Michael Hays
Analyst · William Blair
Thank you, Kevin. Thinking now about where the company is headed, let's start with where we are. As you are all very familiar, we know patients and what is most important to them regarding their care experience. Our heritage is all about patient-centered care, in fact, we coined the word. Today, however, a deeper understanding of the patient is critical, and we are addressing that need by evolving our strategy. At its core, our expanded strategy is all about understanding patients as customers, meaning when they are outside the physical service setting in which they receive care. This additive robust understanding of the healthcare customer in their everyday life including health risks, preferences and behaviors is now among the required perspectives for our clients given the new realities of healthcare reimbursement.
The other aspect of this strategy is the fact that our expanded offering will provide insights across the entire healthcare continuum providing our client organizations an integrated view of their customers as they transition in and out and between the multiple service settings typically required even for a single episode of care. As well, a cumulative profile of the customer over time will provide insights never before available across multiple episodes of care for a given individual.
In a nutshell, customer centric healthcare across the continuum is a longitudinal lifetime profile of the customer, a profile ever-expanding and robust, reflected not only at the individual while receiving care in any care setting but also the persons interaction with a broader definition of health in their everyday life. So the big question is why are healthcare providers scrambling to gain greater understanding of their customers? Well, the answer really lies in the following fact.
For most of us, the actual time spent in a traditional care setting, whether it be a doctor office, emergency room, as an outpatient, within a hospital or home care, represents far less than 1% of one's life. However, the balance or 99% of one's time is clearly not void of health-related interactions, decisions and behaviors. In fact, health is a daily reality for all of us. And more often than not, our activities of daily living dictate what healthcare services we consume and our decision-making process as to which provider we select for care.
Under the new reimbursement models, providers will increasingly be at risk for the health of their customers, which of course completely shifts the healthcare revenue model from volume of procedures to value. Keeping customers out of the hospital and when and if care is needed, ensuring that customer decides on the least costly care setting with the best possible outcomes will essentially be the name of the game. Given this dramatic shift in reimbursement, it will simply become impossible for any provider to manage the risks or influence decisions if all they know about their customers is limited to the less than 1% of the time that person is a patient.
The importance of a customer is not new to any other industry except healthcare. Most organizations have benefited from a complete and robust understanding of the customer for decades. As this need is embraced by the healthcare industry, the resulting information spend will be enormous. Take consumer package goods for an example, which is a category that spends over $5 billion annually on understanding their customers, and as we all know, is a far smaller industry segment than is healthcare. This customer-centric information space is just emerging in healthcare, however, signs suggest rapid adoption.
In addition to reimbursement, another driver of this adoption is the sheer volume of publicly available information, not the least of which is performance information that, for the first time, has quantified the reality that not every provider is of high-quality. It has come to a surprise to most consumers that their decision as to which provider they select will essentially determine the quality of the care outcome. This available performance information has intercepted interestingly enough with the increased proportion of cost of care being paid directly by the customer. And as anyone can predict, an informed customer results in a far more engaged individual when it comes to spending their own money. The customer is now the decision-maker for the largest sector of the economy, a powerful role that providers historically have never really had to deal with to the degree they must today. I believe the company is well-positioned to capitalize on this movement. We have, over the past few years, expanded our market presence beyond the hospital to across the provider continuum, and today through acquisition and organic growth, we hold dominant share in the important post-acute care settings of short stay, home care, skilled nursing and hospice. Today, we serve over 15,000 points of care to which we have ready access and the ability to propose this vastly expanded offering. And most important, we have the credentials to own this space. Our patronage to inherit it is all about understanding the most important aspects of the patient experience. Following that patient home after every episode of care and tracking their health risks, behaviors and preferences is clearly a natural extension of our core competencies.
In closing, I'd like to say the space that we are defining and taking ownership is clearly in our sweet spot. It's very large and contains many opportunities to monetize. I look forward to updating you on this journey on each of our upcoming earnings calls. Rosie, with that, I'd like to open the call up to questions, please.