Marketing,%20Contracting%20and%20Reimbursement%20for%20the%20Advanced%20Practice%20Nurse

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Marketing, Contracting and Reimbursement for the
Advanced Practice Nurse

• Charlene Baldwin, RN, BSN

2
Intro/overview

• Creating effective marketing strategies for
  seeking employment.
• Promoting and marketing the APN role to the
  public and potential employers.
• Analysis of contract considerations and
  negotiations.
• Analysis of reimbursement strategies for the APN.

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Creating Effective Marketing Strategies

• Marketing Mix to Strategies is made up from 4 Ps
  Mix.

Image obtained from netmba.com (Kotler, 2005)
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The 4 Cs A More Contemporary Approach

• The 4 Cs are a more customer oriented version of
  the 4 Ps.

Image obtained from sales-and-marketing-for-you.co
m (Kotler, 2005)
5
Maslows Hierarchy of Needs

• This is one of the basis of understanding
  consumers motives for action

Maslow's_Hierarchy_of_Needs.svg?  from Wikipedia
Commons.
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Psychographic Profile for the Public

• NeedsAccess to Medical Professional. If not a
  Dr., then who?
• WantsCompetent diagnosis and plan of care.
• FearsDoctors stretched thin now. What happens
  when HCR fully enacted?
• DesiresMore face time with a designated
  Primary Health Care provider.

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Psychographic Profile for Potential APN Employers

• NeedsPrimary Health Care Provider to fill void
  by lack of Doctors.
• WantsCompetent diagnosis and plan of care for
  clients.
• FearsAPN represented as substitute for M.D.
• DesiresAbility to prescribe meds a plus.

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Promoting and Marketing the APN

• Address Needs/Wants/Fears/Desires using 4Cs.
• Engage in active dialogues with both Public and
  Potential Employers
• When confronted with issues, work with concerned
  party to find mutually beneficial solution.

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Public Campaign

• Engage Public through website/blog, educational
  and social networking sites. (Facebook, Twitter
  and Wikipedia.)
• Other avenues of communication Public Access
  Cable, Public Appearances, Printed educational
  material, Talk radio, volunteer to be at anything
  needing expert medical advice.

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Public Campaign (cont.)

• Give specific definitions of what an APN is and
  isnt. (SOWScope of Work. Not an M.D.
  substitute. Ability to prescribe meds.)
• APN is still a Nurse. Patient advocate.
• Detail recovery rate benefits using an APN.
• APN position is essential in recovering from
  Health Care personnel crisis.

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Potential Employer Campaign

• APN essential position with M.D. shortage.
  (Looming larger w/ HCR.)
• In AZ, APN can prescribe meds.
• APN is a position with accredited education and
  certification.
• Cost outlay is outweighed by lost revenues of
  patients unable to be seen otherwise.

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Potential Employer Campaign (cont)

• SOW fits within most Hospitals/ Private Practice.
• ConvenienceAPN can reach affected populations
  without local health care facilities. (Benefit
  for Public as well.)
• Client value is close and APN can always
  reference M.D. when needed.

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Potential Employer Campaign (cont)

• Potential employers can be referred to APNs
  online resume, Linked-In acct or personal
  website/ blog.
• APNs can network with other Health Care
  professionals. Carry business cards with easy
  contact information.

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Effective Marketing Strategies for Seeking
Employment

• 4 Ps of marketing
• Marketing strategies
• Organizational considerations
• 4 Ps of employment

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4 Ps of Marketing

• Product
• Price
• Place
• Promotion
• (Purdue University, 2005)

Pur
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Marketing Strategies

• Networking
• Volunteering
• Professional organizations
• Information interviews
• Internet
• News paper
• (Careers and Employment, 2010)

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Organizational Considerations

• State regulations for APN
• Organizations
• Mission
• Structure
• Strategic priorities
• Culture
• (Hamric, Spross, Hanson, 2009)

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Organizational Considerations

• Nursing philosophy
• Share of organizational power
• Definition of APN roles
• Knowledge of supporters and alliances for the
  position
• Commitment to interdisciplinary care and
  continuous improvement principles
• (Hamric, Spross, Hanson, 2009)

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Organizational Considerations

• Communication and collaborative process among
  providers, administrators, and APNs
• Data that supports the position
• Credentialing requirements
• Financial objectives
• Resources
• Model of care delivery
• (Hamric, Spross, Hanson, 2009)

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4 Ps of employment

• Preparation
• Practice
• Personal presentation
• Pertinent questions
• (Careers and Employment, 2010)

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The Very Fine Art of Negotiation

• Identify what is important to you
• Prioritize
• Ask for more than you expect
• Be prepared to lose some points
• Seek Win-Win

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Beyond Salary and Health Benefits

• Role-associated costs
• Continuing education fees
• License renewal fees
• National certification renewal fees
• Malpractice insurance
• Tail coverage insurance policy

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Additional Contract Points to Consider

• Scheduled raises
• Pension plan opportunities
• Professional association membership fees
• Professional journal dues
• Cell phone and pager charges
• Internet access fees
• Online literature fees

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Contract Language What does it Mean?

• Restrictive covenants
• Termination clauses
• Termination without cause clause
• Include standard clause that defines contract
  modifications implementations
• Mutual termination clauses
• Consider legal review of contract

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Salary Negotiations

• Options
• Hourly rate paid as annual salary
• Compensation based on productivity
• Compensation based on payer mix
• Discuss ANP benefits
• For patients
• Generating income

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Salary Negotiations

• Newly graduated APNs should request fixed salary
  vs. productivity compensation
• Additional benefits to consider
• Bonuses
• PTO
• Disability and life insurance
• Profit-sharing

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Average FNP Salaries

• National Average 88,000
• Phoenix AZ 97,000
• Chicago, IL 98,500
• Houston, TX 99,000
• Baltimore MD 113,000
• Memphis, TN 75,000
• Charlotte, NC 82,000

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Conclusions

• Marketing is involved, ongoing and evolving.
• The same marketing channels can be used to engage
  the public and employers. Strategies vary by
  psychographic profiles.
• Salary negotiations require you dont sell
  yourself short. Consider all of the expenses
  involved in being a working APN.
• Carefully consider Contract Language and
  Compensation method.

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Questions???
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References

• Careers and Employment (2010). Employment seeking
  strategies. Retrieved from www.careers.qut.edu.a
  u/student/resource/
• Employmentseeking.pdf
• Hamric, A. B., Spross, J. A., Hanson, C. M.
  (2009). Advanced practice nursing an
  integrative approach, (4th ed). Retrieved from
  University of Phoenix eBook collection
• Hansen_Turton, T., Ritter, A., Rothman, N.
  Valdez, R. (2006). Insurer policies create
  barriers to health care access and consumer
  choice. Nursing Economics, 24(4), 204-211.

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References

• Kleinpell, Ruth Perez, Diego. (2006).
  Negotiation strategies for ACNP practice. The
  Nurse Practitioner. 31(5).
• Kotler, Phillip (2005) According to Kotler The
  Worlds Foremost Authority on Marketing Answers
  Your Questions. Pg 13. AMACOM Books, 1601
  Broadway, NY, NY 10019.
• Purdue University (2005). Marketings Four Ps
  First steps for new entrepreneurs. Retrieved
  from www.ces.purdue.edu/new