10 Things You Should Know About the Medicare Payment Data Release

Last week, CMS released a report summarizing the Medicare billing data for physicians across the country. Doctors panicked and patients attempted to understand what all these steep numbers meant, meanwhile buzz terms like “healthcare price transparency” and “reimbursement rates” flew around with more aggressive velocity than ever before.

For those that are unsure what this billing report really means, we’ve given you a breakdown. Read on to learn everything you need to know about this release.

 

1.     The report shows which physician specialists are getting paid the most and approximately how much they are receiving from CMS.

2.     So what are these payments supposed to cover? Medicare fees are supposed to cover the physician’s actual work, overhead costs for their equipment, malpractice insurance and other costs. What are those “other” costs though?

3.     It shows amounts paid but doesn’t delineate where specialties with high overhead costs come into play. For example, Radiation Oncologists incur significant overhead costs to provide their specialized services, so they get reimbursed much more to cover those costs.

Information provided by The Wall Street Journal. Source: Centers for Medicare and Medicaid Services

Information provided by The Wall Street Journal. Source: Centers for Medicare and Medicaid Services

4.     There are tons of dollar amounts being shown, but the figures do not correlate to patient levels or success rates, so the impact of the costs cannot be easily determined.

5.     The report was supposed to help catch Medicare fraud activity, but it doesn’t do this very effectively. This is because it lumps a lot of physicians into groups regardless of outside factors like overhead costs.

6.     The goal of displaying this data was that exposure would change overall behavior.

7.     The database does not break out payments by PC and TC. Rather, they are aggregated, explaining why the numbers seen in the Wall Street Journal article are so steep.

8.     Separate from the aggregated data, there is also a larger dataset of information which is HUGE and includes the following information for each physician in the country:

·         Average charge/CPT code

·         Number submitted/CPT code

·         Average amount per procedure code

·         Billing addresses of physicians

·         Procedure performed in a “facility” or “non-facility”

·         POS codes for procedures

9.     This dataset file is too big for Excel, but if you link the text file to Access you can use it.   We learned via the RBMA chatter, that some have had success this way, saying, “Once I got a query result I used Excel to manipulate and analyze the data.” Keep this in mind if you’re looking for a way to sort the data yourself.

10. This big number: $121 million. As in, the sum of what the top 10 physician billers charged for Medicare in 2012.


Important links for learning more:

Dataset:

http://www.cms.gov/Research-Statistics-Data-and-Systems/Statistics-Trends-and-Reports/Medicare-Provider-Charge-Data/Physician-and-Other-Supplier.html

WSJ Article:

http://online.wsj.com/news/article_email/SB10001424052702303873604579492012568434456-lMyQjAxMTA0MDEwMTExNDEyWj

WonkBlog Summary of Physician Responses:

http://www.washingtonpost.com/blogs/wonkblog/wp/2014/04/10/wonkbook-why-doctors-are-upset-about-the-medicare-payment-data-release/

Dealing With Negative Feedback on Social Media

At the RBMA Building Better Marketing Programs conference in Long Beach last month, I hosted a presentation on implementing social media programs into a practice’s marketing plan.  In years past, health care professionals were apprehensive to fully embrace social media as a means for reaching patients.  Alas, this year I saw a shift in acceptance.  The one thing practice managers and marketing representatives were concerned with though?

Negative patient feedback.


How do you deal with a negative comment about your service? Do you delete it? Do you respond? What about those patients who post crazy thoughts or even outright lies about your practice?

As with face-to-face interactions, there are no specific protocols for handling each scenario with review sites and social media.  It can be intimidating to handle patient feedback online because it isn’t how people are accustomed to dealing with patients. The key to handling negative patient feedback on social media is understanding the kinds of complaints and how to manage them.


A great article from Health Care Communication News sums it up perfectly. (Read the full article here: 4 types of negative feedback on your hospital’s social media channels)


Standard Problem: A patient or referring physician posts their issues with your practice online. It could be small or large, based on personal preference or a perceived issue.

Good thing: It can point out some real issues your practice needs to address.

Solution: A personal or public response, which one depends on how large the issue has become. Make sure you’re taking action though and not ignoring the complaint.

Example Response: “Thank you very much for letting us know, we truly care about our patients’ feedback. Here’s why we do things this way...”


Constructive criticism: This is a great complaint to receive because it gives you the opportunity to improve.  Someone could say something like, “I wish I could have saved time by filling out forms online.”

Good thing: Those who provide constructive criticism are usually loyal to your practice.

Solution: Construct a formal response, thanking them for their constructive feedback. If you can find a way to implement their request, be sure to let them know you’re going to try.

Example Response: “Thanks so much Ms. Patient for your response, you made a really good point. We’ll certainly talk to our website guy and ask them to add the forms online. Hope this helps next time!”


Warranted attack:  Someone at the practice did something to upset someone and now they are displeased.

Good thing: You have the opportunity to fix the situation, because they opened lines of communication.

Solution: This can be hard to handle and even more challenging to hear. You should respond quickly and be positive but proactive.  Thank them for the feedback and let them know that you are certainly going to take steps to fix the problem.

Example Response: “We are so sorry that you had such a bad experience here but we understand where you are coming from with this. We’d love to talk more and figure out a way to ensure that this doesn’t happen again.”


Wildcat: Here’s that crazy patient we were talking about before. Sometimes people just want to complain. Basically, the commenter has no legitimate reason to complain or be upset.

Good thing: Most people will recognize that this is an off-the-wall complaint.

Solution: Don’t let yourself get baited into an argument. Simply ignore the comment and remove it from your page.

Example Response: Delete J


So don’t be worried about how to respond, you’ll learn as you go. Just look at it as learning how to communicate with new people. Whether they are online or in person, people are all the same. They just want to be heard.

March Madness: Picking Your Health Care Plan


In the spirit of March Madness, our office is all a twitter with anticipation to see whose bracket will be the least destroyed after the National Championship game.  We were all like little kids on Christmas morning last week, finalizing our brackets and bragging to one another about who was going to be proclaimed master of the universe (read: the luckiest person in our office).  Alas, the first day of games left some certain Ohio fans (who shall remain nameless) crying at their desks and others laughing maniacally about their unforeseen success.

2014-03-27_14-07-13.png

March is about more than just basketball around here though. As the month draws to a close, we’ll be chatting more and more about price shopping and health care coverage options with the deadline to select your coverage plan being March 31st.  Health care transparency isn’t all fun and games like March Madness, as a patient’s decision about their coverage plan carries much more weight.  However, there are a number of similarities in the decision making process.  With so many options, how is a person supposed to choose?! 

Do you pick your health care the way you pick your March Madness bracket?

 

The “Top Seed Snob”

You go with the most expensive option because you figure that high cost must equal quality. You’ve heard that a certain provider is top notch, so you pay their high costs without question. Your health is the number one priority after all. Bad news is, this might not be the best strategy. This is like everyone who had Duke going all the way because they’d heard they were basketball legends, only to realize that Mercer crushed their dreams.

 

The “Overly-Researched, Overly-Confused”

You look at the list and are overwhelmed by your options, so you start by reading everything you can about each provider. You become a wealth of knowledge regarding statistics and survival ratings, but the more you know, the more confusing your decision becomes. This is like the bracket player who picks winners based on rebound rates and average points per game, only to have their team lose in the first round to a team like Dayton.


The “Randomized Hopeful”

You figure there can’t really be a bad option, so you close your eyes and pick. You never know what’s going to happen or how much coverage you’ll need, so you just hope for the best. This is basically the same as filling out your bracket based on the team names you like the most or the mascots who sound most ridiculous.


The “The Sounds Familiar”

You’ve seen the commercials or recognize a logo from your newspaper, magazine or that billboard on your way to work, so you pick that provider without much research.  It’s essentially the same as picking your cousin’s alma mater as the champions just because you visited during spring break one time.


The “Cinderella Story”

You decide your best option as far as health care coverage is to go without any plan. You’re healthy and young and don’t anticipate any high costs coming down the pipeline, plus you figure if you end up needing an expensive one time procedure like an MRI, you’ll just shop around to find the lowest self-pay price. This is kind of like FGCU last year, flying under the radar and crushing everyone’s brackets. Ultimately, a win wasn’t in their future, but they did better than anyone expected.


For a little chuckle, check out this Buzzfeed article about the many thoughts going through your head when picking your brackets. You could say that while picking your healthcare plan, you might have many of the same thoughts.


64 Thoughts You Have While Filling Out Your March Madness Bracket

Building Better Marketing Programs: RBMA Wrap-Up

The RBMA Building Better Marketing Conference in Long Beach, California went off without a hitch earlier this week, bringing together the best radiology professionals from all across the world.  On Sunday evening, the attendees mingled in the lobby of the Renaissance Long Beach hotel meeting new friends and reminiscing with the old. With the sound of an acoustic guitar in the background and the sea breeze filtering through the open doors, everyone knew we had arrived in Cali baby.

Monday morning is hard for everyone, but Terri Langhans opening presentation got everyone’s gears going for the week.  She asked us, “How do you stand out in an industry where everyone looks alike?” By comparing the radiology industry to the airline industry she led us to see the opportunities available to make ourselves stand out.  Think about the differences in flying Southwest versus Delta, even just the comedic way Southwest delivers their safety information. “You don’t have to be a comedian, you just have to have a personality,” Langhans quoted. Her message was to make sure we do small things with character, because the more similar you are, the more your differences matter.

 

In radiology, each touch point your patients have with your center matters.  A touch point is any point of contact, for instance; phone trees, parking, welcomers, front desk employees, techs, radiologists, schedulers, even your billing department. Langhans’ message essentially, is that your touch points should be talking points, or components that set you apart from the competition and contribute to a strong culture for your organization.

(Check out photos from the event on the RBMA Facebook Page here: https://www.facebook.com/RBMAConnect)

The schedule over the next two days was packed full of sessions covering content including:

-       Writing creative marketing/web content

-       Social media for radiology providers

-       Stark Law and Sunshine Act

-       Advancements in breast imaging

-       Search engine optimization

-       Selecting and utilizing a CRM

-       Rebranding techniques

-       Using referral metrics to drive business

-       Finding an “Open Table” model for radiology scheduling

-       Interventional radiology practice development

-       Imaging market changes and opportunities

-       Content marketing strategies

-       Customer service and efficiency

-       Campaign creation versus ads

-       Benchmarking for marketing and sales

-       Quality initiatives for independent hospital-based physicians

-       Advice for IDTFs competing with hospital systems

 

In addition to those very focused sessions, conference attendees gathered together for roundtables discussing marketing efforts they have used that were effective and the industry issues that have been keeping them up at night.  Tuesday morning was also kicked off by a 5 Minute Forecast from a panel of RBMA experts. All of whom were geniuses; well spoken and wonderful. (Cough, cough… this is shameless brag, as I was one of them.)  After the forecasts, which predicted increases in patient-consumerism, market transparency and the increased weight of strong industry relationships, the floor was opened up to the attendees and they were given the chance to ask any marketing questions they had up their sleeves. The session, entitled “Stump The Marketers,” was my favorite part of the entire conference because it enabled us to engage in candid conversation about the real issues we all face on a daily basis.   Topics covered included:

-       ICD-10 and the effect on marketing representatives: It was determined that the coding changes will give marketers a chance to stand out as early adopters and even give training opportunities to their referring offices.

-       Direct targeting and re-targeting campaigns for patients: Some wondered if this form of internet marketing could be considered invasive, but we decided that if the patient is already interested in you, they will perceive you in that way.

-       Utilizing technology for patient communication: We decided that nothing can be replaced by one-on-one communication and people do not want to be made more convenient. If a patient ops in for email or text reminders or event updates, that is another opportunity.

-       Spending money on traditional marketing and advertising like the phonebook: These historically expensive methods have no way of being measured as far as ROI goes, so most marketing pros have started to turn towards internet marketing instead.

Anyone that was a part of the conference will say that they learned a lot and will remember fondly how great the smartphone application was (especially with the neck-in-neck race between Erik W. and Brenda B. for top users), the great bartenders at "Sip", the great elevator struggle of 2014, the California-themed Quest Awards and how wonderful the RBMA faculty was for organizing such a spectacular event.

Overall the conference was a huge success. The RBMA team certainly knows what they are doing and each year the content and sessions get better and better. We are already looking forward to next year’s event, it is going to be in Nawlins’ after all!  Until next year everyone, can’t wait to see what all we will accomplish in 2014.

ICD-10 Education

Working with our partner, Universal Health Network, we’ve learned a lot about medical billing and all of the changes that are coming up.  Terms like ICD-10 and meaningful use have been floating around since this time last year, but like many others out there, we didn’t have the specifics. 

First, it is important to know what the difference is between ICD-10 and its predecessor; ICD-9.  Coders will have to go from knowing 13,000 diagnosis codes to a whopping 68,000 codes with ICD-10. If you’ve been wondering what people have been complaining about, this is it. Imagine the knowledge needed for you skill set growing to more than six times its size and trying to keep up.  Inconveniently, there are no simple conversions from ICD-9 to ICD-10.  Some codes here and there are remaining the same, unfortunately the new system is much more robust. Taking one code and breaking it down into many more specific codes now, the ICD-10 codes even look different.  Previously, codes were only 3-5 characters, while now they can have up to 7 characters.

Now, why was it necessary to make all of these changes if the system worked before?  Well, think about how fast technology has changed over the last few years. There’s literally a new iPhone every other year and people all across the world immediately adopt that new technology.  Now think about the medical advancements that are being made daily.  Every year there are newly identified medical conditions and brand new treatments and medical devices discovered.  Just to give you an idea of how desperately these changes were needed, ICD-9 had been around since 1979.

(Medical Advancements from 1979 to 2003 via: AAMC)

1979 First use of the immunosuppressant drug cyclosporine, now standard therapy for organ-transplant patients

1980s Development of coronary angioplasty

1980 First acute spinal cord injury intensive care unit

1981 First successful surgery on a fetus in utero

1981 Establishment of the first Pediatric Trauma Center

1981 First successful human combined heart/lung transplant

1981 Development of the first artificial skin made from living human cells

1981 Descriptions and reports of the nation’s first cases of AIDS

1981 Development of balloon angioplasty

1983 First performance of autologous bone marrow transplant for acute myeloid leukemia

1984 First successful pediatric heart transplant

1985 First Fetal Cardiovascular Center

1986 First hospital to initiate a lung transplantation program

1986 First use of lithotripsy to break up common duct gallstones

1988 First successful double-lung transplant

1989 First living-donor liver transplant, and in 1993, the first liver transplant from an unrelated living donor

1989 Identification of human umbilical cord blood as a suitable source for stem cell transplantation

1993 First Geriatric Research and Training Center

1993 First human gene therapy trial for cystic fibrosis

1993 First gene-therapy procedure on a newborn infant, correcting an inherited disorder of the immune system

1994 First use of functional MRI to provide rapid diagnosis of most strokes

1994 First gamete intrafallopian transfer for treatment of female infertility

1994 First human retinal cell transplant

1995 First implantable, artificial inner ear for treatment of deafness

1995 First deep brain stimulator implantation for the treatment of Parkinson’s disease

1996 Development of computer-assisted stereotactic neurosurgery

1997 First use of gene therapy in cardiac disease in humans

1997 First stem cell transplant for active lupus

1997 First retinal transplant

1997 First transplant of human fetal tissue in patient with spinal cord injury

1998 First laryngeal transplant

1999 First hand transplant

2000 First quadruple transplant of four organs—a kidney, two lungs and a heart—from a single donor

2000 First bioengineered cornea transplant

2001 First implantable replacement heart that functions without a permanent attachment to a power source

2001 Discovery of stem cells within the pancreas that can generate insulin-secreting beta cells

2002 Development of a Rapamycin-coated stent, a breakthrough in the prevention of restenosis following cardiac catheterization

2003 First successful larynx reconstruction accomplished using tissue taken from patient’s arm

 

The time to make changes will be up on October 1st this year and those who have not taken steps to prepare for ICD-10-PCS will be left in the dust.  This transition period is predicted to be rather turbulent for providers across the board, even 1/3 of hospitals still haven’t started their ICD-10 education.  Those who haven’t been getting ready have a couple of options at this point:

-       begin training with ready-made education programs

-       out-source your coding to a medical billing company

Having your coding managers in-house certainly has its pros, but with these changes, getting by with your current systems will prove very difficult.  When it comes to coding, the margin for error has grown and with reimbursement cuts, it is increasingly more important to be accurate.


Are you ready for October 1st?