Increased Patient Access

While MD Anderson has accomplished much in the battle against cancer on local, state, national and international levels, extending that expertise even further was the goal of the newly formed Business Development Group last year.

Before MD Anderson becomes involved with any new affiliation, product or business program, it must now pass a four-way screening test.

“We ask if it furthers our mission, if we can be proud of it, if we have or can get the resources necessary to carry it out, and if it will be profitable. If it fails to pass any of these four, we will not pursue it,” says Leon J. Leach, chief financial officer at MD Anderson.

“Our efforts in managed care and business development have enabled us to improve access to MD Anderson’s high quality, specialized care,” adds Dr. Martin N. Raber, vice president for strategic and business planning. “Our mission calls for us to open our doors to those who need our care. The wide-ranging and multi-level strategies we have to reach out to payors, community physicians, providers, employees and patients exemplify our commitment to open access.”

Managed care contracts, the ability to self-refer, partnerships and an advertising campaign were essential ingredients in making MD Anderson’s services available to thousands of patients worldwide during fiscal year 1997-98.

Managed care

Agreements made between MD Anderson and managed care entities enabled more patients to access care at the cancer center. Eighteen contracts were signed last year, bringing the overall total to 103. More than 34 percent of MD Anderson’s business involved managed care contracts.

Two major agreements were authorized for MD Anderson’s Cancer Manager™ program. CIGNA health plan members in Houston and the Golden Triangle, and members of the Houston Healthcare Purchasing Organization now can receive comprehensive oncology care, from screening and diagnosis through treatment and follow-up.

With Cancer Manager™, individuals receive the MD Anderson standard of care and disease management, whether the care is given through the MD Anderson Physicians Network or at the cancer center.

Critical components of the Cancer Manager™ program are collaborative care pathways and practice guidelines, which are detailed regimens of care for all types and stages of cancer. These are being utilized by physicians at MD Anderson, as well as providers in the community who belong to the Physicians Network. Last year, 4,914 patients were enrolled in one pathway or more. Since 1995, nearly 9,000 patients have been enrolled. In addition, 19 practice guidelines were in use during the fiscal year.

Self-referral

Three years after Senate Bill 192 was passed permitting self-referral to MD Anderson, more patients are referring themselves to the cancer center. Last year, self-referrals accounted for 42 percent of all new patients.

Partnerships

MD Anderson established new affiliations and cultivated existing ones at home and abroad, renewing its commitment to partner with other healthcare teams and to bring the institution’s standard of care closer to patients’ homes.

Some highlights include:

• An international affiliation forged in Spain. The University of Texas System Board of Regents approved an agreement that allows MD Anderson to provide necessary services for the establishment of an MD Anderson care program in Madrid. In March 1998, a cooperation agreement was signed, permitting the development of the new facility. Full operation is expected in Spring 2000.
• Ground broken on the $30 million Charles Lewis Pavilion, the future home of MD Anderson-Orlando. The new 10-story facility is expected to open in late 2000 or early 2001. The establishment of MD Anderson-Orlando in 1991 was the first time the Houston cancer center partnered with a major healthcare provider.
• Third year completion of a program that provides cancer care to medically indigent patients. During the past year, 3,345 individuals received services at Lyndon B. Johnson General Hospital (LBJ) as part of MD Anderson’s annual contract to provide $12.9 million in oncology care to Harris County Hospital District-eligible patients in Houston. Of that total, 176 patients were sent to MD Anderson for specialty treatment of acute leukemia, brain tumors, rare cancers and malignancies that had spread to other body sites. Candidates for blood stem cell and bone marrow transplantation also were referred to the cancer center.

Under the direction of Dr. Vicente Valero, associate professor of breast medical oncology, a team of MD Anderson faculty, medical oncology fellows and a research nurse staff the General Oncology Clinic at LBJ hospital.

Advertising campaign

MD Anderson launched its first advertising campaign last year. Making Cancer History was the theme of the marketing initiative and was incorporated into the MD Anderson logo. Whether introducing landmark therapies in the fight against cancer or successfully treating the disease in thousands of patients, those words captured the essence of MD Anderson’s mission. Focused on the greater Houston area, the advertisements included powerful television, print and billboard messages featuring 13 cancer survivors.

The campaign was a success. “The results of MD Anderson’s advertising efforts have been overwhelmingly positive,” says Susan Spence Wach, assistant vice president for marketing. “Post-campaign evaluations showed a statistically significant increase (12%) in awareness of MD Anderson.”

In addition, the marketing initiative has garnered several marketing and advertising awards throughout the year.