While hospital and health systems attempt to gain market share through new buildings, new
equipment and new service lines, an additional core strategy holds that the true drivers of
market share are primary care providers (PCP’s). Retaining between 3,000 and 5,000 patients
in a practice, PCP’s exert significant influence on where and how their patients receive care.
Despite brand identity, community image, and the trend toward employment of specialty
physicians, referrals from PCP’s are the key to success for most specialty practices and
hospitals.
This series of educational teleconferences discusses how to get back to the basics by focusing
on where patients enter the healthcare “demand chain” and how to meet the needs, wants and
priorities of key decision makers. It outlines strategies for developing partnerships – between
employed and affiliated primary care physicians, ambulatory specialists, facility-based doctors
and hospitals – that lead to capturing and sustaining market share.
Benefits of Participation:
Upon completion of this series, participants
will be able to:
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Recognize the true measure of market
share and the role of primary care providers in capturing and
retaining market share
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Identify the requirements for
becoming the partner of choice in the hospital and specialty
physician office settings
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Describe the basics of relationship
management and ways to become the Demand Chain of choice
This programs is designed for:
Hospital and Health System Executives responsible for
Strategy, Business Development, Physician Relations, Performance
Improvement, Clinic and Physician Practice Managers, Chief Patient Care
Officers and Compliance Officers
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Retail Strategy - Session One
Retail Strategy is a proven, effective
way to capture market share in owned or affiliated primary care
practices. It is based on the understanding that women, who make the
majority of health care decisions for the family, will seek access to
health care services from among the four primary care specialties -
namely family medicine, general internal medicine, pediatrics and
obstetrics. “She” will frequently select a health care provider within a
ten-minute drive of her home in an urban or suburban setting. Unlike
hospitals and invasive specialists, each affiliated or employed PCP
captures and retains between 2,000 and 4,000 patients, which can be
directed to the specialists and hospital services preferred by the
primary care physician.
Demand Chain Management - Session Two
The relationships between primary care
providers, specialists, hospitals and hospital-based specialists (the
Demand Chain members) are frequently left to chance. Both hospitals and
specialists routinely develop a “build it and they will come” mentality,
anticipating that if they “hang out a shingle” the world will flock to
their door or their service line. This mental model does work, but only
as long as there are no significant competitive alternatives in the
market place. As soon as viable alternatives appear on the horizon, this
previously successful passive strategy melts under the heat of real
competitive behavior. Alternatively, some hospitals and their affiliated
physicians recognize that they must unite their efforts to meet the
needs, wants, and priorities of “Mrs. Smith” and every member of the
demand chain in order to attract and retain customers within their
integrated network. Demand Chain Management is the process of
understanding and uniting to meet the needs, wants and priorities of
patients and each demand chain member, developing the strategies and
tactics to build successful long-term business relationships.
Becoming
the Hospital of Choice - Session Three
Today, having a great workshop and one or more significant service
lines has become the minimum ante to stay in the competitive game.
Maintaining an efficient and updated physical plant, an excellent
nursing staff, the latest technology and accessible operating rooms have
been among the common workshop strategies employed for decades. Hospital
executives have long understood the importance of maintaining an
excellent workshop for members of their medical staff to practice their
profession. Partnering with specialists to develop centers of excellence
in cardiology, oncology, orthopedics, women and children’s services and
the like has also proven essential to the success of acute care
facilities in an increasingly competitive industry. Neither of these
approaches, however, has yielded a sustainable competitive advantage in
many communities. Becoming the Hospital of Choice is critical to
achieving a sustainable competitive advantage and is increasingly
critical to survival in many markets.
Becoming the Specialist of Choice - Session Four
Hospitals around the
country are anxiously engaged in developing the ranks of affiliated
specialty physicians. In an effort to secure their market share, many
hospitals are considering or are actively employing specialists to
strengthen key service lines. Like the hospital, however, most specialty
physicians, especially invasive specialists, are heavily dependent upon
primary care referrals for their survival. Becoming the Specialist of
Choice for referring physicians in a competitive market is the key to
success for individual specialty physicians, for their related service
lines, and, ultimately, for their affiliated hospitals.
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Presenter:
Marc D. Halley, MBA, is President and CEO of the Halley Consulting Group. In
1995 he founded Ambulatory Management Services, Inc. (AMS), a for-profit
subsidiary of Trinity Health. AMS was the culmination of many years of
providing practice management and consulting services to practices of
varying specialties, including hospital-owned primary care networks. In
2005, AMS became the Halley Consulting Group. Marc is widely published
frequently in industry such journals as Healthcare Financial Management,
the Group Practice Journal and the Journal of Medical Practice
Management. He is a member in good standing with the Medical Group
Management Association, the Healthcare Financial Management Association,
the Society for Healthcare Strategy and Market Development, the American
College of Healthcare Executives and The American Academy of Medical
Management.
In 2007, the American College of Healthcare Executives
(ACHE), Health Administration Press will release Marc’s latest book;
The Primary Care Market Share Connection: How Hospitals Achieve
Competitive Advantage.
CD's can also be
purchased individually for $180.00 or get all 4 in the series for $540 for a
combined savings of $180!
Click here to access the
Purchase form
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