Sales and Clinical Partnership Building Awareness, Length of Stay and Revenue Jim Pusateri SVP Sales Brookdale Senior Living
Karen Peck VP Clinical Services Brookdale Senior Living
A Typical Scenario Adult daughter searching for living options for a parent ▶
Discovery reveals family not fully aware of the following: – Full scope of care needs to support parent – Finances • Home value • Savings/investments
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Here we begin the Sales/Clinical Partnership
Sales Information
Typically a family member begins the search: ▶
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Ask specific questions that can gather enough data to understand what care needs are required, and match the communities ability to meet the needs What needs does the family have in resolving the situation – what outcomes are they looking for? Encourage an in person review of needs to accurately understand the specific care needed Deliver clear review of needs to community wellness director for future assessment
Clinical Information ▶
Range of clinical capability awareness for sales – What type of residents can we care for – How do we represent this well when clinical is not available
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Communication and collaboration – Partnership with sales to deliver messages to medical professionals and referral sources – Work together to understand the needs of Hospitals and SNF’s in the immediate referral market and ensure we have programs that meet those needs
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The Curve Ball Exercise ▶
Daughter provided the following information at initial visit: – Good with taking medications because she fills the pill boxes every Sunday – Mom doesn’t need help getting to the bathroom day or night – I only have to help mom with showers sometimes – Thinks mom can afford living at community
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The Home Visit/Post Home Visit ▶
Sales and Clinical do a home visit and find: – – – –
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Pills haven't been taken in several days Mom has obvious body odor Bedside commode in bedroom Mom has a reverse mortgage on the house and was a nurse in WWII
How do we go back and address what we saw on the home visit with the daughter?
Sales and Clinical Partnership
www.youtube.com/watch?v=7ZqNpDNDKAc
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Business Awareness/Clinical
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Coopetition – something we worked with in the CMS grant. Here we made sure if we couldn’t care for a prospect we knew who could and made the referral – then communicate back to the original referral source
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3rd Party Partnerships to optimize capabilities in service delivery
Business Awareness/Sales Expecta0ons Promise of Service
Success
Impact to revenue
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Clinical capabili0es of community
Cost of Care and Real Estate
Length of Stay/Sales What percentage of your stays are less than 90 days in AL/ MC? ▶
Short stays have a considerable impact on our communities – Working with Clinical to ensure a length of stay
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Setting expectation on change of condition – Sales needs to discuss this early in the process
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Sales ongoing relationship with the family – Interaction post move in
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Length of Stay/Clinical
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Focus on Wellness – we provide more than a clinical service
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Proactive approaches to identify the change of condition
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Resident engagement and resident centered approaches
Revenue/Clinical ▶
The impact clinical has on revenue led by closing the back door: – Optimize resident outcomes focused on wellness – Customer Service – Chronic disease management programs – Clinical sharing what we do with referral sources
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Revenue/Sales
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Sharing outcomes with families and referral sources
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Fully understanding the clinical capabilities
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Selling the ancillary services – Providing outside help from home health (or inside if offered) – Chronic disease programs – Highlighting customer service provided by the wellness team
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