Post on 20-Jul-2015
Music!in Pediatric!
How a changing healthcare landscape provides tremendous opportunity for entrepreneurial music therapists!
Interdisciplinary!
Therapy!
Clinics!
Healthcare is changing…!
Δ
Source: Atlanta Journal Cons2tu2on 8/1/2012 h9p://blogs.ajc.com/health-‐flock/2012/08/01/building-‐a-‐pa2ent-‐centered-‐model-‐of-‐care/
From 2010 to 2011, hospitals and medical centers increased spending on advertising by…!
Source:New York Times 9/12/2011 h9p://www.ny2mes.com/2011/09/13/business/health-‐care-‐ad-‐spending-‐rises-‐adver2sing.html
Approximately two new urgent care centers a week
open in the United States!
They numbered between 12,000 and 20,000 in 2007!
Source: No Appointment Needed: The Resurgence of Urgent Care Centers in the United States (September 2007) h9p://www.chcf.org/~/media/MEDIA%20LIBRARY%20Files/PDF/N/PDF%20NoAppointmentNecessaryUrgentCareCenters.pdf
Now more than ever, healthcare providers are competing for patients…!
…and patients have more choice in healthcare providers.!
50%!of the U.S. population lives with a chronic health condition!
Expenditures on chronic health conditions accounts for anywhere between!
40-70%!of ALL healthcare spending!
Healthcare providers!are jockeying for!p!o!s!i!t!i!o!n!
Research suggests that while price is a major factor in consumer decisions, modern consumers are highly, if not primarily, influenced by the quality of a product or service…!
…and this behavior carries over into healthcare decisions.!Source: Cleary, P. D., McNeil, B. J. (1988). Pa2ent sa2sfac2on as an indicator of quality care. Journal of Medical Care, Organiza2on, Provision and Financing, 25 (1), 25 – 36. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., Bryant, B. E. (1996). The American Customer Sa2sfac2on Index: Nature, purpose, and findings. Journal of Marke2ng, 60 (4), 7 – 18.
Quality drives consumer loyalty, creating consumers who repeatedly use the goods
and services of one company and evangelize on behalf of the company. !
Source: Forbes 10/10/12 h9p://www.forbes.com/sites/jimgorzelany/2012/10/10/cars-‐delivering-‐the-‐most-‐brand-‐loyal-‐buyers/ Forbes 10/25/12 h9p://www.forbes.com/sites/marketshare/2012/10/25/13880/ Anderson, E. W., Fornell, C., Lehmann, D. R. (1994). Customer sa2sfac2on, market share, and profitability: Findings from Sweden. Journal of Marke2ng, 58, 53 – 66.
Brand loyalty is responsible for up to 70% of all purchase decisions.!
Consumers are willing to pay an average of 20% more for the brand they prefer.!
Source: The 9 Criteria for Brand Essence by Kirk Phillips h9p://www.slideshare.net/kirkphillips/the-‐9-‐crit
and if you’re a music therapist, this is good news.!
Really good news.!
Why’s that?!
S e r v i c e i m p r o v e m e n t measures have been tied to an increase in perceived value, outcome, quality, and likelihood to recommend.!
Providers who offer more “ p e r s o n a l ” c a r e a r e associated with higher levels of patient satisfaction.!
Patient satisfaction has been tied to autonomy in health d e c i s i o n s , a s w e l l a s perceived friendliness and personal i ty match wi th providers.!
Source: Swedberg & Standley, 2011 Cleary & McNeil, 1988 Kiesler & Auerbach, 2006 Campbell, Auerbach, & Kiesler, 2007
There’s even research to suggest these factors improve health outcomes as well.!
Source: Auerbach, Clore, Kiesler, Orr, Pegg, Quick, et al., 2002
Convenience!!
Cost effectiveness!!
Patient-centered!!
Patient satisfaction!!
Enter the!Pediatric!Interdisciplinary!
Clinic.!
Developmental disabilities in children have risen from a rate of 12.84% to
15.04% over a 12-year period.!
Source: Boyle, Boulet, Schieve, Cohen, Blumberg, Yeargin-‐Allsopp, Visser, & Kogan, 2011
Most notably, the diagnosis rate of autism spectrum disorders has risen
from 1 in 150 in 2000, to 1 in 88 according to the most recent numbers.!
Source: Center for Disease Control and Preven2on, 2012
Insurance coverage for children has also increased.!
In 1997, 9.9 million children lacked health
insurance.!
Compared to just 5.9 million in 2010, even with another 4.4 million children living in this country.!
Source: Reinberg, 2010 Forum on Child and Family Sta2s2cs, 2010
Convenience ✓!!
Cost effectiveness ✓!!
Patient-centered ✓!!
Patient satisfaction ✓!
Music therapy has been shown to increase patient satisfaction levels in inpatient healthcare settings, particularly in cardiac and pediatric units.!
but what about outpatient settings?!
Source: Swedberg & Standley, 2011
In outpatient settings…!
…we don’t see the same results.!
Bummer.!
!
!
!
!
Why don’t we see similar results between inpatient and outpatient settings? !
How do we sell music therapy to owners of these clinics?!
Perhaps the selling point for music therapy in this setting isn’t increasing patient satisfaction (which is already
high), but creating a unique offering for clinics that sets them apart from their competitors.!
Perhaps what music therapy offers is a brand.!
Music therapy’s biggest liability can also be its most important asset.!
unique.!Music therapy is!
Unique as a liability means!
low visibility.!
Unique as an asset means!
attention grabbing.!
In a sea of pediatric clinics…!
…what if one stood out?!
Music therapy offers a unique opportunity for clinic owners to
offer a service that is:!!
Effective!!
Innovative !
Attention grabbing!
We can leverage music therapy’s uniqueness to provide value to
clinic owners.!
All while avoiding any kind of “fad” therapy connotations.!
How might such a partnership be structured?!
In house!!
Contracting with a private practice!!
Partnership between businesses!
Provides more autonomy for clinic owners!
!More stability for music
therapist!!
Access to clinic resources!!
High levels of collaboration!
More expensive for clinic!!Risk of offering too many services!!More administrative commitments for clinic owners!
In House!
Less risk for both parties!!
Less cost for clinic!!
Cross referrals between businesses!
Less incentive for clinic to market services!!Insurance billing complications!!Lower levels of collaboration!
Contracting with private practice!
Both parties retain autonomy and control over
their business!!
Less cost/lower risk!!
Cross referrals between business!
!Lower overhead for both
businesses!
Less control over decisions made by other business!!Potential for conflict of interests!!Higher level of commitment than contracting!
Partnership between businesses!
Most importantly, these set-ups create close proximity between music
therapists and SLP’s, OT’s, and PT’s, which fosters communication, advocacy, and collaboration.!
Collaboration between the client's therapists benefits that client greatly, as it allows the therapists to reinforce goals and support the transfer... This shared knowledge and consistency gives the opportunity for that client to thrive and excel.!
“!-Rachel See, MA, MT-BC!
We share techniques and learn what works best for our clients.!“!
-Lorissa McGuire, MME, MT-BC!
We better know our students when we can share day to day experiences. None of us can work with them everyday, but one of us generally does, and can inform others about needs or emerging skills.!
“!-Dawn M.E. Artwick, MT-BC!
Hopefully you’re convinced that you offer an irresistible service to pediatric
interdisciplinary clinic owners…!
…but what’s in it for music therapists?!
The average business owner spends $10,000 to start their business, with success anything
but guaranteed.!
A symbiotic relationship between business can improve the odds for both parties. !
Source: Wells Fargo/Gallop, 2006
Every benefit for clinic owners previously outlined
can equally be applied to music therapy private
practice owners.!
Shared costs!!Better services!!Convenience for clients!
By forming a partnership, pediatric interdisciplinary clinics and music therapy
private practice owners can support each other.!
Share the costs of rent and other expenses!!Provide a source of referrals for each other!!Offer a higher quality service that we know healthcare consumers value.!
Increase value.!!
Increase satisfaction.!!
Improve outcomes.!!!
Created by!Andrew Littlefield, MM, MT-BC!
Interested in learning more?!
www.TheGeorgeCenter.com/Blog!
@FSUAndrew!
@TheGeorgeCenter!
Facebook.com/TheGeorgeCenter!