power point presentation on marketing and planning in aco's

Governing Board & Executive Staff’s Roles & Responsibilities

in Planning & Marketing Services of ACO’s

By:

Art Adams, Jackie Bick, Jennifer Black, Andy Fogel, Julie Murray,

Jill Peck, Jennifer Underwood

Planning

The process of making resource allocation decisions about the future, particularly the process of involving organization members and selecting among alternative courses of action

Marketing

In common usage, generally applies to sales, promotional, or advertising activity, but in professional texts and journals, also incorporates the entire set of activities and processes normally ascribed to planning, plus those relating to sales and promotion

Marketing cont.

The deliberate effort to establish fruitful relationships with exchange partners, not just to customers, but to all exchanges, including employees and other community agencies

Functions of Marketing

Identify markets

Promote the organization

Convince patients to select the organization

Attract capable workers

Manage external relationships

Intermediary & Buyer Related

Marketing

Provider- Related

Marketing

Patient- Related

Marketing

Efforts to discourage

inappropriate. services

Efforts to encourage

healthy lifestyles

 Direct sales to buyers

 Intermediary

contracts

Efforts to attract

patients to services

 Physician

Org.’s

Employee recruitment & retention

Collaboration with other providers

O’Bleness Memorial Hospital

Est: 1970

Bed Capacity: 64

Holly Snedecor-Gray, PR manager

Marketing

Radio

Billboards

Quarterly News Letters

Beginning to include Television

Budget For Advertising

$141,600 Includes:

NewspapersRadio AdvertisementBillboards

News Letters

Sent to 5,000 different individualsDonatorsRecent PatientsLocal BusinessesResidents in the Community

Expectant MothersElderly

Affiliations

Ohio HealthPurchasing Agreement

Holzer Hospital- Jackson

Est: 2001

Bed Capacity: 40

Jeff Barnes, VP Marketing

Marketing

Advanced Research Radio Billboard

Present Radio Newspaper Brochures Billboards

Health Prevention

Community Health & Wellness

Risk & Assessments

Fairs & Screenings

Employment

Over 1,000 Employees

Constant Employment Process

Practices

6 Practices in OH & WV

120 Specialty Group Practices

Satellite Offices

Services AvailableCardiologyENT (Ears, Nose, Throat)Family PracticeInternal MedicineOB/GYNUrgent CarePediatricsX-RaySurgeryMammography

Children’s Hospital

Est: 1893

Bed Capacity: 313 licensed, 48 leased NICU

Donna Teach, Director of Marketing Development, & Promotions

Marketing Techniques

Branding:

Building a market wide image of Children’s as the “nurturing expert”

Market-Driven Product Development:

Developing products and services that have the community needs in mind

Relationship Marketing: Strategies focused on recruitment and retention of

target customers

Services Available

Children’s Institute for Pediatric EducationClose to Home Health Care CentersEmergency and Urgent CareIn-patient HospitalOut-patient SurgeryRehabilitation TherapyBehavioral Health and Counseling ServicesHome Care ServicesSpecialty Programs

Marketing to the Buyers

Efforts to Encourage Healthy Lifestyles

-Family Health and Safety Web Page

Direct Sales to Buyers-Heart-In-a-Box Online Store

-Insurance Help Page

Marketing to the Providers

Employee Recruitment and Retention

-Online Employment Opportunities

-Volunteering at Children’s

Collaboration with other Providers

Intermediary Contracts

Marketing Department at Children’s

President and Vice President

3 Senior Marketing Counselors

Marketing Specialist

Interactive Marketing Specialist

Call Center Coordinator/Office Manager

2 Physician Consultants

Contract Publications Manager

Helpful Contacts

Volunteer Services:

www.childrenscolumbus.org/vol/index.shtml

email: volunteering@chi.osu.edu

phone: (614) 722-3635

Employment Opportunities:

www.childrenscolumbus.org/hr/index.shtml

Job line: (614) 722-2270; TDD (614)722-2272

Wrapping Things Up…