Sales and Clinical Partnership Building Awareness, Length of Stay and Revenue

Jim Pusateri SVP Sales Brookdale Senior Living

Karen Peck VP Clinical Services Brookdale Senior Living

A Typical Scenario

Adult daughter searching for living options for a parent

▶  Discovery reveals family not fully aware of the following: –  Full scope of care needs to support parent –  Finances

•  Home value •  Savings/investments

▶  Here we begin the Sales/Clinical Partnership

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Sales Information

Typically a family member begins the search: ▶  Ask specific questions that can gather enough data to

understand what care needs are required, and match the communities ability to meet the needs

▶  What needs does the family have in resolving the situation – what outcomes are they looking for?

▶  Encourage an in person review of needs to accurately understand the specific care needed

▶  Deliver clear review of needs to community wellness director for future assessment

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Clinical Information

▶  Range of clinical capability awareness for sales –  What type of residents can we care for –  How do we represent this well when clinical is not available

▶  Communication and collaboration –  Partnership with sales to deliver messages to medical

professionals and referral sources –  Work together to understand the needs of Hospitals and SNF’s

in the immediate referral market and ensure we have programs that meet those needs

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The Curve Ball Exercise

▶  Daughter provided the following information at initial visit: –  Good with taking medications because she fills the pill boxes

every Sunday –  Mom doesn’t need help getting to the bathroom day or night –  I only have to help mom with showers sometimes –  Thinks mom can afford living at community

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The Home Visit/Post Home Visit

▶  Sales and Clinical do a home visit and find: –  Pills haven't been taken in several days –  Mom has obvious body odor –  Bedside commode in bedroom –  Mom has a reverse mortgage on the house and was a nurse in

WWII

▶  How do we go back and address what we saw on the home visit with the daughter?

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Sales and Clinical Partnership

www.youtube.com/watch?v=7ZqNpDNDKAc

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Business Awareness/Clinical

▶  Coopetition – something we worked with in the CMS grant. Here we made sure if we couldn’t care for a prospect we knew who could and made the referral – then communicate back to the original referral source

▶  3rd Party Partnerships to optimize capabilities in service delivery

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Business Awareness/Sales

Expecta0ons  Promise  of  Service  

Clinical  capabili0es  

of  community  

Cost  of  Care  and  Real  Estate  

Impact  to  revenue  

Success  

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Length of Stay/Sales

What percentage of your stays are less than 90 days in AL/MC?

▶  Short stays have a considerable impact on our communities –  Working with Clinical to ensure a length of stay

▶  Setting expectation on change of condition –  Sales needs to discuss this early in the process

▶  Sales ongoing relationship with the family –  Interaction post move in

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Length of Stay/Clinical

▶  Focus on Wellness – we provide more than a clinical service

▶  Proactive approaches to identify the change of condition

▶  Resident engagement and resident centered approaches

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Revenue/Clinical

▶  The impact clinical has on revenue led by closing the back door:

–  Optimize resident outcomes focused on wellness

–  Customer Service

–  Chronic disease management programs

–  Clinical sharing what we do with referral sources

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Revenue/Sales

▶  Sharing outcomes with families and referral sources

▶  Fully understanding the clinical capabilities

▶  Selling the ancillary services –  Providing outside help from home health (or inside if offered) –  Chronic disease programs –  Highlighting customer service provided by the wellness team

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