Healthcare Brand Management - A Conversation About Accountable Care - John Baresky, #baresky

Healthcare Brand Management
“A Conversation About Accountable Care”
Healthcare
Medical
Pharmaceutical
Directory

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Healthcare Brand Management
“A Conversation About Accountable Care”

Healthcare
Medical
Pharmaceutical
Directory

.COM

What is an Accountable Care Organization?
 According to the Centers for Medicare and Medicaid Services(CMS)
an ACO is:

“An organization of health care providers that agrees to
be accountable for the quality, cost, and overall care of
Medicare beneficiaries who are enrolled in the
traditional fee-for-service program who are assigned
to it."

What are the basics?
 Three key concepts apply:

 ACOs will have strong primary care capabilities and be accountable for
quality and costs of the patients they serve

 Assertive care management and accurate measurement of quality and cost
reduction goals

 Payments and incentives aligned to quality care and cost reduction

How may a healthcare entity become an ACO?
 Collectively speaking they must:

 Contract with CMS for 3 years and service 5,000+ Medicare beneficiaries

 Be accountable for quality, cost and care of beneficiaries, feature a process for
evaluating their health needs, potentially operate under a capitated
payment/fixed funding pool

 Have a defined administrative, clinical and legal structure, a certain number of
primary care providers and likely feature a hospital and other care facilities

 Be responsible for issuing savings to providers and not service other Medicare
shared savings plans

 Effectively assess, treat, measure and improve care/reduce costs

What else may they need?
 They need accurate billing and clinical systems to continually
assess/tabulate patient care and costs.

 Extensive information sharing conduits with doctors, nurses and
pharmacists to coordinate and deliver highly effective yet economic
care on a daily basis

 Successful adoption/implementation of evidence-based medicine
measures

 Have provisions in place to work with patients individually

How did the ACO idea come about?
 Medicare and other payers have been looking for an alternative to
the Fee-For-Service model, which reimburses based on numbers of
patients but not the level of care or cost management of them

 The ACO-model initiative originates from the 2003 Medicare
Prescription Drug, Improvement, and Modernization Act

 It is part of the provisions to explore alternative ways to deliver high care/low
cost healthcare other than the current U.S. healthcare delivery system

What can they be compared to?
 Geisinger, Intermountain Healthcare, Kaiser Permanente and Mayo
Clinic have served as “role models” in how optimum patient care,
physician accountability and economic performance can be
achieved

 Pilot programs were conducted in Arizona, Kentucky, New Jersey,
Massachusetts, Vermont, Virginia and Texas to gather data and
working knowledge of the concept before it rolled out in 2012

Do all healthcare entities have to become ACOs?
 No, the ACO initiative is optional

 Academic, community and government healthcare facilities and
organizations are continuing to operate according to their individual
business models and may choose not to participate in the ACO
initiative during the initial 3-year run beginning 2012

 32 Pioneer ACO plans were initially approved to operate in the
United States

 Allina Hospitals & Clinics  Michigan Pioneer ACP
Minnesota, Western Wisconsin Southeastern Michigan
 Atrius Health  Monarch Healthcare
Eastern and Central Massachusetts Orange County, California
 Banner Health Network  Mount Auburn Cambridge Independent Practice Association
Phoenix, Arizona Metropolitan Area Eastern Massachusetts
 Bellin-Thedacare Healthcare Partners  North Texas ACO
Northeast Wisconsin Tarant, Johnson and Parker counties in North Texas
 Beth Israel Deaconess Physician Organization  OSF Healthcare System
Eastern Massachusetts Central Illinois
 Bronx Accountable Healthcare Network (BAHN)  Park Nicollet Health Services,
New York City (Bronx) and Westchester County, New York Minneapolis, Minnesota Metropolitan Area
 Brown & Toland Physicians  Partners Healthcare
San Francisco Bay Area, California Eastern Massachusetts
 Dartmouth-Hitchcock ACO  Physician Health Partners
New Hampshire, Eastern Vermont Denver, Colorado Metropolitan Area
 Eastern Maine Healthcare System  Presbyterian Healthcare Services-Central New Mexico Pioneer ACO
Central, Eastern and Northern Maine 32 Pioneer Central New Mexico
 Fairview Health Systems ACO Plans  Primecare Medical Network
Minneapolis, Minnesota Metropolitan Area Southern California, San Bernardino and Riverside Counties
 Franciscan Alliance  Renaissance Medical Management Company
Indianapolis, Central Indiana Southwestern Pennsylvania
 Genesys PHO  Seton Health Alliance
Southeastern Michigan Central Texas , including Austin and 11 counties
 Healthcare Partners Medical Group  Sharp Healthcare System
Los Angeles and Orange Counties, California San Diego County, California
 Healthcare Partners of Nevada  Steward Health Care System
Clark and Nye Counties, Nevada Eastern Massachusetts
 Heritage California ACO  TriHealth, Inc.
South Central and Coastal California Northwest Central Iowa
 JSA Medical Group, division of HealthCare Partners  University of Michigan
Orlando, Tampa Bay and surrounding South Florida Southeastern Michigan

What’s the difference between Shared Savings and Pioneer Programs?
 The Shared Savings Program implements a legislative obligation
established in the Affordable Care Act to create a structure for
groups of healthcare providers to become ACOs

 The Pioneer ACO Model tests effectiveness of a payment plan:

 If a plan is successful, they will show a profit and qualify for a share of the
savings they have earned through successful care/cost management of the
Medicare beneficiary patients they treated

 Depending upon the minimum savings threshold (which may be from 2% to
3.9%),CMS will return some of the savings (as much as 60%) to the ACO to
reward its providers

Is it a good idea to become an ACO?
 It could prove to be successful and be an important conduit for
providers and managed care to get focused access to the Medicare
patient population

 Some ACOs may become stronger as inherent healthcare systems
by employing more physicians, caring for more patients and doing it
more cost effectively than other healthcare providers in their
marketplace

 It may prove to provide better patient care and be the wave of the
future in the delivery of healthcare in the United States

Why would an organization not participate?
 Significant investments are required to develop and implement an
ACO including:

 Patient care/clinical protocol development and tracking

 Physician group contracting and coordination of care between doctors,
nurses, pharmacists and other providers

 Information technology

 Risk-sharing capability and resources

 There is no guarantee the ACO model will be effective or patient
care/savings will result in real financial return

What happens if an ACO is not successful?
 They will not be eligible to earn additional funds through the
shared care/cost savings incentive

 They will still be required to participate in the program for the
duration of their contract with CMS

 Depending upon their arrangement with CMS, they may have to
pay a certain amount of the coverage costs back to the
government in a “risk sharing agreement”

What do physicians think of ACOs?
 Some do not believe they will be fairly reimbursed for delivering
high levels of quality care and cost savings by the ACO they are
affiliated with

 Certain physicians believe it may drive them to alter how they
normally treat patients and potentially under treat patients to keep
costs down

 Physicians maybe engaged by the program if it suits their practice
management style and stabilizes their income/reimbursement

 Other physicians may not have a choice if they are employed by a
healthcare organization participating in the program

What does managed care think of ACOs?
 Conceivably, improved care means lower costs and in the long run,
MCOs could realize greater margins/less risk

 If quality of care and cost reduction goals are not met, ACOs could
be overly burdened with clinical, financial and technical operating
structures unable to deliver results

 Some managed care plans are concerned about the leverage
sizable healthcare systems have against them in an ACO
arrangement and in their commercial plans as well

What do healthcare manufacturers think of ACOs?
 ACOs are another administrative/contracting structure for them to
strategically/tactically account for

 If their product is part of the standard of care which an ACO
adopts, they are in a good position, if they are not, then they have
less access to the providers/patients in the ACO plan

 For products to be considered as part of the standard of care, they
will have to clinically demonstrate they can deliver cost-effective
care and/or reduce their prices for a stronger economic position
within treatment protocols

What may Medicare patients think of ACOs?
 It is still too early to tell as each of the pilot programs operates
differently and patient care experiences are in early stages

 Conceptually:

 If patients have access to physicians they prefer, receive better care,
experience less issues with medical records and incur less out-of-pocket
costs, they will embrace the ACO model and it will be expanded beyond
Medicare into commercial sector applications

 If they experience restrictive access to care, administrative issues, increased
costs or confronted with overly cost-based treatment considerations , ACOs
will be associated with the unpopular, rigid staff model HMOs of the early
90s which fell into disfavor

What is the outlook?
 Ongoing clarification of the legislation and enhancements made in
implementation/operation could steer ACOs in different ways

 Those healthcare systems choosing not to participate may
selectively adopt certain ACO methodologies/principles to enable
themselves to operate more efficiently, then promote their
performance and eventually formalize their ACO status later

 The limited number of ACOs participating will clearly and quickly
determine the success of the concept

 The Federal government will closely assess progress and seek an
optimum, ongoing arrangement

What about Healthcare Brand Management?
 There are a number of opportunities to engage the ACO initiative:

 Professionally recognized prescribing/treatment protocols and key
indications may position a brand over another and achieve optimum access

 Potential for Comparative Effectiveness Research (CER) and Health
Economics Outcomes Research (HEOR) applications present themselves but
will require additional funding by pharmaceutical manufacturers

 Pull-through promotion and clinical presentations must champion the
brand’s ability to parallel the care/cost goals of the ACO’s protocols

 Additional market segmentation and contracting strategies will be required

 Fluid communication, web-based brand/clinical information sharing is key

For ongoing business and clinical healthcare industry resources, please go to:

www.HealthcareMedicalPharmaceuticalDirectory.com

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Medical
Pharmaceutical
Directory

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Healthcare Brand Management - A Conversation About Accountable Care - John Baresky, #baresky

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