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1 MARCH 2024 Planning and Executing Hospice Growth Opportunities During National Social Worker Month
2 Contents Please Read This First .............................................................................................................................................3 3 Steps to Grow Market Share: ........................................................................................................... 4 1. Lead with High- ..............................................................................................................4 2. ...........................................................................................4 3. ............................................................................................................................4 Pre-call Planning with Referral Source Personas ............................................................................. 6 ............................................................................................................................................................6 ....................................................................................................................................7 ....................................................................................................................8 ...................................................................................................................................................9 ..................................................................................................................... 10 Consultative Methodology-Question for Understanding ................................................................ 11 ................................................................................................................................................ 11 .............................................................................................................................................................. 11 .................................................................................................................................. 12 ........................................................................................................................................................ 12 The Value of the BAYADA Hospice Social Worker ........................................................................... 13 Understanding the Role of the Hospice Social Worker ................................................................... 14 ................................................................................................................................ 14 ....................................................................................................... 14 ............................................................................................................................................. 15 .................................................................................. 15 ........................................................................................................................... 16 Value Proposition for Social Work Month ........................................................................................ 16 Pre- ....................................................................................... 17 Value Alignment by Referral Channel Persona ................................................................................ 19 Sales Collateral and Resources ........................................................................................................ 20 Our mission is to help patients find hope in the cherished moments they have
3 ― Introduction― Please Read This First This sales guide acts like a walkthrough for a pre-call planning exercise. It’s design specifically pertains to selling BAYADA Hospice services during 2024 National Social Worker’s Month but can be utilized at any time. In it, you will be reacquainted with the BAYADA Hospice Social Worker role and the value they bring to our clients and the referral sources we serve. Also provided is a quick refresher on the basics of consultative selling, discovery, and the development of impactful Envision solutions that resonate with our accounts. We have also added something new as a way to help you develop your messaging with insight-Referral Source Personas. The main focal point of the sales strategy, however, features the message of how our Hospice Social Workers help the interdisciplinary team achieve 71% more near death visits than the National Average―And, how that metric demonstrates Value of BAYADA Hospice within our referral channels. Onward and Upward! ―Your Sales Support Team
4 3 Steps to Grow Market Share: 1. Lead with High-Quality Interactions Selling hospice services requires high-quality interactions with our referral sources. And driving consistent referrals requires the ability to navigate those interactions with ease. 2. Use a Methodology Focused on Account Needs A Consultative Methodology where our high-quality interactions are based in understanding our account and our solutions are aligned to their needs. 3. Use a Proven Sales Process The Six Step Sales Process is well-defined with repeatable steps for successful interaction with our referral partners.
5 High-Quality Interactions Driving high-quality interactions with your key contacts within the account provides the basis for defining critical information like, who are the decision-makers, is now the right time for the account to make changes in referral partners, having the right amount and the right kind of information to qualify a value-based opportunity. Use the following checklist to ensure you can qualify your next interaction as one that offers your account a high-quality experience. Ask yourself: ☐ Have I researched the account comprehensively ☐ Am I prepared to lead a needs-based discovery conversation ☐ Do I have the right questions ☐ Do I have enough questions ☐ Will I commit to being patient enough to allow all needs to surface ☐ Are my active listening skills sharpened ☐ Am I prepared to influence my key contact’s thinking about their needs ☐ How have I prepared to dive deep to surface potentially hidden needs ☐ What existing value exists within the account for me to deepen Navigate High-Quality Interactions with Referral Source Personas Referral Source personas are generalized representations of your ideal referral sources. The goal of creating key account personas is to gain a deeper understanding of your contacts, their needs, behaviors, motivations, and pain points, so you can tailor solutions and messaging to meet their needs.
6 Pre-call Planning with Referral Source Personas Introduction Referral Source Personas Success Measures Challenges Motivators Objections These describe how the persona is measured in their professional role. Understanding how a persona is measured or evaluated helps you understand how to present your solutions in a way that will help the persona be successful. These are the challenges or pain points that this persona faces. Think of these as the things that cause the persona stress. These are the problems you need to help them solve. These are the things the persona is looking for in a partner. If you were to ask, “what do you look for in a home health provider”, these are the answers you would expect to hear. These are the potential concerns or hesitations that a customer may have about referring to your agency, or home health in general.
7 Physician Practice Personas Physician Practice Referral Coordinator Success Measures Challenges Motivators Objections • Patient/family satisfaction • Timely referrals • Too many phone calls • Too much paperwork • Difficult • patients/families • Insurance authorization • Staffing • Workload • Ease of use, time savings • Communication • Proof of quality • We have a preferred provider • We let the patient choose • We let the hospital handle it Physician Practice Office Manager Success Measures Challenges Motivators Objections • Practice revenue • Staffing • Paperwork • Scheduling • Phone calls • Billing • Paperwork • Scheduling • Phone calls • Billing • We let the hospital handle the referrals • We advise family and patient to call
8 Skilled Nursing Facility / LTC Personas SNF Social Worker Success Measures Challenges Motivators Objections • Resident/family satisfaction • Referrals and Admissions • Patient retention/LOS • Difficult families • No time for difficult conversations • Staffing • Ease of use, time savings • Communication • Resident support • Staff support • We don’t have anyone that needs hospice • We have a preferred provider • We have enough hospice contracts • The family isn’t ready • We let patient and family choose SNF Administrator Success Measures Challenges Motivators Objections • Census/occupancy • Revenue • Risk mitigation • Staffing • Operations management • Census • Compliance • Building operations • Quality of care • Risk mitigation • Staffing/use of contract labor • Staff support • Resident/family support • Equipment/ supplies • We’re not contracting with any additional agencies • We have a preferred provider
9 Hospital Personas Hospital Case Manager Success Measures Challenges Motivators Objections • Re-admissions • LOS/bed utilization • Patient satisfaction • Staffing/bedside nurse turnover • Face to face interaction limited to high-risk patients • Patient placement • Not enough time • Re-admissions • Easy referral process • Time savings • Patient satisfaction • Proof of quality • We let the patient choose • We have a preferred provider Hospital Director of Case Management Success Measures Challenges Motivators Objections • Re-admissions • LOS / bed utilization • Patient satisfaction • Staffing ratios • Manage PAC networks • Compliance with COPs • Not enough time • Re-admissions • Staffing/Turnover • Insurance denials, limited auths • Time savings / timely response • Proof of quality • Makes staff life easier • Reduce re-admissions • We let the patient choose • We have a preferred provider • Patient is going to rehab • Families can’t afford a facility
10 Senior Living Community Personas Assisted Living Wellness Coordinator Success Measures Challenges Motivators Objections • Census/occupancy • Risk mitigation • No clinical support • Difficult families • Staffing • Clinical support • Ease of use, time savings • Patient satisfaction • We let the patient choose. • We have a preferred provider. Assisted Living Executive Director Success Measures Challenges Motivators Objections • Census/occupancy • Risk mitigation • Turnover • Revenue Recovery/Ops • Resident and family satisfaction scores • Resident recruitment • Compliance • Staffing • Expense management • Risk mitigation • Staff support • Protect census • We let the patient choose • We have a preferred provider • We let the hospital handle the hospice referral • We let the physician handle the hospice referral
11 Consultative Methodology-Question for Understanding Performing good discovery is critical because it forms the basis of the entire customer relationship. Good discovery also helps to make your outcomes more predictable. If you know how good a fit your solution is for the account’s challenges, then you’ll be able to predict how likely you are to proceed to each new step in the sales process. Use these questions to get a good start on moving your account relationship forward: Physician Practice • Which are your most challenging patients? • Which types of patients take up way too much of your time? • Which type of patients are those you see a lot in and out of your office? • Who are your frequent flyers in the ER? • Tell me about your challenges with your heart failure patients. • Is it a challenge to keep your patients compliant with their medication? • If you could wave a magic wand and change anything about the hospice/home care industry, what would it be? • What is your standard treatment protocol for those patients who are no longer responding to traditional therapies? • What is your number one complaint regarding hospice? SNF / LTC • What is your philosophy on hospice? • What is your prior experience with hospice? • What are your survey concerns with hospice? • What are your expectations with hospice? • What is your referral process for hospice? • What are your biggest challenges?
12 • How many patients have died in the last quarter? Where were they when they died (hospital vs. LTC facility, skilled bed vs. custodial?) Discuss their utilization of hospice services Hospital Discharge Planner • Which types of patients take up way too much of your time? • What are your most challenging patients to discharge? • Which type of patients are you most concerned with for rehospitalization? • For your patients with impaired caregiving situations, how • are you utilizing home health or hospice? • What do you do with the patients who need a last-minute hospice referral? Senior Living • What are your biggest challenges? • What keeps you up at night? • Which are your most challenging residents? • Which residents take up the most of your staff's time? • When a resident is hospitalized, how does that impact your community? • What challenges does your staff face in caring for those residents? • What challenges do your residents with heart failure create for you and your staff? • Which patients do you worry won’t return to your building when they go to the hospital?
13 The Value of the BAYADA Hospice Social Worker
14 Understanding the Role of the Hospice Social Worker BAYADA Role Qualifications: 1. Have a Master of Social Work (MSW) degree from a school of social work accredited by the Council on Social Work Education; or As permitted by state regulation, have a baccalaureate degree from a school of social work accredited by the Council on Social Work Education, as indicated by school transcript or diploma, and is supervised by an MSW (or LCSW, if required by state regulation) or As permitted by State regulation, have a baccalaureate degree in social work, psychology, sociology, or other field related to social work, and is supervised by an MSW (or LCSW, if required by state regulation) and 2. Meets all state practice requirements, and 3. Have a minimum of one year experience in social work, preferably hospice or palliative care Description of the Role and Responsibilities Hospice social workers fulfill a variety of roles and tasks. As in other social work specialty areas, psychosocial assessment guides practice and is repeated throughout the episode of care. Assessments focus on the goals, needs, and strengths of both the patient and family caregiver(s). Job functions that a social worker in hospice might perform include: • Counseling and psychotherapy for individuals, couples, and families. • Providing psychosocial education to patients and family caregivers about coping skills, hospice and palliative care philosophy, and nonpharmacological symptom management strategies. • Providing in-services to other service providers and organizations. • Leading community education workshops. • Planning for discharge, coordinating care, and helping clients navigate systems. • Facilitating advance care planning and lifespan planning. • Intervening in crises. • Mediating conflicts within families. • Participating in interdisciplinary team meetings, care planning, and ethics consultations. • Advocating on behalf of the patient and family. • Identifying and linking clients with resources. • Facilitating psychoeducational support groups. Hospice social workers spend much of their time directly with clients in home visits, inpatient settings, or office consultations. They make phone calls to check in with clients and locate resources. By working closely with an interdisciplinary team of hospice care professionals, social workers share in the privilege of supporting individuals and families during some of the most universal—and vulnerable—life experiences: • Coping with serious illness • Facing one’s mortality • The dying process • Bereavement
15 General Value Adds (Items below are in the Social Workers Help in a variety of ways flyer) Long-Term Planning Community Resources Psychosocial Support Crisis Management - - health aides -needs and neglect • issues The Value Social Workers Provide with Near Death Visits Using Trella Data to Define our Strengths Trella Data-Hospice Care Index (HCI) Visits Near Death HCI Indicator
16 Leading with Strength Example HCI Indicator Description Criteria This Hospice State National Visits near death The percentage of beneficiaries receiving at least one visit by a skilled nurse or social worker during the last three days of the patient’s life. Above 10 percentile rank 96.51%* 91.82% 94.32% *These numbers do not reflect BAYADA Hospice HCI data. These are for instructional purposes only Value Proposition for Social Work Month At BAYADA, we’re dedicated to elevating the standard of hospice care. That’s why our care teams are proud to use industry-leading technology to deliver precise care planning that increases time at the bedside and improves quality of care in the last days of life. • Muse helps us anticipate, with 90% accuracy, the approaching last days of life, so care plans can be adjusted in real time • Muse helps us increase the number and quality of RN and MSW visits in the last days of life • Since implementing this tool, we’ve seen remarkable improvements in our ability to provide optimal care, surpassing national averages. • Our care teams have increased the amount of time at the patient's bedside during the last days of life, improving quality of care through better symptom management and psychosocial/ emotional support for patients and loved ones Our Social Workers provide support for patients and their families when it’s most needed. With BAYADA hospice, your hospice eligible residents would receive 71% more visits near death than the National Average. What would that mean to your patients and their families? What would that mean to your staff?
17 Pre-Call Planning a “Leading with Strength” Sales Call Target: Assisted Living Wellness Coordinator Strength: Visits near death above state and national average Pre-call Plan your High-Quality Interaction: 1. Align Value BAYADA Value Do the Values Align? Wellness Coordinator Value (Persona) Visits near death above average Yes Protect their census, while also getting clinical support when the resident and staff need it most –ease of mind. 2. Question to Validate Value Alignment Assumptions • What’s most important to you when selecting a hospice provider? • How is success measured in your role? • What are your biggest challenges? >Tell me more • What is your process for managing those challenges? > Tell me more 3. Anticipate Objections: We let the resident choose. “Thank you for supporting your residents with hospice services. When residents come to you for guidance with their hospice decision, we would love to be your recommended agency. And you can rest easy knowing that when your residents need support the most, we’ll be there.” We have a preferred provider. “Thank you for supporting your residents with hospice services. When you need a back-up provider, we would love to be your provider. And you can rest easy knowing that when your residents need support the most, we’ll be there.
18 4. Envision with Strengths: Visits near death above state and national average. BAYADA Hospice is dedicated to elevating the standard of hospice care. That’s why our clinical teams utilize software revolutionizing patient support by accurately predicting when additional visits are crucial during the final stages of life. We have found that our clients and their families welcome the support these additional visits near death provide. If we could implement this same approach in those situations where you have been challenged with keeping your residents comfortable and aging in place, would that help you achieve your goals? 5. Gain Commitment: Closing Questions Of those residents that have come to mind today, which ones are you most concerned about? Based upon our discussion today, which residents can you identify in your AL/IL that can benefit from the service we discussed? Next Steps Get a referral or get a meeting
19 Value Alignment by Referral Channel Persona Value Proposition As members of the BAYADA interdisciplinary hospice team, our nurses and social workers are dedicated to providing supportive care when a resident is near death. Physician BAYADA Value Do the Values Align? Physician Practice Referral Coordinator (Persona) Visits near death above average Yes With BAYADA hospice, your hospice eligible patients would receive 71% more visits near death than the National Average –Improved patient and family satisfaction SNF BAYADA Value Do the Values Align? SNF / LTC Social Worker (Persona) Visits near death above average Yes With BAYADA hospice, your hospice eligible patients would receive 71% more visits near death than the National Average –Improved resident and staff support when most needed to prevent hospitalization Hospital BAYADA Value Do the Values Align? Hospital Case Manager (Persona) Visits near death above average Yes With BAYADA hospice, your hospice eligible patients would receive 71% more visits near death than the National Average –Improved patient and family satisfaction with potential for reduced readmissions Senior Living Community BAYADA Value Do the Values Align? Wellness Coordinator Value (Persona) Visits near death above average Yes Protect their census, while also getting clinical support when the resident and staff need it most –ease of mind.
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