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Lead Sponsor




Luncheon Sponsor   Reception Sponsor   Refreshment Sponsor
KEYNOTE ADDRESS

Teri Fontenot
President and CEO
Woman’s Hospital
Building a Strong
Women’s Care Program
  Women Leaders in Healthcare Conference
            August 7, 2012
Woman’s Path
• Journey from ‘baby hospital’ to
  regional referral center for women’s
  health

• The opportunity assessment process

• The next era of women’s health
About Us
•   Nonprofit, community owned
•   Largest obstetric service in Louisiana; 18th in U.S.
•   $350 million annual revenue
•   Annually:
     67,000 patient days         8,000 births
    127,000 outpatient visits   85,000 pap smears
     47,000 mammograms          16,000 specialized home health visits
•   Level III regional referral center for obstetric and neonatal care
•   LSU and Tulane obstetric and pediatric residency and fellowship programs
•   Designated OB and NICU responder in Louisiana’s Disaster Plan
•   Magnet® hospital
•   2007 and 2012 Louisiana Hospital of the Year
•   Top 100 Best Places to Work in Healthcare every year award has been given
    (Modern Healthcare)
An Accessible Healthcare System
                                      Main Campus




•   Obstetrics                   • Breast care                      •   Physician offices
•   Maternal fetal medicine      • General surgery                  •   Pediatric subspecialty
•   Reproductive endocrinology   • Plastic/reconstructive surgery       clinics
•   Gynecology                   • Gastroenterology                 •   Digital mammography
•   NICU                         • Bariatric surgery                •   Metabolic center
•   GYN oncology                 • Robotic surgery                  •   Research
•   Urogynecology/urology        • Orthopedics                      •   Retail shops
An Accessible Healthcare System
         Woman’s Center for Wellness                           Mobile Mammography Coach




Outpatient services           Fitness club                 •  5,500 mammograms annually
• Physical therapy            •   Exercise/aerobics classes • 80 mile radius
• Occupational therapy        •   Cardio & strength         • Service provided at:
• Audiology                       training
                                                               Public health centers
• Speech therapy              •   Indoor jogging track         Employer locations
• Warm water therapy pool     •   Swimming pool                Shopping centers
• Screening mammography       •   Comprehensive weight         Churches
• Bone density                    loss program              • 42 cancers detected in 2011;
• Comprehensive weight loss       Yoga
                              •                                many in advanced stages
  program
                              •   Free weights
• Fitness and rehab retail
                              •   Spa
Assessing the Opportunities:
                 What Women Want
                                          Age
20 – 36                       37 – 50                           51-65
   Access to social media,    Privacy                          Convenient location
    internet                   Involvement in care decisions     and parking
   Amenities                  Personalized attention           Focus on women
   Adequate space for         Large room, spa-like             Information on
    baby, guests                experience                        non ob/gyn services
   Custom birth plans         Compassion, listening
   Collaborators in their
    medical care
   Continuity of care
   Told what to expect
In Other Words…
• Consider the comprehensive and unique healthcare
  needs of female patients
• Understand factors about providers that drive
  women’s healthcare
• Increase the level of trust and satisfaction of the
  female community
• Abandon a “one-size-fits-all” marketing approach
Strategy: Focused Differentiation
• Demonstrated capacity in the past for growth and diversification
  Obstetrics                        Surgical subspecialties
                                    o   General surgery
  Gyn                               o   Plastic and cosmetic surgery
  NICU                              o   Pediatric/neonatal surgery
                                    o   Orthopedics
  Breast care
• Growth fueled and sustained through excellent medical staff
  relationships and referral power           Monroe
  o       Maternal fetal medicine
  o       Gastroenterology
  o       Urology
  o       Cancer services
  o       Bariatrics
• Key partnerships for specialized                                                Bogalusa
                                                                                Hammond
  services                                                   Lake Charles         Covington
      o    Perinatal HIV ‘One Test-Two Lives’
                                                                            Thibodaux
      o    CDC/YWCA – breast cancer screening
      o    Mary Bird Perkins – comprehensive breast center
      o    DHH/March of Dimes ‘Healthy Babies Are Worth the Wait’
Program Development:
    Building from a Position of Strength
Level 1
•   Built on dominant market share position                                                  LEVEL 1
     Obstetrics   79%   NICU      79%
     Gyn          68%   Breast    72%                                        GYN
                                                                           ONCOLOGY
•   Major inpatient and ambulatory impact                     SUBSPECIALTY                 BREAST
                                                           GASTROENTEROLOGY               SURGERY

Level 2                                       LEVEL 2
                                                                       •   Obstetrics
•   A subset of core and Level 1                                       •   Gynecology
                                                        SUBSPECIALTY                             NICHE
•   Built around 1 to 2 physicians                      ORTHOPEDICS    •   Newborn            CARDIOLOGY
•   Highly procedural/inpatient business                                   Medicine
                                                                       •   Breast
•   Significant technology-intensive                                                         SELECTED
                                                                                                           LEVEL 3
                                                           UROLOGY/URO-                      CANCERS
    ambulatory business                                     GYNECOLOGY
                                                                           SPECIALTY      WELLNESS/
                                                                           SURGERY       PREVENTION
Level 3                                                                    (bariatric,
                                                                           cosmetic)
•   Focus on population health
•   Minimal market penetration
•   Oriented around screening and diagnostic services
•   Significant ambulatory business
Form Follows Function:
           New Campus Design Elements




•   Allow for growth of core business and strategic         •   Be convenient and attractive for physicians
    expansion into new services
                                                            •   Provide surgical suites with leading edge technology
•   Support space flexibility
                                                            •   Meet or exceed planning standards for
•   Support clinical and physical safety of                     spaces, adjacencies and connectivity
    patients, visitors and staff
                                                            •   Be aesthetically beautiful and peaceful
•   Facilitate exceptional patient and family experiences
    from arrival through departure                          •   Minimize traffic overlap of staff, patients, and
                                                                visitors
•   Support current and future technology
                                                            •   Provide flexibility for strategic alliance development
Announcing our New Arrival
       August 5, 2012
The Next Era of Women’s Health
• Strategic and financial success will be achieved through
  positive patient outcomes, not volume growth
• Strong physician tradition and culture with viable and
  effective leadership is critical
• Early adopters of care management using evidence-based
  protocols will have an advantage
• Economic alignment with physicians that incentivizes quality
  and reduces waste will add greatest value
• Advanced IT systems that provide for data collection and
  analysis connected with all care givers to reduce errors and
  improve efficiency is a ‘must have’
Benefits of ACO Contracting
         for Women’s Services
• High volume drives efficiency, better outcomes, and
  lower cost
• Niche organizations add value to the continuum and
  wrap around core services
• A mini-ACO with aligned incentives
  o   Patients receive episodic care
  o   Easy to bundle payments
  o   Navigators are highly effective
#MHwomenleaders12_Breakout Session: Building A Strong Women's Care Program

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#MHwomenleaders12_Breakout Session: Building A Strong Women's Care Program

  • 1. Lead Sponsor Luncheon Sponsor Reception Sponsor Refreshment Sponsor
  • 2. KEYNOTE ADDRESS Teri Fontenot President and CEO Woman’s Hospital
  • 3. Building a Strong Women’s Care Program Women Leaders in Healthcare Conference August 7, 2012
  • 4. Woman’s Path • Journey from ‘baby hospital’ to regional referral center for women’s health • The opportunity assessment process • The next era of women’s health
  • 5. About Us • Nonprofit, community owned • Largest obstetric service in Louisiana; 18th in U.S. • $350 million annual revenue • Annually: 67,000 patient days 8,000 births 127,000 outpatient visits 85,000 pap smears 47,000 mammograms 16,000 specialized home health visits • Level III regional referral center for obstetric and neonatal care • LSU and Tulane obstetric and pediatric residency and fellowship programs • Designated OB and NICU responder in Louisiana’s Disaster Plan • Magnet® hospital • 2007 and 2012 Louisiana Hospital of the Year • Top 100 Best Places to Work in Healthcare every year award has been given (Modern Healthcare)
  • 6. An Accessible Healthcare System Main Campus • Obstetrics • Breast care • Physician offices • Maternal fetal medicine • General surgery • Pediatric subspecialty • Reproductive endocrinology • Plastic/reconstructive surgery clinics • Gynecology • Gastroenterology • Digital mammography • NICU • Bariatric surgery • Metabolic center • GYN oncology • Robotic surgery • Research • Urogynecology/urology • Orthopedics • Retail shops
  • 7. An Accessible Healthcare System Woman’s Center for Wellness Mobile Mammography Coach Outpatient services Fitness club • 5,500 mammograms annually • Physical therapy • Exercise/aerobics classes • 80 mile radius • Occupational therapy • Cardio & strength • Service provided at: • Audiology training Public health centers • Speech therapy • Indoor jogging track Employer locations • Warm water therapy pool • Swimming pool Shopping centers • Screening mammography • Comprehensive weight Churches • Bone density loss program • 42 cancers detected in 2011; • Comprehensive weight loss Yoga • many in advanced stages program • Free weights • Fitness and rehab retail • Spa
  • 8. Assessing the Opportunities: What Women Want Age 20 – 36 37 – 50 51-65  Access to social media,  Privacy  Convenient location internet  Involvement in care decisions and parking  Amenities  Personalized attention  Focus on women  Adequate space for  Large room, spa-like  Information on baby, guests experience non ob/gyn services  Custom birth plans  Compassion, listening  Collaborators in their medical care  Continuity of care  Told what to expect
  • 9. In Other Words… • Consider the comprehensive and unique healthcare needs of female patients • Understand factors about providers that drive women’s healthcare • Increase the level of trust and satisfaction of the female community • Abandon a “one-size-fits-all” marketing approach
  • 10. Strategy: Focused Differentiation • Demonstrated capacity in the past for growth and diversification Obstetrics Surgical subspecialties o General surgery Gyn o Plastic and cosmetic surgery NICU o Pediatric/neonatal surgery o Orthopedics Breast care • Growth fueled and sustained through excellent medical staff relationships and referral power Monroe o Maternal fetal medicine o Gastroenterology o Urology o Cancer services o Bariatrics • Key partnerships for specialized Bogalusa Hammond services Lake Charles Covington o Perinatal HIV ‘One Test-Two Lives’ Thibodaux o CDC/YWCA – breast cancer screening o Mary Bird Perkins – comprehensive breast center o DHH/March of Dimes ‘Healthy Babies Are Worth the Wait’
  • 11. Program Development: Building from a Position of Strength Level 1 • Built on dominant market share position LEVEL 1 Obstetrics 79% NICU 79% Gyn 68% Breast 72% GYN ONCOLOGY • Major inpatient and ambulatory impact SUBSPECIALTY BREAST GASTROENTEROLOGY SURGERY Level 2 LEVEL 2 • Obstetrics • A subset of core and Level 1 • Gynecology SUBSPECIALTY NICHE • Built around 1 to 2 physicians ORTHOPEDICS • Newborn CARDIOLOGY • Highly procedural/inpatient business Medicine • Breast • Significant technology-intensive SELECTED LEVEL 3 UROLOGY/URO- CANCERS ambulatory business GYNECOLOGY SPECIALTY WELLNESS/ SURGERY PREVENTION Level 3 (bariatric, cosmetic) • Focus on population health • Minimal market penetration • Oriented around screening and diagnostic services • Significant ambulatory business
  • 12. Form Follows Function: New Campus Design Elements • Allow for growth of core business and strategic • Be convenient and attractive for physicians expansion into new services • Provide surgical suites with leading edge technology • Support space flexibility • Meet or exceed planning standards for • Support clinical and physical safety of spaces, adjacencies and connectivity patients, visitors and staff • Be aesthetically beautiful and peaceful • Facilitate exceptional patient and family experiences from arrival through departure • Minimize traffic overlap of staff, patients, and visitors • Support current and future technology • Provide flexibility for strategic alliance development
  • 13. Announcing our New Arrival August 5, 2012
  • 14. The Next Era of Women’s Health • Strategic and financial success will be achieved through positive patient outcomes, not volume growth • Strong physician tradition and culture with viable and effective leadership is critical • Early adopters of care management using evidence-based protocols will have an advantage • Economic alignment with physicians that incentivizes quality and reduces waste will add greatest value • Advanced IT systems that provide for data collection and analysis connected with all care givers to reduce errors and improve efficiency is a ‘must have’
  • 15. Benefits of ACO Contracting for Women’s Services • High volume drives efficiency, better outcomes, and lower cost • Niche organizations add value to the continuum and wrap around core services • A mini-ACO with aligned incentives o Patients receive episodic care o Easy to bundle payments o Navigators are highly effective