Salucro Leadership Series: The Consumer Experience | Kevin Kumler

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1. During your career you’ve represented healthcare providers and healthcare companies. How have you seen the patient experience evolve since you started? Considering there was no iPhone, mobile apps, or Facebook when I first started out, there have been fundamental shifts in the world as well as in the healthcare industry. In looking at the broader changes since then, technology has advanced at an unprecedented rate. It has helped us do things we’re already doing better and faster, and allowed us to do things we could never do before. It also allows us to solve patient problems that have been persistent pain points since I started in the industry in the ‘90s. These new experiences across all other consumer industries have conditioned patients to expect the same levels of choice, immediacy, and personalization when it comes to their care. While patients used to be a passive participants, they’ve since shifted to become more informed and empowered. In healthcare today, patients have started to play a more active role and they ‘get a vote’. 2. The shift from patient to consumer is a topic we are hearing a lot about in the healthcare industry. Many cite different reasons driving this change, including patients taking on more financial responsibility for their own treatment. Could technology and options like ZocDoc also be at the heart of this change? Patients have become accustomed to elements that have benefitted them in other markets: transparent and clear information, readily available alternatives, and low switching costs. These…

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Using Marketing’s Playbook to Engage Patients Financially

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By Kristen Jacobsen, Director of Marketing Revenue cycle leaders at the HIMSS Revenue Cycle Solutions Summit in Chicago talked about key challenges facing the industry. They tackled tough topics, including ICD-10 and the growing complexity of collecting patient balances. They talked with consistency about the need for change, the goal of patient centricity and the importance of metrics to track payment performance. It struck me that many proven tactics marketers use to engage potential consumers can help financial leaders improve results in the patient-pay revenue cycle. Marketers consider demographics, personas, channels, messaging, conversion rates and more to tailor communications that drive results. That model can prove effective for patient financial engagement as well, leading to better experiences for patients and better financial results for the provider. Consider the following: Segment your audience Marketers seek to understand common needs and behaviors of their audience because different segments are moved to action for different reasons. That’s true, too, of patients. No two patients are the same. Each has distinct financial needs or preferences that have an impact on how, when and if they chose to pay their healthcare bill. Understanding common needs, motivators and payment patterns within your patient population—and building common profiles for those segments—is the first step in building a more effective financial communication framework. Optimize your messaging Segmentation allows you to vary messages to patients to achieve the best results. For example, you might emphasize the availability of online payments for a demographic segment that’s inclined to pay in…

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President’s Message

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Dear HFMA South Texas Chapter Membership, I am honored and humbled to serve as President of the South Texas Chapter for the 2015-2016 year. I have been involved within our chapter since 2004 and have been blessed to meet and work alongside many a great person for which I am grateful to all. I am of belief that regardless of position in life each of us have a gift/skill set that all can learn from and I strive each and every day to share and learn from those around me. I want to thank the Past Presidents, Officers, Board Members, Committee Chairs and membership for entrusting me with the privilege of leading you this year. I thank outgoing President, Christopher Snyder, for his tireless dedication and innovative ideas over the last two years. Chris has set the bar high, demonstrating what it takes to lead with passion and commitment. With a strong board, officer team and committee volunteer base, I am confident we will continue to be an indispensable resource for this chapter. As our new year begins one thing stays constant, Change! Today’s healthcare industry is constantly changing with Federal Regulations, ICD-10 implementation, technology, and the list goes on. Our chapter is and has made significant changes in recent months to ensure we deliver all that our members need to be successful both personally and professionally. Our membership will see a new look and feel from the newly designed website, you will see a change in venues regionally to…

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CMS’s Value-Based Payment Initiatives Offer Mix of Benefits and Penalties

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By Dawn Samaris, Kaufman, Hall & Associates, Inc.   The Centers for Medicare & Medicaid Services (CMS) is taking a carrot-and-stick approach in its efforts to decrease medical costs, reduce preventable hospital readmissions, and improve care quality through value-based care initiatives. These varied efforts include payment penalties for issues such as hospital-acquired infections, and alternative payment models that offer providers incentives to deliver efficient and effective care. Sylvia Mathews Burwell, secretary of the U.S. Department of Health and Human Services, recently announced goals for Medicare payments over the next several years: 30 percent of payments will be made through alternative payment models such as accountable care organizations (ACOs) and bundled payments by the end of 2016, with the share expanding to 50 percent by the end of 2018 85 percent of fee-for-service payments will be tied to value-based or quality-incentive programs by the end of 2016, with the share expanding to 90 percent by the end of 2018 Recognizing that one program will not work for all, the agency continues to announce diverse initiatives aimed at attracting a range of healthcare providers to the new business model. For individual hospitals and health systems, CMS’s efforts could result in significant payment penalties or bonuses in coming years. Healthcare executives should be aware of the initiatives underway, project the potential range of impacts on their organization, and prepare accordingly. Sticks: Penalties for Failing to Meet Quality Standards CMS is using three major “sticks” that, taken together, expose hospitals to a Medicare payment…

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What A Tangled Web We Weave: How to Make Value-Based Partnerships and Affiliations Successful

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By Jeff Hoffman, Health Care Expert Kurt Salmon Developing integrated, value-based care delivery models requires unraveling existing systems and processes and weaving together new ones in new ways. It’s an uncomfortable, disruptive effort with few guidelines, and most hospitals and health systems in the midst of it are finding it messy and complicated. The reality is that many will fail. Mergers and acquisitions to build scale won’t be enough to meet population health goals. Integrated care solutions call for larger, fiscally strong health organizations—not necessarily with shared balance sheets—to partner with one another and with other area providers to jointly develop systems of care that offer value-based solutions. Difficulties typically arise when goals lack focus or there is a reluctance to challenge current clinical processes and physician-referral patterns, and success won’t be dictated by who is involved or the structure and process they use. Ultimately, it will boil down to who can actually put these symbiotic relationships together—integrate cultures, technologies, geographies and financial circumstances—then deliver results and get paid for the value of these results. Untangle the Value Conundrum Two of the biggest issues a partnership must clarify relate to value: How will the network define value, and how do participants equitably distribute the value that is created among the participants? The answers form the framework onto which all other relationships are woven. Getting agreement among partners about how to define value creates a framework for these new partnerships and prioritizes goals. Is the partnership about making care more efficient?…

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Hospital Compare Star Ratings: Too Much Power in the Patient Review?

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By Elliot Kaple, Lancaster Pollard   Customer reviews have become a powerful force in recent years, as everything from apartments to restaurants have seen the success of their business affected by online comments and ratings. With the introduction of its new star rating system, the Center for Medicare & Medicaid Services’ (CMS) Hospital Compare database now offers consumers a way to assess hospitals based on patient reviews. Some, however, are already suggesting the system needs revamping to include other quality measurements in addition to patient survey responses. Hospital Compare and the HCAHPS Choosing a doctor or hospital is no easy task. For years, patients have searched for useful tools that would allow them to compare hospitals and services to help ensure they are making the best decision. Originally established in 2002, Hospital Compare is a consumer-oriented website that allows prospective patients to compare hospitals in regard to the following categories: • Patient survey results. • Timely and effective care. • Readmissions, complications and deaths. • Use of medical imaging. • Linking quality to payment. • Medicare volume. The first category mentioned above, patient survey results, provides information from the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey. The HCAHPS survey set the national standard in 2006 when it began collecting and publicly reporting data to allow comparisons of hospitals in local markets and across the country. In addition to compiling and reporting data for thoughtful consideration in the comparison of hospitals, the survey hopes to establish incentives to…

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High Deductible Health Plans: Increasing in Popularity with Consumers and What That Means for Hospitals

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To date, the Affordable Care Act (ACA) has resulted in an estimated 32 million newly-insured Americans since 2010; nearly one-third of which purchased coverage through exchanges. On the surface, it appears that this would be nothing but positive news for health care providers, as their ability to collect for billed services should be enhanced with more insured consumers seeking care. However, taking a closer look at the plans the newly insured are choosing reveals a growing issue in collections for providers: the increasing popularity of high deductible health plans (HDHPs). Users of the insurance exchanges and corporate consumers of health insurance are starting to shift their health plan choices toward higher deductible options. The tiered structure of offerings on the exchanges allows consumers to choose their plans based on cost. This is leading to an increase in popularity for HDHPs which typically include lower upfront premiums but higher total costs for many services. The number of HDHP enrollees rose to nearly 17.4 million in January of 2014, up from 15.5 million in 2013, 13.5 million in 2012 and 11.4 million in 2011; an average annual growth rate of approximately 15% since 2011. As consumer preferences shift further towards these HDHP offerings, the need for hospitals to adapt their billing and collection strategy increases; otherwise bad debt and charity care could evaporate profits. Coinciding with the increasing interest of HDHP among consumers, more employers are offering HDHPs, and in some cases offering only HDHPs, to help control costs. This trend is…

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