 primary care and 10 specialty practices
� After-hours Urgent Care with physician, lab and X-Ray
� Mobile Services with digital mammography and other
screenings4/18/2014 4
Kathy Rhoad, Marketing DirectorThe Regional Medical Center
Kathy draws from more than 25 years of
experience in marketing and public relations.
During the last six years with RMC, she has been instrumental in identifying and
executing key business development strategies that position the facility as a
healthcare leader in the market.
Kathy earned a Master of Arts Degree in Advertising and Public Relations from the
University of South Carolina’s College of Journalism and a Bachelor of Arts Degree in English from the University of Virginia.
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“Hospitals can’t rely on their existing growth strategies”
- Advisory Board Research Briefing, February 2014
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RMC and Aegis: History
� Began Employer Relationship Management program in 2005
� Added Physician Relationship Management program in November 2011
� Began ERM/PRM strategic collaboration in
February 2012
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ERM/PRM Joint Strategy Goals
� Identify cross-selling opportunities
� Maximize messaging to promote RMC brand awareness and prevent leakage
� Maximize fee-for-service reimbursement while preparing for value-based reimbursement
� Drive volumes to RMC facilities, services and physician practices
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� The Employer Relations Specialist and Physician Relations
Specialist execute the joint strategic plan
� 123 target employer groups representing 20,932 FTEs
� 189 target physicians
� Supported by the RMC Marketing Director and Public Relations Director, Aegis ERM/PRM Operations VPs and Aegis Market
Specialists
It all starts with creating the relationship.
Debbie Smoak, ERS Paul Stambolitis, PRS
Integrated Solutions for Maximum Results
Service Line Promotion
Physician Practice Growth
Occupational Health Growth
Managed Care / Contracting Development
Population Health Management
Employer and Physician Engagement Tactics
�Frequent and consistent follow-up and needs assessment
�Identification and management of issues
�Lunch and learns and other speaker events (service line and physician driven) in community and employer sites
�Physician promotion, 1:1 networking, educational presentations and roadshows
11
Employer and Physician Engagement Tactics
�Employer open enrollment events, health fairs, flu clinics and specific health awareness events
�Consumer data gathering via biometric screening events and personal health profile collection
�Targeted database marketing campaigns
�Health education and information
12
Health Information Center
Brand Awareness & Health Education
The Tools
Service Line Message
Physician Link
Screen Employees
On-Site Health Screenings
Inform the Employee
Personal Health Report
Survey the Workforce
Personal Health Profile
(Online & Paper)
Identify Risk
Group Health Profile
Analyze & Project Cost Savings
Health Education Activities
Lunch & Learns
Health SeminarsHealth Webinars
Group Health Profile
Personal Health Report
Database Marketing
Personal Health Profile
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PRS Sales Activity Report
Physician Issue Reporting
Physician Volume Tracking via PRISM
Episode of care data -
excludes charges/revenue18
DBM Campaign Tracking Summary
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DBM Campaign Tracking Individual Campaigns
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Team Coordination
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Joint Strategy for New Service Line: Hyperbaric Oxygen Therapy
� HIC focused on nutrition and obesity
� Physician Link & Service Line Message distributed to target employers, physicians & RMC employees
� Roadshows with HBOT coordinator
� Diabetes lunch & learn with diabetes educator
� Diabetes flyer with HBOT messaging
� Diabetes/HBOT DBM to 277 consumers
� 2 Open Houses – 35 physicians, 150 employees
Diabetes DBM Campaign
�29 episodes of care generated (24 unique patients) one month into campaign
�$53,366.88 total charges after two months
ERM/PRM Joint Strategy
Database Marketing Campaigns 2012
-Total letters sent: 3,107-Total EOCs: 892-EOCs campaign related: 102 (11%)-EOCs non-campaign related: 790 (89%)-Total charges: $2,455,944.15-Total new patients: 47
ERM/PRM Joint Strategy
Database Marketing Campaigns 2013
-Total letters sent: 4,293-Total EOCs: 1,278-EOCs campaign related: 81 (6%)-EOCs non-campaign related: 1,197 (94%)-Total charges: $ 5,314,877.02-Total new patients: 104
ERM Program Metrics 2013
� 12 new employer groups added
� 1,361 personal health profiles added
� 86 employer leads cultivated
� 507 employer sales calls completed
� 22 employer screening events
� 19 lunch and learns (498 participants)4/18/2014 26
PRM Program Metrics 2013
� 1,413 target physician sales contacts completed
� 17 physician issues uncovered and managed
� 136 dialysis clinics added to target list
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2014 FYTD Outpatient Services Referral Growth
� 26.4% increase from RMC owned providers
� 12.9% increase from non-RMC owned providers
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Lessons Learned
� Ongoing and consistent planning and coordination are required
� Remain flexible and responsive to internal demands
� Timely data is needed to guide efforts and measure results
� Consistent reporting to executive leadership is required to garner support
� Targeted database marketing is a sound investment
� Integration of employer and physician outreach efforts and other marketing tactics maximizes resources and results in broader measurable impact
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Proven Revenue Growth Strategies for Hospitals
Questions?
Rochell Pierce, Vice President
Aegis Health Group, Inc.
Kathy Rhoad, Director of Marketing
The Regional Medical Center
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