Quality Data in
a Voluntary
World
Beth Zemach
Don Brown
Kacper Szczurek
Association
Management
Center
Target Marketing
Foundational knowledge for healthcare
quality professionals across the care
continuum.
2
Q Solutions Module Sales
12
10
Medical Center
Behavioral Health
Critical Access
Community Hospital
Health System
Long Term
VA
Home Care
8
6
4
2
0
Safety
Information Leadership Performance
Management
Improvement
Regulation
Primary Expertise within Practice Setting
120
100
80
60
40
20
0
Compliance
Risk Management
Patient Safety
Perfrm Improvement
Info Management
Care Management
Regulation
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New Orleans – 2014
• Hospice Medical Director Certification Board Pilot test
• New client
• Build fresh demographic database from ground up as
physicians registered to sit for exam
• AMC initiative • Recognized many clients had stale demographics
• Recognized many clients had incomplete profiles
• Pilot results
From Pilot to Full Push
• Membership/Customers
• Build a universe
• For
BIG DATA
• Exhibitors/Sponsors
• Meeting Registration
• New audiences
• Best topics/under
performing topics
• Pricing strategies
• Pre Con planning
• Ties to potential sale
• What matters?
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7
Informed Decisions: Healthcare
• Primary Work Setting – acute care community hospital
• Primary Responsibility – clinician, research
• Primary Position – director, professor
• Primary Specialty – neuro-oncology, cardiac
• Area of Expertise – pediatrics
• Highest Degree Earned
• Certifications Earned
• Custom Demographic
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Informed Decisions Module
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Existing Demographics?
• Philosophical Issue: Wipe out or Swipe in
• Mapping
• Case Study: NAHQ
• Wiped out and started fresh
• 6500 Members
• 4000 Member Completed demographics (60%)
Year I
• 320 updated record multiple times
• Historical perspective missing BUT, data wasn’t
good
Risk of Forcing Data?
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Contact Tracking
• 16 client teams
• 7 – 11 months live
• Comments Recorded
• Customer wanted to process order without answering demo questions. Member Services
representative explained purpose behind questions, helped customer answer questions and
proceeded to check out.
• Unhappy about having to answer demo questions, ordered over the telephone so she wouldn’t have
to answer them.
• Need help to navigate back to recertification record after completing demo questions.
• Needed help filling out.
• Issues filling out questions.
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Completed Records
Demographic
Pre Informed
Decisions
1 Year out
AAHPM
4745
Primary Work Setting
Primary Position
11%
39%
63%
67%
ITNS
1166
Primary Work Setting
Primary Responsibility
80%
47%
81%
79%
APS
2069
Income Level
Specialty
22%
48%
40%
58%
NAHQ
6611
Primary Position
Primary Responsibility
52%
74%
62%
62%
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HOPA Industry Relations Council
Almost $1 million from Pharmaceuticals
• Pharmaceutical companies want to get close to board and
members that they cannot reach through regular sales calls.
• IRC allows them access to oncology pharmacists from top:
• institutions, universities and cancer centers
• VIA: summits, conference, receptions, mail, e-blasts, advisory
meetings.
• HOPA sends ID demographics + CVs to Pharms (title, specialty)
acknowledging fresh and accurate for pharma to select for
inclusion in its council.
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Next Steps
• Build New Personify360 Reports
Primary Responsibility (Ind. Var.)
Clinician Research
Purchase
256
334 Sample Size (n)
(Dep. Var.)
23%
16% Down Percent
18%
25% Across Percent
127
64 Index
• Develop a more data driven culture at AMC
• Education
• Evolve the talent pool
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Power of Data Driven Culture
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Thank you!
Beth Zemach
Don Brown
Kacper Szczurek
Association Management Center – Chicago, IL
[email protected]
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