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Mike's Message
Dear Friend,
Happy September to You!
With today being the first of September, it is time to kick into action the
plans to have big referral increases in the last four months of the year. With
Labor Day coming on its latest possible date, you have to really be moving on
your plan, starting this week. The period between Labor Day and Thanksgiving is
critical to your success. Much as you had to change some strategies to keep
referrals coming in during the vacation months, so too will you need to adapt
for the holidays. The eleven weeks from Labor Day to Thanksgiving should be
considered "prime selling time."
The Congress returns after Labor Day and the rhetoric will continue to swirl for
health care reform. When I was reading the list* of 20 actions to take during
the Congressional break, I realized that most of them are great strategies for
building your business! I have included them below for the twofold purpose of
giving you ideas of ways to help with the lobbying of Congress on the behalf of
home care and hospice AND to give you ideas to build your referrals. Here are
the 20 ideas:
1. Attend a town hall meeting held by your member of Congress and ask for
support of home health care in the health care reform effort.
2. Schedule face-to-face meetings with your members of Congress to discuss
concerns regarding home health cuts.
3. Invite a member of Congress out on a home care visit. Get the media to come
along.
4. Attend a candidate fundraiser for member of Congress.
5. Submit a letter to the editor or op-ed piece to the local newspaper
supporting home care and voicing opposition to Medicare cuts.
6. Call in to a talk radio station and start dialogue on Medicare home care
cuts.
7. Send a letter to your congressional delegation asking, "Where do you stand on
$56.8 billion in cuts to Medicare home health services?"
8. Send a message to all employees of your organization asking them to get
involved and to write messages to members of Congress through the NAHC
Legislative Action Network (NAHC LAN).
9. Send a message to all board members of your home health agency asking them to
get involved and to write messages to members of Congress through the NAHC LAN.
10. Send a message to your past and current patients explaining the threatened
cuts to Medicare home health care and ask that they contact Congress to ask for
support of home care.
11. Send a message to all physicians that care for your patients asking them to
get involved and to write messages to members of Congress through the NAHC LAN.
12. Contact other health care officials such as hospital administrators and
explain the threatened home care cuts, asking them to send a message to Congress
opposing the cuts.
13. Contact community groups such as local AARP chapters, senior citizen
centers, and disease groups explaining the threatened home care cuts and ask
that they send messages to Congress for support of home care.
14. Contact religious groups explaining the threatened home care cuts and ask
that they send messages to Congress for support of home care.
15. Contact your governor and ask for support to stop Medicare home care cuts.
16. Participate in a nationwide petition drive opposing home care cuts. Get at
least 100 signatures.
17. Use social networks on the Web (e.g. Twitter, Facebook) to convey concerns
about home care cuts.
18. Spread the word on sending a home care support message to Congress through
the NAHC LAN to all your email contacts through a message that tells them to
spread the word to at least ten more contacts.
19. Send a letter to your congressional delegation asking about their personal
home care experiences.
20. Invite your House member to join the House Home Health Caucus.
*Courtesy of the National Association for Home
Care and Hospice (NAHC)
I look forward to hearing your incredible success stories from your summer
initiatives and those you will employ during the coming months.
Best of luck and Happy Selling!
Mike Ferris
Director
Marketing, Sales and Customer Service Consulting Division
mferris@simione.com
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Feature Article
The Power of
Partnering with Physicians
by
Mike Ferris
In this article, the term physician is used generically to
describe any representative who interfaces with a home care or hospice agency.
At times it will be the physicians themselves calling the shots on referrals and
management of patients at home. Or, it may be someone else in their practice,
designated to handle the referrals. Many practices now employ physician
assistants (PA's) that are integral to the process of determining the
appropriateness of referrals to home health and hospice. Many times they will
have different needs and opinions than the physician for whom they work. The
staff in a doctor's office is also a key component in the process. Establishing
relationships with each member of the office that participate in the referral
process are critical to the agency's ability to garner referrals. Knowing the
players and their role is very important to the success of the marketing, sales,
and partnering effort.
What does it mean to partner with a physician and his or her practice? The first
step is to acknowledge that every doctor and every practice is different.
Doctors are used to making decisions, and are typically very astute at knowing
exactly what they want. Typically, they see things as either black or white.
Most have busy schedules. Therefore, success for home care and hospice
salespeople lies in their ability to quickly discover these distinct needs, and
present attractive, practical solutions. The solutions must be framed so as to
appeal to each individual physician. The absolute worst strategy for a home care
or hospice sales person is to attempt to prove that the doctor is wrong. This is
a perfect example of how to win the battle, but lose the war. Even though
doctors may practice the same specialty, each practice is unique in approach and
attitude. This carries over into how they view home care or hospice, and its
applicability to their patients. Unless the physician has been convinced of the
benefits of utilizing a home health or hospice agency, you cannot effectively
proceed with the sales process.
Discovering the needs of a physician requires practice and training. The basic
elements are the same as those employed by major Fortune 100 companies, only
modified for home care and hospice. Needs assessment selling is finding out what
is important to the physician and the individuals involved in his or her
practice. This is a calculated process that requires a series of visits and
meetings, each building on one another. Once the needs are uncovered, then a
solution can be presented by the sales person. It is at this point that a
transition occurs; the sales person now becomes a trusted consultant. Getting to
their needs is where the sales skills come into play.
Your agency's story is also an important backdrop in the process. The solution
that you present should always be framed with your story as this is ultimately
what you are promoting -- your agency as the logical choice for home care or
hospice services. When talking with physicians, you or your sales person must
remember that what they discuss is not going to be at the top of the doctor's
mind afterwards. At some level, home care is home care to the doctor. To really
differentiate your agency and its services from the rest of the world, you must
prove that you provide a superior service that presents a customized solution to
match their needs. Your mission is part of the story you tell. People remember
stories better than any other form of verbal communication. People can also more
easily tell the story to others rather than trying to remember specific details.
Make your story one that enables a physician to be an advocate for your agency.
Great service is another key to partnering with a physician. Any time that you
can make someone's life easier, you gain an ally. Make sure that interfacing
physicians with your agency is the easiest process possible for them and their
practice. Let them know you created a customized process for them and their
patients. To avoid having to keep up with hundreds of different service plans
for your physician clientele, your sales person must be skillful at asking good
questions so as to lead the physician to providing appropriate answers. Once
they see that the basic components utilized by your agency are a normal part of
your program, you can expand it to include a customized plan of service. You
will need to have the ability to make small changes that really meet the needs
of each particular practice, but these should be kept to a minimum as with each
one, the potential for problems and inefficiencies increase exponentially. Think
of it in the terms of how a patient's plan of care is created and delivered. In
theory, each patient has a specialized plan of care created just for them. In
reality, an agency uses certain basic practices and pathways to be able to
consistently deliver top-notch care to all patients.
The use of technology is another way to create stronger partnerships with
physicians. Whether it is the use of customer relationship management (CRM)
software, or the use of cutting edge patient care technology, it is all
beneficial in partnering with the referral sources. CRM software allows the
agency to know what the referral source's unique needs and specific service plan
elements are at all times and at all touch points. The use of cutting edge
technology to meet specific patient needs enables your agency to differentiate
itself by providing services that your competition does not. The management of
patient information and the exchange of orders and information with the
physician are more ways that you can partner with referral sources.
When creating a partnership, it must be evident to the physician that your
services are of value. However, there is no guarantee that what is of value to
one doctor will have the same value to another. Perception is reality to the
customer, providing another reason to continually probe for unique needs.
Testing for acceptance and perception of value is as important as working to
discover physicians' needs in the first place.
Whenever your agency can assist a physician's practice to increase his or her
income, you strengthen your partnership. CMS has created the reimbursement for
Care Plan Oversight and Certification to encourage physicians' participation.
Your agency has an opportunity to ensure that the physician is taking advantage
of this program. While your agency cannot produce the documentation for them,
any way that you can make it easier for them to utilize this billing opportunity
will further cement your relationship. Do not assume that every physician is
availing himself or herself of this opportunity to bill for their involvement
with the home health and hospice patient care plans. NAHC has an excellent
handbook, Physicians Payment for Home Care & Hospice Services, which
provides resource material on regulatory and billing information about the three
physician benefits under Medicare.
Specialty programs providing services and pathways specific to certain disease
states and conditions are other good ways to partner with physicians. If your
agency can enlist the assistance of the physicians in the creation of the
protocols for the program, they will become strong advocates for these programs.
Don't miss these chances to create the partnership with a physician that is
almost unassailable.
Physicians making house calls and those seeing patients in skilled nursing
facilities are important doctors to create partnerships with. They have, by
definition, a patient population that provides excellent opportunities for your
agency. Having Medical Directors that are active advocates for your agency is
also beneficial if your budget allows.
Forming strong physician partnerships will pay dividends for many years to come.
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Sales Training Corner
Reserve Your Spot Now for November Square One Boot Camp
Make plans now to join us in Chapel Hill this November for Square
One Boot Camp! Send us
your liaisons and we will send you back highly trained home care and hospice
sales professionals.
NOVEMBER 16 - 18, 2009
Courtyard Marriott Chapel Hill ($129 per night)
Chapel Hill, North Carolina
(800) 321-2211 for reservations
CLICK HERE for details
(including the agenda) and to lock in a seat!
"Simione Consultants Square One Boot Camp has been extremely
informative! In the first 4 hours of the first day, I learned what I learned on
the last day (out of 3 days) of my last training! They make it fun! I cant wait
until Advanced Boot Camp to get my Masters!"
~ Carey Amshel, Alternative Home Care
To view a brief video of what makes the Square One Boot
Camp experience so special, CLICK HERE!
Seats Still Available for November AdmitRight
Boot Camp
AdmitRight Boot Camp is
designed for those who are charged with the management of sales, referral center
and admission team for hospice. If you are in one of those positions, you need
to attend this Boot Camp! You will come away with a ton of ideas on how to
improve your processes to increase referrals, improve referral center and
admission team processes. All of which will add up to increased ALOS, census and
fulfillment of mission in community. More people will receive needed hospice
services.
AdmitRight is specific
to hospice and will provide you the tools and direction on how to train your
teams to deliver the results!
NOVEMBER 10 - 11, 2009
Dallas/Fort Worth Airport Marriott ($159 per night)
Irving, Texas
(800) 228-9290 for reservations
CLICK HERE for details (including the agenda) about the Hospice
Referrals and Admissions Boot Camp.
REGISTRATION OPTIONS:
Both Days, One Person, Tuition Only:
CLICK HERE
Both Days, 2+ People, Same Organization:
CLICK HERE
Both Days, One Person, Tuition + DVD:
CLICK HERE
ATTENDANCE IS LIMITED -- THIS PROGRAM WILL SELL OUT!
52 Week eSales Training Course
Our groundbreaking and highly-acclaimed 52 Week eSales Training Course is available for one to one hundred students. It provides a weekly lesson (takes about 30 minutes to complete) that will keep your sales team members' skills sharp. Students have said that the course supported them in becoming better at their profession, increased their referrals and forced them to review the basics. On average, our 52 Week eLearning participants have increased their referrals by over 31%!
Special offer for Sales Leadership Letter subscribers: Enroll up to 10 students for one low price of $599 (does not include audio CDs)! Click here to take advantage of this offer.
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Sales Tip
The Flu is Big for Business
This fall the focus will be on the flu and its prevention. H1N1
(swine) flu is predicted to be back in full force. Additionally, we have to be
worried about the seasonal flu that strikes every fall/winter. Home care and
hospice play a big role in helping to vaccinate the members of the community and
also the elderly patients that we serve. Since this will be on all of the news
channels all of the time, you should look for ways to generate more business.
If you do giveaway items, there are several that will be in big demand:
anti-bacterial spray, anti-bacterial wipes and anti-microbial phone pads. All
make great giveaways that tie back to an important message. Develop a flyer that
explains the importance of flu prevention and strategies. Then distribute it
with the giveaway item.
Remember that we NEVER make a sales call with the purpose being to distribute
literature or giveaway items. They may provide a good excuse to be in the office
and a good way to get your name out to your referral partners to create top of
mind branding, but they are not the end result. Prepare your questions to ask
the referral partners about challenges they have with their elderly patients at
risk at home related to the flu. One of the great things that we can do is keep
the elderly out of hospitals and other germ laden places -- thus keeping them
away from flu viruses. We can provide the vaccinations in the patient's home,
etc.
This is one more example of taking timely, topical news items and using them as
a way to discuss how your services will benefit the referral partners and their
patients.
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Sales Leadership
Practice, Practice, Practice
As is all aspects of sales, practice makes perfect. The best sales people
are those who are perfecting their techniques. The best of the best will be more
interested in learning from their activities and those of their peers than
telling others about their successes. They know that they must stay on top of
their game to maintain their edge.
Practicing what to say about a new service, for example, is
something that all of the sales team should engage in. There are always going to
be new services, new solutions or new problems to discuss with customers. Put
together a presentation for every new product or service which includes key
points about the new program so that the sales staff can create a "cheat sheet"
which summarizes every program or service currently offered, and highlights
program details and benefits.
One of the best (and most universally disliked) practice
techniques is role playing. The thought of role playing in front of their peers
is panic inducing for just about all of the sales people we have trained.
Encourage your sales team to role play with each other, the clinical department
and their families and friends.
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Ask Polly
Earlier Discharges: You Can Impact Them!
by Polly Rehnwall
Old thinking: "The discharge planner at the hospital will
let us know when she's ready to go." And so we wait, patiently or not, for the
mad scramble to begin on Friday afternoon.
New thinking: Maybe there's no reason to wait. The
discharge may be delayed for a variety of reasons, some of which may have little
or nothing to do with the patient's medical status.
Let docs know: If you've met with the patient, she wants
your service, and the discharge plans are ready, why not call the attending and
tell him that you can take the patient today if she's ready for discharge?
Physicians may not be aware of the complex cases that we can
handle in a care facility or private home. Instead of waiting for them to
read the "patient wants hospice" note in the chart the next day, we may be able
to initiate an earlier hospital discharge.
Note: This is especially true in teaching hospitals where
residents and fellows may be less aware of hospice care capabilities.
Caution: Train your nurses in the art of diplomacy before
you unleash them on this mission, as some physicians may not be as receptive to
your suggestions and need to be handled with extra kid gloves!
Help the DCPs: Earlier discharge can also make the
discharge planner look like a hero (at least for Medicare patients, where
reimbursement is capped under DRGs). And if the hospital is running close to
capacity, freeing up a bed for an ED admission or CCU transfer can raise the
discharge planner's status even more. PLUS, by interfacing with the physician,
you will help the DCPs with their number one complaint about doctors, "they just
don't understand hospice."
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Questions & Answers
In each Legendary Sales Leadership Letter, we answer your questions. Send them to us or call (800) 653-4043
and we'll make sure that yours are answered in a future issue.
Here is this week's question answered:
Question:
How often should my sales people schedule lunches?
Answer:
This question tells me that the sales person is thinking about
the use of lunches backwards. Lunches are a tool to use in the process if
necessary. They are not the vehicle, but rather one approach. Ask an account,
"What is the best way to get in front of them to tell them about our ___ program
that will eliminate their frustrations managing their ___ patients in their
homes?" Let them tell you that you have to bring lunch, rather than you trying
to "sell" them lunches.
The best use of lunches is to thank good accounts and find out
more about them and their needs. Many reps look at lunches as the best way to
get in the door and then once in, they don't use the lunches. This is backwards.
Remember that your greatest and scarcest resource is your time and lunches take
a lot of time. You should schedule as few lunches as you can while still doing
everything possible to build referral relationships. From a time allocation
standpoint, I would think that you should not try to do more than one to two
well planned and executed lunches per week.
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About Us
Marketing, Sales and Customer Service Consulting Division
Supercharge Your Referrals, Revenues and Profits!
Headed by two industry powerhouses -- Michael Ferris and Polly Rehnwall -- Our
Marketing, Sales and Customer Service Consulting Division is designed to give
you the easiest experience possible by providing the most comprehensive
solutions to supercharge your referrals, revenues and profits!
If it only took one phone call to deal with all your marketing and sales needs,
would you make it?
In an environment of growing competition and shrinking margins, you have to
increase volume and improve market share in order to be successful. That means
having a skilled sales team, quality marketing strategies and a customer service
model that improves your conversion of referrals to admissions.
With every type of solution we provide, you won't just beat the competition --
you'll establish your competitive advantage for years to come!
Our Proven Process:
- Evaluate and assess talent, model and process
- Design customized solutions
- Assist with implementation
- Coach your staff
- Train your sales people
- Support your organization's continued success
Delivering optimal results begins with an evaluation of your sales, marketing
and customer service program in order to design solutions custom tailored to
your agency and your area. Our experts know home health and hospice, bringing
years of marketing and sales experience and best practices to you.
Customized Solutions:
Have one or a few specific needs? We can guide you through creation and
implementation quicker and with more success than anyone else. Below is just a
small sample of our capabilities:
- On-site Sales, Marketing, or Customer Service Consulting and Training
- Referral and Admission Management Consulting and Training
- Square One Sales Boot Camp
- Marketing Program Development
- Interview Sales Candidate Video Training / Corporate Videos
- Collateral Materials, Sales Letters, and Advertising Consulting
- Mystery Shopping / Market Analysis
With just one phone call, you can tap into all the resources and knowledge of
the home care industry's touchstone consulting powerhouse -- Simione
Consultants.
We have an ability no other company can offer -- the only one-stop shop to
handle all your marketing and sales needs.
Simione Consultants, LLC was the first
organization of its kind dedicated entirely to home care -- a commitment we
continue to maintain today. For more than 40 years, we have demonstrated we
understand and are responsive to the changing and diverse business needs of home
care and hospice organizations.
Value Driven, Success Outcomes
More than 800 home care organizations have trusted the team of experts at
Simione Consultants, LLC to get them through the challenges of yesterday and
today, and to gain the leading edge for tomorrow. We provide expert assistance
to hospital-based and hospital-affiliated agencies, visiting nurse associations,
hospices, small proprietary agencies, and large national chains. The size,
capabilities and commitment of our uniquely qualified consulting staff offer
unparalleled industry insights and innovative yet practical solutions. Our track
record of engagements with successful client outcomes is unmatched. |
