strategic planning for market growth and success...strategic planning for market growth and success...
TRANSCRIPT
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Strategic Planning for
Market Growth and Success
C. Josef Ghosn
Senior Vice President Strategic Planning
Chelle Bruining
Assist. Vice President, Physician Strategic Marketing
Also Presenting:
Candy JacksonAdministrative Director, Physician Relations
Kevin SorensenSenior Manager, Physician Relations
Sean LemonRepresentative, Physician Relations
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Florida Hospital
Adventist Health System Today
• 44 hospitals nationwide
• 7,700+ acute beds, 1,800+ non-acute beds
• Approximately 79,000 employees
•Total Operating Revenue $7 Billion
Florida Hospital Today
8 Hospitals, 7 Campus Network in Central Florida
� 2,400+ Licensed Beds
� 2,200+ Physicians
� 470,000+ Emergency Department Visits
� 130,000 Inpatient Admissions
� 550,000+ Outpatient Visits
� 360,000+ Urgent Care Visits
� Approximately 19,000 Employees
� $11+ Billion in Gross Revenue1
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Today’s Agenda
• Blitzkrieg
• Florida Hospital’s Market Strategy Team:•Planning
•Physician Marketing
•Consumer Marketing
• Results-oriented case studies
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Blitzkrieg
• World War 1 (1914-18): Identical warfare “Systems” fight each other:
• Trench warfare: “Systems” of artillery and
machine guns made mobile ground warfare almost impossible… No competitive advantage!
• The element of fire neutralized the element of maneuver (Infantry and Cavalry) for both sides
• During the war, two new revolutionary weapon “systems” were introduced…the armored tank,
and the combat aircraft.
• Relative to the Infantry and Cavalry, the armored
tank, and the combat aircraft were almost invulnerable to machine gun and artillery fire.
• These two “Systems” would prove to be game changers.. to those who accepted them…in the next conflict…WW2
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Blitzkrieg
• After the war, various military establishments gave various levels of attention to further study and developing these new powerful “Systems”
• France and Poland, remained conservatively stuck in the previous war.
• The German military developed the most efficient new tactics, which naturally involved using tanks and aircraft “Systems” for mobile ground warfare
• Blitzkrieg as a “System of Systems” is the basis of modern warfare
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Blitzkrieg
• In 1939 Blitzkrieg defeated the Polish army, which had obsolete “Systems”..Cavalry instead of tanks and an obsolete Air Force
• In 1940 it defeated the French army because it totally neglected mobile warfare after World War 1 (Failed to adapt to a “System of Systems”)
• In 1941 it defeated the Yugoslav and Greek armies which had the fighting spirit but not the needed “Systems” for mobile warfare
• In 1941 it also defeated the huge Russian army all the way to Moscow, but because of “Logistic System” neglect it was defeated by Russia's endless size and extreme weather
• In 1944 in France, Patton demonstrated American-style enhanced Blitzkrieg, focused on a mobile logistical “Systems.”
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Research & Planning
Florida Hospital’s Research & Planning:
• Design, manage and analyze data for
administrators/ leaders
• Provide actionable insights and guidance for
the launch of new products, naming studies,
brand awareness, focus groups, etc
• Provide strategic insights & opportunity/
impact analyses in order to plan for strategic
growth
• Assess the competitive position in
relationship to market share and physician
alignment
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Research & Planning• Design, manage, and analyze data for administrators/ leaders
• Quarterly Trend Analyses (right)
• Annual Analyses
– Hospital Profiles
– Market Profiles
– Competitive Assessments
– Payor Analyses (below)
– Demographic Analyses
– Market Demand Projections
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Research & Planning• Provide actionable insights and guidance for the launch of new products, naming
studies, brand awareness, focus groups, etc.
• Provide strategic insights & opportunity/ impact analyses in order to plan for
strategic growth
• Naming Studies
• Focus Groups
• Brand Awareness
• Provide Strategic Insights & Opportunity
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Research & Planning• Provide strategic insights & opportunity/
impact analyses in order to plan for
strategic growth
• Access Point Assessments:
– Health Campus Assessments
• Winter Garden (example)
• Lake Mary
• Hunter’s Creek
• Lake Nona
• Waterford Lakes
• Oviedo
– Medical Office Building Assessments
– Physician Specialty Needs Analyses
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Research & Planning• Assess the competitive position in relationship to market share and physician
alignment
• Opportunity analyses
– Geographic Analysis of
areas of strength and
opportunity (example)
– Service Line Analysis
– Physician Alignment
analysis
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Physician Marketing
Florida Hospital’s Physician Relations:
• Grow targeted volumes
• Physician profiling
• Build key relationships for physician alignment
• Provide issue resolution for physicians
• Gather market intelligence
• Expedite physician ramp-up time
• Support the private practice model and the
employed model as appropriate within legal
and regulatory guidelines
• Work with campus administration to develop
strategies to forward the agenda
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Physician Marketing
Physician Profiling:
• Understand current volumes/ revenue
referred to hospital
• Use field rep’s strategic intelligence and
benchmark against known physicians
Splitter
LoyalSplitter
Non-loyal
Loyalty
-
-+
+
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Consumer Marketing
• Expand FH brand in market place
• Grow volumes
• Grow FH market share
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Finance
Florida Hospital’s Finance Team:
• Understand profitability
• Provide necessary data for return on
investment reports
• Validate financial data
What Success Looks Like:
• Confirmation of credibility of reports
• Support to marketing efforts
Consumer
Marketing
Physician
Marketing
Finance
Planning
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CASE STUDIES
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Pink Army: Mammogram,
Women’s and Oncology
Message 1. Enlist in the Pink Army
2. Get Your Mammogram
3. Engage the community
Goals1. Increase Awareness
2. Increase Mammogram Volume
3. Increase donations to the Breast Cancer
Care Fund
Target1. Community
2. Employees
3. Corporations
4. Survivors
5. Physicians
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Consumer Marketing Efforts
• Social Media: Facebook Ads
• Google Adwords & Display Ads
• Web Banners
• E-Newsletters
• Direct Mail: Re-engage Soldiers
• Billboards
• Ads in Local Publications
• Radio Spots
• Community Events
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Physician Marketing Efforts
• Physician “Rations”:
– Whistles, cups, chap-stick, shower
cards, brochures, sun glasses, pens,
make-up mirrors, sticky pads
• Other Materials:
– $35 mammogram flyers
– Pink Army collaterals / brochures
– Pink Army POP displays in physician
offices
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Goal of Pink Army: Raising Awareness
FH System NRC Scores
Campaign Oct 1-Dec 31st.
Physician prep/education started mid-Sept.
38.7%
58.6%
43.4%44.6%
50.7%
35.1% 40.0%43.0%
Aug Sept Oct Nov
56.2%
64.6%
55.8%
60.9%
30.8%25.4%
27.2%
26.1%
Aug Sept Oct Nov
FH
OH
Preference Imaging ServicesPreference Cancer Treatment
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Campaign Results- Volumes2010-2013 Cumulative State wide
•41,599Total Enlistees
•1,643 Online
Mammograms Scheduled
•2,305Survivors Enlisted
•10,385Volunteers Recruited
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BREAST CANCER
• Procedures: 332
• New Patients: 4
• CM: $220,340
BREAST
(OTHER)
• Procedures: 1,115
• New Patients: 50
• CM: $181,501
2013 Return on Investment
Central Florida ROI
• Procedures: Number of procedures (eg Surgery, Imaging, other) done
during 2013 campaign out of the total 41,599 enlistees in Pink Army.
• New Patients: Came to FH for first time during 2013 campaign.
• Contribution Margin: Based on Procedures
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GYN CANCER
•Procedures: 63
•New Patients: 2
•Charges: $868,969
RAD ONC
•Procedures: 134
•New Patients: 0
•CM: $130,355
CHEMOTHERAPY
•Procedures: 42
•New Patients: 0
•CM: $15,850
*Examples: pre-menopause, prolapse procedure, excessive menstruation etc.
GYN (OTHER)*
•Procedures: 216
•New Patients: 9
•CM: $292,760
2013 Return on Investment
Central Florida ROI
Contribution Margin: $4,411,758
CF Marketing Budget: $377,500
ROI – 12:1
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Minimally Invasive Orthopaedic
Surgery: MAKOplasty
Message 1. Elite Orthopaedic Surgeon
2. Cutting Edge Technology
3. Orthopaedic Care Coordinator
Goals1. Increase Awareness
2. Increase MAKOplasty Volume
3. Increase Total Joint Volume
Physician Targets1. PCP’s
2. Physical Medicine and Rehab
3. Rheumatology
“Innovative Technology in the Hands
of an Elite Team of Surgeons”
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Physician Marketing Efforts
Messaging focused on research and
outcomes
Paper Brochure Video Brochure
Tool for physicians to educate
patients
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Introducing Our Physicians
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Goal
• Increase elective surgery volume for Ortho
Practice at Florida Hospital Orlando
Research
• Referral Stream Analysis: low PCP referrals
• Identifying Referral Targets: Tri-county PCP’s
• Assess Market Awareness :
• Office Visits/Survey and Inquiries show
that most PCP’s did not know our services
Marketing
• Video Brochure Concept: Opportunity to
introduce our physicians to other physicians and
their patients
• Distribution: Video Brochures will be handed
out during schedule lunches with PCP offices
and FH Ortho Nurse Manager and Care Coord.
Financial
EBDIT for ROI pulled from Finance team to
show break-even point to be one surgery
iBrochure
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SUMMARY
Today, We Shared
• Foundational use of marketing & planning
• Research/Consumer/Physician Marketing coordination
• Partnering with finance/ operations