(DRAFT) WISHIN DIRECT MARKETING PLAN Prepared by Kim Johnston June, 2011

Transcription

1 Prepared by Kim Jhnstn Purpse Prvide a review f the market Give an verview f the market segments fr WISHIN Direct Outline the marketing and cmmunicatin activities fr WISHIN Direct Identify the cmmunicatin channels t prmte WISHIN Direct Executive Summary This dcument cntains backgrund infrmatin n WISHIN Direct, cmmunicatins cnsideratins, utlines the market segments and prvides an actin plan fr WISHIN Direct will enable health care prviders, clinics, hspitals, pharmacies and labs t exchange health infrmatin securely t knwn and trusted recipients ver the Internet. The prduct will enable medical prviders and health care rganizatins t meet Meaningful Use requirements in an easy and cst effective manner. Fr less than a mnthly cell phne bill medical prviders using WISHIN Direct will be able t exchange health infrmatin t ther prviders thrugh the Wiscnsin state appinted health infrmatin exchange (HIE). Frm July t the prduct launch, WISHIN intends t fcus n preselling WISHIN Direct t the market segments that are deadline driven t meet Meaningful Use requirements. It s essential t these segments t meet cmpliance and cllect federal incentive payments r risk the lss f a ptential revenue surce. In 2011, WISHIN will prvide WISHIN Direct services and have agreements with HISPs that want t cnnect t WISHIN. In 2012 and beynd, WISHIN will adpt future WISHIN Direct standards, rll ut additinal value-added services and cntinue t expand the custmer base. Develping the WISHIN Direct (the HISP) brand as the statewide health infrmatin exchange that will eventually bridge t the Natinal Netwrk, validate user identity, issue direct addresses and use a prvider directry is a cmplete slutin. WISHIN Direct will be the slutin helping prviders meet all parts f Meaningful Use health infrmatin exchange requirements. While Meaningful Use, Stage 1 requirements fr HIE are minimal, future stages will be mre stringent in nature and will require greater interperability capabilities. One f the selling pints fr WISHIN Direct is the intentin f the rganizatin t develp an infrastructure t help meet the Meaningful Use demands. WISHIN Direct will be prmted as the initial prduct f a mre rbust HIE ffering in Phase 2. Market Overview Wiscnsin is prgressive in the adptin and use f health technlgies that imprve health care delivery and patient safety and utcmes. As a result, pprtunities exist fr WISHIN t successfully launch HIE services in the state. Sme f the market has used their electrnic health recrd (EHR) r HIE vendrs t meet the Stage 1 Meaningful Use requirements. Thse meeting with the exchange requirement with EHR have nly slved HIE fr the shrt term. While thse ptential custmers within the market that are already Page 1 f 7

2 Prepared by Kim Jhnstn meeting Meaningful Use requirements thrugh ther venues, WISHIN Direct will be able t ffer custmers a HIE slutin, as the statewide health infrmatin netwrk. Barriers Overcming market cncerns f rlling ut a prduct clse t the Meaningful Use deadline year 1 Actin Steps Pre-selling WISHIN Direct allws ptential custmers t make an infrmed decisin when selecting ways t achieve their Meaningful Use requirements fr HIE Prmtin: Sign up fr WISHIN Direct in 2011 and use the service fr free until January 2012 Selling the WISHIN Direct prir t develping a pricing structure Cllateral material will prmte an identifiable cst range fr the prduct price pint, which allws the custmers t identify and budget fr the cst f the prduct in 2012 Other HIE activity in the market place WISHIN Direct messaging will articulate the difference between just meeting year ne HIE Meaningful Use requirements and finding a slutin fr the nging requirements Market Segmentatin Many stakehlders in Wiscnsin can ptentially benefit frm WISHIN Direct. Market segments fr the prduct include physician/physician practices, independent hspitals, integrated delivery netwrks, labratries, pharmacies and payer grups. Physicians/physician practices and independent hspitals will be the primary market segments targeted during the initial marketing push. Belw are six market segments fr WISHIN Direct. Physicians/Physician Practices: Apprximately 13,500 physicians (surce: WI Medical Sciety) are practicing in Wiscnsin. WISHIN will ffer services t physicians and physician practices that culd help them realize efficiencies in their business and achieve Meaningful Use requirements fr HIE. 6,750 f the f physician practices in state are nt hspital-based physicians (surce: WI Medical Sciety) Page 2 f 7

3 Prepared by Kim Jhnstn Independent Hspitals: Benefits f the HIE services t Independent Hspitals in Wiscnsin wuld include the ability t cmmunicate with physicians, labs, and ther hspitals. Additinally, the ability t streamline reprting functins, gain administrative efficiencies, and exchange data electrnically with utside entities make Independent Hspitals a key stakehlder. Wiscnsin has 126 hspitals in the state. Integrated Delivery Netwrks: Integrated Delivery Netwrks (IDNs) in Wiscnsin are widely knwn fr their existing high level f EHR adptin. Hwever, planned HIE services t be ffered by WISHIN were identified by the IDNs as being f value. The ability t exchange data electrnically with physicians, labs, and ther hspitals nt affiliated with their netwrk is a need. Marketing t the IDNs will be custmized t each entity revlving arund the needs f the individual entities. Belw is a list f IDNs in Wiscnsin. Aurra Health Care Wheatn Franciscan Healthcare Sutheast Wiscnsin Marshfield Clinic University f Wiscnsin Meriter Health System Affinity Health System Gundersen Lutheran Health System Mercy Health System Dean/SSM Labratries: During the white space analysis, DHS identified labratries with capabilities t send results electrnically and thse that are currently nt sending results electrnically. The white space includes thse reference labratries nt currently sending their results electrnically utside the walls f their rganizatin. This segment amunts t 41% (114 labratries) in Wiscnsin with the capability f sending results electrnically. This segment als represents the ptential target market fr WISHIN Direct in the near-term; with mre advanced bi-directinal HIE service fferings t be prvided ver time. At this time labratries are nt being incentivized t adpt electrnic health infrmatin exchange. Pharmacies: Wiscnsin currently has 41 pharmacies that cannt accept electrnic prescriptins. This is a small grup, but is still part f WISHIN s white space. Similar t the labratry market segment, pharmacies als have n financial incentive t adpt electrnic health infrmatin exchange. There will be limited marketing effrt dedicated t reach this segment. Payers: While payers are nt a primary market segment, payers in Wiscnsin have apprximately 5.4 millin cvered lives in the state. Payer rganizatins represent a market segment wh culd leverage and utilize the services prvided by WISHIN. As ptentially significant beneficiaries f HIE, participatin by payers represents a key surce fr sustainability. Educatin f WISHIN Direct services is imprtant t this grup. Targeted cmmunicatins and educatin fr this grup will becme mre imprtant in Phase 2 f WISHIN Direct. The fllwing is a list f tp health plans in Wiscnsin by their market share (Health Leaders, 2010): Page 3 f 7

4 Prepared by Kim Jhnstn UnitedHealth Grup, Inc % Other % Dean Health Plan, Inc % WellPint, Inc % Humana, Inc % Security Health Plan f Wiscnsin, Inc % Affinity Health System - 6.8% Physicians Plus Insurance Crpratin - 4.7% Unity Health Plans Insurance Crpratin - 4.1% Centene Crpratin - 3.7% Framewrk fr Key Messages: Physicians/Physicians Practices: Message: It s affrdable fr the practice Helps yu easily meet HIE meaningful use Prvides greater cnnectivity Allws yu t make mre infrmed decisins with mre infrmatin Smthes transitins f care Will prvide a single pipeline f secure health care infrmatin fr all f Wiscnsin ( Eventually cnnects yu t ther states and natinally) Tailrs services t meet Meaningful Use requirements and market needs specific t Wiscnsin WISHIN Direct allws yu t: Cnnect with the Statewide HIE t exchange health infrmatin & Achieve meaningful use Independent Hspitals: Cnnects hspitals t the Statewide HIE t achieve better patient care Prvides strnger verall cnnectivity within Wiscnsin WISHIN is the statewide health infrmatin netwrk One slutin cnnects yu t WISHIN Smthes transitins f care Cnnects hspitals t where health infrmatin exchange requirements are ging (Imprtant fr reimbursement and value based purchasing in the future) Page 4 f 7

5 Prepared by Kim Jhnstn Independent Delivery Netwrks: *Messaging fr the IDN grup will be custmized t each rganizatin Cnnects users t the Statewide HIE t achieve better patient care Prvides strnger verall cnnectivity within Wiscnsin WISHIN is the statewide health infrmatin netwrk and ne slutin cnnects yu t the statewide netwrk Helps t imprve quality f care Smthes transitins f care refrm Cnnects users t future requirements f health infrmatin exchange and health care refrm Labratries: Replaces faxing and migrates t electrnic health infrmatin exchange Allws yu t cnnect electrnically with independent physicians Prvides cnnectivity with Wiscnsin Divisin f Public Health fr reprtable cnditins Call WISHIN, create ne interface, and save mney. Pharmacies: Physicians will be requires t send a certain percentage t the prescriptins electrnically t cmply with meaningful use. T stay cmpetitive yu need t have an HIE slutin: WISHIN Direct. WISHIN Direct prvides yur custmers (physicians) easier access Helps yu keep up with the cmpetitin/market place Cnnects yu t the pipeline f health infrmatin exchange Helps yu migrate t electrnic prescriptins (e-prescribing) Recmmendatins WISHIN will take a multi-prng marketing and cmmunicatin apprach, using targeted messaging with each market segment. WISHIN staff will wrk with stakehlders, using their channels t disseminate infrmatin in print, e-newsletters, meetings, educatin r training sessins and vendr fairs. Cmmunicatins Cnsideratins We plan t use the resurces and respected cmmunicatin channels f the Wiscnsin Hspital Assciatin and Wiscnsin State Medical Sciety (print and electrnic newsletters, websites and meetings) t reach physicians, physician practices, clinics, hspitals and independent delivery netwrks in the state. WISHIN is als planning t wrk with WHITEC t prduce a series f interactive webinars using their technlgy, which will then be hsted n WISHIN s newly update web site. Page 5 f 7

6 Prepared by Kim Jhnstn Key Messages (See market segment break dwn) Executin Recmmendatin The primary fcus f WISHIN Direct in the initial phase is helping prviders achieve Meaningful Use bjectives. Due t the timeline and the WISHIN Direct prduct launch date, the pre-sale f WISHIN Direct will be essential and allws the implementatin team t line up a custmer base prir t the rll ut f the prduct. Sales sheets will be develped fr WHITEC and the WISHIN Outreach Crdinatr that utline prduct benefits. Physicians and physician practices have been identified as the first market segment t be targeted and nce nline will help prvide a base f WISHIN Direct users and help establish critical mass. WISHIN plans t leverage stakehlders in an advisry capacity, use their cntacts, channels, and cmmunicatin resurces t effectively distribute the messages abut WISHIN and prduct fferings. WISHIN will priritize cmmunicatins fr the WISHIN Direct prduct t physicians, clinics and hspitals that are eligible fr Medicare and/r Medicaid incentive payments. Actin Plan Activity Timing Respnsible Sectin 1 Create marketing tl kit (cllateral materials) fr Stage One HIE Meaningful Use July Jhnstn & Cmmittee Develp a leave behind Sales Sheet Develp a brchure - Steps t Cnnect, Adpt and Achieve Meaningful Use Dne Deringsfeld Develp a utline r visual why WISHIN Direct ver ther prducts July Jhnstn & Cmmittee Prvide a business case fr WISHIN Direct We are WISHIN (Helps t sell the imprtance f the rganizatin) Use stakehlder cmmunicatin channel pprtunities: Create a channel list and timeline. Current Jhnstn Page 6 f 7

7 Prepared by Kim Jhnstn Sectin 2 Psitin WISHIN s web site t sell t different WISHIN Direct markets The website will act as ne f the primary sales tls Develp a series f webinars n WISHIN Direct t be hsted n the WISHIN website Cmplete by July 15, 2011 Develped and taped prir t Meaningful Use deadline Jhnstn & Yahara Sftware Jhnstn, Cmmittee, WHITEC Sectin 3 Educate stakehlders n market segment messaging Develp WISHIN Direct messaging fr stakehlders Talking pints Elevatr speech Meaningful Use diagram Develp a PR strategy t elevate WISHIN Direct Marketing effrts 3 rd Quarter Jhnstn & Cmmittee Members July 20, 2011 Jhnstn & Cmmittee August 5 Page 7 f 7