The document summarizes Norwood Pines Alzheimer's Center's 2012 census budget and improvement activities. It shows their 1st quarter actual admissions were below budget but increased in April and May. Their action plan is to create a new secure unit to accept residents needing IVs and tube feedings to qualify for Medicare A reimbursement. Marketing activities included educating hospitals and RCFEs about the new unit and services. The new unit addressed prior obstacles of being unable to care for complex patients.

1. NORWOOD PINES
ALZHEIMER’S CENTER

2. BUSINESS DEVELOPMENT

3. 2012 CENSUS BUDGET
2012 Performance Re-Cap:
2012 Census Budget: Medi A: 7 HMO: 6 Total: 154
1st Quarter Actual ADC: Medi A: 4 HMO: 3 Total: 147
1st Quarter Variance to BudgET: Medi A: -3 HMO: -3 Total: -7
April „12 Actual ADC: Medi A: 6 HMO: 8 Total: 150
May „12 Actual (MTD) ADC: Medi A: 8.7 HMO: 8 Total: 152
(Through May 21st )

4. Top 5 Referring Hospitals/# of Medi-Care A
Admissions for April 2012:
A) Hosp: Kaiser A) Hosp: Mercy/Dignity Health
B) No. of Medi-A Admits/mo: 5 (HMO) B) No. of Medi-A Admits/mo: 3
C) Last Visit by Admin: May 17th 2012 C) Last Visit by Admin: Feb 9th 2012
A) Hosp: Sutter
B) No. of Medi-A Admits/mo: 3
C) Last Visit by Admin: April 27th, 2012

5. •Please note Norwood Pines does not currently
receive Medicare A referrals from her Physicians.
This issue is to be addressed when we meet with
them at our next MD Luncheon.

6. 2nd Quarter (4/1 – 5/18/12)
Re-Cap of Census Improvement Activities:
ACTUAL Marketing Activities:
“Marketing Activities” = Activities that are intended to sell your current services to
referral source
Nurtured relationship with Case Managers while educating them of changes with key
referring Case Managers at Mercy, Sutter, UC-Davis, and Kaiser hospitals throughout
May to current.
In April, started marketing our Specialty Unit by calling and visiting all area
Hospitals , and RCFE‟s/B&C entities accentuating our ability to accept dementia
residents with clinical needs (needs Medi-Care “A” subsidizes)
Initiated RCFE Luncheon Series on April 20th to expose Memory Care RCFE‟s to
Norwood; and how we can have a reciprocal relationship for sharing, rehabilitating
and returning their hospitalized clients.

7. 2nd Quarter (4/1 – 5/18/12)
Re-Cap of Census Improvement Activities:
Actual Marketing Activities : (CONT.)
Met with RCFE’s at Norwood to promote our ability to provide our BTP program
for their clients needing a short term Behavior /Medication/Pain Management
program to turn to.
Marketed with calls and visits from April through current outlying area hospitals
from Redding to Modesto, to Fresno, to Placerville, to the Bay Area our new found
ability to accept residents with IV’s, tube feedings, orthopedic surgeries, and other
medically complex dementia patients.
Utilized April and May newsletter as a tool promoting what is new at Norwood
Pines.
Utilized Dr. Smith (Carmelita Smith) April 26th as resource into meeting key Case
Managers at Acute Hospitals who can impact Medi-Care A referrals/admissions.

8. 2nd Quarter (4/1 – 5/18/12)
Re-Cap of Census Improvement Activities:
Actual Marketing Activities : (CONT.)
During April, built relationship with Administrator, Mona Legaspi at Elder Care Link
Referral Service who helped us gain access to Case Managers at Mercy and Methodist
Hospital.
Continued sponsorship/marketing of monthly Hospital Case Manager Association
Dinner on April 18th and May 17th.
Contacted Philanthropic Officer Tammi Opperdahl at UC Med Center for future
enterprises regarding Spring 2013 Alzheimer‟s Series sponsorship.

9. 2nd Quarter (4/1 – 5/18/12)
Re-Cap of Census Improvement Activities:
Actual Marketing Activities : (CONT.)
Initiated outreach to area Civic groups, churches, schools to promote, and recruit
volunteers and interns while working on an image make-over for Norwood Pines on
June2 15th and June 22nd
Pending returned e-mail query, will be available Made Norwood available as
resource for community outreach with Meals on Wheels.

10. 2nd Quarter (4/1 – 5/18/12)
ACTUAL Business Development Activities :
“Business Development” Activities = Activities that are intended to develop
new services for your current or new referral sources
ACTION PLAN FOR INCREASING MEDICARE “A”
RESIDENTS
CLINICAL BUSINESS DEVELOPMENT PLAN
The clinical goal to increase the Medicare A residents into the facility is to admit
more clinically complex residents requiring I.V‟s, continuous tube feeding, and
orthopedic type residents. Three areas that need to be reviewed are;
environment, education, and nursing and therapy services to meet the needs of
the Medicare resident.

11. ACTION PLAN FOR INCREASING
MEDICARE “A” RESIDENTS (cont.):
Summary:
• Make a wing on Station 2 a secure Unit that can accept residents
with clinical, skillable, Medi-Care “A” needs.
Market new unit to hospital case managers, conservators, and MD‟s
Market short term rehab services and Behavior Transition Program
to RCFE‟s.
Educate all other referral sources, and community of
new services.
Focus on image make-over within community.

12. ACTION PLAN FOR INCREASING
MEDICARE “A” RESIDENTS (cont.):
Summary (cont.):
Utilize collateral materials to market
Norwood Pines.
Utilize upcoming web-site to sell our product with case managers,
hospitals, and physicians.

13. 2012 Census Improvement Strategies
May 19th –July 31st :
PLANNED/SCHEDULED
Marketing Activities :
“Marketing Activities” = Activities that are intended to sell your
current services to referral source
Weekly outreach to MD groups affiliated with Sacramento area Acute
Hospital MD‟s who can influence where hospital discharge planners/case
managers send their Medi-Care “A” patients post-discharge for rehabilitation
services every Thursday starting May 31st
Participation in two Vendor Fair at Sutter General and Sutter Memorial in
July 2012.

14. PLANNED/SCHEDULED
Marketing Activities
(cont.)
MD Luncheon on June 14th to explore how our MD‟s can help increase Medi-
Care “A”;what we can do to help them.
Continued co-sponsorship/promotion of new/existing services at monthly
Hospital Case Manager Association Dinners (3rd Thursday each month).
Pharmacy Dinner 2nd week in July.
Daily conversation with Case Managers promoting/educating
them about Norwood‟s programs new , and existing.
Alternating monthly visits to outlying Acute Hospitals,
Conservators, and Senior Centers throughout Northern
California.

15. PLANNED/SCHEDULED
Marketing Activities
(cont.)
Memory Care RCFE Luncheon Series next one June 1st
to generate patient/resident Cooperation.
Meetings/Luncheons throughout summer starting May 31st ,
and every other Friday at Norwood with area church leaders,
civic groups as part of image make-over, while providing a
potential referral source for their membership and cohorts.
First Board and Care Luncheon Series initiated on June 15th at
Norwood.
Alzheimer‟s Association Benefit Community BBQ on July 14th@
Norwood

16. 2012 Census Improvement Strategies
May 19th –July 31st :
PLANNED/SCHEDULED
Business Development Activities:
“Business Development” Activities = Activities that are intended to
develop new services for your current or new referral sources
Ongoing-training to staff assigned to Clinical Unit; fine-tuning the quality of
care.
Exploring Other Services We Can Provide On The New Unit.
Making the new unit the focus of all conversation with referral sources, our
MD‟s, influential MD groups; and community at large.

17. PLANNED/SCHEDULED
Business Development Activities
(cont.):
Placing stronger, more concentrated nursing staff on clinical unit.
Continue to invite community groups, and entities to visit Norwood Pines,
and promote our new unit

18. Census Successes and Failure
FOLLOW-UP:
Solutions or Actions to Resolve
1st Quarter OBSTACLES
(identified in last presentation):
Since we could not care for our clinically complex residents, we were forced to send them to
Skilled Nursing facilities; hence, losing the ability to tap into their Medi-Care A days. The new
unit resolved this issue.
We did not possess a locked unit that could provide for the care needs of clinically complex
residents. New unit resolved issue, afforded opportunity to accept Medi-Care A
patients from the acute hospitals.
Competition with memory care RCFE’s for early stage dementia residents. Formed a
cooperative partnership with RCFE‟s.
The public perception of Norwood Pines within the community. We continue to invite in and
tour visitors to our new clinical care unit.

19. Clinical Nursing/Rehab Services That Are Our
Focus For Marketing:
What services we HIGHLIGHT to community
for
Med A referrals:
Highlighting the fact we can provide the highest quality of
care to clinically complex residents requiring I.V‟s,
continuous tube feeding, and orthopedic type residents.
Highlighting our secure setting that provides medication,
pain, and behavior management for residents with Dementia.
Highlighting the BTP style program to Hospital Case
Managers, RCFE‟s, and smaller Board and Care Homes that
accentuates our nursing, and rehab. staff‟s ability to
rehabilitate residents, and return them to a lower level of
care.

20. Clinical Nursing/Rehab Services
UPDATE !!!
NEEDED or REQUESTED SERVICES
(Identified in last presentation):
A need for a locked, clinically complex unit to include IV’s, tube feeders, and
other rehabable patients.
New unit was created to meet those complex needs with
creation of locked unit, effective May 8th, 2012.
A need to educate and train staff in the procedures necessary to operate new unit.
Education to nursing staff was completed by May 8th, 2012.

21. ASSURING CENSUS SUCCESS UPDATE!!!
NEW Activities and Ideas:
Expanding the new unit to accept wound care and wound-vac
residents.
Aesthetic upgrade and makeover on new unit, and patio areas