Bariatric hospital marketing campaign

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Bariatric hospital marketing campaign

  1. 1. Bariatric Hospital Marketing Campaign Asclepius Marketing Solutions San Antonio, TX T 210-595-9045
  2. 2. Executive Summary 2 INTRODUCTION 2 BACKGROUND & HISTORY 2 THE GENERAL MARKET 2 Demographic Portfolio 3 Introduction 3 Population Trends 3 INCOME 4 RACE ETHNICITY 4 Insurance Portfolio 5 Introduction 5 Insurance Detail 5 Major PPO Providers 5 HMO / PPO Coverage 5 Media Outlets 6 Television 6 Radio 6 Advertising Rates 6 Coverage Map 7 Radio Schedule 8 TV Schedule 8 Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  3. 3. Previous Practice Output 9 Executive Summary INTRODUCTION The strength and legacy of our business model comes from the successful development of real estate and the ongoing study of patient markets. The traditional delivery of quality health care in America has been deficient in finding the right opportunity in the right market at the right time. At Corporate Zombies our commitment is to precisely research and identify market direction and match key physician relationships with quality health care services. The purpose of this summary is to portray the characteristics of the Killeen 10 mile market and to relate that market data to the appropriate investors. It is our belief that this market represents the opportunity for a substantial relationship between the Corporate Zombies and our partners. BACKGROUND & HISTORY In June 2005, Corporate Zombies conducted a study of the Killeen 10 mile market with four objectives in mind: 1. Benchmark what exists and how it is processed 2. Determine the growth characteristics of the market 3.Determine the viability of establishing physician partner relationships and redistributing cases in the market 4. Build a medical facility concept that meets the market’s needs embracing the current and anticipating the future needs After a study of the market demographics, a series of meetings with key physicians and a search for the appropriate land opportunity, the decision to move forward as a surgery center was made. THE GENERAL MARKET A zip code definition of the Killeen 10 mile market represents the following demographics as of 2004 unless otherwise indicated: Current Population: 160,319 Current Average Household income: $48,509 Projected Market Growth Rate: 9.3% Caucasian Population: 45.4% Hispanic Population: 19.1% African American Population: 25.8% All in Household insured: 84.5% (Data for Expanded Area, Insufficient data available for local area) HMO Households: 27.9% (Data for Expanded Area, Insufficient data available for local area) PPO Households: 42.2% (Data for Expanded Area, Insufficient data available for local area) Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  4. 4. Demographic Portfolio Introduction The Demographic Portfolio of a specified target market area is designed to provide a greater understanding of the areas people and the lives that they live. With this information Corporate Zombies can become aware of the possible services needed within the market is gained enabling a more complete market picture. Population Trends Today in the Killeen 10 mile area there are a total of 160,319 people with projections to 175,186 people by 2009 yielding a 9.3% increase in the population of the targeted area. Within the area there are a total of 84,597 males and 75,722 females including 37,739 within child bearing age. Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  5. 5. INCOME The Average household income of this area is $48,509 which is below the national average at $63,301. 3,729 of the 52,472 households in the area report incomes over $100,000. RACE ETHNICITY The market area is relatively diverse in its population ethnicities. The dominating race at 45.4% is Caucasian and the next largest groups is African Americans at 25.8%. Hispanics make up 19.1% of the population. Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  6. 6. Insurance Portfolio Introduction Profiles of local managed care statistics offer specific market insurance capabilities. Included in the markets insurance profile are Medicare and Medicaid numbers to provide a complete understanding of all insurance avenues within the targeted market area. Insurance Detail The Killeen 10 mile area boasts strong insurance membership with 90.3% of households having at least 1 person insured and 84.5% of households with all persons insured. Only 6.8% of households are not insured in some form. Major PPO Providers Beech Street Corp Firstcare Preferred PPO United Health Care Blue Cross Blue Shield of Texas Great West Healthcare Tricare Brazos Valley Health Network Aetna Texas True Choice/ Ethix Southwest HMO / PPO Coverage The total HMO penetration of Killeen 10 mile is 27.9% while the PPO rate is at 42.2% in a 79.9% saturated managed care market. Major providers include Blue Cross Blue Shield, Humana, United Healthcare, United Health, Great West, PHCS, and Unicare. Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  7. 7. Media Outlets Television ABC News 25 is the largest TV station in the tri-city area with a local office located in Killeen, TX. Radio Cummulus Media KSSM FM ranks #2 on Arbitron. Advertising Rates Medium Description Cost ABC Local News M-F 18 Spots $3,600 Month KSSM Radio M-F Mornings 63 Spots $2,616 Month Total Combined TV, Radio $6,216 Month Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  8. 8. Coverage Map Killeen, Temple, Waco, Bryan Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  9. 9. Radio Schedule TV Schedule Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  10. 10. Previous Practice Output Report Summary 2007 2008 2009 2010 Number of Referrals for the Year 2636 2825 2473 3051 Referrals Scheduled 792 1125 779 1198 Referrals Scheduled Rates 30% 39% 31% 39% Referrals No Show Re Schedules -613 671 1042 1503 Referrals No Show Re Schedules Rates -23% 23% 42% 49% Total Scheduled 179 1796 1821 2701 Total Scheduled Rate 6.7% 64% 73% 88% Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign
  11. 11. JOIN US Allen Buck - The Corporate Zombie Facebook.com/AsclepiusSolutions AsclepiusMarketing.com E-MAIL allen@asclepiusmarketing.com PHONE 210-595-9045 Office 300 Convent St STE 1330 San Antonio TX 78205 USA Asclepius Marketing Solutions Bariatric Hospital Marketing Campaign

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