Marketing Research Essential Prep

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					Army Medical Department
TNEX Market Management
      Rock Drills
     COL Christie A. Smith
   MHS Leadership Conference
       Washington, D. C.
        19 August 2003

                               1
                    Agenda

•   Objectives
•   Site selection
•   Rock Drill Prep
•   Drill Process
•   Drill Participants
•   Observations
•   Due Outs
•   Lessons Learned
                             2
     What’s a Rock Drill, Anyway?

• Field Operations Tactical Battle Planning
  Process
• Focus is operational mission and
  milestones
  – Identifies barriers and risks
  – Tests courses of action
• As a TNEX Market Management exercise
  it is an exercise to force planning and
  operational detail
                                              3
        Rock Drill Objectives

• Identify the full scope of TNEX Market
  Management
• Identify the Market
• Build systems to ensure success
  – Identify requirements
  – Identify requisite resources
  – Develop and pursue strategies to deliver
    services within the TNEX environment

                                               4
         Rock Drill Objectives

• TNEX Market Management Areas of interest
  – The Medical Readiness Mission
  – Identification of critical information necessary for
    commander decisions
  – Identification of data requirements and its sources
  – Identification of MTF capabilities for data mining and
    analysis
  – Identification of the market of focus
  – Identification of Commander requirements of the
    MCSC

                                                             5
        More Rock Drill Objectives

• TNEX Market Management Areas of interest
  (cont)
  – Network adequacy
  – Continuity of care
  – Customer satisfaction and complaint resolution
  – Identification of requisite resources (people, skills,
    equipment/technology, funds)
  – Risk assessments for implementation of local
    contracts
  – Revised Financing

                                                             6
          Rock Drill Deliverables

• Drilling MTF (within one week of Drill):
  – Critical Milestones
  – Risks
  – Critical Courses of Action
  – IPT schedule by frequency & content
• AMEDD Drill Team:
  – List of lessons learned for the AMEDD
    execution of Market Management
  – Plans for drill exercise throughout the AMEDD

                                                7
          Rock Drill Site Selection

• Non Lead Agent
• MultiService Market
  – Army Power Projection Platform
  – Principal roles in medical readiness to include
    deployment mobilization and GME training
  – Facilities with complex mission and challenges
• Womack Army Medical Center, Fort Bragg, NC
• William Beaumont Army Medical Center, Fort
  Bliss, TX

                                                      8
          Rock Drill Preparation

• Understanding the functions of market
  management
  – Research published concept documents
  – Development, refinement and distribution of
    all relevant documents to Drill sites (2 wks)
  – Development of a TNEX Transition website
    through the Army Knowledge Online Portal
  – Coordination VTC with each of Drill sites
    (week preceding drill)
                                                    9
                                    Rock Drill Prep
                                  Early Observations
                                                            MTF
                                                      Market Management
                                                       Functional Areas




                      Business Ops*         Program Ops          Clinical Ops                            Integration Ops
IM/IT Ops                                                                            Contract Ops
                      •Marketing            •Product Line        •Clin Prod. Lines                       •Mult. Svcs Mkts
•Essential Systems
                      •Bus Plan Prep -      •Customer Svcs       •QI                 (local contracts)   •Region/TRO
  (DoD)
                       Implement/ Monitor   •Automated Systems   •UM                 •Contract Admin     •Federal Integration
•Electronic Consult
                      •Fin. Ops             •VA-DoD Collab       •Resource Support   •SOW Prep           •Region/OLAMCSC
  Tracking
                      •Personnel            •Resource Support    •Referrals          •COR/CORT
•Customers Service
                      •Appointing           •Power Projection    •Networks           •Interface          •MCSSC
•Appt Reminder FX
•Telephony            •Networks              Platform                                •UM                 •Local Partner
•DB Administrators                                                                   •Resource Support   (LSC)
                                                                                                          Installation




                                                                                                                          10
    The Big Rocks of
T-NEX Market Management
              Programs                      Business
              Operations                   Operations




  Clinical                  T-NEX                       Integration
 Operations            Market Management                Operations




              Contracts                 IM/IT
              Operations              Operations


                                                                      11
               Drill Process

• Pre-Drill MTF designation of Market
  Management Functional Champions
• Whole-group process vs small group work
• Segmented focus on each of the Big
  Rocks for Market Management
  – Identification of MM functions and related
    requirements under “normal” operations to
    enable beginning work with MCSSC start date

                                              12
           Drill Process – Day 1

• Command brief
• MEDCOM RM update on revised financing
  (option 2B) and resource sharing transition
  plan
• Teleconference with Health Care
  Acquisition Activity re contracting tools and
  issues
• Role of the TRO
• Market Management Functional Analysis
                                             13
          Drill Process – Day 2
                 (half day)
• Summary of Day 1 work, identification of
  risks and courses of action
• Scenario/contingency drills
• Review of deliverables
  – Milestones
  – Risks
  – Courses of Action
• Commander Comments
                                             14
            Rock Drill Participants

•   MTF Commander and Senior Staff
•   Regional Medical Command Staff
•   Lead Agent Staff
•   MEDCOM & OTSG Staff
•   Other Service Staff (multi-Service Market)
•   OASD(HA)
•   TRO

                                             15
           Rock Drill Observations

• MTFs welcomed the drill exercise and had their own
  objectives
• Readiness and Power Projection Support requirements
  drive “normal” operations and impact business decisions
• MTFs have done a great deal of prep work through
  Optimization initiatives
• MTFs have much work yet to do
• Absence of resources will affect scope and quality of
  TNEX execution
• Every level of the AMEDD (and MHS) has a role to play
  in TNEX preparedness

                                                        16
  MTF Specific
Outcomes from the
    Rock Drill



                    17
Multi-Market Profile:




                        18
                                 WAMC Alignment of
                                Functional Operations
                                                    Commander

        CofS                                 DCCS                              DCN                      Pope AFB
  Information Management
                                       Program/Clinical Opns           Customer Service Division      Business Opns Office
* Essential System (DOD)
                                      Clinical Operations Division   *Customer Svc                  *All Functions Coordinated
* Appt Reminder FX
                                   * Appointing                         Quality Services Division   with WAMC Counterparts
* Automated Systems
                                   *Electronic Consult Tracking      *QI
* Telephony
                                       Clinical Dept Chiefs/HSSs     *UM
* DB Administrators
                                   *Product Line
             Special Staff         *Clin Prod Lines
*Marketing                         *SOW Preparation
      Directorate of Bus Opns         Dept of Preventive Medicine
Mngd Care & Analysis Division      *Population Health
*TNEX Transition Officer
*Mult.Svcs Mkts
*Region/TRO
*Federal Integration
*Region/OLA
*MCSC                              Market Management
*MCSSC
*Local Partner                            Cell
(LSC)
*Bus Plan Prep/Impl/Mon
*COR/COTR                                            TBD
*Interface
     Program and Budget Division
*Fin Opns
        Personnel Division
* Personnel
* Job Descriptions
      Contracting Cell/WRCO
*Contract Admin

                                                                                                                                 19
                           WAMC Multi-Market
                             Preparation                                                                  WAMC working
                                                                                                         jointly with Pope
                                          TNEX Transition
                                                                                                       throughout all aspects
                                          Committee Chair                                              of transition planning
                                                                                                            & execution
Business & Contract       Clinical & Program        IM/IT Operations       Integrations Operations
    Operations                Operations


       TNEX Trans                Appointing                  TOL                 Federal Integration


   Financial Operations              UM                     EWRAS                LSC Coordination


      Business Plan         Access & Enrollment        DB Administration          TRO/OLA/MCSC
      Development                                                                    Liaison

     COTR & ACOTR             Population Health                                 Market Development


          RSAs                Customer Service


        DHCP Mgt            Referral Management

                                                                              Require staff augmentation of 7 personnel
    Contractor Services           Marketing
                                                                              (grades and composition TBD) to serve as
                                                                               MMO to perform functions above those
                                                                                    being absorbed by MTF staff

                                                                                                                          20
         Womack MMM Milestones

– Timelines for MMM transition (cont’d):
    • 1 OCT 03:
          – Identify Referral Mgt staff and target for earliest duty assumption (to enhance RF
            savings)
          – Initiate work with HSSs on drafting new MOU, staff education on TNEX changes,
            and coordination with installation for facilities
          – Hire database administrator
    • 1 NOV 03:
          – Initiate development of marketing plan
          – Formalize population health and UM plans
    • 1 DEC 03: Complete Business Plan
    • 1 JAN 04:
          – Implement Marketing plan
          – Hire UM and Appointing personnel and initiate training
          – Staff and approve MOU
    •   1 MAR 04: Assume UM and Appointing functions
    •   1 APR 04: Finalize and execute MOU with MCSSC
    •   1 MAY 04: Complete all contract conversions
    •   1 JUN 04: Transition to new contract
                                                                                            21
WBAMC Transition Timeline
       (partial)




                            22
      Rock Drill Lessons Learned

• Market Management:
  – Catchment area is only a starting point for
    market identification and execution of market
    management
  – Market research will identify those areas of
    beneficiary concentration over which the MTF
    can influence the use of health services and
    assist CDR in business decisions


                                                23
       Rock Drill Lessons Learned

• Capital Investment in the MTFs is critical if
  expectations for improvements in business
  practices are to be executed and
  successful
  – Venture capital programs must be part of
    enterprise strategic planning
  – Venture capital programs must be funded and
    stable


                                              24
       Rock Drill Lessons Learned

• Rock Drill pilot exercise increases
  expectations for future drills
  – Applies knowledge from pilots and
    deliverables from RMCs and MEDCOM (see
    due outs)
  – Deliverables immediately on completion of
    exercise
  – Increased pace for executing courses of
    action
                                                25
         Rock Drill Lessons Learned

• Rock Drill Process adds value to TNEX preparation
  process
   – Synergy of command group and staff working issues cannot be
     replicated by VTC or small groups
   – Synergy extends to building strong planning relationships among
     Multi-Service Markets
• Rock Drills should be replicated by the Regional Medical
  Command at each MTF
   – Future drills need much more specificity and focus on execution
   – Consider drill modification at Regional Commander Conferences
     to enable HQ staff participation
• MTF business planning must integrate other Services in
  the process in Multi-Service markets
                                                                  26
Backup




         27
           Rock Drill Due-Outs
                 MTFs
• Understanding the Market
  – Data access: identify MTF M2 account
    holders, manage M2 access
  – Data Management Skills: identify skill
    requirements and resident levels, plan for
    analysis skills improvement prn to include
    internal mentoring
  – Use current tools (e.g. Purchased Care
    Website, MEDCOM Decision Support Center,
    etc.)

                                             28
                   Rock Drill Due-Outs
                         MTFs
• Finalize business plans
   – Optimization targets
        • PCM files and table accuracy
   –   Network requirements
   –   MCSSC requirements (MOUs)
   –   Referral management business rules
   –   Personnel (military and civilian rqts/recruit targets)
• Determine MTF contract management requirements and
  organization
   –   Appointing requirements and processes
   –   Resource sharing transitions
   –   UM targets and requirements
   –   Contract surveillance
   –   Execution of COR responsibilities

                                                                29
                     Due-Outs
                     MEDCOM
• Understanding the Market
  – Identify corporate queries and provide reports
    applicable to all MTFs
  – Identify and effect options for increased access to M2
    training
  – Determine feasibility of centralized access to relevant
    and critical information systems (e.g. M2, EASIV,
    etc.),
  – Integrate MEDCOM activities into Industry Marketing
    Model (market research, product development,
    promotion and pricing)
                                                          30
                 Due-Outs
                 MEDCOM
• Business Planning
  – Provide standardized template for business
    plans
  – Clarify minimal core UM requirements
  – Assist with definition of standard job
    descriptions
  – Work the expeditious personnel transfer
    actions and issues from OLAs to MMs and
    other locations
                                                 31
                  Due-Outs
                  MEDCOM
• Training
  – Identify and effect options for increased
    access to M2 training
  – Identify and effect options for development of
    negotiating skills
  – Identify and publicize centers/models of
    excellence



                                                     32
              Due Outs
     Regional Medical Commands
• Assess data management of data mining
  and analysis procedures with MTF support
  intentions
• Assess options for consolidation of UM
  activities at the RMC level
• Prepare to conduct Rock Drill exercises at
  each MTF


                                           33
               Lessons Learned

• Review of new RF payment process (Option 2B)
  highlighted important changes, pros, and cons:
  – No monthly invoice
  – Disputes/review of data can occur anytime
  – Data will be available (near real time) on M2 and on
    Purchased Care Web Site
  – Will require MTF to process two quarterly MIPRS, one
    for Active Duty, one for MTF enrollees
  – MTF will not need an excessive number of claims
    clerks to review a multi-thousand line invoice
  – MTF CDR will be fully at risk for over-execution, but
    will also be able to re-invest any savings

                                                       34
           Sample Scenarios

• Loss of staff due to OPTEMPO
• Loss of staff due to ODP
• Increase in population
• Revised financing bills exceeding Annual
  Program
• Optimization of Resources


                                             35

				
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