With the introduction of the DRG-System, German hospitals have been under increasing economic pressure. Any patient that has a DRG payment made causes economic consequences for the hospital, as this payment covers a specific timeframe. On the one hand, it increases the profit potential of the hospital; however, on the other hand, it increases the probability of losses by placing economic pressure on specific departments. The hospitals have started to combat this pressure: portfolio management and medical service brand building are part of this strategy. The selective control of patient flow, toward the economically beneficial health specialties, have helped the revenues of hospitals. Branding is used to support this process as it creates loyalty among the patients for the medical services as well as the acute care. We implement projects in this field in several steps.
Analysis of the Referrals
Key tools for analyzing the behavior are evaluations of hospital admission statistics, for example, by conducting an ABC analysis or with specific portfolio techniques. Equally important is the analysis of the potential among the non-referrals and applying the requirements to the referee himself for a successful collaboration with the hospital.
Development of Differentiated Selections of Admitted Care
It is a tool kit for referral marketing. The task of this tool kit is to provide concrete measures for the clinic to plan a set of proven alternatives. It can also provide transparency between 2 departments.
Design and Implementation of the necessary organizational structures within the hospital
Central to the success of Referral Marketing are two general perspectives. On the one hand, the role of a referral management system has a very high importance so that a systematic approach can be established and coordinated. On the other hand, the clinics can relieve the burden of the administration by establishing a direct link to the admissions departments. These two ideas are used to increase the acceptance of referrals.
Examples of successfully implemented projects by CONOSCOPE partner inomic are: the Universitätsklinikum Leipzig, the Elisabeth Hospital in Essen and the Evangelical Hospital Mühlheim / Ruhr.