Defining Your Value: How to Develop and Use Your Value Proposition Wednesday, May 15 th 12-1pm National Council for Behavioral Health Montefiore Medical Center Northwell Health New York State Office of Mental Health Netsmart Technologies
Today’s Presenters Mindy Klowden, MNM Maura Gaswirth, LICSW Director, Training and Director, Training and Technical Assistance, Technical Assistance, National Council for National Council for Behavioral Health Behavioral Health
Now Available! https://www.thenationalcouncil.org/ wp-content/uploads/2019/03/Value- Proposition-Guide.pdf
Step 2: Conduct a Step 1: Understand Stakeholder Analysis What is Meant by to Understand Who “Value Proposition” Your Value Proposition is For Step 3: Identify and Collect What Data Step 4: Craft Your 7 Steps to You Will Need to Actual Value Build Your Value Proposition Crafting Proposition Your Valu lue Step 6: Enhance Step 5: Develop Your Your Value Proposition Communications Proposition Through Strategy for Your Partnerships as Value Proposition Needed Step 7: Update and Tailor Your Value Proposition
Step 1: : What is is a Valu lue Proposition? ✓ Explains what benefit your organization provides, for whom, and how you do it uniquely well. ✓ Builds the case that you are better positioned to meet the community’s need than your competitors. ✓ A living document that can be updated as needed and is tailored to different audiences.
Participant Poll Where is your team currently in developing your value proposition? • Already sharing with payers. • We have a value proposition, but are unsure on next steps. • We are currently developing our value proposition. • Not sure where to start.
Crafting a Value Proposition Sample: “The Center for Behavioral Health (CBH)”
Step 2: : Stakeholder Analysis Who do you need to influence, and what do they care most about? ✓ Policy makers ✓ Accountable Care Organizations ✓ State and County Administrators ✓ Independent Provider Associations ✓ Managed Care Organizations ✓ Other current or potential partners ✓ Commercial payers ✓ Potential clients
CBH’s Stakeholder Analysis Who do you need to influence? ✓ The “Center for Behavioral Health” sees 10,000 clients annually, and 85% have Medicaid. ✓ The State contracts with Managed Care Organizations and provides much flexibility. ✓ XYZ Health Group is the largest Medicaid Managed Care Organization in the region. Conclusion: XYZ Health Group is the most important partner to influence if CBH wants to pursue a value-based contract.
Sample Stakeholder Analysis What do they care most about? ✓ Like all MCOs, XYZ Health Group is interested in market share. ✓ XYZ Health Group is committed to reducing the total cost of care through appropriate utilization patterns. ✓ XYZ Health Group has been piloting value-based payment models including pay-for-performance, bundled payments and shared savings. ✓ They like predictability and appreciate when providers know the utilization patters, morbidity rates and demographics of their clients. How does CBH know all of this? Intelligence gathered from the MCO procurement process, literature review, stakeholder meetings, and previous contracting meetings.
Step 3: : Id Identify fy and Collect Data Taking what you learned from the stakeholder analysis, begin compiling the data that will be most compelling to your audience. This may include: ✓ Reductions in emergency department utilization, hospitalization and/or hospital readmission ✓ Access data (e.g., how quickly patients get seen from time of referral) ✓ Physical and behavioral health outcomes ✓ Patient satisfaction ✓ Cost data
CBH’s Data Collection Plan ✓ Data that demonstrates market penetration. Source(s): EHR ✓ Data that demonstrates CBH is having success at reaching clients within 7 days post-hospitalization. Source(s): regional health information exchange, claims data, EHR ✓ CBH cost data. Source: claims management system, program budget. ✓ Client success story. Source: care coordinator to collect anecdotes from clients.
Step 4: : Craft Your Actual Valu lue Proposition Key Elements: ✓ WHAT community need do you address? ✓ WHOM do you serve? ✓ HOW do you meet the community’s needs? ✓ WHY are you better than your competitors? Strong value propositions are relevant, specific, and CREDIBLE.
Crafting CBH’s Value Proposition - Sample Outline What community need How do you meet the Why are you better Whom do you serve? do you address? community’s needs? than your competitors? • Community members • CBH serves adults with • Licensed clinicians • CBH is outcomes- with behavioral health serious mental illness provide an array of oriented and has strong disorders lack access to and/or substance use psychiatric and data analytics appropriate services. disorders. Many also counseling services capabilities. We have Some are using the have co-morbid chronic using validated data that show we can hospital as their health conditions. 79% screening tools and get clients seen within primary source of care, of CBH’s clients have evidence based 7 days post- and their post- coverage through XYZ treatment. CBH has a hospitalization at a discharge care is not Health Group. new follow up care higher rate than the being well coordinated. program targeting MCO average. We are clients with serious efficient and keep mental illness who have overhead costs low. been hospitalized for psychiatric reasons.
In Insurance Coverage of f CBH Cli lients 5% 5% 11% XYZ Health Group Other MCO Medicare Uninsured 79%
CBH Rates of f 7-Day Foll llow-Up Up 80% 70% 70% 60% 50% 50% 50% 45% 40% 30% 20% 10% 0% MCO Average NCQA Benchmark CBH Rate Prior to CBH Rate Year 1 Program
CBH Program Costs – Per Member Per r Month Average Service Hourly Cost Total Utilization Care Coordination (Masters level) $150 2 $300 Prescriber (MD or NP) $330 1 $330 Outpatient therapy (Masters level) $150 1 $150 Community support (Peer or Bachelors) $55 2 $110 Sub-total $890 Administrative costs (includes occupancy) 18% $160 Total $1,050
The Center for Behavioral Health (CBH) has provided evidence-based mental health since 1978. Eighty four percent of CBH clients have Medicaid managed care through the XYZ Health Group. We provide a continuum of recovery-oriented services that help ensure adults experiencing a serious mental illness or substance use disorder, can lead healthier, productive lives. All too often, adults with (SMI) lack adequate community-based treatment and use the hospital as their primary source of care, and their post-discharge care is not being well coordinated. At CBH licensed clinicians provide an array of services including: psychiatric care and medication management; individual, family and group counseling services; nurse care management and care coordination services; wellness services focused on whole-person care; and peer support. CBH also specializes in post-acute care and has successfully piloted a 7 day follow program to ensure appropriate coordination of care for adults with SMI who have been hospitalized for psychiatric reasons. We are unique because of our strong organizational philosophy of being patient-focused, outcomes oriented, and cost-effective. We use validated screening tools and track key performance indicators. The impact of our services is clear. Last year: ➢ Seventy percent of clients referred to CBH following psychiatric hospitalization were seen within one week, compared to the MCO average of 45%. ➢ Eighty percent of CBH clients reported they were satisfied or highly satisfied with our services. ➢ Eighty two percent of revenues went directly to patient care. “ Kelly ” is one of many c lients whose lives have been changed by CBH. According to Kelly , “About a year ago I was having severe mood swings and gaining a significant amount of weight. I did not want to get out of bed and missed so many days of work that I lost my job. I was in and out of the hospital and felt like I did not have anywhere else to turn. Fortunately, CBH ’ s Care Coordinator met with me upon my last hospital discharge and helped me connect with their services. I started meeting with a Psychiatrist as well as a social worker. I have not been back to the hospital in almost a year now. I feel like CBH turned my li fe around. For the first time in a long time, I have hope for a better future.” With your support, CBH can reach more clients like Kelly and help reduce unnecessary readmissions.
Step 5: : Develop Your Communications Strategy ✓ Think of how you will communicate your value proposition. What will be most effective for your audience? ✓ Share quantitative data through charts, graphs, or other visual representations. ✓ Share patient stories that demonstrate your success! ✓ Incorporate your value proposition into: • Presentations • Collateral materials such as fact sheets, newsletters, brochures • Formal written proposals
CBH’s Communications Strategy ✓ CBH’s contract as part of the XYZ Health Plan Network is up for renewal in 3 months. ✓ CBH determined the best strategy for communicating their value proposition would be to develop a white paper and also request to do a formal presentation at a contract negotiation meeting. ✓ CBH incorporated the quantitative data they had collected and the most compelling patient story they had collected.
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