Joslin Affiliate Marketing Council April, 2010

How to Use GoToMeeting Please mute your phone  (not “hold”) Interactive software lets you participate in the meeting “Raise your hand” button Voting button Area to type in a question (or you can just ask!)

Agenda April Topic – Marketing Your Educator Program  Translation of monthly stats into hours  Thinking outside the box  Sharing best practices – what do you do now to increase class attendance?  Building your marketing plan  What have you heard today that you will try?

Key Ed Metrics- What Do We Measure? Percent Paid Time Spent Teaching Billable Patients  Measures the % of paid time that an educator spends “face to face” teaching outpatients  Measure of efficiency and productivity Goals Affiliate Average Highest Performer Lowest Performer Face Time 60%29.2%46.1%13.6% Face Time 24 hours11.7 hours18.4 hours5.4 hours

Key Ed Metrics- What Do We Measure? Hours Billed As A % of Paid Time  Assumes an FTE works 40 hours per week (173 hours per month  Expresses the number of hours billed in a month as a % of the number of hours paid to Educators  Measure of the return on investment in educator hours– allows a comparison of the hours actually billed per FTE Educator to the 173 hours paid per FTE Educator Goals Affiliate Average Highest Performer Lowest Performer Hours Billed 100%43.9%71.4%24.2% Hours Billed 40 hours17.6 hours28.6 hours9.7 hours

Sample Educator Schedule Affiliate % Face, 26.27% Billed 5 hours Face, 11 hours billed 1 2-hour class for 2 people TimeMondayTuesdayWednesdayThursdayFriday AM – 10 AM- $ – 11 AM--$ – Noon----$42 12 – 1 PM – 2 PM$ – 3 PM – 4 PM – 4:30 PM----- Net Revenue/Day $42$44$0$42 Net revenue/year assuming 46 weeks using Medicare 2010 fee schedule GPCI adjusted $7,855 Individual patient time Non-billable time Class time

Thinking Outside the Box What if you were self-employed? What would your salary be with current class attendance?  If you make $70,000 a year ($33.65/hour) Goals Affiliate Average Highest Performer Lowest Performer Billable Hours 100%43.9%71.4%24.2% Billable Hours 40 hours17.6 hours28.6 hours9.7 hours Salary $70,000$30,796$50,044$16,973

What is effective marketing? Marketing is educating your patients, referring physicians and the community about your Joslin center, not just “advertising”

What can we do to increase class attendance? Idea11. establish a blog and promote website 1.Having a persistent secretary to call and remind patients to attend class 2.Investigate barriers to attendance and solve those issues (e.g. transportation – is there money for cab vouchers/bus passes?) 3.patient incentives – sporting events, movie passes. Develop a point system for patients to work towards 4.incentive for patients to bring a friend with diabetes to class with them 5. provide food – opportunity to showcase that healthy food can be good and promote good food choices 6.5-day pass (or some other timeframe) to gym when class is completed 7.internal competition between educators to get more patients scheduled for their classes 8.educators do class booking – get patients to appropriate class (helps to diversify class offerings as well) 9.put education as the focus of printed materials rather than stressing medical visits for materials left at PCP offices 10. publish articles/information in hospital physician newsletter

Affiliate Marketing Ideas – Univ of MD Top 10 Reasons to see an Educator  Health fairs and new patient folders A1C poster  Exam rooms  Lobby/waiting room Self-management brochure These will be posted on the Affiliate-to- Affiliate Sharing page of the website  aring.html aring.html

Affiliate Marketing Ideas - OSF Refrigerator magnet This will be posted on the Affiliate-to- Affiliate Sharing page of the website  aring.html aring.html

Joslin Boston Why you (or your patient) should see an educator Theme - Team up with us to bridge the gap in diabetes care!

Joslin Boston – for physicians Why Should Your Patients See a Joslin Diabetes Center Educator?  have in depth knowledge of diabetes and its co-morbidities  bridge the gap between your recommendations and the patient’s reality  do a comprehensive assessment of the patient’s education needs  individualize your recommendations  spend time getting to know your patient’s goals  help your patients define realistic strategies to get to goal  interpret your recommendations into behavioral steps  teach patients in depth problem solving about food, exercise, medications and blood glucose results  help patients access additional resources for ongoing support  provide encouragement to discouraged patients  increase patient self-reliance  refer patients back to you for medical management  keep you informed of your patient’s progress  share the burden of diabetes education and management with you and the patient  help patients prevent emergencies

Joslin Boston – for patients Why Should You See a Joslin Diabetes Educator?  To bridge the gap between what your healthcare provider asks you to do and the rest of your life  To stay well despite diabetes  To help you make informed decisions and solve day-to-day problems  To figure out why your blood sugar is up and down  To learn little tips that may prevent big problems  To help you develop a personalized action plan  To learn how to use diabetes equipment like glucose meters, pens and pumps  To clarify misunderstandings and increase your flexibility  To translate all the media messages you hear  To help you identify barriers that interfere with your successful management of diabetes and to overcome them

How to Build your Marketing plan (Contractual requirement)  Identify a team  Create specific goals. Define action plans to meet these goals  Do your SWOT analysis (don’t wait for annual site visit)  Analyze your competitors  Research your demographic area  Track your results

Step 1 – Internal Analysis Are you billing correctly? How are you better than your competition? Outline a marketing calendar of events for the year SWOT analysis Who are your patients and where are they coming from?

Step 2 – External Analysis Demographic analysis  Population  Age  Employment  Income Who else is treating your patients (non- endocrinologists)? (PCPs, etc) What is your payer mix? Know your direct competition  Who are they?  Where are they?  Do a SWOT for them and compare it to yours

A solid marketing foundation Strategic Marketing Plan Marketing team (include physicians) Printed materials Strong, user-friendly website Newsletter – patients, physicians, payers Budget

Getting the word out Satisfaction surveys Presentations Health fair booth representation Inservices Announcements/press releases Holiday recognitions Sponsorships Grand Rounds Community events

Monitoring success Track satisfaction survey responses – what are they telling you?  Referring physicians  Patients  Payers Track referral patterns – who is and who is not sending patients to you (and why)?  Physicians  Patients – ask them how they heard about you and keep that information!  Payers

Today’s ideas What have you heard today that you will try?