Effective Marketing in a Value-Based Care Environment

In 2009, the Western Maryland Health System began participation in a total patient revenue model demonstration project. This is a model where patient revenue is fixed at a predetermined level and does not fluctuate based on patient volumes. It requires the hospital to ensure that patients receive the most appropriate care in the most appropriate setting, which may not necessarily be in the hospital. In this session, learn how virtually overnight the health system's focus shifted from marketing to increase patient volumes to containing utilization by educating internal constituents and increasing consumer awareness about the most appropriate setting for care.