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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
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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
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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
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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
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Functions of Marketing
Identify markets
Promote the organization
Convince patients to select the organization
Attract capable workers
Manage external relationships
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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
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O’Bleness Memorial Hospital
Est: 1970
Bed Capacity: 64
Holly Snedecor-Gray, PR manager
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Marketing
Radio
Billboards
Quarterly News Letters
Beginning to include Television
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Budget For Advertising
$141,600 Includes:
NewspapersRadio AdvertisementBillboards
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News Letters
Sent to 5,000 different individualsDonatorsRecent PatientsLocal BusinessesResidents in the Community
Expectant MothersElderly
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Affiliations
Ohio HealthPurchasing Agreement
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Holzer Hospital- Jackson
Est: 2001
Bed Capacity: 40
Jeff Barnes, VP Marketing
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Marketing
Advanced Research Radio Billboard
Present Radio Newspaper Brochures Billboards
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Health Prevention
Community Health & Wellness
Risk & Assessments
Fairs & Screenings
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Employment
Over 1,000 Employees
Constant Employment Process
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Practices
6 Practices in OH & WV
120 Specialty Group Practices
Satellite Offices
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Services AvailableCardiologyENT (Ears, Nose, Throat)Family PracticeInternal MedicineOB/GYNUrgent CarePediatricsX-RaySurgeryMammography
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Children’s Hospital
Est: 1893
Bed Capacity: 313 licensed, 48 leased NICU
Donna Teach, Director of Marketing Development, & Promotions
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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
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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
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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
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Marketing to the Providers
Employee Recruitment and Retention
-Online Employment Opportunities
-Volunteering at Children’s
Collaboration with other Providers
Intermediary Contracts
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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
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Helpful Contacts
Volunteer Services:
www.childrenscolumbus.org/vol/index.shtml
email: [email protected]
phone: (614) 722-3635
Employment Opportunities:
www.childrenscolumbus.org/hr/index.shtml
Job line: (614) 722-2270; TDD (614)722-2272
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Wrapping Things Up…