Recruitment Insanity: Staying the Course or Redirection

1. Recruitment Insanity:Staying the Course or Redirection

2. Deborah Finley MPA, Director Physician Services Missouri Felicia Mobley MHA, Provider Relations Coordinator Georgia Mary �Toni� Flowers RN, BA, Director Health Disparities and Cultural Competency Michigan About the Presenters:

3. What Do You See?

4. Presentation Objectives The objectives of this presentation are to: Overview State demographics. Share our successes and failures. Identify helpful strategies for recruitment. Motivate you to �keep on trucking.�

5. Three States-One Common Goal

6. MISSOURI

7. Missouri Demographics 960,000 seniors 1,580 primary care practices 6 medical schools 115 hospitals 9.4% minority

8. Market cultural competency consultative services. Focus on immigration and non-English speaking patients. Promote hospitals and managed care sponsorships/endorsements. Share exhibit space with 1d1. Free-standing CME program Target Nursing Home Chain. Bright Ideas That Did Not Work

9. Stay the Course or Redirection? Were physicians interested in the cultural competency consultation? Heck no! Reverted to promoting free online CMEs

10. New Approach Every Patient Encounter is Cross Cultural! Beliefs that are barriers Diversity is race or ethnicity. Missouri is not diverse. If so, only in urban setting Expand definition Age The Goth Teen Religion Amish, Mennonite, Mormon Sexual Orientation Gender Socio-economic status

11. Helpful Strategies Make the Most of Exhibits Solely 1d2 Applications tailored to audience. Laminated cards Streaming video Ask for referrals. Make Contacts Before Exhibiting Ask providers to visit booth #63. During meeting, notes under doors or on tables Mention on Agenda Letters after

12. Continue Looking for Partners No luck! MHA Hospitals Managed Care MPCA KCOM Hitting �Pay� Dirt KCUMB Pre-existing interest Citywide conference MGMA Statewide conference Articles, listserv messages, letters and flyers Local chapter presidents and meetings Regional training FNP or APN 150 hours in 3 years Limited budgets

13. GEORGIA

14. Georgia Demographics 1 million Medicare beneficiaries 1,238 primary care practices 5 medical schools 145 hospitals >24% underserved population

15. Recruitment Failures Original brochure not tailored to populations we wanted to target. Targeted all primary care practices. Promotion of additional resources such as translated health education materials Free-standing CME program with medical school. Limited focus to non-English or limited English speaking patients

16. Revised Recruitment Strategies Redesigned brochure - more cross-cultural feel. Focus on primary care practices considered �underserved.� Develop relationships and partnerships with key stakeholders. Created different incentives for completing modules. Use trade association meetings as key recruitment. Target Community Health Centers.

17. Recruitment Successes Increased interest in project due to brochure redesign. Created meaningful partnerships with key stakeholders �GAFP, MAA, ADA. Focus on �underserved� practices increased IPG. Recruited heavily at trade association meetings. Created incentives that were attractive to participants (made the front page of newspaper).

18. Lessons Learned Work Smart. Create Meaningful Partnerships. Evaluate Marketing Materials. Use DOQ-IT Counterparts. Don�t Forget About Community Health Centers. Review and Create Incentives.

19. MICHIGAN

20. Michigan Demographics Total Number of Physicians (PCPs) 6,875; which is a very rough conservative estimate. Total Number Required for IPG 50 practices Total Numbers of Beneficiaries 1.47 million

21. Michigan Demographics Beneficiaries By Ethnicity African American � 11.9% Asian Pacific Islanders � 0.5% Hispanic American � 0.35% Native American � 0.28% Caucasian � 85.9%

22. What Did Not Work Recruitment Strategies Top-Down Approach Health Systems Executive Leadership Overlap with 1d1 Dual Recruitment Clinical Focus Diabetes Quality Improvement Project Collaborative Design Health Disparities Network

23. What Did Work Bottom-Up Approach Lower Level Directors Face-to-Face Engagement Cold Calls Personal Physician Referrals Warm Calls New Partnerships Blue Cross Blue Awards Program Pillar Award of Excellence

24. Where We Are Now Official Partner Entry 17 Incomplete Entries 10 New Recruitment Ventures Henry Ford Health Systems Blue Cross Blue Shield of Southeast Michigan

25. WE CAN DO IT!!!!