Marketing Powered by FOTO A Canadian Experience FOTO Outcomes Conference April 17, 2015 Lori Neill, Physiotherapist HBPE, BHScPT, MBA

FOTO’s growth into Canada The Canadian Physiotherapy Association Chose The Power of FOTO Canadian Outcomes Manager Canadian Website Marketing Message FOTO en français

Overview of “Medicare” Canada's national health insurance program, often referred to as "Medicare“ is 50 years old and has become part of our national identity Designed to ensure that all residents have reasonable access to medically necessary hospital and physician services, on a prepaid basis Instead of having a single national plan, we have a national program that is composed of 13 interlocking provincial and territorial health insurance plans, all of which share certain common features and basic standards of coverage. In addition to standard health coverage as described in the Canada Health Act, provinces typically provide additional services. Eg. physiotherapy, dental coverage, and prescription medicines. Provinces are not obligated to provide services not listed in the Canada Health Act, and such services are affected by changing government policies.

Types of Health Care Systems Public Financing Private Financing Public Delivery National Health Service UK (2) User Fees for Public Services Canada Private Delivery (3) Public Health Insurance Physiotherapy -ONT (4) Private Insurance USA Physiotherapy - ONT Quadrant1 represents a fully public system, in which the public sector both delivers and finances health care services. Quadrant 4, by contrast, represents a fully private health care system, in which the private sector delivers and finances services. The United States is often considered a country which has this type of health care system. For the most part American health care is both privately delivered and financed, though there is some deviation through vehicles such as Medicare and Medicaid. Quadrants 2 and 3 represent mixed health care systems. Quadrant 2 represents a system where health care services are delivered through public institutions, but are financed through private means, such as user fees. In Quadrant 3, healthcare is delivered by the private sector, but is financed publicly through mechanisms such as government administered and funded health insurance plans. Canada most closely resembles the last of these mixed models. Health care services in Canada are largely delivered by private individuals and organizations, such as physicians and hospitals. These services, however, are financed by governments through public health insurance plans and direct funding to health care facilities. As will be discussed, Canada does not fit this private delivery/public financing model perfectly. While physicians and hospitals are private entities, governments exercise considerable authority over them. Moreover, the private sector plays an important, albeit secondary role, in health care financing that cannot be ignored or minimized. • Deber, R. “Delivering Health Care Services: Public, Not-for-Profit, or Private?” Royal Commission on the Future of Health Care in Canada, Discussion Paper No. 17. August 2002. 15 May 2010. <http://www.teamgrant.ca/M-THAC%20Greatest%20Hits/Bonus%20Tracks/Delivering%20Health%20Care%20Services.pdf> (Source: Deber, 2002)

Physiotherapists in Canada Public Sector Private Sector 50.4% 49.6% Source: Canadian Institute for Health Information

Changing Face of Healthcare Changes in our health system don’t make headlines in the same way as they do in the US, but we too are in a significant state of change. Change is confusing, challenging and even frustrating, but change often creates the best the conditions that are ripe with opportunity. Changing Face of Healthcare

Marketing Defined …..the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers (funders & referral sources), clients (our patients), partners (our practices), and society at large (our profession). American Marketing Association ....common theme in most marketing definitions is meeting needs and providing benefits/value

The FOTO Solution: we may be different ehh but the language of FOTO is universal in its ability to meet multi-stakeholder needs and provide value to our practices in a changing healthcare system

Trends & Drivers of Change – Jones, Janet, Kathleen Norman, and Spencer Saunders. “The State of the Union: Trends and Drivers of Change in Physiotherapy in Ontario in 2014.” 2014. http://hdl.handle.net/1974/12616

The Patient - Trends Shift from system focused to patient focused Increasing lifespan, increasing demand for services related to an aging population More multidisciplinary treatments Focus on wellness/predict, prevent and promote Jones et al, 2014

The Patient Marketing Opportunities Driven by FOTO at the point of care...provides focus on function and goals important to the patient value for their money results focused some of the risk adjustment criteria eg BMI and co-morbidities as well as the optional surveys allows for an expanded conversation regarding ‘wellness’ Jones et al, 2014

The Practice - Trends Physiotherapists working differently – team focused, inter professional care Transformation in employment structure and physiotherapy funding, growth in private sector PTs more business focused More competition Drive to record and share knowledge to increase understanding of outcome measures and how these affect care Jones et al, 2014

The Practice Marketing Opportunities Driven by FOTO Accountability vehicle for payers Effective, objective and consistent data sharing with other providers Provides an understanding of how outcome measures affect treatment Market services in a more sophisticated, professional way Provides for objective performance reviews of staff and business Provides a competitive advantage via data driven marketing Jones et al, 2014

Technology- Trends E-patients that are equipped, enabled, empowered and engaged Technology as a tool to engage patients in their care Tech enabled practice previously limited to larger practices, smaller practices have access to greater efficiencies and sophisticated marketing Adoption of knowledge management systems Jones et al, 2014

Technology Marketing Opportunities Driven by FOTO Patient reported outcomes and reports provide excellent means to engage the e-patient Affordable system to create practice efficiencies Integration opportunities with e- practice management software Your own personal data management system with reporting that allows knowledge transfer Jones et al, 2014

The System - Trends Model of reimbursement based simply on visits replaced by block- funding or “packaged care” (EOC’s, POC’s, FHTs) Requirement for better tracking and monitoring of outcomes – accountability requirements Changing policies and reforms forcing new business models and practices Competition based on valid measures of quality and efficiency Jones et al, 2014

The System - Opportunities Marketing Opportunities Driven by FOTO Practicing with real time outcome data and benchmarks facilitates the change from volume to value Data provides opportunities for lobbying efforts in both private and public sectors Customized reports by referral source provide competitive advantage Data on PTs allows identification of issues that are affecting clinic quality and referrals. Jones et al, 2014

Trends .... read “opportunities’ for Marketing driven by FOTO Marketing = meeting needs and providing value

Focus of Our Marketing Work in Progress Creating content derived from our data for all target audiences – web, scorecards, e-blasts, physician specific reports, funder reporting, FOTO widgets, in-clinic posters, education, newsletters, social media Building a community around our engaged audiences including therapists and patients, Regulatory Colleges, private and public payers about the power and application of FOTO data Understand the trends….seize the opportunities.