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Four Keys to Increase Healthcare Market Share

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With leadership alignment, easy access to data, and a roadmap to reach their objectives, health systems can drastically increase revenue and grow market share by applying four principles:

Key 1. Alignment.
Key 2. Vehicles.
Key 3: Five tools: access to data, data acumen; finance, vision to execution, and prioritizing outcomes.
Key 4: Education.

Access to the right data can drive changes that generate $48M in revenue, surpassing the year three market share goals in year two.

Published in: Healthcare
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Four Keys to Increase Healthcare Market Share

  1. 1. Four Keys to Increase Healthcare Market Share HEALTH CATALYST EDITORS
  2. 2. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Holly Burke Executive Director Clinical Innovation and Quality, Pulse Heart Institute MultiCare Health System Needham Ward, MD Chief Medical Officer, Pulse Heart Institute MultiCare Health System This report is based on a 2019 Healthcare Analytics Summit presentation given by Holly Burke, Executive Director, at Clinical Innovation and Quality, Pulse Heart Institute, MultiCare Health System, and Needham Ward, MD, Chief Medical Officer, at Pulse Heart Institute, MultiCare Health System, titled, “Physician Alignment and Data-Informed Decisions Increase Contribution Margins and Market Share.” Increasing Healthcare Market Share
  3. 3. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Increasing Healthcare Market Share Finding reliable data and analytics to improve market share remains a challenge for healthcare organizations. While health systems must balance myriad priorities at the same time—such as patient access, provider recruitment and productivity, and quality outcomes— they cannot forget to prioritize building a cohesive network of services to win the market share battle.
  4. 4. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Increasing Healthcare Market Share Organizations can increase market share by more closely aligning providers, administrators, and the data they rely on to make decisions. A health system’s leadership team must be committed to improving the quality of health- care delivery, employee engagement, provider recruiting, and financial gains. Along the way the healthcare system must also find a way to scale the process, apply it to other clinical domains, remonetize the platform, and ensure sustainability.
  5. 5. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Increasing Healthcare Market Share In order to balance all the moving parts, it is critical that health systems have a clear objective, strong leadership dyads (composed of one administrator and one clinician) supporting the objectives, and easy access to keep team members on track.
  6. 6. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Alignment Vehicles Five Tools Education
  7. 7. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Alignment Health systems—large or small—often find team members pursuing different goals, proving that alignment at every level is crucial. Realistic, long-lasting changes start with practicing providers who still care for patients and work with front-line staff. With providers at the helm of new alignment changes, other providers and clinicians are more likely to support the changes and ensure that they are realistic and sustainable. 1
  8. 8. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Alignment Another piece of the alignment strategy is to create some type of provider contract, a simple, yet clear, document that defines the mission, vision, and guiding principles that will drive the provider-led, patient- centric culture. 11
  9. 9. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Alignment It is crucial that both providers and administrators commit to live the principles and to be champions of the mission and vision. After the provider contract is created and agreed upon by leadership, team members should review the document regularly to promote its value and reiterate the health system’s goals. 11
  10. 10. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Vehicles After the foundation for alignment is laid, it is time to clarify expectations and responsibilities. The first step is to create and then define centers of excellence (COE). Leadership teams can define a COE (like a heart or vascular institute) as a patient-centric program focusing on financial and clinical outcomes and the role of process improvement and care coordination within care settings and across teams/organizations. 2
  11. 11. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Vehicles The COE is also responsible for surrounding the patient with resources that lead to the best clinical outcomes for the patient and financial outcomes for the institution. As improvement teams consider different leadership strategies, they discover that leadership dyads composed of both a clinical and operational team member drive better results, making it easier for the COE to improve operational, financial, and clinical performance. 2
  12. 12. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Vehicles With patient-centric processes in place and input from administrators and providers, a COE is better equipped to provide a patient with the right resources he/she needs along the continuum of care throughout his/her life, instead of providing a singular episode of care. 2
  13. 13. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Five Tools In order to make improvements, the COE needs a baseline to help the leadership team identify improvement opportunities and then prioritize which areas to focus on first. The best place to start is to perform a readiness assessment to gauge the organization’s current standing in regard to data access and utilization. 2
  14. 14. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Five Tools The readiness assessment is an essential tool in order for an organization to build an outcomes improvement-focused culture. After completion, the readiness assessment can reveal opportunities for improvement: 3 TOOL 1 Access to Data TOOL 2 Data Acumen TOOL 3 Finance TOOL 4 Vision to Execution TOOL 5 Prioritizing Outcomes
  15. 15. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Tool 1 – Access to Data With overwhelming amounts of data, healthcare leaders often feel unsure where to start. With the help of data analysts and research about what data strategies other health systems use, leaders need to understand that giving providers access to consumable, specific data about each provider’s performance is a must-do. 23
  16. 16. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Tool 2 – Access to Data Because providers play a crucial role in adopting new processes, it is just as crucial to get providers more involved/familiar with data on a regular basis. Health systems should provide data to its leadership dyads on a regular basis, in an easy-to-understand interface. When providers and administrators have quick, easy access to consumable data through simple applications, data transparency increases throughout the health system. 23
  17. 17. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Tool 3 – Finance Accurate data improves a health system’s ability to survive on narrow CMS margins. Data reveals which procedures have the greatest per case margin change, an example of one way to increase revenue. So, it is valuable for health systems to review data variation by provider. 23
  18. 18. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Tool 4 – Vision to Execution Data helps leaders understand how to operationalize the vision into measurable, specific steps. On the road to execution, it is vital for leaders to ensure that each patient is on the right pathway to recovery. In order to move forward without feeling overwhelmed, improvement teams should advise COEs to choose one procedure they want to improve, e.g., LVAD, CRTs, etc., and then define clinical indicators for the procedure they selected. 23
  19. 19. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Tool 5 – Prioritizing Outcomes With so many opportunities for improvement, health systems must rely on data to prioritize what to execute first. Health systems should measure progress with any preferred tool. One opportunity to improve alignment is to use the same scorecard for administrators and providers, to ensure they are working toward the same goal. 23
  20. 20. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Five Tools The five improvement opportunities can only be successful if a health organiza- tion’s team members have the proper analytics support. With a strong data analyst team in place providing proper support to team members, providers and administrators feel more comfortable referencing data before making decisions and more confident in their ability to make decisions and accurately measure progress. 23
  21. 21. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Education To effect long-lasting change, healthcare leaders can’t rely solely on either administrators or providers. Rather, improvement teams achieve the highest value when they involve both providers and administrators in the decision-making processes that affect all team members in the health system. 24
  22. 22. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Education To keep the leadership dyads on track, leadership teams should implement regular trainings, with information specific to the administrators and providers in leadership positions. 24
  23. 23. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Four Keys to Increase Healthcare Market Share Education Improvement leaders will see better outcomes if they implement trainings on a regular basis because it is an opportunity to continuously remind leaders of the objective—quality improvement, leadership, and finance. It is also an opportunity to garner clinical support by having providers present trainings. 24
  24. 24. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Data Drives Changes That Increase Healthcare Market Share With committed leadership dyads and consistent training in place, the providers and the administrators have an opportunity to learn more about the value the other brings to the health system. This increase in understanding can improve relationships and increase trust between groups, fostering an environment that values the diversity of thinking that results from combining clinical and operational viewpoints. 2
  25. 25. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Data Drives Changes That Increase Healthcare Market Share For example, Pulse Heart Institute (PHI) realized it could increase healthcare market share by more closely aligning providers, administrators, and the data they used to make decisions. With a clear objective to become a destination center for heart and vascular health in the northwest, new leadership dyads combined with easy access to data empowered PHI to increase its revenue by more than $48M, surpassing the year-three market share goals in year two. 2
  26. 26. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Perfect Data: An Elusive Roadblock to Moving Forward As health systems continue their journey to become data driven, leadership teams must realize that perfect data doesn’t exist. Leadership teams should identify an accuracy threshold e.g., 80 percent accuracy, at which the data can be used to drive decision making and will effect positive change. Defining the data accuracy threshold will allow team members to move forward instead of delaying action based on the elusive idea of perfect data. 2
  27. 27. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Aligned Leadership and Accurate Data Increase Healthcare Market Share Providers and administrators are key players in leading change, but easy, constant access to data is equally important in order to target the right changes. Clinical and operational dyads drive more comprehensive results than a provider or administrator working alone and emphasize the importance of teamwork. 2
  28. 28. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Aligned Leadership and Accurate Data Increase Healthcare Market Share The combination of leadership, data, and a team mindset are a triple threat to cut costs, align leadership/team members, and increase healthcare market share without compromising quality care. 2
  29. 29. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. For more information: “This book is a fantastic piece of work” – Robert Lindeman MD, FAAP, Chief Physician Quality Officer
  30. 30. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. More about this topic Link to original article for a more in-depth discussion. Four Keys to Increase Healthcare Market Share From Volume to Value: 10 Essential Strategies for Navigating the Healthcare Shift Duncan Gallagher, President of Donegal Advisory Services Three Must-Haves for a Successful Healthcare Data Strategy David Grauer, MBA, MHSA, Senior Vice President Professional Services Healthcare Data Literacy: A Must-Have for Becoming a Data-Driven Organization Anna Kleckner, PhD, MPH, Business Consultant Five Practical Steps Towards Healthcare Data Governance Stephen Hess Clinical Data Management: 3 Improvement Strategies Jane Felmlee, Finance Operations Consultant
  31. 31. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Other Clinical Quality Improvement Resources Click to read additional information at www.healthcatalyst.com Holly has been instrumental in partnering with physicians and executives in transitioning a traditional cardiac service line into Pulse Heart Institute, a provider lead institute on the West Cost. Under her leadership she has partnered with physicians and administrators in standing up the 6 centers of excellence. She was responsible for developing dyad leaders and establishing the quality structure for the institute. Through this work operational, economic and quality metrics have all improved across the Institute. Holly’s knack for innovating and partnering with providers has allowed her to develop numerous resources and tools, letting providers engage in the operational and economic outcomes of the care they provide. Holly Burke
  32. 32. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Other Clinical Quality Improvement Resources Click to read additional information at www.healthcatalyst.com Needham Ward, MD, assisted in the development of the Pulse Heart Institute and has been its Chief Medical Officer since 2015. Dr. Ward served as a cardiologist at the Cardiac Study Center in Tacoma, Washington from 1981-2015. He was Medical Director there from 1996 to 2004 and President from 2010 until his retirement from clinical practice. Prior to practice at the Cardiac Study Center, Dr. Ward served for nine years in the US Army Medical Corps. Needham Ward, MD
  33. 33. © 2020 Health Catalyst Proprietary. Feel free to share but we would appreciate a Health Catalyst citation. Other Clinical Quality Improvement Resources Click to read additional information at www.healthcatalyst.com Health Catalyst is a mission-driven data warehousing, analytics and outcomes-improvement company that helps healthcare organizations of all sizes improve clinical, financial, and operational outcomes needed to improve population health and accountable care. Our proven enterprise data warehouse (EDW) and analytics platform helps improve quality, add efficiency and lower costs in support of more than 65 million patients for organizations ranging from the largest US health system to forward-thinking physician practices. Health Catalyst was recently named as the leader in the enterprise healthcare BI market in improvement by KLAS, and has received numerous best-place-to work awards including Modern Healthcare in 2013, 2014, and 2015, as well as other recognitions such as “Best Place to work for Millenials, and a “Best Perks for Women.”

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