Interrupt me! (Really!)

Transcription

1 308 Selling Home Care by Diagnosis Dx Sell - Diagnostic based selling system Copyright 2012 Melanie Stover, OT, MBA, MS/ISM Interrupt me! (Really!) 1 1

2 Meet and Greet Melanie Stover > Occupational Therapist > Worked in Home Health since 1996 > Founded Home Care Sales 2001 > Currently working with HH and HC agencies across the country in highly competitive environments 2 Text Questions or Comments to Melanie Stover 3 2

3 What will I learn during this session? > The top Dx to target > Services to sell > Questions to ask to gain interest 4 Clinician vs Nonclinican 5 3

4 How Medical Referral Sources Think > Trained in disease processes and deficits > See limitations and support (or lack of support) > Only knows Home Care based on experience (no formal education) > All home care agencies are the same no need to meet 6 Help! I am a salesperson not a clinician! > Be familiar with how the disease process impacts the patient at home. > Be the home care expert! > Clearly articulate how home care can impact your patient and their ability to mange their disease process at home. 7 4

5 Target Medical Referral Sources > Dr Offices > Acute Care > Skilled Nursing Facilities with Rehab > Assisted Living Facility > Home Health Agency > Geriatric Care Managers > Disease Associations > In Patient Rehab > Hospice > Private Duty 8 Tips to Remember when speaking with a Clinician > Remember they are their patients > Paint a picture of a potential referral how that patients moves or behaves > Success stories - case studies > Help them implement their treatment plan > Clinicians are great teachers ask if you do not know 9 5

6 What are referral sources looking at? Chronic Diseases Medication Errors/Non Compliance The Provision of Quality Care/Education in the Initial Hospitalization Adequate discharge planning Lack of Follow Up with PCP Complications Related to DC Diagnosis Non Compliance with Care Plan/DC Plan Problem Adequate Post Discharge Follow up-monitoring & Communication Improved Coordination Between Inpatient and Outpatient Health Care Teams Solution What data are referral sources collecting/tracking? >Number of (re)admissions in a certain time frame >Readmission origin >Support in the home or lack of support >Resources available >Services upon discharge >Communication regarding & SOC, Frequency >Summary updates on pts 6

7 Obstacles to Reducing Readmissions Medication Adherence = 24% Access to Primary care= 24% Family & Caregiver Support = 21% Health Literacy = 17% HIN Hospital Readmissions Survey Who is your ideal patient or client? 13 7

8 Ideal client or patient > Profitability > Skill of staff > Types of patients or clients you have cared for in the past 14 The Major Benefits of referring to HH or HC > Managing the disease process at home > Reducing the need for ER or Urgent Visits > Through compensation techniques, reducing the risk of falls in patients or clients > Earlier intervention due to sign and symptom management 8

9 How to sell by Diagnosis (short version) Step 1: Gain an understanding of the Dx Step 2: What are some of the main challenges with a heart failure patient and why do they continue to readmit? How to sell by Diagnosis (short version) Step 3: How can you services impact the patient or client to manage their disease process at home? (problem solve with your clinical education team or caregiver supervisor staff) Step 4: Create Home Care Trigger Questions for HF 9

10 How to sell by Diagnosis (short version) Step 5: Discussion about services or how services may benefit a future patient Step 6: Objections / responses to objections Step 7: If no referral at this time position yourself for next sales call Heart Failure (HF) The heart is inefficient in pumping enough blood throughout the body. > Symptoms: Fatigue Weakness Irregular heart beat Weight gain Swelling Shortness of Breath Dizziness Cough 10

11 Treatment for HF Monitoring and self-care at home > Diet, exercise, and medication are keys to success. The goal of treating heart failure is to slow the progression, as treatment will decrease the need for hospitalization and rehospitalization and also lower the risk of death. Treatment for HF Important steps for managing heart failure: Monitor weight (gaining 3 lbs. in one day or 5 lbs. in one week is a sign of increased heart failure) Monitor overall symptoms Take medications as prescribed Complete the home exercise program Lose weight if needed Lower your cholesterol level if needed Rest in between activities. which the heart a chance to recover Follow a low-sodium diet 11

12 Key Home Care Services for HF patients > Nursing Medication education Disease process education Recognize signs and symptoms Diet meal planning > Physical Therapy Gait training with assistive devices Balance and strengthening Home exercise program Transfer training Fall risk reduction > Occupational Therapy Adaptive equipment Home safety O2 management if being utilized > Aide - Caregiver ADLS Meal Prep - low sodium Motivational exercise Plan of care adherence Medication reminders Transportation Home safety and supervision 22 Diagnosis Trigger Questions for Home Care > Which of your patients have required treatment for rapid weight gain because they have a hard time controlling their diet? > Which patients can articulate what they should be doing for their HF but they haven't actually made the connection to implement your treatment program? 23 12

13 Common Objections > We send them to Home health > We have a transitional specialist working with the HF patients 24 How to put Dx Selling into Action! >1. Identify your ideal clients or patients. >2. Create success stories from your current caseload. >3. Identify the medical referral sources you would like to target. >4. In addition to asking normal qualifying questions ask: What are the top 3 diagnoses you see here? 25 13

14 How to put Dx Selling into Action! > 5. Create a written action plan for each account using the diagnostic selling system as your guide. > 6. Arm yourself with a quick reference from the presentation and your gathered information > 7. When you are in front of your referral sources, paint a picture of the patient and how HC impacts their functional limitations and deficits. > 8. Ask trigger questions to help your medical referral sources identify the target patient population. 26 How to put Dx Selling into Action! >9. Overcome any objections. >10. Ask for a patient, client, or resident. >11. Serve the referral source and engage the client or patient 27 14

15 Supporting Families 28 How will you provide Value? 29 15

16 Supporting Generations To Come! Copyright Thank You! Melanie Stover, OT, MBA, MS/ISM Marketing & Sales Training Copyright