Marketing, Contracting and
Reimbursement for the Advanced
Practice Nurse
Charlene Baldwin, RN, BSN
Intro/overview
• Creating effective marketing strategies for
seeking employment.
• Promoting and marketing the APN role to
the public and potential employers.
• Analysis of contract considerations and
negotiations.
• Analysis of reimbursement strategies for the
APN.
Creating Effective
Marketing Strategies
• Marketing Mix to Strategies is made up
from 4 P’s Mix.
Image obtained from netmba.com
(Kotler, 2005)
The 4 C’s:
A More Contemporary Approach
• The 4 C’s are a more customer oriented
version of the 4 P’s.
Image obtained from sales-and-marketing-for-you.com
(Kotler, 2005)
Maslow’s Hierarchy of Needs
• This is one of the basis of
understanding consumer’s
motives for action
Maslow's_Hierarchy_of_Needs.svg from Wikipedia Commons.
Psychographic Profile
for the Public
• Needs=Access to Medical Professional. If
not a Dr., then who?
• Wants=Competent diagnosis and plan of
care.
• Fears=Doctors stretched thin now. What
happens when HCR fully enacted?
• Desires=More “face time” with a designated
Primary Health Care provider.
Psychographic Profile for
Potential APN Employers
• Needs=Primary Health Care Provider to fill
void by lack of Doctors.
• Wants=Competent diagnosis and plan of
care for clients.
• Fears=APN represented as substitute for
M.D.
• Desires=Ability to prescribe meds a plus.
Promoting and Marketing
the APN
• Address Needs/Wants/Fears/Desires using
4C’s.
• Engage in active dialogues with both Public
and Potential Employers
• When confronted with issues, work with
concerned party to find mutually beneficial
solution.
Public Campaign
• Engage Public through website/blog,
educational and social networking sites.
(Facebook, Twitter and Wikipedia.)
• Other avenues of communication: Public
Access Cable, Public Appearances, Printed
educational material, Talk radio, volunteer
to be at anything needing expert medical
advice.
Public Campaign (cont.)
• Give specific definitions of what an APN is
and isn’t. (SOW=Scope of Work. Not an
M.D. substitute. Ability to prescribe meds.)
• APN is still a Nurse. Patient advocate.
• Detail recovery rate benefits using an APN.
• APN position is essential in recovering
from Health Care personnel crisis.
Potential Employer Campaign
• APN essential position with M.D. shortage.
(Looming larger w/ HCR.)
• In AZ, APN can prescribe meds.
• APN is a position with accredited education
and certification.
• Cost outlay is outweighed by lost revenues
of patients unable to be seen otherwise.
Potential Employer Campaign
(cont)
• SOW fits within most Hospitals/ Private
Practice.
• Convenience=APN can reach affected
populations without local health care
facilities. (Benefit for Public as well.)
• Client value is close and APN can always
reference M.D. when needed.
Potential Employer Campaign
(cont)
• Potential employers can be referred to
APN’s online resume, Linked-In acct or
personal website/ blog.
• APNs can network with other Health Care
professionals. Carry business cards with
easy contact information.
Effective Marketing Strategies for
Seeking Employment
• 4 P’s of marketing
• Marketing strategies
• Organizational considerations
• 4 P’s of employment
4 P’s of Marketing
• Product
• Price
• Place
• Promotion
(Purdue University, 2005)
P
Marketing Strategies
•
•
•
•
•
•
Networking
Volunteering
Professional organizations
Information interviews
Internet
News paper
(Careers and Employment, 2010)
Organizational Considerations
State regulations for APN
Organization’s
• Mission
• Structure
• Strategic priorities
• Culture
(Hamric, Spross, Hanson, 2009)
Organizational Considerations
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•
•
•
Nursing philosophy
Share of organizational power
Definition of APN roles
Knowledge of supporters and alliances for the
position
• Commitment to interdisciplinary care and
continuous improvement principles
(Hamric, Spross, Hanson, 2009)
Organizational Considerations
• Communication and collaborative process among
providers, administrators, and APNs
• Data that supports the position
• Credentialing requirements
• Financial objectives
• Resources
• Model of care delivery
(Hamric, Spross, Hanson, 2009)
4 P’s of employment
• Preparation
• Practice
• Personal presentation
• Pertinent questions
(Careers and Employment, 2010)
The Very Fine Art of Negotiation
•
•
•
•
•
Identify what is important to you
Prioritize
Ask for more than you expect
Be prepared to lose some points
Seek Win-Win
Beyond Salary and Health
Benefits
• Role-associated costs
Continuing education fees
License renewal fees
National certification renewal fees
Malpractice insurance
Tail coverage insurance policy
Additional Contract Points to
Consider
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Scheduled raises
Pension plan opportunities
Professional association membership fees
Professional journal dues
Cell phone and pager charges
Internet access fees
Online literature fees
Contract Language: What does
it Mean?
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•
•
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Restrictive covenants
Termination clauses
Termination without cause clause
Include standard clause that defines contract
modifications implementations
• Mutual termination clauses
• Consider legal review of contract
Salary Negotiations
• Options
Hourly rate paid as annual salary
Compensation based on productivity
Compensation based on payer mix
• Discuss ANP benefits
For patients
Generating income
Salary Negotiations
• Newly graduated APNs should request
fixed salary vs. productivity compensation
• Additional benefits to consider:
Bonuses
PTO
Disability and life insurance
Profit-sharing
Average FNP Salaries
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•
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National Average
Phoenix AZ
Chicago, IL
Houston, TX
Baltimore MD
Memphis, TN
Charlotte, NC
$88,000
$97,000
$98,500
$99,000
$113,000
$75,000
$82,000
Conclusions
• Marketing is involved, ongoing and evolving.
• The same marketing channels can be used to
engage the public and employers. Strategies vary
by psychographic profiles.
• Salary negotiations require you don’t sell yourself
short. Consider all of the expenses involved in
being a working APN.
• Carefully consider Contract Language and
Compensation method.
Questions???
References
Careers and Employment (2010). Employment seeking
strategies. Retrieved from
www.careers.qut.edu.au/student/resource/
Employmentseeking.pdf
Hamric, A. B., Spross, J. A., & Hanson, C. M.
(2009).
Advanced practice nursing: an integrative approach,
(4th ed). Retrieved from University of Phoenix eBook
collection
Hansen_Turton, T., Ritter, A., Rothman, N. & Valdez, R.
(2006). Insurer policies create barriers to health care
access and consumer choice. Nursing Economics,
24(4), 204-211.
References
Kleinpell, Ruth & Perez, Diego. (2006).
Negotiation strategies for ACNP practice.
The Nurse Practitioner. 31(5).
Kotler, Phillip (2005) According to Kotler: The
World’s Foremost Authority on Marketing
Answers Your Questions. Pg 13. AMACOM
Books, 1601 Broadway, NY, NY 10019.
Purdue University (2005). Marketing’s Four P’s:
First steps for new entrepreneurs. Retrieved
from www.ces.purdue.edu/new