Home Health & Hospice Week

Warning: Payors may implement star rating minimum requirement.

If you aren’t prepared to address your star ratings in your marketing, you’ll be behind the 8 ball when they go live in July.

“As with anything related to outcomes or quality ratings, agencies should expect that those with the best ratings in their area will use them to try and differentiate themselves and gain more business,” advises marketing expert Mike Ferris with Simione Healthcare Consultants. That may go doubly for patient survey star ratings, because the measures are generally easier to understand than the more clinical or technical standards that comprise the quality of patient care star category.

Watch out: “We are hearing from some more sophisticated buyers (ACOs, etc.) that they are considering a required minimum star rating to be considered as a preferred provider,” Ferris tells Eli. “Most often that is 3 stars or greater.”

Prepare To Defend Your Star Ratings

If you score high: It’s always a good idea to toot your own horn if you achieve high scores. But beware the downside, Ferris counsels. “If you live by the sword, you can die by the sword,” he observes. “If you have a great rating and yours drops, you have a whole other problem.”

Also, the most effective marketing strategy will be tailored to your target. Try not to base your entire value proposition around your star ratings because “it does not really address the referral partner’s needs,” Ferris reminds agencies.

If you score low: “Every agency will have to be able to talk about their rating and how they compare,” Ferris cautions. Your sales professionals must be able to handle the objection, “Your Star Rating is low.