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What Good Doctors Want

10 Ways Accountable Care Organizations Can Win the Hearts and Minds of the Best Doctors and Physician Practices

Mike Killeen teaches healthcare marketing at Emory University’s Rollins School of Public Health. He is Vice President of Marketing at LENZ, an integrated marketing company that specializes in marketing physician practices, hospitals, and ACOs.

As anyone working in American medicine knows, the Patient Protection and Affordable Care Act of 2010 initiated a tectonic shift in how healthcare is delivered. Healthcare providers are moving away from the old fee-for-service model that rewards providers for ordering lots of expensive tests, office visits, and procedures. And they’re moving toward an outcome-based model, in which compensation is tied to the health of individual patients and to the overall served population, as well as to cost savings.

Think of it as the “quality over quantity” model of healthcare, with accountable care organizations (ACOs) as its most visible manifestation.

ACOs need doctors. OK, that’s obvious, so let’s revise: ACOs need good doctors. Ideally, they want to either acquire or partner with the very best doctors and physician practices. But what if the good doctors aren’t interested?

The thing is, good doctors and physician practices may be doing just fine (for now) on their own and may not be interested in joining ACOs. And, at least in larger markets, those who are interested may have more than one suitor.

The best doctors are already delivering quality care, and doing so reasonably efficiently. They run their businesses relatively well. They have established referral networks that keep them booked. They help their patients, inspiring loyalty and recommendations. They make good money. So what’s their incentive to change?

To attract the best doctors and physician practices, ACOs have to appeal to what the good doctors most want, then demonstrate to them how ACOs can help.

So what do the good doctors want?

1. Good doctors want their patients to get well-coordinated care.

The human body is extraordinarily complex. Good doctors have confidence in what they know well and the humility to reach out when someone else will know better. They want to collaborate with other doctors and healthcare professionals to provide the best comprehensive care for their patients. Given the opportunity, they’re usually quite good at it.

Show doctors how your ACO will make it easier for them to collaborate with their peers, working together for the best possible patient outcomes.

2. Good doctors want to develop and maintain long-term relationships with their patients.

It’s not about making friends. Good doctors believe in the sanctity of the doctor-patient relationship. They know they can deliver better care when they learn, over time, the characters and qualities of their patients that even the most comprehensive electronic health records system could never capture.

Show good doctors how your ACO will strengthen, not replace, the doctor-patient bond, such as with patient portals that make it easier for patients and their doctors to communicate outside the exam room.

3. Good doctors want their patients to practice the basics.

Eat right, don’t smoke, exercise regularly, and get enough sleep. Good doctors know that those four practices will keep their patients healthier than any pill ever could.

Show good doctors how your ACO’s coordinated care will encourage healthy habits with coaching, classes, smoking cessation programs, and other initiatives to encourage healthy behaviors.

4. Good doctors want better technology to serve more personalized care.

Data-based medicine should inform a good doctor’s judgment, not replace it. Good doctors want high tech paired with high touch, empowering their decisions, not hobbling their independence.

Show good doctors how integrated health IT within an ACO will give them a more complete picture of a patient’s health and ongoing treatment, informing their judgement as they plan the best care.

5. Good doctors want to focus on medicine, not bureaucratic burdens.

This doesn’t mean good doctors dislike the running of a business. Some of them enjoy it very much and will appreciate — even insist on — opportunities to exercise their entrepreneurial spirit. But good doctors will gladly turn over to an ACO the handling of insurance, transcription, record-keeping, billing, and other administrative necessities.

Show doctors you’ll help them get back to being doctors.

6. Good doctors want to be leaders.

If you bring good doctors into your ACO and don’t ask them to take on leadership roles, you’re wasting a valuable resource and likely frustrating your good doctors. Successful ACOs rely heavily on physician leadership.[1][2]

Show doctors you value and want their leadership, and give them real leadership in your ACO.

7. Good doctors want to be respected by their peers.

Good doctors have studied and worked hard to become good doctors. They’ve earned the respect of their peers, and they don’t want to give that up to become anonymous employees of your ACO. A good doctor is not a commodity, not an interchangeable cog in the healthcare machine. Each brings individual expertise and accomplishments that are worthy of recognition and respect.

Show good doctors that you value them and will promote them as individuals, worthy of their peers’ respect.

8. Good doctors want to have a good reputation in their community.

Good doctors and physician practices work for years to build their reputation in the community, and that reputation is worth a lot. It’s part of why you want them to join your ACO. They don’t want to lose that reputation by disappearing into an anonymous division of a large corporate structure.

Show them you won’t just market your ACO’s brand. Show them you see the value of marketing your doctors and physician practices, enhancing your own brand by showcasing the expertise of your good doctors.

9. Good doctors want to deliver great care to more people.

Fundamentally, good doctors want to help people. They want to deliver high quality care to each individual patient, and, to the extent they can do so while maintaining that quality, they want to help more people. This balance is completely in line with the goals of outcome-based healthcare and the ACO model: delivering higher quality care to each individual and to the population, while controlling costs by finding greater efficiencies.

Show good doctors how your goals are in alignment.

10. Helping the good doctors do more.

ACOs offer all doctors potential benefits, including possible savings-based bonuses and, in some cases, greater job security. Because the shift in America to outcome-based care now has considerable momentum, those who adapt early may be better prepared for the changes ahead.

But the good doctors are looking for more than a steady paycheck, and the good physician practices are looking for more than a lucrative buyout. Ultimately, what good doctors want is what good ACOs want too: to help people with higher quality care leading to better outcomes, and to do so while controlling costs, allowing them to help more people.

What do good doctors want? They want to know that you want to help people too, and that you’ll help the good doctors do more.

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[1] “True Physician Leadership Key to Sustainability of ACOs,” Dr. Robert Pear, Modern Healthcare. http://www.modernhealthcare.com/article/20141206/MAGAZINE/312069978

[2] “The Power of Physician Leadership in ACO Success,” Thomas Graf, M.D., FAAFP, and Cynthia Bailey, Accountable Care News, Volume 8, Issue 1, January 2017.

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Atlanta Business Chronicle names Lenz one of the “Best Places to Work” in Atlanta

Lenz was recently named one of the “Best Places to Work” in Atlanta by the Atlanta Business Chronicle! Selection for this award is based on employee response to a detailed survey inquiring about everything from company culture to compensation and benefits to general corporate morale. After the Lenz team went to work answering honestly and anonymously, the company ranked 35th out of 50 in the small business category.

The Lenz team had a great time accepting this honor and celebrating with the other winners at the award ceremony in Buckhead on September 6.

Interested in working for one of the “Best Places to Work” in Atlanta? Send your resume and cover letter to info@lenzmarketing.com.

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Lenz proudly sponsors the Sixth Annual Georgia Smoke Oyster Roast, benefitting FODAC

Save the date for Georgia Smoke’s Sixth Annual Oyster Roast! On Saturday, November 4, Georgia Smoke is inviting you and your friends and family to a fun evening of oysters, lobsters, and more at the Briarcliff Woods Beach Club field.

Buy your tickets to the oyster roast here!

Being a rain or shine event, there will also be authentic gumbo and roasted chicken for non-oyster connoisseurs. You are also welcome to BYOB and BYOOK (bring your own oyster knife, though they will have extras to share).

All proceeds will be donated to FODAC (Friends of Disabled Adults & Children), a 501(c)(3) that aims to enhance the quality of life for people of all ages who have any type of illness or physical disability by providing medical equipment and services to the community at little or no cost to the recipients. The event last year helped raise $4,525 for FODAC and Georgia Smoke is hoping to do more this year.

Lenz is proud to have been a consistent sponsor of the event and encourages the public to take part in this great night for a great cause!

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Lenz Presents at Modern Media Conference

On Sept. 28-29, Georgia State University (GSU) in Atlanta held its annual Modern Media Conference and invited Lenz to play a part. Representatives from Time magazine, Vice magazine, CNN, Turner Studios, and other outlets spoke and met with students aspiring to embark on related careers.

Lenz media relations manager, Jon Waterhouse, a GSU alumni, shared his multi-faceted journey through the ever-evolving world of professional media. Jon spoke about his years working as a freelance entertainment journalist, an online blogger for major entertainment brands, and a radio personality on Sirius XM and elsewhere.

Saving the best for last, the grand finale of Jon’s speech featured details about his current work at Lenz. This drove home his theme of versatility. As media relations manager, Jon not only develops media strategy and places Lenz clients in the media, he also assists with Lenz-related events, serves as a guest host on Lenz-owned radio shows, and more.

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A Lenz look at switching from Google search to Solr search

From coding to designing complete websites, the Lenz’s Interactive team is able to do it all. A recent project of the interactive department has been to switch out client sites using Google Custom Site Search to one powered by Solr instead.

Google Custom Site Search is great. It’s simple to use and since it has Google’s search ability, it pulls up smart search results rather than “dumb word search,” meaning that it’s able to analyze the site’s content and rank the order in which it’s listed so the user can find what they’re looking for instead of having irrelevant pages pop up that happen to include the search term. SouthCoast Health’s website is a great example of how Google Custom Site Search pulls up results for users:

So, why stop using Google Custom Site Search? Well, Google decided to discontinue the paid version of this service in April 2017. When a subscription runs out, the account is downgraded to the free version and its mandatory ads. With the news, the Lenz interactive team got busy looking at alternatives.

The free version of Google Custom Search displays ads above the results.

After heavy consideration, the team decided to switch to using the Solr search platform. Though more complicated to set up and not as smart as the Google Custom Site Search, Solr has “learning to rank,” or LTR, capabilities as well. These ranking capabilities paired with Solr’s robust schema flexibility gives the website developer complete control over how search results are pulled up – even more control than what Google offered!

Though implementing Solr’s search platform is time consuming, Lenz’s interactive team continues to work hard to ensure all our clients’ websites have smart, fully functioning search engines that’ll point users in the right direction.

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LENZtern Allison Miller Leaves Behind a Digital Legacy

Lenz is proud to host many interns that leave behind legacies of hard work, creative ideas, and lasting relationships. It should come as no surprise that our 2017 summer intern Allison Miller would combine her social media savvy and natural design talent to leave us with an especially unique legacy: a Snapchat geofilter.

For the 158 million people who use Snapchat every day, one of the most popular features are the geofilters—creative overlays based on location and time that appear around the user’s picture or video. During Allison’s summer internship with Lenz, she noticed the area around the Lenz office in downtown Decatur was lacking a geofilter option that truly expressed the colorful and creative atmosphere of the community. So, she decided to do something about it by designing and submitting her own geofilter for the downtown Decatur Square. As a part of the application process, Allison detailed the rich, cultural history of the Decatur area as her creative inspiration.

Read what she had to say:

“This summer I’ve been spending a lot of time in Decatur interning at a marketing agency. I’ve learned that the agency Lenz has had quite a positive impact on the area.”

“As an avid Snapchat user, I noticed that Decatur had several community geofilters, but none of them really represented the rich culture contained here. Therefore, I decided to use my graphic design skills to create my own. I chose the guitar because Decatur is rich with music history, having been the place where Indigo Girls, John Mayer, Shawn Mullins, and Sugarland got their starts. I just hope that I can continue my boss’ dream of making Decatur the best it can be, and I feel that Snapchat can help.”

Be on the lookout for this Allison’s Snapchat geofilter next time you’re taking a selfie on the Decatur Square!

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PT Solutions Commemorates 14 Years, with Help from Lenz

Our friends at PT Solutions Physical Therapy recently celebrated their 14th birthday! In those 14 years, this physical therapy practice has grown from one clinic in Eufaula, Alabama to 120 across 12 different states. Team Lenz helped celebrate this growth and success the best way we know how: awesome digital content.

Take a look at the videos, graphics, and copy we crafted to commemorate this occasion below. When you’re done, also check out the blog we wrote that celebrates 14 wonderful years in business. Here’s to many more!

 

 

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LENZER SHAKES, RATTLES AND ROLLS AS ELVIS WEEK BLOGGER

By Jon Waterhouse

As a lifelong Elvis fan, I’ve been curling my lip and swiveling my hip to the king’s music for as long as I can remember.

Several years ago, when Elvis Presley Enterprises first asked me to blog for Elvis Week  –the annual gathering of Elvis fans from all over the globe at Graceland, Elvis’ former home in Memphis, Tenn.– I was all shook up, to say the least.

Elvis Week 2017 took place August 11-19, marking the 40th anniversary of Presley’s passing. It wound up being my fifth opportunity to be the official Elvis Week blogger, and my Lenz work family was gracious enough to allow me to take care of blogging business. (Having only been a Lenzer since April, I was thrilled by their support. It’s yet another reason I can’t help falling in love with the company.)

The Elvis Week blogging gig basically means I’m the eyes and ears of fellow fans for the duration of the royal, rocking festivities. Elvis’ musical collaborators, movie co-stars, friends, family members, and others participate in live Q&A sessions, concerts, and more. And the special events run the gamut from an Elvis Presley 5K to a sold-out Elvis dance party.

This year proved to be the longest and arguably largest Elvis Week in history. Although official numbers haven’t been released, I’m guessing somewhere near 80,000 unique visitors attended across those nine days.

On August 15 alone, the eve of the anniversary of Elvis’ death, approximately 55,000 fans lined Elvis Presley Boulevard in front of the Graceland mansion for the Candlelight Vigil. This annual procession of fans up the estate’s driveway to Elvis’ gravesite in the backyard lasted into the next morning. The devoted respectfully took turns taking the trek, candles in hand. Extraordinary, singular, and awe inspiring.

While covering happenings such as the Candlelight Vigil, time management continues to be the biggest challenge of Elvis Week blogging. After hoofing it in my blue suede shoes from one event to the next, day turns to night. And then I have a blog to write.

Yet, despite the rigors of the gig, it’s unbelievably fun and a dream job for an Elvis nut such as I. Curious? You can check out my blogs here:Day 1Day 2Day 3Day 4Day 5Day 6Day 7Day 8 and my Day 9 Wrap-Up.

The last blog details 10 of my favorite aspects of Elvis Week 2017. Below I’ve added a few of my favorite portions of the trip.

The Food

Maximum caloric intake always accompanies my Elvis Week excursions, and Memphians perpetually debate over the best barbecue in town. Like many repeat visitors, I have my favorites. A trip to Cozy Corner for a barbecued Cornish hen remains mandatory. Marlowe’s, just down Elvis Presley Boulevard from Graceland, often gets overlooked, but always delivers. Before the big 40th anniversary celebration concert at the Fed Ex Forum, I gorged at Charlie Vergos Rendezvous. The dry rub on the ribs never fails to delight.

 

The Shopping

For me, credit card fatigue during Elvis Week is real. The gift shops at Elvis Presley’s Memphis, the new 40-acre complex just across the street from Graceland, overflows with kingly merch that begs to jump into my shopping bag. And I always love shopping from the same clothier Elvis did. Lansky Bros., located in the lobby of the iconic Peabody Hotel, boasts the kind of fashion that first attracted a pre-fame Presley at its original location on Beale Street. I stopped in to pay a visit to my friend Hal Lansky, whose dad Bernard dressed Elvis himselvis. After outfitting me to the nines, Hal relayed one of his many Elvis tales.

The Elvisness

The tangible spirit of Elvis Presley during Elvis Week runs thicker than mushed up peanut butter and banana. I find it living in the fans I meet from around the world; the Elvis tribute artists who carry the torch; and at the Graceland mansion and in the adjacent museums. The latter, found at Elvis Presley’s Memphis, features up-close-and-personal access to Presley memorabilia. The king knew his bling, and here are a few of the pics I snapped of his stage duds.

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Lenz presents the DeKalb Library Foundation’s “Tapas & Trivia”

Lenz is proud to present the DeKalb Library Foundation’s Tapas & Trivia, to take place on Thursday, September 28 at the DeKalb History Center. Join Lenz is supporting the DeKalb Library Foundation, whose mission is to provide support beyond public funding while presenting educational, cultural, and literary programs and services to DeKalb County citizens. All proceeds of the event will go towards these efforts.

Visit this page here to buy tickets to Tapas & Trivia presented by Lenz.

“Lenz is all about enriching the community that surrounds us,” said Lenz Founder, President, and CEO Richard Lenz. “We’re excited to support an event that helps improve the lives of the people living in DeKalb County, which Lenz calls home.”

Participants should expect to enjoy tapas while bidding on live and silent auction items. There will also be a local trivia company, Trivial Matters, running a literature and library-related game of trivia.

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Lenz is proud to support ProstAware’s ninth annual Blue Ties Luncheon

Lenz is proud to once again support ProstAware’s ninth annual Blue Ties Luncheon as a Diamond level sponsor. As in years past, Lenz is helping to promote the event through traditional and digital media services.

The Blue Ties luncheon on September 8th benefits ProstAware, a non-profit organization dedicated to bringing prostate cancer awareness and education to men and their loved ones. This year’s event will feature a keynote address given by legendary NFL coach Dan Reeves, and a special guest appearance by William King of iconic funk & soul band The Commodores. Last year’s Blue Ties Luncheon helped raise a record $125,000 for the cause.

Tune into “The Weekly Check-Up with Dr. Bruce Feinberg” on Sunday August 27 from 3-5 p.m. to listen to an entirely Blue Ties themed show, featuring guest appearances by the organization’s founder and president, Dr. Scott Miller, and executive director, Tim Smith.

Other sponsors of the event include Georgia Urology, Toyota, Northside Hospital Cancer Institute, the Chick-Fil-A Peach Bowl, UPS, and The Coca-Cola Company.

If you’re interested in attending this year’s luncheon, visit the ProstAware website for more information and to buy tickets!