Kaiser Permanente of Ohio Region

originally posted at:

http://www.americanexecutive.com/spotlights/sl_11_04_he_Kaiser.asp as retrieved on Sep 27, 2007

Patricia Kennedy-Scott proves that an HMO can have a heart—and a healthy bottom line—by putting patients first. Steffen Smith reports.

Detroit-born Patricia Kennedy-Scott can still remember the excitement of growing up in the shadow of “Hitsville USA,” where a walk down West Grand Boulevard past the legendary offices of Motown might result in a chance encounter with the Four Tops or soul-singer Aretha Franklin.

But she also remembers something more sobering—the hard times that hit the automotive industry, devastating jobs and families in her beloved town.

It’s a lesson she has carried into her career as president of healthcare giant Kaiser Permanente’s Ohio Region, overseeing 147,000 HMO members; 2,000 employees; and some $500 million in annual revenue. “I learned a long time ago that you always need to have your ears open and be listening to what the customer is saying,” Kennedy-Scott said. “Growing up in Detroit, I saw what happened to the American automobile industry in the ’70s and ’80s as they stopped listening to the changing demands of their customers.”

Decisions for patients, not shareholders

“That’s what makes Kaiser Permanente so unique,” Kennedy-Scott explained. “We are set up as a 501(c) 3 not-for-profit organization.

When we make decisions, we are not driving them by a desire to increase shareholder value; we do it based on what members need. And that’s one of the reasons I’m here. As president, I want to make decisions consistent with patients’ needs.

“We have no reason to deny services to any of our members,” continued Kennedy-Scott. “Our physicians are salaried and motivated to provide responsive and evidence-based care that embodies demonstrated best practices.”

Kennedy-Scott is also proud to point to the quality of those physicians—96% of Ohio Permanente Medical Group physicians are board certified in their clinical specialty, well exceeding the national average of 70%.

Okay, not-for-profit…patient focused…great idea, but does it work?

Well, by all accounts, the patient is alive and kicking. Founded in1945, Kaiser Permanente is the largest non-profit health plan in the US, serving 8.2 million members in nine states. At its core is the concept of integrated healthcare delivery.

“Kaiser Permanente’s integrated healthcare system makes it easier to provide patients with a team of clinicians to manage their care, track their progress, and prompt them for preventive screenings,” Kennedy-Scott explained. “In short, we are empowering them to take a more active role in their health and, ultimately, their lives.”

Preaching the gospel of “Thrive”

Very telling of this philosophy is the company’s “Thrive” campaign, in which colorful, engaging ads remind us that good health isn’t simply a lack of illness; it’s also having that wonderful sense that you’re thriving, no mater what stage of life you’re in.

The ads are fun reading. The “Broccoli” ad, for example, states: “We stand for broccoli, for Pilates, and dental floss. We believe in the treadmill and its sibling Stairmaster…We believe in physical therapy, psychotherapy, even music as therapy…All hail cold turkey, the gum, and the patch. We’re anti-addiction, pro-antioxidant, and have never met a vegetable we didn’t like…May you live long and thrive.”

“It lifts me up when I see those ads,” Kennedy-Scott said. “Because it meets the patients where they are and helps them define how they want to thrive and live their lives. It really captures the core values of Kaiser Permanente and underscores why I am here and what we seek to achieve. I believe we have the real answer to the healthcare dilemma this country has.”

Critical information when seconds count. The Ohio region is a
frontrunner in medical records systems and will be converting over the next five years to an integrated Electronic Medical Record system that contains all of a member’s clinical and financial activity.

“If a member had a heart attack and winds up at the community hospital, as long as she has her Kaiser Permanente card, the treating physician can make one call and get a complete medical history, a list of all medications, the name and pager number of the primary care physician, even information from the nutritionist if the patient is on a special diet. In the world outside of Kaiser Permanente, you go to a hospital emergency room and they are trying to figure all of it out on the fly,” she said.

Kaiser Permanente clinicians also contribute an incredible wealth of data into the system: best practices, culturally competent care, and the latest research.

Drawing power from people

“I believe I’ve been successful because I invest in people who invest in the same things that I think are important. I don’t like to work alone. I prefer building strong complimentary teams that respect and look for diversity,” Kennedy-Scott said.

And she knows that part of building teams is attracting and retaining top talent. “Training and learning opportunities, rewards, and recognition are all critical, but absolutely most important is that you have got to have a vision. People have to know where you are going to take them,” she said.

Steffen Smith is a freelance writer and a principal of Content

Creative, an Atlanta-based marketing communications firm. He can be reached at contentcreative@tds.net.

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