About.com has selected me as their expert in assisted living. It covers the continuum of aging services from nursing homes to home care. I need your help - in selecting topics, being a sounding board and possibly participating in an advisory committee. The site is not up yet but when it is I want to be sure I am serving your needs.

I wish you all a wonderful holiday season and will see you in January!

Nursing Homes Broaden Offerings

Maybe About.com was on to something when they defined the category I will be covering so broadly. Because the lines are blurring. I was struck at the American Health Care Association meeting by the change in tone of the conversation. Nursing homes becoming more like hospitals. Assisted living taking on higher acuity residents. So no surprise in this article that nursing homes are reinventing themselves to stay relevant. The picture is painted. "This is a place of life. This isn't a place of impending death," said Blaise Mercadante at Miami Jewish.

Managements' Role in HC Reform

Most inside healthcare agree that even if politics shift, many of the fundamental pieces of reform will continue down their path. Bundled payments, emphasis on health, providers working together, medical home, accountable care- these are seen as good things for patients, for efficiency and yes for providers.

And that is why this article, while a year old ( I was saving it for the right moment!) gets at the core of the delivery problems. Richard M.J. Bohmer, a physician and researcher at Harvard prophetically said "for me, insurance reform is a necessary but not sufficient component of health-care reform.

It is hard not to feel that the cart has been put before the horse. We ought to think about the optimal way of caring for a particular type of patient and then how to pay for that optimal way rather than say, 'Here's the payment regime, what can we do in this context?'"

So while we stumble along to figure out accountable care and medical home and how we all work together, Dr. Bohmer offers some timely advice. Since we didn't heed it last year, it's worth another shot.

Demand Creation and Service Marketing

In healthcare we are marketing something people do not want and at any given time do not need. And just like any service business, you have to build tipping points for people to choose you. As this MP article states "With a demand-driven service, regardless of what you do for marketing you have to wait for the need to arise before you have a current opportunity to sell something."

Is it no surprise then that Cleveland Clinic and Lowes have surpassed their expectations in sending heart patients to Cleveland. After all the Clinic follows the RAMP model in this article. Through established credibility, the Clinic eases the way for Lowes employees to take the leap of faith and fly to Cleveland for care.

Should You Always Follow the Leader?

Thinking differently is not always rewarded yet we need to reward it if we are going to break out of the healthcare mold of 2010 and prepare for 2014. I am a big fan of Harvey MacKay and he has something to say about this issue.

" Conformity is absolutely necessary sometimes.
But conformity will not provide a creative solution to a problem. That usually calls for a different approach from what has been tried before, or a variation on the theme. Free thinkers are often dismissed as goofballs -- until their ideas have smashing success.I am encouraging expanding your mind to find new and better ways to address issues."

OK, how about something practical Anthony?

OK so here are two articles that should have you thinking about marketing strategy.

News and Citings

Assisted Living – the new Nursing Home? Guest blog Advance in Long Term Care Management, November 2010

How Hospitals Can Stay Relevant, Hospital Impact, November 8, 2010

Nursing Homes’ New Mission: Fitting into Accountable Care Organizations, Guest Blog, McKnights, November 3, 2010

Reform Holds Hidden Gems for Providers, Guest Blog MDS Central, November 2, 2011

If you have any sense of humor and about healthcare you have to watch this video.

Stop trying to do more with less. Do less that means more.

Steve Lishansky

We Increase Revenue and Reduce Turnover for Clients through
Strategic Marketing & Customer Experience Management.

Keynote speaker, corporate spokesperson, television personality and aging
expert who can help you move the boomer/senior market to action. 

@Copyright 2010, Fast Forward Consulting
Anthony Cirillo, FACHE, ABC; Principal
704-992-6005 / 704-992-6160 (fax)
www.4wardfast.com and www.anthonycirillo.com
cirillo@4wardfast.com