Deirdre Fuller, Oncology Roundtable
Didn’t make it to our 2012 National Meeting series? Don’t worry. We’re delivering our research again as a series of webconferences. During one recent webconference, “The New Rules of Oncology Service Line Growth, Part I,” we asked participants if their cancer programs had any value-based (non-fee-for-service) contracts with commercial payers. Surprisingly, 22% of respondents indicated that their cancer program is involved in either a pay-for-performance, shared savings, or episode-based payment contract.
Is your cancer program prepared for value-based reimbursement?
Marisa Deline, Oncology Roundtable
While private and public payer reimbursements tighten, hospitals and health systems are turning to a new approach to drive increased profits: targeted marketing to the highest paying patients.
A recent report from Kaiser Health News and USA Today examines this phenomenon.
Targeted marketing involves mining patients’ health and financial records, as well as buying detailed information about local residents compiled by consumer marketing firms. This information might include age, income, marital status, family composition, and shopping habits.
For health systems, advertising health screenings and other services through targeted marketing helps to sell the most lucrative services, including cancer, heart, and orthopedic care.
An estimated 20% of health care organizations, including academic medical centers and large chains, have adopted some form of targeted marketing to high-paying patients.
Targeted marketing to drive profitable repeat customers
My colleagues in the Imaging Performance Partnership recently conducted a survey of their member institutions on imaging volumes, and they were kind enough to share the preliminary results.
They found that from 2009 to 2010, the average number of mammograms increased 2.4%, yet over half of respondent institutions experienced a decline in mammography volumes. There could be any number of factors at play here: confusion about the USPSTF's new screening guidelines, increased price sensitivity, population growth, or even increasing competition in some markets. The survey findings suggest that these factors are playing out very differently in different regions.
With regards to PET and PET/CT, volumes increased an average of 1.1% from 2009-2010, with some institutions reporting declines of greater than -12.9% and others experiencing increases of greater that 12.3%. These findings are consistent with the Roundtable's 2010 Volumes Survey in which 19% of respondents indicated declines of greater than 10%, while 27% reported increases of more than 10% in the first quarter of 2010. It's unclear what might be causing these swings, but it could potentially be the result of intensifying competition. Again, the survey would suggest that the dynamics vary significantly from market to market.