It Pays to Increase Your Hospice s Conversion Rate
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- Sybil Wade
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1 1 It Pays to Increase Your Hospice s Conversion Rate Beth Carpenter, President Barbara Gray, Senior Consultant Lynn Serra, Senior Consultant 2011 Beth Carpenter and Associates, All Rights Reserved 2 1
2 Desired Outcome An admissions process that captures every appropriate referral: as quickly as possible with the greatest comfort possible for the patient, family, physician, and referral source using consistent standards at every level 3 Today s Objectives 1 Identify what data to gather in order to paint a complete picture of a hospice s referral conversion rate 2 Analyze the data to determine how the conversion rate is impacted by internal and external factors 3 Investigate 5 potential solutions to address specific conversion rate weaknesses 4 2
3 Objective 1: Identify what data to gather to paint a complete picture of the conversion rate A. Get a picture of the current referral conversion rate B. Set realistic conversion rate goals C. To sharpen the focus, refine the data search 5 Objective 1: Identify what data to gather to paint a complete picture of the conversion rate A. Get a picture of the current referral conversion rate 1) Define terms 2) Review historical statistics and trends 6 3
4 Objective 1: Identify what data to gather to paint a complete picture of the conversion rate B. To sharpen the focus, refine the data search 1) Strategies for data gathering 2) Conclusions that might become more apparent 7 Objective 1: Identify what data to gather to paint a complete picture of the conversion rate C. Set realistic conversion rate goals 1) Organization-wide targets 2)Targets for specific departments and/or individual positions/people 8 4
5 Objective 2: Analyze the data to determine the impact of internal and external factors A. Determine what the real problems are before fixing the wrong ones B. Make NTUC analysis a hospice leadership team priority C. Track and trend to discover patterns 9 Objective 2. Analyze the data to determine the impact of internal and external factors A. Determine what the real problems are before fixing the wrong ones 1) Implement direct supervisor involvement in the NTUC process 2) Review NTUC statistics daily and weekly 3) Go for the low hanging fruit 10 5
6 Objective 2. Analyze the data to determine the impact of internal and external factors B. Make NTUC analysis a hospice leadership team priority 1) Conduct weekly NTUC review in leadership team meeting 2) Use a consistent agenda and process 3) Fact finding with a positive approach! 4) Goal: Improve the process by identifying real issues 11 Objective 2: Analyze the date to determine the impact of internal and external factors C. Track and trend to discover patterns 1) Pinpoint internal decision makers who may be stopping an admission 2) Review decision tree to determine inconsistencies with standard workflows 12 6
7 Objective 3: Investigate 5 potential solutions that address specific conversion rate weaknesses A. Fix any process problems B. Be available when the patients are ready to decide C. Be consistent in the presentation of information and responses to common questions 13 Objective 3: Investigate 5 potential solutions that address specific conversion rate weaknesses D. Find ways to say YES E. Increase service levels 14 7
8 Objective 3: Investigate 5 potential solutions that address specific conversion rate weaknesses A. Fix any process problems 1) Map current workflows 2) Map new workflows where improvements can be gained 3) Rethink, reinvent, reinvest to maximize flow of referrals and ease of admits 15 Objective 3: Investigate potential 5 solutions that address specific conversion rate weaknesses B. Be available when the patients are ready to decide 1) Create schedules that enable greatest availability during peak customer need 2) Stagger Coordinator and Admission Nurse schedules to have experienced admissions staff available at all times 16 8
9 Objective 3: Investigate 5 potential solutions that address specific conversion rate weaknesses C. Be consistent in the presentation of information and responses to questions 1) Use scripts for Coordinators and Nurses 2) Give and reinforce consistent messages 3) Train others who do presentations to patients and families 4) Use visuals as well as words 17 Objective 3: Investigate 5 potential solutions that address specific conversion rate weaknesses D. Find ways to say YES 1) Emphasize the goal to admit the patient 2) Eliminate as many of these internal rules as possible: We never do/take.. 3) Go up one level in the organization before saying NO to the customer 18 9
10 Objective 3: Investigate 5 solutions that address specific conversion rate weaknesses E. Increase service levels 1) Know what families and referral sources are really buying when they choose one hospice over another 2) Listen for unmet needs 3) Evaluate the risks/rewards of expanding your capabilities 19 Can you now: 1 Identify what data to gather in order to paint a complete picture of your hospice s referral conversion rate? 2 Analyze the data to determine how conversion rate is impacted by internal and external factors? 3 Consider incorporating at least one new idea that will address your hospice s specific conversion rate weaknesses? 20 10
11 Some final thoughts: All NTUCs are not created equal Your data will direct you You can improve your conversion rate 21 Thank you for being with us! For information about Beth Carpenter and Associates, call us at , or visit our website For additional information about this presentation, Barbara Gray at 22 11
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