Quality Data in a Voluntary World Beth Zemach

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 8 Behavioral Health 6 Community Hospital Critical Access Health System 4 Long Term VA 2 Home Care 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 m Te r Lo ng th Sy s te m ta l ea l Care Management Regulation C om m Info Management H ty un i ic rit C H os pi cc es s al A H ea lth or av i Be h M ed i ca l. C en t er Perfrm Improvement 4

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 Succ essfu l • Pilot results

From Pilot to Full Push • Membership/Custome rs • 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? 6

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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 8

Informed Decisions Module 9

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? 11

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. 12

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% 13

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. 14

Next Steps • Build New Personify 360 Reports • Develop a more data driven culture at AMC • Education • Evolve the talent pool 15

Power of Data Driven Culture 16

Thank you! Beth Zemach Don Brown Kacper Szczurek Association Management Center – Chicago, IL bzemach@connect 2 amc. com 17