CASE STUDY
PHYSICIAN EXPERIENCE WITH MEDICARE PAYMENT MODEL
Studies have shown that home dialysis offers the potential for greater patient compliance, independence, survival, and quality of life. CMS established a value-based Medicare payment model with incentives to shift care from dialysis centers to patient homes. The goals are to improve quality, decrease costs, and increase transplant rates. Additional incentives aim to reduce health disparities. The client needed to assess nephrologists’ awareness and understanding of the payment model and where they are in the journey of implementation in order to develop a marketing and communications strategy.
ACTION
Health Market Experts recruited and interviewed nephrologists in CMS-designated hospital referral regions. We assessed their knowledge of the payment model, perceived advantages and challenges in implementation, and provided recommendations for education and messaging.
RESULT
The client gained a strong understanding of nephrology customer experience implementing this payment model, their unmet needs, workforce challenges, and opportunities, as well as the educational information a manufacturer could provide to help on the implementation journey. The data supported development of their marketing and communications strategy.
DOMAIN
Market Research, Voice of the Customer, Health Policy, Value-Based Healthcare, Medical Device