Knowing Our Market(NY network name and/or location)

Mary K. Comtois – United Way Jim Nowak – Catholic Charities

Jim Bender – Hearst and Hands Faith in ActionJerry Bartone – Community Concern of WNY

Customer Groups(By customers, we are referring to individuals whom your network will serve – e.g.,

older adults, persons with developmental disabilities, caregivers.)

Possible customer groups our network can serve:- Hospital Groups, HMO’s, Medical Homes, HCO’s, Department of Health- Collaborative Partners - End users: older adults, caregivers, clients under 60 with chronic conditions

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Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g.,

older adults, persons with developmental disabilities, caregivers.)

Defining characteristics of our potential customers – special health conditions (e.g., diabetes, multiple chronic conditions), social conditions (e.g., need for transportation, adult day health, etc.) •Health conditions: End users, more than 2 conditions, incl. behaviorial conditions•Social conditions: Individuals with minimum support, maybe just single conditions for prevention •Risk conditions- falls support•Caregiver support to prevent burn-out

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Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g.,

older adults, persons with developmental disabilities, caregivers.)

Customers’ primary needs that we can meet• Care transitions for high risk disorders • Adult day care• Care coordination• Evidence-based• Core Services

– Medication management– Transportation– Meals– Respite for care givers– Caregiver counseling– Counseling and education – Health and wellness counseling

• Missing: Nursing assessments

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Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g.,

older adults, persons with developmental disabilities, caregivers.)

Measurable high value outcome(s) we produce for customers•Data from care transitions•Behavioral change metrics•Re-hospitalization data•Chronic disease self management – some State data available•Falls prevention data•Ability to stay independent in own homes•POMP data to connect to health outcomes•Transportation – follow up doctor visits•Medical life alerts – needs some more attention

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Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g.,

older adults, persons with developmental disabilities, caregivers.)

Our next step(s) to further develop the customer profile and test needs•Developing customer profile of end users•More research profiles chronic conditions of under 60 population (parking lot)•Identifying strategies that work to determine who the customer is

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Contracting Organization (CO) We Will Pursue First/Next

(e.g., health plan, ACO, health system, etc.)

Name/Type of CO• MLTC’s that are identified

by county• ACO’s at later stage

Key CO person for contracting• Regional representatives or

Executive Directors

Their mission and major interest/need

• HCBS• To keep them independent

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Contracting Organization (CO) We Will Pursue First/Next

(e.g., health plan, ACO, health system, etc.)

Our next step(s) to further engage the CO•List here

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Policy or regulatory conditions to address?

Are there any policy or regulatory conditions that your network will need to meet or change in order to secure a contract? If so, what are they?•Set up legal structure (help from Health Foundation?)•Community price schedule•Formal recognition as a preferred provider network by NYDOH

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Champions

Who can endorse our network and open doors for us? • Anne Monroe – President Health Foundation Western +

Central NY• P2 Collaborative

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Competition and Forces We Need to Address

Our primary competitors are: • Private sector folks – for profit companies• Buy it or Build it for social adult day• Name loyalty

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Competition and Forces We Need to Address

Major sources of inertia we must overcome:

• Organizational Bureaucracy• Unclear regulatory environment• Start up costs

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Competition and Forces We Need to Address

Competitors’ Advantage• More economical

(perception)• More convenient• Scale• Marketing dollars• Dedicated marketing staff• Business acumen• Sales oriented vocabulary

Our advantage• Access to seniors• Trust• Reach• Cost effective – value added• Name recognition

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Insights

Our biggest insight(s) from this session on Knowing Our Market is/are… •We have the building blocks, but how to put models in place?•What is the pain point of the customers?•Three tiers of customers•Which markets are growing?

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Action Steps

The action step(s) we will take in the next month to engage our market are:•Follow up discussion with Health Foundation, incl. possible legal structure •Take stock of individual partners’ market analysis•Network Market analysis•What is the menu (bundle) of services we can offer?

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Parking Lot (Issues for later, additional questions for speakers)

• Build our case• Data for life alerts• Data for below 60 years individuals

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