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

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

5. 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.

6. 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 May <
(Source: Deber, 2002)

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

8. 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

9. 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

10. 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

12. 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.”

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

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

22. 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.