Using Facebook’s New Job Search Feature


by Noreen Quadir, Social Media and Communications Specialist

Facebook has released a new feature that allows employers to post career opportunities for free, making it easier for prospective candidates to find and apply for jobs online. As a private practice, you can quickly find the right fit for a position by posting the job opportunity on your Facebook page under the new “Jobs on Facebook” section. This new section has listings in the local area so users in your community can come across your post and apply directly on the social platform. Candidates can fill out their name, education and employment history, and a short cover note (1,000-character limit). You will then receive their application in your Facebook message inbox. Candidates will also be able to apply on your page under the new “Jobs” tab, where your career opportunities will be listed. Simply post your job listings in this section and your current openings will show up in people’s newsfeeds.

Advantages

There are many advantages to using Facebook’s new job search feature. With 1.87 billion active users, your Facebook job listings will reach a larger talent pool, as compared to LinkedIn which has 467 million users. More users means you will have a higher chance of finding the most qualified candidate for a position through this platform than other job boards. The network also simplifies the employee search by allowing you to receive applications through the Facebook Messenger app, where you can reply back via text or a video/audio call. Conducting pre-screenings and interviews can be done through Messenger as well. Another advantage is the ability to review applications on the go with your mobile device. If you have a really busy day, you can quickly check your phone to see messaged applications between appointments or on a coffee break. People following your page will see your job postings and can also share them on their page where their friends can also see it. You may also have businesses in the medical community that are following your page — if they share your post it will reach even more people with an interest in medicine and healthcare. Consider reaching out and asking if others will share your post, giving it a wider reach and greater access to potential talent for your practice.

Easy to Post and Share

Posting a job opportunity on Facebook is very easy and takes little time. When you go to your business page, you will see an option that says “Create Job”. By clicking on that, you will be asked to fill out the details for the job, including title and description of duties and requirements. As this feature is somewhat new, not all Facebook pages have the Jobs tab showing yet, but you can also create a job listing simply by going to your status box on the main page. Underneath the box where you can type an update, you will see various options for postings, such as sharing a photo or video. In the second row, there’s an option to Publish a job post — click on that and you will be taken to the same form to fill out your job details.

publish job fb

You can and should add a visual component to your job posting. An appealing photo will make your job listing attractive and will result in more interest. Choose a photo that best represents your practice’s office and environment. A photo of your staff smiling at work or a photo that displays the beautiful interior design of your office are always good options. You want to show potential employees what’s great about working at your practice. WIthin the job posting form, you can fill out include salary, location and job type (part-time, full-time, contract, etc.). Once you finish filling out the job description, just click “Publish Job Post” and it will immediately be published on your page and appear in people’s newsfeeds.

After you publish your job listing, you will have the opportunity of boosting the post to reach even more people and target the audience for your post, making it an even more effective strategy for finding candidates. Once your post is live, you can click on the “Boost” button below it. You will then be asked to pick a targeted audience, where you can enter interests your prospects might have (i.e. medicine, healthcare, etc.) and an age range. If the position is entry-level, you may want to select a typical age range for recent grads. And if it’s a role that requires years of experience, you may want to select an age range that is older. It’s important to keep in mind what the role is and what interests, skills and experience your ideal candidate has. That will help you to determine the targeted audience for your boosted post. Once you choose your audience, you can enter the budget you want to spend. The more you pay, the more people the post will reach. By entering a certain amount of money, Facebook will let you know the average number of people the post will reach. This usually depends on your targeted audience and will help you determine how much money you should spend. You will only get charged when a candidate clicks on the job post.

Facebook has long been a very useful marketing tool for private practices, offering opportunities to communicate with their patients and the community through business pages. With the addition of the Jobs section, medical practices now also have the ability to quickly and easily find qualified employees and choose candidates from a larger talent pool through Facebook.

 

P02-Telehealth


By Tiffany Lauria,

With the rapid expansion of telehealth services nationally, CMS is continuing to broaden the ability of practitioners to perform alternative visits and have these visits recognized and reimbursed.

Effective January 1, 2017, CMS will recognize a new Place of Service Code: P02- Telehealth. The descriptor for this code is: The location where health services and health related services are provided or received, through telecommunication technology.

The professional service that is being provided via a telecommunications system by the physician or practitioner at the distant site will be paid at the current fee schedule amount for the service provided at the facility rate. Payment for an office visit, consultation, individual psychotherapy or pharmacologic management via a telecommunications system will be made at the same facility amount as when these services are furnished without the use of a telecommunications system. Modifiers GT (via interactive audio and video telecommunications systems) and GQ (via an asynchronous telecommunications system) are still required when billing for Medicare Telehealth services.

Medicare Practitioners who may bill for covered telehealth services include Physicians, Nurse Practitioners, and Physician Assistants, among other clinicians and are subject to state law. The Center for Connected Health Policy: The National Telehealth Policy Resource Center is a non-profit organization that has a repository of state telehealth policies located on their website at: http://www.cchpca.org/. Practitioners may find it helpful to review their state laws when deciding to implement telehealth services into their patient care.

For more information, on code P02-Telehealth, please see CMS change request 9726: https://www.cms.gov/Regulations-and-Guidance/Guidance/Transmittals/downloads/R3586CP.pdf.

 

The Trump Effect on Mega-Mergers


In the latest issue of Verden ViewPoint we discussed the likely impact of proposed health insurance company mega mergers. It remains to be seen how the election of Donald Trump could affect the deals between Anthem & Cigna, and Aetna & Humana but it’s entirely possible that a Trump administration would be pro merger.

With the Anthem/Cigna deal already before the courts and the Aetna/Humana trial scheduled for December, it’s fairly safe to assume that decisions in both cases will be made before Trump is set to take office in January but that likely won’t be the end of it.

Conservative Republican Senator Jeff Sessions was recently nominated by Trump to be Attorney General, and while we can’t know how Sessions would deal with antitrust cases, we do know that Trump has said he wants less government regulation of business.

It’s not clear how Mr. Sessions would have the department handle antitrust cases, but Mr. Trump has previously said that he wants “deep cuts” to government regulation of business. It’s doubtful that the DOJ would drop the cases but it’s also entirely possible that the losing party will appeal and that’s where Trump’s influence may come into play. Where a Trump administration will stand on antitrust issues can’t really be known until key positions in Federal Trade Commission and Justice Department are made but it’s not far fetched to think a Trump administration will be more lenient in terms of a settlement favoring a big insurer.

 

 

 

CMS Seeking Practices for CPC+


by Tiffany Lauria, Project Coordinator, Researcher, and Practice Consultant

CMS is now soliciting applications from primary care practices that wish to enroll in Comprehensive Primary Care Plus (CPC+), their five-year advanced payment model program. The application period ends September 15, 2016 and is accepting a total of 5,000 practices split across two tracks- 2,500 into track 1 and 2,500 into track 2.

The CPC+ program offers a financially sound opportunity for practices in a select 14 regions to increase their revenues while continuing to work on transitions that improve quality and care management, and the use of certified technology in patient care and reporting. Primary practices who have already transitioned into Patient Centered Medial Homes, should definitely consider applying, as the program goals align well and many of your PCMH functions have essentially prepared you for CPC+, with a higher probability of qualifying for the higher reimbursed track 2 program.

In order to qualify, your eligible primary care practitioners must bill under one tax identification number, have a minimum of 150 Medicare beneficiaries, and ideally, 50% of the practice’s patients would be covered under Medicare and the participating payer umbrellas. Let’s take a look at some of the financial benefits if you qualify.

Medicare intends to pay a Per Beneficiary Per Month Care Management Fee that is risk-adjusted per the diagnosed Hierarchal Condition Codes (HCC). For track 1 practices, this averages $15 per beneficiary per month, and track 2 practices average $28 per beneficiary per month, with your most complex Medicare patients warranting a $100.00 per month. These are the “sickest of the sick” in your practice.

risk tier chartSource: https://innovation.cms.gov/Files/x/cpcplus-practiceapplicationfaq.pdf

In addition, practices will be rewarded for meeting quality measures, such as patient experience and utilization measures, with an additional performance based incentive payment for each Medicare beneficiary, per month, as high as $4.00 monthly per Medicare patient for those practices qualifying for track 2.

Track 1-2 chartSource: https://innovation.cms.gov/Files/x/cpcplus-practiceapplicationfaq.pdf

How does this all add up? Let’s say your practice has 150 Medicare beneficiaries, and you have been accepted into track 2 for the five-year term of the program. If you continue to meet all quality and utilization measures each year, using the average monthly payments of $28.00 PBPM for Care Management and $4.00 PBPM Incentive payments, your take away looks something like $57,600 annually for participation. That equals $288,000 over the five-year program, for 150 patients.

Plus, your practice will still continue to bill Medicare fee-for-service for track 1 practices. Track 2 practices will slowly decrease your fee-for-service billing in lieu of a percentage of Comprehensive Primary Care Payments, that are intended to reimburse for the more total care you are providing your patients, even encompassing at home visits and other alternative means of patient care.

CMS has not outlined a specific payment model to be used by the private payers that are participating in CPC+. It is expected however that payment incentives will be similar, with them paying per member per month payments for covered members and an increased revenue to cover the additional care management functions that are expected. Without specific direction from CMS, there is of course no guarantee that payers will be providing an adequate reimbursement model. However, with the number of payers putting forward PCMH incentives and looking for ways to improve their satisfaction ratings, we just may see a worthwhile investment on their part.

CMS will be asking practices to report on practice use of these incentive funds. The goal being to ensure that these funds are being re-invested into the practice, with enhanced staff training and care management procedures. And ultimately, as these payments are going to be paid prospectively, if your practice fails to meet certain benchmarks, be prepared to pay back a percentage to CMS. This is where the ’risk’ to your practice comes in.

Are you already providing team-based care? Following up on Emergency Room and specialist visits? Using your EMR to provide recall reports and stratify patients by diagnosis and procedure? Then aim for track 2 approval, with the understanding that CMS reserves the right to offer you track 1 instead. I would encourage you to create a log-in through the CMS Application Portal and review the application questions to get a sense of what is being asked of applicant practices. This is a no-obligation way to determine if your practice meets base requirements. The CMS CPC+ page contains a number of resources. Scroll to the bottom of the page to review multiple links and FAQs to help you make your determination about applying. And of course, contact The Verden Group team if you have specific questions or would like help in applying and implementing the transitions necessary in practice.

 

 

 

 

 

 

 

Verden ViewPoint: Leadership Issue


This quarter’s issue focuses on Leadership. Susanne wrote a brief contemplation for the magazine, posted below. What do you think Leadership is (or isn’t)?

Leadership means different things to different people. Some people believe you have to be born with it, with certain “leader-like” qualities, while others say it can be nurtured (such as Dr. Scott Schams’ view in Take A Hike).

Personally, I think you need a bit of both. Being emotionally intelligent and listening to others is key to creating connections, but if you fall short on the delivery, you are likely to viewed as a “well-intentioned manager” but nothing more. If you don’t take the time to learn how to make real connections, you’re not practicing strong leadership. I believe that in order to lead effectively, you must be able to both connect and inspire people and you must also lead by example.

Even less extroverted personalities can make fine leaders if they are able to push themselves to step out in front and lead the pack. When we look to our public leaders today we see very few who embody these qualities: very few, but not none. Over the past two months I have watched with fascination as Justin Trudeau has stepped into his new role as Canada’s Prime Minister, with dignity, empathy and a real ability to connect.

From my perspective, those are the qualities that today’s leaders need to bring to the table — in business, in politics and in our home life. How do you define leadership? Leave us a comment below . . .

You can read the magazine here: www.VerdenViewpoint.com

 

Adventist Health System Agrees to Pay $115 Million to Settle False Claims Act Allegations


Recently, the Justice Department announced that Adventist Health System has agreed to pay the United States $115 million to settle allegations that it violated the False Claims Act by maintaining improper compensation arrangements with referring physicians and by miscoding claims. Adventist is a non-profit healthcare organization that operates hospitals and other health care facilities in 10 states.

Officials from the Justice Department pointed to the underlying basis for the settlement, namely that unlawful financial arrangements between heath care providers and their referral sources raise concerns about physician independence and objectivity. They further underscored their position by stating   patients are entitled to be sure that the care they receive is based on their actual medical needs rather than the financial interests of their physician.

The settlement announced a couple of days ago resolves allegations that Adventist submitted false claims to the Medicare and Medicaid programs for services rendered to patients referred by employed physicians who received bonuses based on a formula that improperly took into account the value of the physicians’ referrals to Adventist hospitals. Federal law restricts the financial relationships that hospitals and clinics may have with doctors who refer patients to them.

Adventist-owned hospitals, such as Park Ridge, allegedly paid doctors’ bonuses based on the number of test and procedures they ordered.  The Justice Department took exception to this type of financial incentive as not only prohibited by law, but as also undermining patients’ medical care. They cautioned that would-be violators should take notice that the Justice Department will use the False Claims Act to prevent and pursue health care providers that threaten the integrity of the healthcare system and waste taxpayer dollars.

“Companies that financially reward physicians in exchange for patient referrals – as the government contended in this case – undermine the physicians’ impartial medical judgment at the expense of patients and taxpayers,” said Special Agent in Charge Derrick L. Jackson of the U.S. Department of Health and Human Services Office of Inspector General (HHS-OIG) in Atlanta.  “We will continue to investigate such wasteful business arrangements.”

The settlement also resolves allegations that Adventist submitted bills to Medicare for its employed physicians’ professional services containing certain improper coding modifiers, and thereby obtained greater reimbursement for these services than entitled.

The allegations settled arose from two lawsuits filed respectively by whistleblowers Michael Payne, Melissa Church and Gloria Pryor, who worked at Adventist’s hospital in Hendersonville, North Carolina, and Sherry Dorsey, who worked at Adventist’s corporate office, under the qui tam provisions of the False Claims Act.  The act permits private parties to file suit on behalf of the United States for false claims, and to share in any recovery. The whistleblowers’ share of the settlement has not yet been determined.

This settlement illustrates the government’s emphasis on combating health care fraud and marks another achievement for the Health Care Fraud Prevention and Enforcement Action Team (HEAT) initiative, which was announced in May 2009 by the Attorney General and the Secretary of Health and Human Services. The partnership between the two departments has focused efforts to reduce and prevent Medicare and Medicaid financial fraud through enhanced cooperation. One of the most powerful tools in this effort is the False Claims Act. Since January 2009, the Justice Department has recovered a total of more than $25 billion through False Claims Act cases, with more than $16 billion of that amount being recovered in cases involving fraud against federal health care programs.

Hospitals and private practices alike should make note of this recent settlement and carefully evaluate physician compensation arrangements so as not to run afoul of this complex area of laws and regulations. At the Verden Group, we recommend working with an experienced healthcare attorney to help you navigate through this issue as the penalties for violating the law are significant and could irreparably harm your practice if you are deemed non-compliant.