Jun. 26, 2018
Tips to keep your healthcare marketing aligned
Value-based vs. Fee-for-service
Value-based healthcare is a delivery model in which providers, including hospitals and physicians, are paid based on patient health outcomes. Under value-based healthcare agreements, providers are rewarded for helping patients improve their health, reduce the effects and incidence of chronic disease, and live healthier lives.
Value-based healthcare differs from a fee-for-service approach, in which providers are paid based on the amount of healthcare services they deliver. The “value” in value-based healthcare is derived from measuring health outcomes against the cost of delivering the outcomes.
So why shouldn’t the effectiveness of marketing also be based on outcomes?
Why value-based marketing?
In applying this concept, marketing success is based on results such as increases in volumes or market share. Using a population health approach, we assess desired outcomes by the number of potential patients who received a screening or saw a primary care provider. This may seem like common sense, however, reflect on the number of ads your organization places based on the impulses and reactions of marketing committees, instead of the true measurement being based on the actual value provided by your efforts.
The benefits of a value-based healthcare system extend to patients and providers.
As you’re determining marketing value in an evidence-based way—just as our providers do in value-based care—base your goals on specific measures such as patients effected, revenue goals, and changes in procedure volumes. It is also critical to form your priorities on specific criteria to determine where and how to place your resources.
As we prepare marketing plans for our clients, we use a service line prioritization tool developed by Legato Healthcare Marketing. This guides our clients and helps them stay disciplined in their approach. In doing so, it helps prevent them from being swayed by internal pressures of well-meaning board members or physician leaders.
Final note: Keep your message aligned with your value-based approach
For example, yes, we’re proud to have that new 3D mammography equipment, however, just as we do in patient care, let’s put ourselves in the shoes of our patient.
To receive your FREE copy of Legato's Service Line Prioritization Tool, email Mike Milligan, Legato President at firstname.lastname@example.org!
Website by: Craig Erskine