Creating an ACO Marketing Language
Webcast On CD or On-Demand
Presented on July 27, 2011
Sponsored by: HealthLeaders magazine
Accountable care is inevitable. Whatever specific form ACOs may ultimately take, accountability and integration will be an integral part of the healthcare landscape. As a marketer, you need to learn the new paradigm of managing population health versus growing patient volume in a traditional environment. You must remain agile for the coming tide of accountability.
Join HealthLeaders Media for this 90-minute Webcast, including Q&A and case study, to advance your understanding of how to align ACO marketing with business needs, as well as market accountability to providers, and ultimately your community.
With this Webcast, you will:
- Gain clarity on the principles of an ACO, including the distinct differences between Medicare ACOs and ACOs for commercial markets, and the marketing ramifications for each
- Obtain strategies to align your ACO marketing strategy with your organization’s business approach
- Develop tactics for transparent communications strategies within partner/provider organizations
- Attain insight on the future of accountable care and the role of marketing
- Clarifying the principles of the ACO
- The proposed new regulations
- Principles of population health management
- Differences between Medicare and commercial populations
- Predictive modeling and tailored interventions
- Challenges of marketing an ACO to provider partners
- Role of governance
- Matching marketing strategy with business approach
- Case study – Accountable Care Alliance, Omaha, NE
- Extending the business model beyond Medicare
- Need for provider marketing to create an integrated system
- Greatest challenge: Merging competing entities into one system
- Role of the EHR: Marketing communication and relationship building
- Future perspectives on ACOs and marketing
- Leveraging competitive outcomes
- Role of social media in: care delivery, ACO marketing, addressing gaps in care, patient interaction and empowerment
Tadd Pullin, Vice President of Marketing, The Nebraska Medical Center
Pullin’s career in hospital administration began 17 years ago. His professional experience has focused primarily on strategic planning, marketing, and branding in academic medical centers. Pullin has provided consultation in ACO branding and communication strategies for the Accountable Care Alliance, a partnership formed in February 2010 by Methodist Health System, The Nebraska Medical Center, and their affiliated physicians. Prior to joining The Nebraska Medical Center in 2002 as its vice president for marketing, planning, and network operations, he served in leadership roles at The Methodist Hospital System in Houston and Barnes-Jewish Hospital in St. Louis.
Pullin’s academic background includes two master’s degrees—in health administration and human resources. He is a fellow of ACHE and serves on a number of charitable organizations’ boards of directors.
Michael Barber, MD, Lead Consultant, Barlow/McCarthy
Barber has designed and implemented population health management systems for commercial, Medicare, and Medicaid populations during his career and is currently working with health systems, medical groups, long-term care providers, and disease management companies to develop their care management capabilities for ACOs and other risk-sharing relationships. His experience comes from his tenure as the chief medical officer of ChoiceCare, a physician-owned HMO, and as the CEO of Momentum, a Medicare care management company owned by long-term care organizations, and he is also the founding partner and former CEO of the Haelan Group, a predictive modeling and population health management company.
Barber’s approach to helping healthcare organizations grow and change is much the way he approached taking care of patients in his family practice – assess, plan, treat, and follow up. He has had 20 years of experience as a C-suite executive leader and consultant growing companies, creating startups and leading companies through times of great change. His consulting practice is focused on engaging hospitals and physicians in new ways to practice and forming new relationships to improve care and outcomes.
WHO SHOULD ATTEND?
Chief marketing officers, marketing directors, vice presidents of marketing, CEOs, CFOs, COOs, strategic directors, advertising and PR directors, agencies, consultants, communications managers, service line administrators/leaders, public relations professionals, planning and business development leaders, physician relations directors, strategic planners, planning and decision support staff, group practice administrators
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In addition to the regular CD purchase option for HealthLeaders Media Webcasts, we are pleased to offer a new option: Webcast on–demand. When you purchase a Webcast on–demand you will be able to view the program anywhere and anytime by logging into your account on www.HealthLeadersMedia.com. It's also a perfect training tool for new staff or as a refresher for veteran staff.
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