Marketing by Disease Type for Private Duty Home Care

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Marketing by Disease Type for Private Duty Home
Care

• Michelle Hofhine, RN
• Accredited Home Health Services
• Woodland Hills, CA

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Definition of Disease Management

• Disease Management is a system of coordinated
  healthcare interventions and communications for
  populations with conditions in which patient
  self-care efforts are significant.
• Disease management
• supports the physician or practitioner/patient
  relationship and plan of care,
• emphasizes prevention of exacerbations and
  complications utilizing evidence-based practice
  guidelines and patient empowerment strategies,
  and
• evaluates clinical, humanistic, and economic
  outcomes on an going basis with the goal of
  improving overall health.

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Disease Management Components

• Population Identification processes
• Evidence-based practice guidelines
• Collaborative practice models to include
  physician and support-service providers
• Patient self-management education (may include
  primary prevention, behavior modification
  programs, and compliance/surveillance)
• Process and outcomes measurement, evaluation, and
  management
• Routine reporting/feedback loop (may include
  communication with patient, physician, health
  plan and ancillary providers, and practice
  profiling)

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Goals of Disease Management?

• Improve patient health and compliance
• Avoid costly complications
• Increase nurse call center efficiency
• Reduce medical costs
• Support patient and family self-management

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Whos on the Disease Management Bandwagon?

• Physician Organizations Clinics
• Provide quality care and optimize patients'
  health
• Gain control over the day
• Manage administrative costs
• Convert calls to clicks
• Attract and maintain loyal patients
• Reach out to wired patients

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Whos on the Disease Management Bandwagon?

• Hospitals and Health Systems
• Build community preference
• Highlight your centers of excellence
• Strengthen physician loyalty
• Increase traffic to your Web site
• Increase physician referral calls
• Skilled Home Health Agencies
• PPS

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Whos on the Disease Management Bandwagon?

• Insurance Companies
• Example Mutual of Omaha
• What is the Mutual of Omaha Healthydirections
  Diabetes Program?
• The Mutual of Omaha Healthydirections Diabetes
  Program is our exclusive approach to caring for
  people with diabetes. Registered nurses and
  dietitians provide individualized support and
  educational materials to you and your doctor. If
  you are eligible for this program, you and any
  dependent family members with diabetes can
  participate at no additional cost to you as part
  of your health plan's services. You'll receive
  valuable support to help you
• Manage your condition
• Make your daily care easier
• Enjoy a healthier quality of life
• Other Advertised Diagnoses as part of
  Healthydirections Asthma, Heart Failure,
  Coronary Artery Disease, Chronic Obstructive
  Pulmonary Disease

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Disease Management Simplified

• Save Money
• Encourage Self-Care
• Quality of Life

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Saving Money

• Research shows that over 70 of a persons
  medical expenses are paid out in the last two
  years of life
• Research also shows that poor self-care and/or
  limited social resources increase medical
  expenses
• Interpretation Providers who have financial
  risk are tired of paying unnecessary costs
  because a member doesnt know how or refuses to
  take proper care of their health

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Encourage Self-Care

• Self-Care means less reliance on others,
  particularly medical professionals.
• Opportunity for Private Duty
• Self-Care also equals self-pay care. As we know,
  private duty is not a typically covered service.
  Work with professionals to utilize this service
  as it is consistent with their goals and
  objectives for their organization and the
  patients well-being

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Quality of Life

• Independent
• Comfort of My Own Home
• Pain Free

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Couple of Examples of Non-defined disease
management programs

• Medicare PPS (Diabetics)
• Medicaid Waiver (Multi Service Senior Programs)
• SCAN Health Plan (Social HMO)
• Secure Horizons (Respite Benefit, Solutions for
  Caregivers)

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Disease Management is a fancy title

• Disease Management is a marketing term. The
  reality is that these types of interventions have
  been offered for years. The healthcare industry
  is trying to reach out and have their patients
  buy into taking better care of themselves. With
  greater attention to a patients specific
  disease, you increase the chance of actually
  achieving the goals you have for them.

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What is the basis of disease management marketing
in private duty?

• Follow their lead. No investment necessary. You
  are not building any new programs or services.
  You are merely organizing your information about
  what you do for a particular disease
• Appeal to healthcare industrys desire to save
  money for their pockets. In-Home Care is a
  patients out-of-pocket expense

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What is basis of disease management marketing in
private duty?

• Quality of Life
• Research stills shows that seniors would rather
  live at home than in a facility. Home Care
  services enable a patient to remain at home
  versus hospital, nursing home, assisted living
  while ensuring ADLs are being met. Ability to
  perform ADLs have a direct impact on patients
  quality of life.

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Switching from general home care marketing to
disease management marketing

• In Home Care we sell our services as assistance
  with
• bathing
• dressing
• meal preparation
• light housekeeping
• medication reminders
• grooming
• transportation
• ambulation
• toileting

Very Generic
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Switching from general home care marketing to
disease management marketing

• With a disease management spin, we talk about
  those same services as it specifically relates to
  common disease symptoms and/or their presentations

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What weve done

• Designed an approach for the top ten diseases
  that we want to target for business purposes
• Advantage Accredited Home Health DME Services
  also available. We can create a multi-tiered
  approach to disease management at home
• Create market collateral
• Decide who to market these programs to, for us it
  is
• Physicians
• Hospital Discharge Planners
• Social Service Organizations (ie. Alzheimers
  Association)

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Alzheimers Disease

• Patient Supervision.to prevent wandering
• Toileting reminders to eliminate potential
  accidents
• Meal preparation to maintain nutrition prevent
  kitchen accidents
• Social Stimulation. To combat loneliness/depressi
  on

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Arthritis

• Assistance with painful tasks (driving, bathing,
  dressing, housekeeping)
• Applying ice packs or heating pads to relieve
  localized pain
• Apply proper transferring techniques to prevent
  further joint damage
• Meal preparation and diet modification to prevent
  weight gain (which stresses joints)

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Cancer

• Post chemotherapy/radiation therapy support and
  assistance
• Meal preparation and nutrition encouragement to
  increase energy levels
• Social support and activities to divert negative
  feelings
• Assistance with exercise regimen to reduce
  depression anxiety while increasing energy
• Management of Daily Activities at onset of
  fatigue to best conserve energy

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Diabetes

• Preparation of diabetic-friendly meals
• Monitoring condition of the skin and lower
  extremities to prevent skin breakdown, ulcers and
  related injuries
• Ensure proper oral hygiene to prevent gum disease
  common to diabetics

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Heart Disease

• Increase patient compliance with dietary and/or
  lifestyle changes
• Supervise prescribed exercise/physical therapy
  activities
• Ensure proper supervision and act in the event of
  an emergency. All of Accrediteds caregivers are
  trained in both First Aid CPR

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Multiple Sclerosis

• General assistance and ADL support during an
  exacerbation period
• Social stimulation to combat depression
• Transferring assistance to prevent falls and
  injuries

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Osteoporosis

• Gait supervision and assistance to prevent falls
  resulting in possible fractures
• Assistance with weight-bearing exercises to
  increase bone mineral density and maintain proper
  body alignment
• Social support and activities to divert their
  attention

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Parkinsons Disease

• Gait supervision to prevent fails
• Light housekeeping to remove potentially
  dangerous obstacles
• Assistance with feeding during tremor episodes
• Specialized meal preparation (ie. Puree) when
  swallowing is difficult
• Offering fluids for thirst relief caused by
  Parkinsons medications

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Stroke

• Transfer assist for patients with paralysis
• Emotional support for labile patients
• Support with feedings for clients with difficulty
  swallowing
• Mobility assistance/supervision to prevent falls

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Resources for Disease Management

• Web MD
• Yahoo Health
• American Cancer Society
• Alzheimers Association
• American Parkinsons Disease Assoc

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Results

• Dont expect your referral sources to change in a
  day.
• Building foundations for future growth
• Differentiation from the competition
• Emphasize successes
• Beef up on disease specific staff training