Women’s Health: Strategies for Sustainable Growth
Tessa J. Kerby, Associate Principal of ECG Management Consultants, and Katie Komaridis, Senior Manager of ECG Consultants, are forward thinkers in the OBGYN space. In this blog post, we’ll delve deep into their webinar discussion, shedding light on the trends, challenges and opportunities that shape the present and future of OBGYN.
If you’d rather watch the webinar recording of their conversation, you can do that here.
Table of contents
1. Navigating Obstetric Care in a Changing Landscape
2. Solutions for Obstetric Practices
3. A Vision for the Future: a Comprehensive Women’s Health Hub
4. What Every OBGYN Practice and Professional Should Know
Navigating Obstetric Care in a Changing Landscape
What’s influencing the future of obstetric care?
The closure of obstetric practices is a complex issue driven by provider shortages, low reimbursement rates and fluctuating patient volumes, and remains one of the most influential factors shaping women’s healthcare today. Healthcare systems are consolidating locations to optimize efficiency and maintain appropriate patient levels. Staffing, especially the availability of nurses and providers, also plays a crucial role. Let’s explore some of the ways hospitals and providers are shifting as a result of OBGYN practice closures and more.
Quality Focus in Obstetrics
Hospitals are intensifying their focus on safe, high-quality care, fostering partnerships across the board. Practices lacking effective tools, such as electronic health records (EHRs), face difficulties in managing and reporting quality data.
Stabilizing Birth Rates and Local Variations
Localized variations in birth rates prompt practices to assess current numbers and demographic trends to meet patient demand effectively.
Rising Demand for High-Risk Services
A demographic shift towards older pregnant women creates opportunities for specialized services. Practices should evaluate available support systems to address evolving patient needs effectively.
Environmental and Legislative Changes
Changes in reproductive rights and access laws at federal and state levels, such as the emergence of chaperone laws in states like Wisconsin and Georgia, present operational and financial challenges for practices.
Some States May Raise the Cap on Malpractice Costs
Obstetrics, more than any other specialty, faces the impact of these changes due to the lengthy and expensive nature of cases. Practitioners need to ensure they have robust documentation and tracking systems in place to stay in business.
Some States Are Expanding Medicaid Coverage
Traditionally, patients who were covered by Medicaid would lose their coverage about 60 days postpartum. However, there’s been a shift towards providing extended coverage, with many states planning to offer up to 12 months of postpartum support.
“To us, this screams opportunity. You now have a whole year of coverage for a patient, a paying patient, where you can provide some new services.”
– Tessa Kerby, Associate Principal of ECG Management Consultants
Healthcare practices should assess the availability of maternal-fetal medicine services, ultrasound facilities and other support systems to cater to changing patient profiles and offer the specific high-quality services patients are looking for.
Additionally, the American College of Obstetricians and Gynecologists supports further development of the OBGYN hospitalist model as a way to enhance patient safety and professional satisfaction in delivery settings. OBGYN hospitalists play a key role in standardizing medical care, which has been shown to improve outcomes in labor units.
As such, healthcare practices should be thoughtful about forming partnerships with local hospitals. By aligning priorities and collaborating closely, both parties can build a more secure future.
[ Did you know? ModMed OBGYN software has the ability to support vital connections with hospitals and many third-party applications that support patient care and practice operations.]
Solutions for Obstetric Practices
Now that we’ve explored the challenges and trends currently shaping obstetric care, let’s discuss potential solutions.
The field of obstetric care is dynamic, and opportunities for growth and improvement are abundant. By embracing innovative solutions, adapting to environmental and legislative changes, and recognizing the potential in Medicaid expansion, healthcare providers can offer comprehensive, high-quality care to their patients while thriving in an ever-evolving healthcare landscape. But what exactly does this look like?
Investing in Imaging Services and Surgical Procedures
High-risk pregnancies require specialized services, such as advanced imaging and surgical procedures. State-of-the-art imaging equipment and alternative surgical procedures help support a diverse range of cases and surgeries.
[ In case you were wondering: Our Image Management system was designed to receive diagnostic images directly from the connected device that captured them — right in the patient’s chart. Want to review or annotate your images and send them to a patient? It can all be done from your iPad or computer. ]
Keeping Up With Local Trends
While national trends set the stage, local trends can vary significantly. Consider the unique data points that drive local decision-making, such as Medicaid rates, birth rates, the location of surgeries and patient preferences. Understanding these local dynamics and making strategic decisions tailored to your specific market will be key to long-term success.
“One of the things we try to do with clients is really say, ‘okay, we’ve got this big umbrella, [but] how are [local] women making choices about where they’re going to seek care? [What] strategic decisions are really going to help maximize your local market and make you successful in the long term?’”
– Katie Komaridis, Senior Manager of ECG Consultants
[ Check this out! ModMed offers analytics that can help you identify ways to improve the patient experience, track quality data and optimize staff productivity across the board. ]
Diversifying with Nontraditional Services
Nontraditional services not only enhance the patient experience, but also create a sense of loyalty and engagement with the practice. Patients appreciate the holistic approach, and word-of-mouth referrals can contribute to the practice’s growth and reputation in the market.
“Diversify, diversify, diversify. I think it’s never been a more exciting time to be an OB in women’s health, just because there are all these exciting new avenues.”
– Tessa Kerby, Associate Principal of ECG Management Consultants
What do we mean by ‘nontraditional services’?
As practices diversify their services and adapt to the evolving healthcare landscape, they are not only meeting the unique needs of their patients, but also building sustainable and thriving healthcare models for the future. Consider the following additions to your service line.
Medical Spa Services
Some practices are venturing into the realm of aesthetics and wellness, offering services like laser treatments, hormone therapies, facials and body treatments. These services extend beyond traditional medical care, providing a holistic approach to patient well-being.
[ Your future talking…ModMed OBGYN integrates aesthetics content into our all-in-one solution, including Inventory Management, patient quotes, payment plans, e-commerce, and usage tracking for packaged products and services.* ]
Retail Partnerships
Obstetric practices are partnering with complementary services to create destination centers for patients. This includes lactation support, wellness offerings like acupuncture and massage, and even imaging services such as DEXA scans and mammography.
Midwifery Integration
Midwives are an essential part of the care continuum, especially for low-risk patients. Obstetric practices are integrating midwives into their care teams to offer a broader range of services.
Advanced Practice Providers (APPs) and Doula Support
APPs and doulas play vital roles in supporting both patients and providers. They provide additional patient interaction and offer essential support in various clinical settings, helping enhance patient care.
Collaboration with Systems and Payers
By aligning with these stakeholders, practices can adapt to national and local trends, turning challenges into opportunities. For instance, in regions where obstetric services are closing, practices may negotiate differentiated reimbursement rates, recognizing the vital role they play in their communities.
[ Food for thought! Our team of experienced billers and coders can take over all or a portion of your billing, to help alleviate the burden on your staff. ]
“This is just scratching the surface of [what] could be provided in this space.”
– Tessa Kerby, Associate Principal of ECG Management Consultants
A Vision for the Future: a Comprehensive Women’s Health Hub
Where does all of this lead us?
As we explore the future of women’s healthcare, we envision a paradigm shift where healthcare becomes a centralized destination hub that offers integrated services with excellent access and caters to women’s needs from infancy through adulthood.
In this ideal scenario, several unique features make this vision particularly promising:
Subspecialty Focus
Women’s health isn’t one-size-fits-all. This vision includes dedicated support for subspecialties such as women’s cardiology, neurosciences, oncology, and more. These subspecialty services address conditions that disproportionately affect women, helping them receive the personalized care they deserve.
Continental Centers of Excellence
Establishing centers of excellence that span continents helps women have access to the best care, regardless of their geographic location. These centers can provide cutting-edge treatments and a network of experts to support women’s health needs in a more comprehensive manner.
Digital and Virtual Access
While it’s an aspirational vision, we acknowledge that not all services may be available in person in every market. Therefore, the integration of digital and virtual care is essential to bridge the accessibility gap. This approach can help women, regardless of where they live, have access to the care and support they need.
[ Something to think about: Telemedicine is embedded into ModMed OBGYN’s suite of solutions. ]
“[Women] want to feel seen, they want to be heard, they want a really great experience.”
– Katie Komaridis, Senior Manager of ECG Consultants
What Every OBGYN Practice and Professional Should Know
It’s crucial to keep pushing the boundaries, exploring new possibilities and working together to ensure women receive the best possible care and support throughout their lives.
While achieving this vision may take time, we remain hopeful that with continued innovation and collaboration, we will see women’s healthcare evolve into this comprehensive and integrated model. It’s a vision worth striving for, and one we hope, can one day become a reality.
Click here to watch the webinar and learn how to make this level of care accessible for your practice.
*May require the purchase of additional ModMed products.
This blog is intended for informational purposes only and does not constitute legal or medical advice. Please consult with your legal counsel and other qualified advisors to ensure compliance with applicable laws, regulations and standards.