This blog features interviews with Donovan French and Kathryn Lovrien.
A gray wave is poised to wash over this country thanks to the aging of the baby boomers, and it is a wave whose effects will be felt from coast to coast. Today, seniors are 15 percent of the American population, but in less than 20 years, adults 65 and older will comprise 22 percent of our citizens, according to the U.S. Census Bureau’s 2017 National Population Projections. Of course, there is a huge difference in the health status of those just turning 65 and people 30 years into retirement. That is why CHI St. Joseph Health in Texas is segmenting its senior population in order to serve it more strategically and efficiently. “In 2013, we were already caring for over 50 percent of the seniors in our market,” said Donovan French, division vice president of strategy and business development. “In our service area, the over 65 population was growing five times faster than the other demographic segments combined.” Unfortunately, the health system’s largest primary care medical group was finding it increasingly difficult to provide the more complex care seniors need because of time constraints. It was becoming obvious that seniors could benefit from a more comprehensive care model.Segmentation and Strategy
CHI worked with its strategic partner Health System Advisors to help grow its penetration in the senior population through segmentation, and create a multi-faceted strategy for caring for older adults of any age. Together, they identified four different cohorts within the over 65 market, all with varying health care needs:
- Healthy seniors with one chronic condition or less
- Seniors with two or more chronic conditions
- Nursing homes residents
- Super users
Building the Infrastructure
As part of its senior segmentation strategy targeting both healthy seniors and those with two or more chronic conditions, CHI developed the MatureWell Lifestyle Center. A multi-purpose facility, the center combines aspects of a traditional medical clinic with a health and wellness facility. The 23,000-square-foot complex houses an integrated, multidisciplinary care team that offers geriatric and specialty care, physical therapy and the services of clinical pharmacists, dieticians, social workers and an on-site patient navigator. Lab and imaging services are also available, making the center a one-stop shop for geriatric primary care.
In addition, the facility offers a health and wellness club that features cardio equipment, fitness classes, an exercise pool and a demonstration kitchen for healthy cooking classes.
“The goal is to attract healthy older adults and create durable relationships as they start needing more care within the health system,” said Kate Lovrien, principal with Health System Advisors.
To reach nursing home patients, CHI began engaging more directly with these facilities to take on their medical directorships. It used geriatrician-led teams with local nursing homes and a nurse practitioner that supervises care delivered onsite. CHI currently holds medical directorships at a majority of the nursing homes in its market.
To manage the care of super users, CHI set up an infrastructure through its clinically integrated network and accountable care organization to identify, coordinate and track care for high-risk seniors that have frequently presented in its emergency room.
Key Takeaways
French and Lovrien advise fellow strategists and marketers to remember:
- Organizations should begin customizing care as soon as seniors enter their health system in order to build ongoing loyalty.
- Customization is not just about the environment. It also involves the protocols, processes, services and experiences that are offered.
- Coordination with a core group of primary care providers aligned with your strategy is critical.
To learn more...
SHSMD members, read the full article “
Customizing the Health Care Experience for Seniors” published in a recent issue of SHSMD’s
Spectrum newsletter.
Nonmembers, for more content like this,
join SHSMD!
This blog features interviews with:
Donovan French Vice President, Strategy & Business Development
CHI St. Joseph Health
Bryan, Texas
Kathryn Lovrien Partner
Health System Advisors
Minneapolis, Minnesota