It takes hard work for a home health agency to attain impressive patient outcomes — and even more work to stay on top of all of the outcomes data. But one agency has shown how tracking outcomes numbers can help agencies develop an organized and successful marketing plan.
The Visiting Nurse Association of Southeast Michigan is a non-profit agency that has been serving the Oak Park, MI community for 105 years. With such longevity, you’d think that the agency would be content to rest on its laurels, but not according to VNA’s OBQI/nurse program manager Gwendolyn Smith.
For several years, the VNA has been tracking its patient outcomes and infusing this data into marketing efforts, says Smith. Keeping a close watch on outcomes lets the agency gauge overall quality of care trends and hone in on particular practice areas, she explains.“It’s up to the agency to investigate internally and make steps toward improvements,” she tells Eli. “We are in a data driven environment,” Smith adds, and payor sources are “focusing on data from benchmarks to make decisions on reimbursement.”
HHAs interested in incorporating their outcomes data into their marketing efforts might want to consider the following tips from the VNA’s playbook:
HHAs should make sure their clinical outcomes data are risk-adjusted, and that utilization outcomes are “closely checked in relationship to your submitted files to Medicare,” Smith advises. Also, before pasting those sterling outcomes figures into your marketing materials, you should verify that any benchmark study data you use jibes with what Medicare says about your outcomes, she directs.
And don’t shy away from any less-than-stellar outcomes data, adds Margaret Adrain, VNA’s director of community relations. Knowing your deficiencies and what you’re going to do to improve them “says a lot about your organization and what you’re all about,” she maintains.
Any marketing effort will surely suffer if it isn’t supported by the quality of care, Smith says. “Whatever the patients say about you goes back to the physicians and the provider sources, and of course, the negative stuff speaks louder than the positive stuff,” she adds.
Given all the current interest surrounding outcomes data, sharing your data now will “show that you’re ahead of the curve,” Adrian asserts.
Editor’s Note: If you have an OASIS story to share, call Marian Cannell at 800-626-9714.