More Requirements by UHC
by Cheryl Nash and AJ Riviezo
Over the past few weeks we have obtained further clarification from Dr. Jeff Mason, Senior Medical Director for United Healthcare (UHC). One of the key questions needing clarification was "pictures of what exactly?". UHC, per Dr. Mason, would like to receive the following from the diagnostic duplex ultrasound:
1) Images (black and white, or color) that show the anatomy and size of the vein at sections relevant to the case. These images can be submitted in hard-copy prints, or, preferably, in a digital file. We do not need a record of the entire exam --- several "snapshots' are enough.
2) We need speed and direction of blood flow information, either from a color doppler print(the colors represent direction and speed of flow) or locations (denoted by cursors) where flow readings were taken.
3) We need a report of the exam including results of the above size of vein and degree and timing of reflux, that is signed, hard copy or electronically, by a physician.
UHC has also already modified their policy regarding the surface skin photos. They now want a ruler showing size next to the problem area(s) as well as the patient name. One group is taping the patient name as a flag on the ruler. Another group has the patient stand in front of a white board and the patient name is written on the white board.
If you or your team have questions regarding any of the new UHC processes, do feel free to call us. We are happy to try and explain the processes as we understand them. No charge. We are all in this boat together! Please ask for Cheryl at 719.955.9128 ext. 203.
Monday, August 30, 2010
Marketing to Males
Or... How to Herd Cats
by AJ Riviezzo, MBA
As the data above shows, very few men are coming in for phlebology services. The reasons are fairly evident and are not unique to phlebology. The question then becomes: "How do we capture a few more of these reticent males?" Below are some ideas for your consideration.
1. Pain and Performance: The bulk of the phlebology marketing tri-folds and brochures are geared towards women in both their look and language. Understandably so. I recommend creating a separate brochure specifically for men. This will typically cause a re-write of your brochure as men will not respond to the aesthetic elements most marketing pieces contain. The men will respond to two elements.
The first is pain. Your services can reduce the pain and swelling in their legs. The information should contain a bit of clinical information describing how that happens. Very straight forward information. Stress that this is an ailment and not a cosmetic procedure. The second element is performance. By having healthier, pain free legs the gentleman will be able to golf, walk their dog, hike, lift weights, bike, and other activities at a higher performance level.
2. Pictures: Consider adding some more male pictures to your website and especially your 'male' brochure. Again, have them focus on performance by showing pictures of healthy legs climbing a cliff, biking, dog walking, and the like. You may want a separate page on your website stylized 'For Men' or similar heading that contains your more male oriented information.
3. Build It and They Will NOT Come: Your male patient is not typically looking for your service. You need to determine how best to go to them. If you have had a few patients that work for a male dominated industry with a union (electrical, pipe fitters, carpenters, meat cutters, etc.) and the patient is happy with their outcome; ask them who you should contact in the union. Many unions have a preferred provider book. They may allow you to do a Lunch and Learn or other speaking engagement at one of their meetings. You may be able to place brochures in the commons areas.
Another possibility is to get your brochures out to various activity venues. Bicycle shops may be willing to keep your information on a brochure rack or on the counter. High end running shoe stores may also be a possibility. Gyms that cater primarily to men may be willing to have you place your brochures. You may even be able to meet with the trainers. A quick review of signs and symptoms with the trainers and you now have three or four people looking at legs for you! Work a reciprocity agreement so to speak by carrying their brochures in your office.
A third possibility is health fairs. Yes, they are sometimes boring and not always much fun. Having information that caters specifically to men will help you at the health fair. The man may or may not be there to meet with you or your team... but their spouse is. Their wife then has something they can take back to them for their review.
by AJ Riviezzo, MBA
As the data above shows, very few men are coming in for phlebology services. The reasons are fairly evident and are not unique to phlebology. The question then becomes: "How do we capture a few more of these reticent males?" Below are some ideas for your consideration.
1. Pain and Performance: The bulk of the phlebology marketing tri-folds and brochures are geared towards women in both their look and language. Understandably so. I recommend creating a separate brochure specifically for men. This will typically cause a re-write of your brochure as men will not respond to the aesthetic elements most marketing pieces contain. The men will respond to two elements.
The first is pain. Your services can reduce the pain and swelling in their legs. The information should contain a bit of clinical information describing how that happens. Very straight forward information. Stress that this is an ailment and not a cosmetic procedure. The second element is performance. By having healthier, pain free legs the gentleman will be able to golf, walk their dog, hike, lift weights, bike, and other activities at a higher performance level.
2. Pictures: Consider adding some more male pictures to your website and especially your 'male' brochure. Again, have them focus on performance by showing pictures of healthy legs climbing a cliff, biking, dog walking, and the like. You may want a separate page on your website stylized 'For Men' or similar heading that contains your more male oriented information.
3. Build It and They Will NOT Come: Your male patient is not typically looking for your service. You need to determine how best to go to them. If you have had a few patients that work for a male dominated industry with a union (electrical, pipe fitters, carpenters, meat cutters, etc.) and the patient is happy with their outcome; ask them who you should contact in the union. Many unions have a preferred provider book. They may allow you to do a Lunch and Learn or other speaking engagement at one of their meetings. You may be able to place brochures in the commons areas.
Another possibility is to get your brochures out to various activity venues. Bicycle shops may be willing to keep your information on a brochure rack or on the counter. High end running shoe stores may also be a possibility. Gyms that cater primarily to men may be willing to have you place your brochures. You may even be able to meet with the trainers. A quick review of signs and symptoms with the trainers and you now have three or four people looking at legs for you! Work a reciprocity agreement so to speak by carrying their brochures in your office.
A third possibility is health fairs. Yes, they are sometimes boring and not always much fun. Having information that caters specifically to men will help you at the health fair. The man may or may not be there to meet with you or your team... but their spouse is. Their wife then has something they can take back to them for their review.
Who Are Your Patients
A Quick Demographic Study
by AJ Riviezo, MBA
A new practice was asking for some information about patient demographics. To that end, I combined the demographic data of three large phlebology practices. None of these practices specifically target Medicare members as their primary market. All of them have primarily commercial payers with some (less than 20%) Medicare in the mix. Total patient sample size is 2,306 patients. The results are interesting and give you some comparison information you can use after reviewing your own practice's experience.
Under 30 - 4%, 30 to 39 - 15%, 40 to 49 - 23%, 50 to 59 - 27%, 60 - 69 - 19%, 71 to 79 - 9%, 80+ - 3%
Almost 70% of the business was 40 to 70 years of age. This age banding was skewed a bit older than what I had expected when reviewing practices that primarily see commercial payer patients.
The male/female ratios were even more significant. Males constituted only 16% of the patient population for these practices.
I recommend giving this data and your own age/sex patient data to your marketing person or company. Armed with this, they should be able to rifle in on a more targeted marketing campaign rather than a shotgun approach.
by AJ Riviezo, MBA
A new practice was asking for some information about patient demographics. To that end, I combined the demographic data of three large phlebology practices. None of these practices specifically target Medicare members as their primary market. All of them have primarily commercial payers with some (less than 20%) Medicare in the mix. Total patient sample size is 2,306 patients. The results are interesting and give you some comparison information you can use after reviewing your own practice's experience.
Under 30 - 4%, 30 to 39 - 15%, 40 to 49 - 23%, 50 to 59 - 27%, 60 - 69 - 19%, 71 to 79 - 9%, 80+ - 3%
Almost 70% of the business was 40 to 70 years of age. This age banding was skewed a bit older than what I had expected when reviewing practices that primarily see commercial payer patients.
The male/female ratios were even more significant. Males constituted only 16% of the patient population for these practices.
I recommend giving this data and your own age/sex patient data to your marketing person or company. Armed with this, they should be able to rifle in on a more targeted marketing campaign rather than a shotgun approach.
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