Articles

The CMO's Leadership Imperative

by Karen Corrigan

In the C-suite, only two sets of metrics count - those for financial performance and those for strategic performance.

Chief marketing officers must step forward to transform the role of marketing from a primarily communications discipline to a strategy-critical business competency capable of driving growth and profitability. What’s more, they must provide leadership that supports the successful evolution of health systems to meet the new competitive and economic requirements of healthcare reform.

Accountable Clinical Management: Driving Service Line Success Through Shared Leadership

by Mike Farris, Stuart Baker, MD, and Saad Allawi

When Congress passed the 2010 bill ushering in the most sweeping health care reform package since Medicare was introduced fifty years ago, it signaled the end of the world as providers know it. Integration, alignment and, more importantly, engagement of physicians has increasingly become a strategy-critical imperative for health systems seeking to create high-performing, future-ready organizations. Now, with the passage of The Patient Protection and Affordable Care Act (PPACA), the new “accountable” economics of healthcare reform will demand that providers work collaboratively toward innovative models that emphasize longitudinal management of care and costs as opposed to episodic treatments of acutely ill patients. Over the past decade or so, many models have been tried – some successfully, others not so much. In the search for the holy grail of physician integration, most hospitals have concluded that a pluralistic approach, pursued in the context of an over-arching framework for clinical care and performance transformation, will be required to address the rapidly evolving world under healthcare reform.

The Physician Clinical Council: A New Model for Operationalizing Physician Engagement

by Denny DeNarvaez, CPA, Richard Slack, and Stuart Baker, MD

The new economics of healthcare reform demand that hospitals and physicians work together to transform today’s fragmented healthcare systems into tomorrow’s coordinated, accountable care organizations delivering longitudinal management of care and costs as opposed to episodic treatments of acutely ill patients. These changes will require new business and clinical models based on the value proposition of integrated care, and will challenge health systems and physicians to collaborate not only on aspects of patient care, but also on business decisions that deliver greater value to the community, affect overall health system performance, and create competitive advantage for the provider partners.

The Five"R's": A Framework for Physician Alignment

by Stuart Baker, M.D., Mike Eaton and Jeff Miller

The financial and clinical success of hospitals and health systems has long been dependent on the quality and structure of medical staff relationships. With the introduction of health care reform, new payment systems and increasing accountability for managing both quality and cost efficiency of patient care, having a master plan for physician alignment has never been more imperative. Creating a dynamic physician enterprise requires strategic thinking about possible and preferred alignment scenarios, and a data-driven action plan to bring vision into reality. By focusing on five Rs – recruitment, retention, redirection, redeployment, retirement – health leaders can assess
opportunities and employ a robust set of initiatives to build a successful physician enterprise.

Is Your Approach to Marketing Aligned to Growth Objectives?

by Karen Corrigan

Marketing departments emerged in health care organizations in the early 1980s when prospective payment methodologies made it evident that certain clinical programs were more profitable than others. Hospitals began to compete for patients for those services and procedures that produced better financial outcomes. Many of these early marketing programs were administered by existing public relations or community relations functions, and had a strong communications focus. Over the next two decades, marketing practices matured to include other aspects of the discipline such as research, sales and referral development, segmentation, product development and brand building.

Today, marketing management systems differ significantly across health care organizations. This article describes different marketing orientations. One approach is not necessarily “right” where another is “wrong” – what is important to understand is that each path requires a specific configuration of core competencies, staff capabilities, processes and investments aligned to organizational vision, strategy and business objectives in order to produce results. Misalignment occurs when management wants to achieve significant improvements in strategic growth, for example, but has a production-oriented marketing operation.

Clinical Co-Management: Driving Service Line Success through Shared Leadership

by C.B. Rebsamen, MD, FACHE, Rachael Schad and Karen Corrigan

Clinical co-management is an integration structure gaining renewed interest from both hospitals and physician organizations.  Under the co-management arrangement, hospitals contract with an organized group of physicians to provide day-to-day management services for inpatient and outpatient components of a specialty service line such as cardiac, oncology or orthopedics.  The first generation of co-management was an outgrowth of gainsharing where physicians benefitted from cost-savings arrangements.  Most of these early models, however, faded quickly once savings reached a point of diminishing returns.  And many failed when financial rewards didn’t materialize because cost improvements weren’t achieved.

This article describes how a new generation of clinical co-management ventures offers substantially more value in that agreements between hospitals and physician organizations provide for and reward physician engagement and leadership in a broad spectrum of activities that improve patient care and outcomes, generate cost efficiencies and make the clinical service more competitive in the market – and how patients become the real winners when aligned hospital-physician incentives have a positive impact on patient care.

The Top 10 in 2010: Ten Forces Framing Strategic Discussions for Health System Leaders

by Karen Corrigan

By any account, 2009 was a watershed year in which politics, the economy, public sentiment and the media all played a significant role in framing a new environment for health care over the next decade. With tumultuous challenge to the first significant overhaul of our nation’s health care system since the introduction of Medicare in the mid-1960s, health systems are still trying to determine the likely impact of payment reform initiatives on health system strategy. Here is a round-up of the most significant market forces that will shape strategic discussions over the next year, and most likely for the foreseeable future.

Building a High Performing Physician Enterprise

by Mike Eaton

More than a few health system CEO’s committed millions of dollars in employment contracts to specialty physicians and in the process, raised expectations of clinical, programmatic, and market gains that would translate into an ROI. The return on those investments, though, is turning out to be more elusive than imagined. More than a few boards are beginning to pointedly ask the question: “when are we going to see some wins?” The answer may be “not anytime soon” unless health systems have a solid game plan for converting a collection of employed practices into a high-performing business unit.

Drive Market Change Through Differentiation and Segmentation

by Mike Eaton

Many hospitals and health systems have recognized the value of service lines as a way to organize fragmented clinical care into something more easily marketable to consumers. While many service lines have succeeded in growing volumes, far more have underperformed expectations and not delivered growth commensurate with the resources devoted to their success. Powerful service lines transform the market, and are built on three core elements: differentiation, segmentation, and invention.

COR Healthcare Market Strategist - Community Hospitals Leverage Strengths

by Karen Corrigan and Robert Ryan, MD

The basis for U.S. hospital competition is changing radically.  Hospitals face increased expectations for superior quality from every quarter—a formidable challenge for all competitors, but especially daunting for community hospitals, rural facilities, and small health systems, which may believe they lack the resources to undertake and sustain major clinical improvement initiatives.

Yet small community hospitals do have their own considerable strengths, which they can leverage to compete more effectively with academic medical centers and larger healthcare networks for services that are appropriately delivered in the community hospital setting. For these, it’s a myth that 'bigger is always better.