Non Emergency Medical Transportation Accreditation Commission (NEMTAC) Proudly Announces New Board Member

The Non Emergency Medical Transportation Accreditation Commission (NEMTAC) is pleased to announce the appointment of Douglas Allen M.D., M.M.M to our Board of Directors.

Dr. Allen is a board-certified internist with a masters from Tulane, who has held numerous regional and national administrative leadership positions for over 23 years after transitioning from his clinical work as a hospitalist. His career spans contracted and employed medical groups, health plans, large public and private entities owning medical groups, as well as CMO of a pharmacy benefit management company (now Optum RX).

Past employers include Optum’s medical group as national chief medical officer (now one of the largest medical groups in the US), HealthCare Partners, CareMore IPA and health plan, Molina and now Heritage Provider Network, where he runs the NextGen ACO and develops company-wide medical management strategies.

“We welcome Dr. Allen to our dedicated and talented board,” said Melissa Jankowski, Executive Director of NEMTAC. “We look forward to his contributions in fostering NEMTAC’s critical mission to support the non emergency medical transportation (NEMT) industry.

“I am honored to serve on the NEMTAC Board of Directors. NEMTAC is transforming the medical transportation industry through its implementation of national standards, accreditation and certification programs” said Doug Allen M.D., M.M.M.

 

About NEMTAC – The Non Emergency Medical Transportation Accreditation Commission (NEMTAC) was established as a nonprofit organization to enhance and promote the quality of care in America’s medical transportation system. NEMTAC standards represent industry best practices designed to ensure consistently high-quality customer care, safe vehicle operations and ethical business practices. In addition to accreditation, NEMTAC provides advanced education and training certificate programs to individuals seeking a career in the medical transportation industry. For more information visit www.nemtac.org.

About the Non-Emergency Medical Transportation (NEMT) Industry – The NEMT industry provides a critical non-ambulance transportation link between patients and their medical care needs, including appointments with physicians and other services, such as dialysis, diagnostic tests or wound care. 17,000+ companies in the NEMT industry provide millions of transports annually for patients, typically for pre-scheduled services.  However, its estimated that missed care appointments due to a lack of transportation cost the U.S. healthcare system billions of dollars per year. The medical transportation industry is rapidly expanding to meet this need.

 

Do You Have a High Touch Ambulance Marketing Program? 

Successfully marketing an NEMT or ambulance company and its’ services is a highly complex undertaking. The sales cycle can be prolonged, the competition fierce and current customers can be fickle.

As company owners or managers, we have to understand our sales process intimately and have a “high touch” marketing plan that is finely tuned for the customer.

High Touch vs. Low Touch Marketing
Let’s compare high touch vs. low touch marketing to see where your ambulance company fits in. For example, how do you shop for a new car?

If you are like most consumers, you start searching for various brands and explore car options, visit various car dealerships, take a test drive and after a relatively long research process you finally decide on the car you want to purchase.

During this sales process, the dealership has a sales team on hand to actively assist you and can spend hours in getting the sale done.

Compare this with buying detergent in a grocery store. It might not take you more than 5 minutes in deciding the purchase and you do not require the assistance of a salesman during the process.

As you can clearly see, purchasing a car is a good example of high touch marketing. In this scenario, the volumes are low and the margins are high.

Customers require a lot of hand-holding and there is a greater degree of brand education involved. In the case of buying detergent, there is a great deal of commoditization and there is less risk associated with the purchase.

Low touch means a sales force doesn’t need to actively pursue the customer and the margins tend be slightly lower.

High Touch Marketing Tips for Your Company
1. In the medical transportation industry, high touch marketing involves cultivating personal relationships at all levels of the facility. As it relates to interfacility contracts, the company depends on a few high-value customers rather a large number of low-value customers.

2. Since the risks of signing a preferred provider contract are high, there must be a focus on Quality Improvement, response time performance and closed loop incident reporting after the contract is signed.

3. A high level of customization and personalization is usually needed to secure a contract. The ambulance marketing team must understand the requirements of each facility and should be able to offer a greater degree of customization in order to differentiate their company.

4. Lead generation should focus on quality and not quantity. The focus of the marketing
not on cold leads. Your associate should know the contract cycle for every facility in the service area and a general feel for what the competitors are offering their customers.

5. Implement a companywide program focused on superior customer service. Since the acquisition costs are so high in high touch segments, attention must be paid by each department (i.e. operations, dispatch, clinical etc.) to retain customers. In my opinion, every employee in the company is a marketing associate.

Referrals are a very important part of high touch marketing and the ongoing success of your company depends on it.

6. In a high touch environment, set your company apart by using inbound and social marketing methods such as high quality websites that provide useful information to facility staff, create a blog focused on trending facility based topics and use social media to highlight your services in detail.

7. Send out an email survey to your current and potential customers and ask them what their biggest struggles are in their facility related to medical transportation services. With the answers they provide you can tailor your services to what they truly need.

8. In an attempt to connect with your key facilities and their decision makers on a personal level, you can also implement video emails into your ambulance marketing efforts. There are several video email providers that offer affordable services.

If you don’t want to invest in a video email system, a simple YouTube video will work as well. By making a video and talking directly to your customers they will feel like they actually know you or your company on a more personal level.

As an example,Facebook has a video update feature that you can use to post video status updates on your wall.

This is a great way to get your company in front of your customers. The human touch goes a long way in marketing your transportation service.

Putting it All Together
The days of handing out pizzas and then waiting for the phone to ring are over. Utilizing just a few of these strategies will begin to quickly build value and trust with your healthcare customers.

Marketing success calls for a plan and a purpose. Building relationships and creating loyalty though a high touch program is the hallmark of many successful and sustainable businesses in today’s unpredictable economic climate.

It is worth the time to think about how you market your services and how your company is keeping up with the emerging trends in the industry.

About the Author
Michael Shabkie has extensive medical transportation experience with companies throughout the U.S. with both the public and private sector.

He has also served as a key collaborator for NEMT and EMS system design, developed winning contracting strategies, managed political and public affairs, and acted as an executive advisor on operational processes for both public and privately held organizations.

For more information visit: http://www.engage911.net.

Link with Michael Shabkie

Tips for Writing Your Ambulance RFP Responses

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Owning an ambulance company today is often a tale reminiscent of David versus Goliath. As an owner or operator of an local ambulance company, you are faced with many challenges each and every day. Aside from ensuring you have the staff, the vehicles and the equipment to respond to ambulance calls, you are also responsible for growing your business by increasing market share.
Often times, you are faced with competing against one of the large national providers that have unlimited resources and a team of proposal writers dedicated to responding to RFP’s. The question many ambulance company owners are faced with is: How can I compete against Goliath and be successful?

Get Your Slingshot Ready

Developing the resources to respond effectively to a Request for Proposal should occur well before a RFP is released to the market. Many times, companies wait until the last minute to start gathering the resources necessary to develop a proposal. My advice revolves around the simple premise that “every day is a day we need to submit a proposal.” This means that your company should create a Proposal Database that contains graphics, pictures, company background information and documents that are standard to each and every RFP process. If you have responded to proposal requests in the past, each response should be located in a single electronic folder that will allow for easy “cut and paste” options.

Examples of documents that are usually required in a proposal include:

· Company background and formation documents

· Pending litigation

· Professional references
· Two or more years of audited or reviewed financials
· Certificates of Insurance (COI)
· Overview of clinical  and billing practices

· Overview of operational practices and protocols

· Administrative and operational organizational charts

It is never too early to have these developed and saved into your Proposal Database. Developing these resources during a time when no proposals are pending provides your company with the ability to refine the message and edit for pertinent content. The best time to develop your proposal or work with a professional proposal writer is when there is no pressure of an impending submission deadline.

Write an Amazing Summary

There is an old saying that you can’t judge a book by its cover, but when faced with a multiple responses from several ambulance companies, each consisting of 200+ pages, you better believe that your proposal is judged by its first page. Most evaluation committees are faced with the painful scenario of having to read 200+ pages of different companies’ proposals. It is well known that many evaluators only read the first page and then start skimming. The executive summary or cover page should give a high value overview of your proposal, hitting all of the discussion points explaining your company is the only choice for their community or facility. Having that information on one page makes a great first impression and says to the client “we are professional and we are trying to be helpful”. It’s one of the easiest things you can do to set the tone for the remainder of your proposal.

Be Clear and Concise

Other than Chinese water torture, nothing makes the evaluator’s mind go numb like endless shop-talk, buzzwords, and information that isn’t requested nor has any impact on the request. Most evaluators will view 200+ pages of your proposal as punishment if you make them read more than they need to. If you can answer the question in one paragraph why make them read four? Be clear and concise; make sure that you stick to the points that are necessary to convey the information to the evaluator. Simply remember that “less is more” so long as you answer the questions.

Answering the Hard Questions

In my opinion there is never such a thing as a “stock request for proposal.” What’s the point in spending the time writing a proposal if you’ve answered questions the proposal didn’t ask for, or worse, didn’t answer the questions they did ask? As simple as it sounds, you must answer their questions. The easiest way to be eliminated from the competition is by not answering their questions. No matter how mundane or irrelevant, you have to assume they asked the questions for a reason and they’re judging you on the responses you provide.

References, References, References

The best way to prove to the evaluation team that your company is the clear choice to meet their needs is to show them examples of your success. Dispel any doubt that they might have regarding your ability to fulfill the project by listing three to five contracts of the same caliber that you completed and have strong similarities. Detail those similarities so that the client can say “oh, that’s just like ours”. If the next sentence from the evaluator is “I like what they did here” you have a great chance of being a finalist.

Telling the Story While Selling the Company

Are RFP’s won on price alone? The simple answer is usually not. Ambulance companies in a competitive market fall into the trap that pricing is the greatest differentiator between the competitors. If pricing is your sole focus, you tend to have two problems: there will always be a company that underbids you and you’re not focused on bidding the RFP but are worried what the competition will bid on the proposal. This narrow focus skews your pricing and sets you up for failure.

Try this approach: instead of focusing on the price, focus on your company. Be sure you communicate what makes your company the new, unique and perfect choice for the community. You want the evaluators to come away from reading your proposal thinking “they seem like the perfect fit for us” which is a much better takeaway than “well, they submitted an average proposal but they’re the cheapest”.

The million dollar question that you need to answer in each and every proposal is “why are you the right choice for this contract? It may sound elementary, but the answer to this question is never simple. It takes a well thought out plan of development and execution.

About the Michael Shabkie 

Michael Shabkie has extensive ambulance business development experience and has also served as a key collaborator for EMS system design, developed winning contracting strategies, managed political and public affairs, and acted as an executive advisor on ambulance industry operational processes for both public and private ambulance organizations. For more information visit: http://www.engage911.net

Should Ambulance Companies Partner with Accountable Care Organizations?

Is is your ambulance company integrating with the regional Accountable Care Organizations (ACO)?  How is it affecting service delivery in your area? 
The Patient Protection and Affordable Care Act of 2011 provides for the establishment of Accountable Care Organization (ACO) contracts with Medicare by January 2012. As stated in the Affordable Care Act, the ACO promotes accountability for a patient population, coordinates items and services under part A and B, and encourages investment in infrastructure and redesigned care processes for high quality and efficient service delivery. A quick lesson on the specifics of this groundbreaking legislation is available in this great Wiki article. 

A Look into the Future of EMS – Today

Forward thinking hospital systems and their local ambulance providers are exploring ways to reduce the expense of transporting patients to the Emergency Department for non emergent care as well as developing strategies to curtail readmission of patients once they are discharged from the hospital. The need to integrate the local ambulance provider into the regional Accountable Care Organization (ACO) is critical.

As it relates to managing patient readmission, hospital systems or the ACO should be looking to contract with local EMS organizations to provide the “at home” follow up of patients within 72 hours of discharge. The concept is that specially trained Paramedics would ensure medication compliance, take a baseline assessment of the patient and set up or confirm any follow up appointments the patient may have. 

Additionally, the ambulance company or first response agency could be tasked with the coordination of other transportation needs a patient may have. It is my recommendation that the Provider should establish sub-contracts with local taxi companies, wheelchair companies as well as other ambulance providers. 

 An Unfunded Mandate?

It is stated that the compensation mechanism comes directly from the ACO with Federal monies allocated for the development of the ACO. 

Essentially the ACO should pay an assessment fee for each patient follow up. This will generate a substantial additional revenue stream for the EMS agencies but will result in an overall savings of Medicare money related to unnecessary readmission for failure to comply with discharge instructions. 

The motivation for the hospital to allocate this funding is to reduce readmissions (thus reducing penalties) and to ensure a high performing ACO. 

The current system of reimbursement for transporting a patient as the only funding stream for an EMS agency could be coming to an end. EMS agencies wouldn’t just be compensated for moving the patient to the highest level of care: The emergency department. They could be compensated for care that really will benefit patients and make the healthcare system more efficient.

What Can Your Company Do?

First and foremost, EMS agencies need to start working with their local hospitals to develop an understanding of the ACO concept. The best mechanism for this is to develop a task force or committee that includes members from the EMS and Hospital System. Initial discussions should include the EMS role in alleviating emergency department overcrowding through better triage at the 911 dispatch center, paramedic initiated treat-and-release programs, and transportation to alternate destinations.  

Additionally, organizations that manage to achieve seamless patient information exchange through the integration of data, stand to gain an insurmountable advantage and unparalleled opportunity in the fast-moving healthcare landscape.

This is potentially a win-win for both EMS and the Hospital system. If the leaders making the decisions understand the opportunity and are willing to throw out preconceived notions of how the system should work, then we are in for a very exciting time in the EMS world.For more information visit Michael Shabkie at http://www.engage911.net.