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Cornerstone Family Healthcare: Patient Acquisition and Retention Presented by： CIPA Cornerstone Consulting Team Emily Martin, Hexin Cao, Xiao Tan, Qiuhao Shen
Cornerstone Family Healthcare:
Patient Acquisition and Retention
Presented by： CIPA Cornerstone Consulting Team Emily Martin, Hexin Cao, Xiao Tan, Qiuhao Shen
Presentation Overview
1. Executive Overview
2. Secondary Data – Literature Review
3. Primary Data and Findings -- Survey & Listening Session
4. Recommendations
5. Q&A
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Executive Overview
FQHC Background
Grant Application
Community Health
Assessment Survey Listening
Session
Primary DataLiterature Review: Analyzing Secondary Data
-Site information-Binghamton demographics-Health information
-Relatively low income area-Aging population-High mortality rate
-Quantitative, first-hand data
-Focus on group behavioral patterns
-Qualitative,first-hand data
-In depth attitudes and reflections
Findings and Recommendations
-History of FQHCs
-National trends in FQHC usage
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Secondary DataFindings
Community Health Assessment
Cornerstone’s 2015 Grant Application
FQHC Background
•Federally Qualified Healthcare
Centers established in 1989
•Goal is to provide underserved
populations with affordable and
quality healthcare
•FQHCs largest primary
healthcare network in U.S
•Poor, young, and minority
citizens are the primary users of
FQHCs
•Target population is
5,992
•58% of population live
below poverty line
•28% are uninsured
•The Felters Road
campuses lack a primary
care facility in close
proximity to them
•Consistent high
unemployment rate in
Binghamton
•Broome county has an
aging population
•Traditionally high
morbidity rates in the
county point to a need for
primary care
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary Data
We used a survey to collect
quantitative primary data which
depicted community behavioral
patterns and campus demographic
information. This supplied us with
first-hand data to research potential
correlations.
We facilitated the listening session
to focus on gathering qualitative
data.
Survey
Listening Session
Primary Data
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Methodology
Distribution: Survey distributed by 2
Felters Road residents who were paid
by Cornerstone
Audience: Residents of the two
Felters Road campuses
Survey questions: Focused on
primary care, usage and knowledge
of Cornerstone and its competitors,
and social determinants of health
16-question survey
Distributed by two
residents
71 total responses
26% response
rate
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataAnalytical Tools
SPSS Demographics
Attitudes and one-
determinant statistics
Correlations between different
determinants
Findings
*SPSS is a software developed by IBM for statistical analysis and modeling.
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataDemographics of survey respondents
Age, Race & Residency
Length
Income
Self-HealthAssessment
• 88% were young adults, only 8% older than 65
• Top three racial groups were African Americans,
Whites, and Latinos
• Nearly 90% resided at Felters Road for > 1 year;
30% > 6 years
• > 50% have no income (retired, unemployed,
students)
• Majority (88%) evaluated their health condition
as excellent, good, or fair
• Majority Family Health-Related Expenditures
are less than $1,000
• Only 3/71 > $5,000 expenditures
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey: Strengths & Limitations
● Objectivity: Survey
anonymously taken with no
incentive provided
● Representativeness：
Response Rate of 26% (71
Respondents of 275 Households)
Limitations:
● Open questions did not
elicit enough feedback
● Self assessment: limited
accuracy
● Not complete: sample size
is 71 people not all 275
households of Felters Rd.
Strengths:
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
1. Community Mobility:
•Relatively low mobility
•Potential fixed patients and
frequent visitors
•Marketing Activities in
these communities are of
substantial value
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
2. Income and Insurance:
● Relatively low-income community
(70% of the respondents have no
fixed-wages)
● Insurance distributions (health
insurance coverage rate of 87% )
● Insurance coverage rate higher than
anticipated and acceptance of
Medicaid and Medicare could be an
advantage
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
3. Attitudes toward Preventative Care:
● Importance of preventative care
Primary DataSurvey Findings
● High check-up frequency
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
4. Knowledge about Cornerstone Facilities:
35% of respondents have used Cornerstone before
72% of respondents have heard of Cornerstone
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
5. Disease Distribution and Service
● Diabetes, allergies, high cholesterol and asthma are the top 4 diseases that respondents have.
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
6. Attitudes about Cornerstone Facilities:
Positive Attitude about Cornerstone
•Reputation
•Friendly and safe atmosphere
•Diverse Services
Positive Prospect
•Future options
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
7. Competitor Analysis
• UHS provides 50.7% of
respondents with their
healthcare
• Lourdes is providing services
for another 44% of residents.
• Other competitors are minor
concerns
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
7. Competitor Analysis
Main reasons that people
choose other providers are:
1. Good service
2. Reputation
3. Distance
4. Medical treatments
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
7. Competitor Analysis
Main reasons that people will
choose Cornerstone are:
1.) Convenient location
2.) Quality services
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
● Competitive Advantages:
(1) Location -- located in the
community
(2) Discounted Services if uninsured
& various insurance options
(3) Long Opening Hours
● Competitive Disadvantages:(1) Unestablished Reputation
(2)Lack of recognition of medical
treatment quality
7. Competitor Analysis
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
Strong correlation between
family health evaluation and
check-up frequency.
8. Correlation Analysis
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataSurvey Findings
Strong correlation between
family health evaluation and
health care spending.
Great potential to increase
patient acquisition and
retention by focusing on
residents of fair, somewhat
poor and poor health
evaluations.
8. Correlation Analysis
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataListening session: Advantages & Limitations
Advantages
● In depth qualitative data including
personal anecdotes and experiences
● Provided a connection between the
community and Cornerstone
● Many participants knew each other
creating a comfortable environment
● Held in a convenient and accessible
location
Limitations
● Large sample size of 15 people that
resulted in participants speaking over
each other
● Sample may not be wholly
representative of community
● More verbal participants may have
influenced the responses of quieter
participants
● Time of session may have limited
ability of certain population segments
to participate
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataListening Session Methodology
•15 participants garnered from advertising
during the surveys
•Held in a local community center to enhance
accessibility
•Participants provided with a $20 Walmart
gift card as a participation incentive
•Questions mirror survey questions and were
designed to provide a more in depth
expansion of that data
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Primary DataListening Session Findings
3 Main Knowledge Gaps in Community
1. People did not know the specific services Cornerstone offered other than primary care
2. People did not know about the kinds of insurance Cornerstone accepts or the sliding scale fee
3. People were unaware and unfamiliar with Cornerstone’s staff
Other Important Findings:
•Participants expressed a fear
that Cornerstone would leave
•The community is closed to
outsiders and thus we must
make community connections
•There are numerous
champions for Cornerstone in
the community
•People are willing to switch
from their current doctors;
change is good
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Recommendations – 4Cs
• Consumer needs• Community
champions
• Sliding Scale Fee• Insurance Acceptance
• Stronger online presence
• Explicit signage
•Branding•Internal Marketing•External
Marketing
ConsumerCost
Communication Convenience
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Recommendations -- Communication
Branding:
A powerful, catchy slogan not only imparts positive
feelings about Cornerstone but also makes the crowd
remember Cornerstone.
Convey brand information by sponsoring community
activities such as sports teams and hosting community
events.
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
External Marketing
Internal Marketing
Internal marketing targets employees, community champions and current patients who can be a rich resource for referrals.
External marketing targets the population who is unfamiliar with Cornerstone
• Advertising • Brochures and newspapers
people usually read• Flyers and signage • Churches, sports teams,
schools, nursing homes, etc.
Recommendations -- CommunicationInternal & External Marketing may need to be tailored to the
Binghamton community and differentiated from the marketing that is utilized for Orange County.
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Recommendations -- Consumers
Continue to Identify Changing Consumer Needs
Talk to consumers one-on-one
Follow-up
Survey
Utilize Community Champions
Recommendations -- Cost
Cornerstone has a competitive
advantage due to the sliding scale fee
and acceptance of various forms of
insurance.
However, less people know this than
expected. Thus, it may be beneficial to
convey pricing policies and insurance
acceptance policies to potential
patients.
CostCompetitive advantage of
Cornerstone
FlyersSignage
Mailings
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Executive Overview Secondary Data Primary Data Recommendations Conclusion Q&A
Q & A
At this time, we open up for questions, thoughts and suggestions…
Cornerstone Family Healthcare:
Patient Acquisition and Retention
Thank You Very Much!
