Although traditional M&A activity remains strong, smaller provider organizations tell us they are exploring more innovative partnerships to protect and grow market share. They’re establishing partnerships for three main reasons:
The decision to become an ACO and participate in Medicare’s Shared Savings Program is not one to take lightly given the major challenges the model presents in terms of patient loyalty, quality, performance, etc.
The ACO model also carries significant implications for marketing departments. Organizations that choose to participate in the Shared Savings Program will need to carefully monitor efforts to communicate with patients, including marketing efforts, to ensure compliance with program requirements. In its proposed rule for the Shared Savings Program, Medicare proposes to require that any materials or activities that communicate to patients the organization’s participation in shared savings must be pre-approved by Medicare. This includes mailings, outreach events, marketing materials, and webpages. It applies equally to materials intended for communication with providers. In addition, any changes to approved materials would require reapproval.
Marketing and patient communication in an ACO