Knowing Our Market (NY network name and/or location) Mary K. Comtois – United Way

1. Knowing Our Market (NY network name and/or location) Mary K. Comtois – United Way Jim Nowak – Catholic Charities Jim Bender – Hearst and Hands Faith in ActionJerry Bartone – Community Concern of WNY

2. Customer Groups(By customers, we are referring to individuals whom your network will serve – e.g., older adults, persons with developmental disabilities, caregivers.) Possible customer groups our network can serve: - Hospital Groups, HMO’s, Medical Homes, HCO’s, Department of Health- Collaborative Partners - End users: older adults, caregivers, clients under 60 with chronic conditions

3. Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g., older adults, persons with developmental disabilities, caregivers.) Defining characteristics of our potential customers – special health conditions (e.g., diabetes, multiple chronic conditions), social conditions (e.g., need for transportation, adult day health, etc.) • Health conditions: End users, more than 2 conditions, incl. behaviorial conditions • Social conditions: Individuals with minimum support, maybe just single conditions for prevention • Risk conditions- falls support • Caregiver support to prevent burn-out

4. Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g., older adults, persons with developmental disabilities, caregivers.) Customers’ primary needs that we can meet • Care transitions for high risk disorders • Adult day care • Care coordination • Evidence-based • Core Services • Medication management • Transportation • Meals • Respite for care givers • Caregiver counseling • Counseling and education – Health and wellness counseling • Missing: Nursing assessments

5. Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g., older adults, persons with developmental disabilities, caregivers.) Measurable high value outcome(s) we produce for customers • Data from care transitions • Behavioral change metrics • Re-hospitalization data • Chronic disease self management – some State data available • Falls prevention data • Ability to stay independent in own homes • POMP data to connect to health outcomes • Transportation – follow up doctor visits • Medical life alerts – needs some more attention

6. Customer Groups(By customers, we are referring individuals whom your network you will serve – e.g., older adults, persons with developmental disabilities, caregivers.) Our next step(s) to further develop the customer profile and test needs • Developing customer profile of end users • More research profiles chronic conditions of under 60 population (parking lot) • Identifying strategies that work to determine who the customer is

7. Contracting Organization (CO) We Will Pursue First/Next(e.g., health plan, ACO, health system, etc.) Name/Type of CO Their mission and major interest/need HCBS To keep them independent • MLTC’s that are identified by county • ACO’s at later stage Key CO person for contracting • Regional representatives or Executive Directors

8. Contracting Organization (CO) We Will Pursue First/Next(e.g., health plan, ACO, health system, etc.) Our next step(s) to further engage the CO • List here

9. Policy or regulatory conditions to address? Are there any policy or regulatory conditions that your network will need to meet or change in order to secure a contract? If so, what are they? • Set up legal structure (help from Health Foundation?) • Community price schedule • Formal recognition as a preferred provider network by NYDOH

10. Champions Who can endorse our network and open doors for us? • Anne Monroe – President Health Foundation Western + Central NY • P2 Collaborative

11. Competition and Forces We Need to Address Our primary competitors are: • Private sector folks – for profit companies • Buy it or Build it for social adult day • Name loyalty

12. Competition and Forces We Need to Address Major sources of inertia we must overcome: • Organizational Bureaucracy • Unclear regulatory environment • Start up costs

13. Competition and Forces We Need to Address Competitors’ Advantage Our advantage Access to seniors Trust Reach Cost effective – value added Name recognition • More economical (perception) • More convenient • Scale • Marketing dollars • Dedicated marketing staff • Business acumen • Sales oriented vocabulary

14. Insights Our biggest insight(s) from this session on Knowing Our Market is/are… • We have the building blocks, but how to put models in place? • What is the pain point of the customers? • Three tiers of customers • Which markets are growing?

15. Action Steps The action step(s) we will take in the next month to engage our market are: • Follow up discussion with Health Foundation, incl. possible legal structure • Take stock of individual partners’ market analysis • Network Market analysis • What is the menu (bundle) of services we can offer?

16. Parking Lot (Issues for later, additional questions for speakers) • Build our case • Data for life alerts • Data for below 60 years individuals