Goodbye Volume, Hello Value: The New Rules of Long Term Care Marketing

It is clear that healthcare reform, and progress toward the Triple Aim, is having ripple effects on long term care marketing. Recent accountable care organization (ACOs), and bundled payment initiatives have left many questions unanswered. It is clear, however, that the relationships between and among hospitals, home health agencies, skilled nursing centers, rehabilitation providers, pharmacy, assisted living residences and community based organizations have to change, some of them profoundly. These changing relationships will encourage, and even force, partnerships between and among organizations which up to this point have been competitors, or isolated in their respective reimbursement and regulatory silos.

On Saturday, December 5 at the American College of Healthcare Administrators, Winter Marketplace meeting in Las Vegas, Nevada, I will be presenting seminar focused on these issues.

This presentation will look at:

• How will these changes impact the marketing of your organization?
• How do you begin to reposition your organization with the other post acute care providers in your marketplace area?
• How do you transition from volume, and reestablish your identity built on value?

With this inexorable change on the horizon, managers, operators and marketers can choose to be reactionary, i.e. responding to changes being forced on them by circumstances, or strategic, and develop the means and methods of the “new rules of post-acute care marketing”.