Sunday, June 30, 2019

Why you need to integrate behavioral health into your primary care practice

March 23, 2019, marked the ninth anniversary of The Patient Protection and Affordable Care Act (ACA) being signed into law. These past nine years have been a continuing debate regarding the various aspects of health insurance reform contained in the ACA.

The most fundamental of reforms arose out of the simple definition of “essential health benefits.” For the first time in our nation’s history, health insurance plans were obligated to include “mental health and substance use disorder services, including behavioral health treatment” as covered benefits in their policies.

Behavioral health (BH) providers, who previously had very little exposure prior to the ACA, have been on a sharp learning curve when it comes to dealing with commercial payers.

However, much to the surprise of the BH community, payers are running toward alternative payment models that have been commonly utilized in BH for decades. Capitation and risk arrangements are a way of life for BH providers. Capitalizing on this knowledge is critical for any primary care physician (PCP) looking to integrate BH into his/her practice.

Beyond gaining a working knowledge of managing a patient under alternative payment models, what makes the case for integration? Simply put, BH conditions generally go undiagnosed and untreated.

The following list of statistics published by the Patient-Centered Primary Care Collaborative demonstrate precisely why outcomes can be so dramatically improved among patient populations when BH is integrated into primary care. They further demonstrate why integration of BH is the secret to bending the cost curve:
  • 80 percent of individuals with a BH disorder will visit a PCP at least once a year.
  • 50 percent of all BH disorders are treated in primary care.
  • 67 percent of those with a BH disorder do not get BH treatment.
  • As much as 50 percent of referrals to BH outpatient do not make their first appointment.

If the above statistics are not enough to convince your practice that the real opportunity for population health improvement lies with BH integration, consider these financial benefits, also published by the Patient-Centered Primary Care Collaborative:
  • Utilization of healthcare services decreases by 16 percent for those receiving BH treatment.
  • Depression treatment in primary care lowers total patient spending by $3,300 over 48 months.
  • Depression is the number one driver of cost.


So, what can a practice do to integrate BH? Here are three practical steps to consider:

Start using CPT codes for BH integration.


In January 2018, CPT added codes for BH integration. CPT 99484 can be used with at least 20 minutes of clinical staff time, directed by a physician or other qualified healthcare professional (e.g., physician assistant; nurse practitioner; or specialist such as cardiologist or oncologist), per calendar month with the following required elements:
  1. initial assessment or follow-up monitoring, including the use of applicable validated rating scales, such as PHQ-9
  2. behavioral healthcare planning, including revision for patients not progressing or with status changes
  3. facilitation or coordination of treatment, such as psychotherapy, counseling and psychiatric consult
  4. continuity of care with a designated member of the care team

BH integrated services that are not provided personally by the billing practitioner are provided by other members of the care team under the direction of the billing practitioner on an “incident to” basis as an integral part of services provided by the billing practitioner.


Enter into a collaborative agreement with a psychiatric consultant and use CPT codes 99492, 99493 and 99494.

Beyond the general BH integration code, three additional codes are available with a psychiatric consultant. These codes are for the PCP. The psychiatric consultant bills separately for his/her services.

CPT 99492 is used for initial care management (the first 70 minutes in the first month of behavioral healthcare management activities) in consultation with a psychiatric consultant and directed by the treating physician or other qualified healthcare professional.

CPT 99493 is used for subsequent collaborative care management, and CPT 99494 is used for each additional 30 minutes in a calendar month for initial or subsequent collaborative care management. Thus, CPT 99494 would be listed separately but in conjunction with CPT codes 99492/3.

A BH integration fact sheet issued by CMS that lays out these psychiatric collaborative care codes does not dictate the appropriate business model. Several business models exist with varying degrees of success. Traditional referral relationships are not as effective as co-location, direct staffing or participation in a BH provider driven clinically integrated network (CIN).


Join a BH provider sponsored CIN.


There are CINs of all shapes and sizes emerging in the market as providers begin to collaborate over care management, best practices and outcome measures. The most successful are those led by BH providers who are driving collaborative care centered around BH integration into a primary care.

In essence, these BH focused CINs take a Patient-Centered Medical Home (PCMH) and/or a Certified Community Behavioral Health Clinic (CCBHC) to the next level by structuring collaboration/integration in a way that keeps patients engaged and creates metric measurements that attract payers to alternative contracting models.

As PCPs continue to see their fee-for-service revenue decline while their patient engagement time increases, they should consider offering BH services. BH integration will increase practice revenue, improve patients’ overall health and create both the measurable data and outcomes necessary to put PCPs back in the driver’s seat during payer negotiations.

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Saturday, June 29, 2019

5 Copywriting Tips to Boost Your Website’s Conversions

Copy is everywhere. It’s the text on your landing page, the content of your promotional emails, and the words on your introductory brochure. If you produce something with the goal of driving sales, the words you use are copy. It’s meant to draw in readers, and it’s how most businesses today talk to their customers.


And when it comes to reeling in users and converting them, it’s all about the copy. The following are 5 tips for making your copy more effective in driving conversions on your website.

1. Figure out who your audience is


Sales happen when you identify a need and meet it. Effective copy highlights that need and explains why the featured product or service is the best solution. First, though, you need to know who you’re addressing.

To determine who your audience is, try creating several user personas. This means doing some research, finding out what groups of people are using your product, and figuring out what they have in common. Consider some of the following characteristics and how they might apply to your hypothetical customers:
  • Socioeconomic status
  • Job title and industry
  • Marital status
  • Age
  • Location

Once you determine a few unifying traits among your audience members, you can then create several personas to target. For instance, say you run a company that specializes in high-end crocheted baby blankets and patterns. There are a variety of possible user personas for your products. One might be Daniel, a new millennial father looking for a high-quality blanket for his infant daughter; or Elise, a grandmother and crocheting enthusiast who wants to get her hands on a new pattern for making Christmas gifts.

For this product, it wouldn’t make sense to have a user persona like Roger, current student and president of his university’s Delta Chi chapter; or Lorraine, a stay-at-home mom focused on helping her teenage kids apply to college.

Although fictional, these personas represent your customers and help to humanize the people you’re trying to sell to. And knowing who your audience is makes targeting them easier—you’ll be able to write better copy that’s tailored to their needs and expectations.

2. Be conversational—use “you” and “your”


Which of these statements feels more personal to you?
  1. When a contractor picks up a widget, he or she needs to trust that it won’t break. Acme Widgets stand up to hard use.
  2. When you pick up a widget, you need to trust that it won’t break. Acme Widgets won’t let you down.

There is very little difference between the two, except that the second option speaks directly to the reader. And yet, it instantly evokes a closer connection. That’s the power of the second-person point of view—that is, writing “you” and “your.” Addressing your reader directly helps to close the distance between them and their computer screen.

For some inspiration, take a look at Rover, a pet care marketplace for dog and cat owners. To describe its available services, Rover could have simply listed its main offerings: dog boarding, house sitting, dog walking, and so on. However, it goes above and beyond to connect with its audience by including an additional line describing each service.


Image source: Rover


What exactly makes this effective? Just about everyone knows or can at least deduce what services like “dog boarding” and “dog walking” are, but these extra lines of copywriting add a personal touch. Perfect if you need overnight pet care and Whenever your dog needs a walk. By incorporating a second-person point of view, the emphasis is on you, the reader, and meeting you (and your animal’s) needs.

3. Include quantifiable facts


Imagine that you’re developing a new marketing strategy for your B2B company and you’re interviewing different content platforms. The two companies you’re looking at give you the following pitches. Which is more convincing? 
 
Content marketing is an important investment in today’s market.
Content marketing costs up to 41% less than paid search. In addition, after three years, that piece of content will have generated over 300% more leads than paid search.

Chances are you’re much more likely to trust the second company with your business. Why? It includes very specific facts and figures. Facts are convincing because they’re verifiable and concrete. But be careful—you want them to be your support rather than your main message. Too many facts will make your copy sound dry.

4. Emphasize action


Conversion is action. If you want more people to buy, subscribe, or contact you for more information, don’t wait until the call to action to bring it up. Inject action verbs and phrases throughout your copy, particularly those that make the reader envision doing or achieving something.

That doesn’t mean simply describing the product or service in action terms, as in “This widget is the fastest on the market.” It means painting a picture of its use and how it impacts you, such as “With this speedy widget, you’ll produce 30% more doohickeys than the average company.”



Do you see how the second sentence’s use of the verb “produce” inspires action? Other similarly effective verbs include:
  • Launch
  • Drive
  • Create
  • Innovate
  • Grow
  • Explore

For an idea of how action words resonate more vividly with readers, take a look at SpaceX’s About page. Count how many active verbs it contains in its 31-word description.

Image source: SpaceX


Designs, manufactures, launches, revolutionize, enabling, and live—that’s nearly 20% of the text! Not only that, these verbs inspire more awe and admiration than if the copywriter had simply written, “SpaceX makes rockets with the goal of moving people to space.”

By communicating its mission so evocatively, it’s perhaps no surprise that SpaceX has raised over $2.25 billion in venture capital. More lively and active copywriting touches people and stirs them into action.

5. Be simple and concise


You have just seconds to convince a visitor on your website that you’re worth sticking around for—but you won’t accomplish that if your writing is overly long and complex. After all, most web users read 20% of a page’s content and that number tends to vary inversely with the amount of content on a web page. In other words: The more you write, the less people read.

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Thursday, June 27, 2019

Building a Customer-Centric Business Culture From the Inside Out

Companies that want a competitive edge must have solid employee experience strategies in place. Wait, what?! Isn’t customer experience all the rage? Yes, but engagement starts from the inside out. If your employees aren’t happy, they will not be equipped to deliver customer experience that sets you apart. So, if you want to be customer centric, it’s logical to first address the levels of engagement within your business.


Companies with engaged employees see 233% greater customer loyalty and enjoy a 26% greater annual increase in revenue. Loyalty pushes employees to become “evangelists”—they truly love and support the company they are working for, so they naturally promote, share stories, and inspire the customers they interact with.
What does “successful” engagement look like?

In simple terms, engagement equals an active and satisfied person. A desirable, engaged employee is likely to be:
  • Active on social media and various online communities
  • Sharing stories and experiences that enrich the company’s reputation
  • Asking questions meant to improve and inform company processes
  • Speaking positively about their work and experiences
  • Encouraging other team members and customers
  • Partaking in wins

To build a customer-focused team, you should make hiring decisions with these attributes in mind. After a new hire joins your team, it’s up to you to keep the momentum going by building engagement.

5 strategies for optimal engagement


Building engagement in your team is all about how you communicate. Don’t be daunted. We’ve compiled some tactics that will help:

1. Distribute stories up, down, and all around


There’s a reason why they’re called “success stories.” They do no good if the information is kept hidden. You must share meaningful experiences because they can have the biggest impact on morale.

It also helps you identify what areas of an employee or customer experience platform really shine. If you’re getting a lot of stories about a particular team member, for example, you know how valuable they are. Eighty percent of employees feel more engaged when their work is consistent with the core values and mission of an organization.

Distributing the right stories can help team members relate. Three out of every four employees want to stay up-to-date on their company’s current events. Regardless of whether you distribute information via email, company networks, or social media, it’s clearly something your company should be doing. Information can come in many forms, including news and product updates, insights from upper management, or even customer statistics. Just make sure you inform your team(s) about what’s happening with the business.

2. Don’t spam


We just advised sharing information with your team. Yet too much of a good thing is overwhelming.

Consider the average workday. You sit down and begin sorting through hundreds of emails. Most of the day is spent trying to find important communications. It’s a pain, right? Don’t inflict that on your employees. Establish a set of guidelines for what warrants sending an email. Cutting down on all that unnecessary “email work” saves time and money.

On the other hand, since you want to keep everyone in the loop, make the information accessible whenever your employees choose to opt-in. That could mean using social media, an intranet, a private digital community, or a mobile platform. Depending on how much you want to make use of the latest technology, you could even use real-time updates. Real-time updates keep everyone informed because they automatically deliver everything important. Employees can see crucial information at a glance and interact with it or dismiss it.


3. Give everyone a voice


How do you know if your target audience is happy? Simple. You listen.

Only 22% of companies survey their employees on a quarterly basis or more, 79% survey their employees annually or less, and 14% never survey their employees at all. You must provide employees with a way to share their experiences, whether that be positive or negative feedback. Employees who feel their voice is heard at work are 4.6 times more likely to feel empowered, which equals better performance.

How do you grant employees a voice? The secret is to earn their trust by showing that concerns or complaints are taken seriously, and no one is reprimanded or singled out in response.

4. Stay connected


As much as possible, you should strive to go beyond simple messaging and notifications to creating an employee digital community. Chances are, you already have an online brand community, where followers can engage directly with you and with each other. An employee online community is a similar concept. Regardless of the technological framework you use to set up this digital space (it could be as simple as a forum and as sophisticated as a custom app), creating an online community that is always accessible brings all the aforementioned communication principles together.

One example of a solution to consider when creating your employee community is peer-to-peer messaging within an app. This technology is one of the trends to watch this year. It taps into the “gotta have it” mentality, making it highly desirable for modern workforces. In-app messaging can increase engagement ratings and regularly brings in rates of 26% for medium-performance apps, and up to 44% for high-performance apps in the 90th percentile.

The benefit of creating an employee community is connecting different teams and departments, allowing them to share information and learn from each other. For instance, a company might create a separate online space just for their sales representatives, where sales reps in different locations can trade tips.

5. Don’t forget to have fun!


No one is going to see an experience as enjoyable if there’s no fun involved. An employee’s attitude embodies the general feel of the company they work for. Making the work environment (or a part of it) more playful can lead to increased employee engagement.

Gamification of processes, as well as raffles or prizes, are all great ways to achieve this. Even promoting varying social campaigns where employees participate can build a sense of fun in your organization. If you have to, start small with something like “Friday Funnies” where you share a joke or industry-related cartoon, or “I Spy With My Little Eye” where you document good deeds or acts of service around your business.

There’s also the option to have company-sponsored activities like an employee field day or holiday parties. Whatever you choose, your team will take notice.
Building an engaged community

The workplace of the future is fast-paced and hinges on instant, on-the-go connectivity. But trying to keep up can also feel overwhelming. The speed at which business and customer experience expectations develop is constantly falling behind the rate of innovation.

One technology solution that works today may not work a year, or even months, from now. The solution is to identify what works now, so you can influence your teams as soon as humanly possible. Your approach should be a dynamic process where you’re constantly looking to improve and optimize.

Ultimately, it’s the culture or community (employee community) that remains intact, and will largely carry over as you adapt from platform to platform. Seventy-three percent of employees who work in a fully-enabled digital workplace reported a positive impact on their productivity and 70% cited improved collaboration, thanks to digital technologies versus 55% who don’t make good use of technology.

Knowing this, you can immediately see why it’s vital to build a loyal, engaged community with your employees today. That way, you can begin impacting customer experience tomorrow, from the inside out.

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How to discuss cognitive screenings with your Medicare patients

Most clinical screening tests are designed to give providers a heads up on the potential development of a disease. While most patients readily agree to screening tests, the idea of screening for any possible cognitive decline often is a scary topic for patients — and creates a complex decision-making situation for providers.


The Medicare Annual Wellness Visit, launched in 2011, includes coverage of cognitive screening services for Medicare beneficiaries every 12 months. The parameters of the program allow physicians to “assess the beneficiary’s cognitive function by direct observation while considering information from beneficiary reports and concerns raised by family members, friends, caregivers and others. If appropriate, use a brief validated structured cognitive assessment tool.” (CMS Medical Learning Network)

The wellness visit is the perfect opportunity to foster healthy conversations with patients about cognitive function and to explain that not all cognitive decline is caused by Alzheimer’s disease, says Keith Fargo, director of scientific programs and outreach at the Alzheimer’s Association. “A lot of cognitive decline is caused by things that are treatable, including sleep apnea, depression and other medical conditions.”

And primary care physicians (PCPs), who serve as the quarterback for coordinated care, see their patients frequently throughout the year and develop relationships over years, have the distinct advantage of knowing their patients. They may be able to detect changes that go overlooked or ignored by friends and family. Plus, the physician-patient relationship may be the only one where the topic of cognitive screenings won’t be met with a strong emotional response.


Cognitive screening recommendations


The medical community’s acceptance of cognitive screenings is still a mixed bag, partly because of inadequate research indicators amid an incredibly complex neurological field. The U.S. Preventive Services Task Force (USPSTF), an independent body that develops recommendations for clinical preventive services, issued a decision of insufficient evidence of the benefits in 2014 but revisited the topic in 2017 through a detailed review of cognitive conditions and possible interventions.

The taskforce chose not to change its original view of insufficient evidence of benefits, but it recognized that mild cognitive impairment (MCI) is a unique condition among other cognitive diseases that merits more research on the benefits of screening and intervention.

While the USPSTF’s position remains one of caution, it does open the doors for more research on MCI and the development of better screening for early cognitive decline, writes the AAFP: “The diagnosis of dementia currently is initiated mostly on the basis of a clinician's suspicion regarding patient symptoms or caregiver concerns, and although the evidence for routine screening is insufficient, there may be important reasons to identify early cognitive impairment.”

However, the indicators for prompting a cognitive assessment can be a gray area for physicians: It’s a detective hunt of medical and mental hints that includes a close analysis of the health risk assessment, physicians’ own observations and patients’ responses to in situ questions. The need for a cognitive assessment also relies greatly on self-reported symptoms, so it’s crucial that physicians engage patients and their families in healthy, proactive conversations about cognition as a normalized topic during wellness exams.


So, which cognitive screening tests are recommended for use in a Medicare Annual Wellness Visit, and under what circumstances is further testing indicated?


The Alzheimer’s Association has developed a physician flowchart designed and approved for use during the Medicare Annual Wellness Visit. It outlines a suggested clinical decision-making process and recommends specific screening tests based on physician observations and the patient’s own responses. The screening tests can be administered in less than 10 minutes apiece and may reveal important data indicating the need for further testing.

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Wednesday, June 26, 2019

2 social media myths about physician asset protection



Physicians are more active on social media than ever, and that activity includes a heavy emphasis on personal finance and legal issues. Dangerous myths about asset protection for physicians are therefore common on social media.


Some of the most followed media personalities are physicians themselves who have become self-proclaimed experts on various issues such as saving, investing and retirement planning, including the F.I.R.E. movement. Others are tax, finance and legal professionals who have significant experience in their subject area, a deep history of working with physicians or, ideally, both.

Add to that a chorus of consumers and non-licensed promoters with their own strong opinions, overly broad anecdotes and personal agendas. And the sheer volume of advice, let alone qualifying good sources and ideas from bad ones, makes it difficult for physicians to navigate.

In the second part of this series, we look at what some people on social media are getting wrong about home equity and insurance. Here are two specific, yet popular, blunders to be leery of.

‘Having a big insurance policy makes you a target’


I’ve seen this gem in at least three large Facebook groups about physician finances. This is just plain wrong and dangerous advice for several reasons. Tanveer Shah, a personal injury and medical malpractice attorney and managing attorney of Viper Law Group in Scottdale, Ariz., said that insurance is a significant source of recovery, but he also confirmed these four key points:
  1. If there is clear and significant liability; and
  2. The insurance limits the defendant is carrying are insufficiently low; and
  3. The defendant actually has significant real and personal property assets he can reach;
  4. They are going to have to take the insurance and come after those personal assets to which their client is entitled.

“If we’ve done the work to get a judgment or feel it’s likely we would obtain a significant one, we will certainly go beyond the policy to make our clients whole. A seven-figure umbrella policy will protect you against most claims and is vital for this reason” said Shah, which is what I also consistently advise.



‘They never take your house in a lawsuit’


This statement was incredibly funny to the experienced collections attorney I ran it by. When he was done laughing, he confirmed what we’ve always taught: It’s just a math equation.


Let me be crystal clear on this issue. Yes, a creditor with a significant judgment against you can — and typically will — take your house if you don’t have other assets available to satisfy the judgment. This is even more likely in the case of a contingency fee attorney, as that is literally “their money.” Their total compensation is tied to the total they collect.

To enforce a judgment against your real property, including your home, a creditor will use their judgment to obtain a judgment lien, which is then recorded against the property. In some cases, such as where there is little legally available equity, a creditor will wait until the property is sold or refinanced to enforce their lien. In other cases, such as with many high-income physicians who make debt reduction and paying off their mortgage a priority, there is significant equity. Creditors will force the sale of the home to get what is inevitably theirs sooner rather than later.

  • Here’s the math that happens in the lawyer’s office. They take the current value of the property, subtract the following costs:
  • all pre-existing liens and mortgage,
  • the costs of foreclosure and sale,
  • the homestead exemption in your state (varies widely, from “zero” to unlimited in a few states) and that they have to give you back.

The sum total simply needs to be a number that is big enough that it either satisfies all or a significant portion of the judgment debt.

Let’s look at some real numbers based on an Arizona example, where homestead protection is $150,000 by law:

Market value of home $1,300,000

Mortgage balance- $400,000
Airzona homestead- $150,000
Availabile equity= $750,000 (less costs)



In this rough example, even after paying off a nearly $500,000 mortgage and assuming costs as high as $100,000, a creditor would certainly see this as a worthwhile collection effort that would net them $650,000.

Social media can be a great source of information. But even the best Twitter account, blog or Facebook page does not automatically apply to your subjective circumstances, so do not blindly follow advice you read on social media. Always qualify your sources, understand their actual authority, consider their biases and verify with your advisers.

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