ASPR Chapter and Regional Group Updates
MAPRA Holds Annual Conference
By Patrick Dreer, MAPRA VP, Conference Chair, Physician Recruiter, Lancaster General Health, Lancaster, PA
On May 16 and 17, The Mid-Atlantic Physician Recruiter Alliance held its 2012 Educational Spring Conference in Baltimore, MD, at the Marriott Inner Harbor Camden Yards. The conference began May 16 with a registration luncheon sponsored by PracticeMatch and LocumsMart.com. MAPRA members visited with the 17 exhibitors representing recruitment, advertising, and relocation service companies. Periodic breaks were sponsored by JAMA/AMA and AdvancedPractice.com.
President Sharee Selah and Vice President Patrick Dreer greeted the 47 MAPRA member participants and 17 exhibitors at the conference kickoff, followed by presentations from a variety of healthcare industry experts covering topics such as marketing, healthcare reform, recruitment, and physician relations.
Allison McCarthy, MBA, principal at Barlow/McCarthy Hospital-Physician Solutions, presented “Bringing Greater Harmony to the Hospital/Physician Relationship.” She discussed the transition from the historical physician-controlled relationship model to a team approach dedicated to quality performance and team-based care. She addressed the concerns of building a solid physician network of primary care providers, secondary specialists, and the advanced network that provides breadth and depth to those relationships. Building a solid physician network is accomplished by the proper recruitment of physicians, and then maintaining strategic physician relations that support multiple obligations simultaneously (private practice, employed physicians, care delivery, and reimbursement). She summarized by stating that collaboration is a must, along with the importance of professional development, as well as continually assessing, reflecting, and adapting the relationship between the physician and the hospital.
David McAnally, vice president of AdvancedPractice.com, presented “Recruiting and Utilizing Advanced Practice Providers (APPs) as a Supplement to Physicians in Hospital and Clinic-based Practices.” With increased reliance on nurse practitioners and physician assistants throughout the United States, David provided insight into the growth of these providers. Of the more than 148,000 nurse practitioners in the US, 97% maintain national certification, 87% see patients covered by Medicare (84% covered by Medicaid), 43% have hospital privileges, and 60% see 3 to 4 patients an hour.
There are an estimated 83,000 certified physician assistants in the US, providing a broad range of medical and surgical services including conducting physical exams, diagnosing and treating illnesses, counseling on preventive healthcare, and prescribing medications. While not as prevalent as nurse practitioners, PAs have doubled their numbers from 10 years ago.
David discussed the increase in the level of responsibilities of Advanced Practice Providers, but also pointed out the impediments to increased responsibilities NPs and PAs experience due to the reduced reimbursement rates by insurance companies. Additionally, a comparison of NP/PA salaries based on years of experience indicates that NPs are compensated at a higher rate in their early years of practice, but PAs on average make slightly more beyond the six-year mark. David also provided a comparison of the specialties in highest demand: family and adult nurse practitioners compared to internal medicine and surgical physician assistants.
The keynote speaker, Brian Jones, principal consultant at The Table Group and the co-author of Ordinary Greatness: It’s Where You Least Expect It…Everywhere, spoke on “‘The Why’ – the Increasingly Important Role of YOU in Healthcare.” Brian pointed out the importance of the physician recruiter in delivery of healthcare to the patient, whereby the recruiter can “recruit a position or recruit a passion,” by sourcing and selecting physicians who are patient-centered. He spoke of the relevance of the physician recruiter and the importance of The 4 Cs: Character (do people trust your word?), Competence (do people view your work as first-class?), Current (are you a thought-leader or same-old/same-old?), and Connections (are you where people are?). Brian concluded by differentiating between the physician recruiter’s job versus the role. The job is the title and description of the work, which any physician recruiter can be expected to do. The role is what makes you irreplaceable. It is how the physician recruiter makes his or her department and organization relevant. Brian’s presentation was followed up by a book-signing opportunity sponsored by PracticeLink. Following the day’s presentations, MAPRA conference participants and exhibitors participated in the evening “Taste of Little Italy Night” welcome reception, sponsored by TimeLine.
On May 17, participants convened for a morning of presentations covering health reform and marketing. MAPRA participants and exhibitors met over a breakfast sponsored by Merritt Hawkins and Cejka Search.
Kurt Moseley, vice president – Strategic Alliances, Merritt Hawkins, discussed “Health Reform and the Decline of the Physician Private Practice,” based on the white paper of the same name conducted for The Physician’s Foundation, completed October 2010. Kurt spoke about the change in the education and advances in the medical community. In 1970, the United States population was approximately 200 million people, and has increased to more than 300 million people in 2010. However, there has been no appreciable increase in the number of residency programs in that time frame.
Along with the increase in population, there has also been an increase in the number of aging patients, fed by the more than 75 million baby boomers turning 65 beginning in 2011 (one every 8 seconds). This is increasing demand for health care at a rate too high to sustain — thus the push for healthcare reform. The key findings of the Merritt Hawkins research are: 1) the independent, private practice model will largely be replaced, and 2) physicians will consolidate, be employed, or align with larger entities. These may include Accountable Care Organizations (ACOs); large aligned groups as well as non-aligned groups; medical homes; community health centers; and concierge practices.
Key findings related to healthcare reform that are leading to further erosion of the medical practice environment include no payment fix to the Sustainable Growth Rate (SGR), the inability to address tort reform, onerous compliance regulations, and increased office expenses. Reform will also exacerbate the physician shortage primarily because the supply provisions (lack of residency programs) are inadequate to meet future demand, access issues for Medicare/Medicaid patients, and the disparity in compensation for primary care physicians versus specialists. These issues will result in physicians redefining their roles and rethinking their delivery models.
Surveys indicate that physicians were largely not consulted as the Patient Protection and Affordable Care Act (PPACA) was being developed. Few physicians had a positive outlook for the law as it was being developed (67% somewhat or very negative), and the outlook was even more undesirable after passage of the law, since 39% of physicians surveyed are more negative than they were initially. The outlook is more onerous because more than 74% of surveyed physicians plan to cut back on hours worked, retire, cut back on the number of patients seen, or react in ways that will reduce the access to care envisioned by the healthcare reform movement. In fact, the Department of Health and Human Services estimates that 33% of today’s practicing physicians will retire in the next 10 years.
Jennifer Henley, Regional Vice President, NAS Recruitment Communications, presented “Dr. Seuss’ Rx for Recruitment Marketing Success.” She encouraged a five-prong approach to marketing, including Diagnosing (knowing what you’ve got); Consulting (finding out what you need and developing a recruitment and retention plan); Treating (involve, inform, orient, and train managers/select the right candidates/provide support and orientation); Monitoring (continuously evaluate efforts); and Responding.
The conference concluded with Jennifer Metivier, FASPR, Executive Director, Association of Staff Physician Recruiters (ASPR) providing insight into the relationship between regional physician recruiter organizations (such as MAPRA) and ASPR. She also provided an update on the future of ASPR, to include the 2012 ASPR Annual Conference August 11 through 15 in Los Angeles, as well as the ASPR educational opportunities through the Fellowship Certification Program and e-Learning.
MRRN Annual Conference Recap
By Jennifer Feddersen, DASPR, MRRN President, Henry Ford Health System, Detroit, MI
The Michigan Recruiter & Retention Network (MRRN) 18th Annual Conference, “The Grand Scheme of Recruitment and Retention,” was held at the Grand Hotel in Mackinaw Island, MI, May 6-8, 2012. Nearly 30 MRRN members attended. Speakers included Ty Bennett, Motivational Speaker, “Increase Your Influence & Your Impact”; Richard Finnegan, “Rethinking Retention”; Judy Ravin, “Accent Acquisition”; Ashok Tyagi, DO, “Healthcare Reform”; and Kriss Barlow, “Field Strategies.” The event opened with a formal networking reception followed by a ‘70s, ‘80s, ‘90s theme party held at a local pub with costume prizes.
The view, food, experience, and people were spectacular. A special thank you goes to Cari Maser and the planning committee as well as our numerous vendors that made the conference possible, including our Gold Sponsors (The Delta Companies, JAMA Network, and Goldfish Partners), Silver Sponsors (LeapDoctor.com, Practice Match, PracticeLink, The Medicus Firm, and American Healthcare Services Association/AHSA); and Bronze Sponsors (AHSA, Powell Relocation Group and PracticeLink).
CAPS Holds Annual Conference
By Jay Nelson, CAPS Website Chair, Physician Recruiter, Georgetown Hospital System, Georgetown, SC
Members of the Carolinas Association of Physician Services (CAPS) held their annual conference April 22-25 in historic Charleston, SC. CAPS puts on an excellent three-day conference each year for in-house recruiters featuring speakers from various healthcare-related backgrounds. This year’s conference included some great new topics such as Developing a Social Media Presence, Recruiting in a Healthcare Reform Era, and What Attracts and Retains Physicians in Today’s Market. The conference is attended each year by many recruiting firms and healthcare vendors who always host excellent dinners for attendees. This year great meals were had at Husk, Southend Brewery, and Halls Chophouse. This year marked the second annual CAPS Conference Corn Hole Tournament, a highly competitive event (as you can imagine). Planning is already underway for the 2013 conference!
CAPS is a not-for-profit organization made up of hospital-based physician recruiters from the Southeast region. Historically, CAPS has drawn membership from the Carolinas, but lately we have welcomed members from Tennessee, Georgia, and Virginia. If you are interested in becoming a member of CAPS or attending the 2013 conference, please visit our website at www.capsnet.org.
Journal of ASPR - Summer 2012