Category Drill-Down
Healthcare
Terri Whitesel, DeKalb Medical
Key Questions Going In …
• What are the top 5 trends influencing hospitals and the availability of
Marketing/Advertising d...
HOSPITAL MARKETING 2013
HOW TO SELL, GROW AND
PROSPER IN THE SEA OF
HEALTHCARE CHANGE
Critical Trends
Trend #1:
Reimbursement & Utilization
Declining
 For the past 40+ years we saw increases in
both inpatient and outpatient...
Reactions to the Change
 Reduced utilization and reimbursement are
forcing:
 Portfolio of Services reduction
 Redefinin...
Trend #2: The New Business
Model
 The Past – Fee for Service
 More market share
 More patients
 More services
Equaled ...
Old World New World
Medicare/Medicaid
Fee-for-Service model
Everything to everybody
Competing services among
local hospita...
How Could This Impact Your
Sales?
 During this transition additional dollars may
not be as available for advertising
 As...
Trend #3: Consolidation
 Consolidation will increase, taking advantage
of size and scale
 Regionalization of local marke...
10 Largest Health Systems by Hospital
Ownership
Dept. of Veterans Affairs – Washington, DC 158
40.7
Universal Health Servi...
1. Ascension Health (St. Louis, MO) – 81
2. Catholic Health Initiatives (Denver, CO) – 76
3. Trinity Health (Novi, MI) – 4...
Trend #4:
Electronic Medical Record (EMR) –
Technology
 Technology will be a major disruptor
 Large percentage of hospit...
Trend #5:
Owning the Physician Supply Chain
Employ Primary
Care Physician
Employ Physician
Specialist
Why Do This?
Lab wor...
How Could Employing Practices
Impact Sales ?
 Could provide new need to market physician practice
network
 Could elimina...
Things You Need to Find Out
About Your Target Hospital
 Is your target hospital private, public or a
community hospital?
...
Things You Need to Find Out About
Your Target Hospital (continued)
 Is your target hospital on a physician practice
buyin...
Matching Your Demos to the
Hospital Key Service Line Demos
 Today’s money makers and differentiators in
healthcare…
 Can...
Who Are the Buyers &
Influencers ?
 VP/SVP of Marketing
 VP/SVP of Planning
 Service/Product Line Managers
 Head of Fo...
Targeting Large Physician
Practices
• Universe is small – 3,000+
• Of the 3000+ groups, many are NOT consumer-driven servi...
Targeting Large Physician
Specialty Practices
Proliance Surgeons (Seattle, WA) – 100 orthopedic surgeons, 13 surgery cente...
Keeping You Informed
 Sign up for hospital’s community newsletter
 Set up Google alerts with all the hospitals’ names in...
Keeping Informed About Service
Lines
RSS Feeds – Direct To Your Inbox
Kaiser Family Foundation
http://kff.org/statedata/
The Agape Center
http://www.theagapecenter.com/Hospitals/
Pew Internet – Health Topics
Government-Driven Programs
 ObamaCare
 Accountable Care Organizations (ACOs)
 Health Care Insurance Exchanges
No one kn...
DeKalb Medical – NPR
Partnership
Patient centric
Patient ‘actors’
Patient success stories
Microsites & Website
www.atlantacancerstories.com
www.atlantaorthostories.com
It’s All About Conversion…
It’s All About Integration
NPR Radio mentions
Community Doc Talk (physicians, patients present)...
Questions
Good Luck!!!!!
Special thanks to our
Platinum Sponsors
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Public Media Development and Marketing Conference 2013 - Atlanta, GA Healthcare Market - Presentation to National Public Radio and TV group.

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Healthcare is one of public media's top-performing underwriting categories, but it's also greatly affected by shifting government regulations, changing economic conditions and consumer preferences. Gain critical insight into the US Healthcare market segment.

Published in: Business, Health & Medicine
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  • Example, cutting of community program WOW van Cutting of maternity service at Hillandale
  • Hospital are in ‘two camps’ Those that are embracing this new change model Those that are moving slowly, hoping the old model will stay and trying to get as much $$ as they can in the short term Old model is unsustainable so change will occur
  • Example – merger of children's hospital in Atlanta – Scottish Rite, Emory Health acre to CHOA Purchase by Piedmont of St. Joes largest cardiology group killed St. Joes cardiology service
  • What is a center of excellence? A center of excellence is multidisciplinary and has a population focus defined through the eyes of the patient. It changes the way hospitals work by focusing on what the patients need versus what the facilities and operations of the hospital need. centers of excellence allow us to transition from managing large patient populations with a variety of medical conditions to managing sub-populations of patients with similar medical condition. "COEs also bring physicians, nurses, administrators and other clinicians together to coordinate care of these patient populations, share and spread best practices, and identify and act on improvement opportunities. Centers of excellence will help a team work more closely by dissolving the "silos" that have existed in the organization and replacing them with teams from many disciplines and locations working together. What's the goal? Centers of excellence are all about alignment. "With the centers, we'll improve the value, (quality, service and cost) of our health care delivery by implementing evidence-based best practices, achieving economies of scale and using our resources in the best ways possible," In a nutshell, COEs cover a patient's entire course of treatment.       Meet the COE leadership Here's a listing of the COE leaders and their areas of responsibility.
  • The appeal of hospital employment to physicians is no secret. Upon completion of their training, more physicians are looking to work in either larger, independent group or hospital-owned practices, whether for financial reasons, lifestyle preferences or a combination of the two. The number of independent physicians, or providers with a financial stake in their practice, shrunk from 57 percent in 2000 to 39 percent in 2012 and a projected 36 percent in 2013, according to data from Accenture. In the latest annual Residents and Fellows Survey conducted by Cejka Search, 46 percent of respondents from medical schools' 2012 graduating classes said group practices were the ideal choices, while 29 percent said hospital-affiliated practices were most preferred. And interest in employment is not restricted to fresh-faced residency graduates, either. Many established physicians in private practice are losing interest in entrepreneurship and the risks associated with it.
  • Public Media Development and Marketing Conference 2013 - Atlanta, GA Healthcare Market - Presentation to National Public Radio and TV group.

    1. 1. Category Drill-Down Healthcare Terri Whitesel, DeKalb Medical
    2. 2. Key Questions Going In … • What are the top 5 trends influencing hospitals and the availability of Marketing/Advertising dollars? • What are the key things we need to know about a hospital before we go on a hospital sales call? • What services or programs make the most sense for hospitals to sell via radio? • Who is the buyer/influencer in the buy? • Are physician practices a target for our radio sponsorships? • What resources do you recommend to keep informed? • Can you give us some background on your hospital system and how the facts we have just reviewed impact your planning? • How are you using NPR to help drive patient business?
    3. 3. HOSPITAL MARKETING 2013 HOW TO SELL, GROW AND PROSPER IN THE SEA OF HEALTHCARE CHANGE Critical Trends
    4. 4. Trend #1: Reimbursement & Utilization Declining  For the past 40+ years we saw increases in both inpatient and outpatient services and were paid ‘fee for service’  Beginning in 2009, in/outpatient utilization decreased and elective surgery began to be postponed as a result of the economy  At the same time, patients out-of-pocket costs for healthcare services increased (higher deductibles)
    5. 5. Reactions to the Change  Reduced utilization and reimbursement are forcing:  Portfolio of Services reduction  Redefining of core businesses/services  Development of service distribution systems  Taking on more unpaid debt for those unable to pay for service How could this impact your sales?  Services that were once marketed may be cut  Services that were not marketed may be promoted
    6. 6. Trend #2: The New Business Model  The Past – Fee for Service  More market share  More patients  More services Equaled More Revenue – size and scale of healthcare systems not as important  New Model – Shared Risk – Value-Based Delivery  Best possible quality  At the lowest price  Hospitals, doctors truly working together to care for patient before, during and after hospitalization  Size matters
    7. 7. Old World New World Medicare/Medicaid Fee-for-Service model Everything to everybody Competing services among local hospitals in close proximity Largely hospital-based delivery system Focused on in/outpatient care Every man for himself Best Possible Care Highest Possible Quality Lowest Possible Cost Shared Risk Between Physicians and Hospitals Doctor/Hospitals Tasked with Pre- and Post-Care
    8. 8. How Could This Impact Your Sales?  During this transition additional dollars may not be as available for advertising  As new ACOs (Accountable Care Organizations) begin to form, the transition and learning curve may delay marketing of services  Once the continuum of care and its methods are established new opportunities for ongoing communication to the public about the benefits of these programs could open new doors for
    9. 9. Trend #3: Consolidation  Consolidation will increase, taking advantage of size and scale  Regionalization of local markets - players are re-aligning, past enemies join for survival How Could This Impact Your Sales?  Less individual accounts, but larger single accounts  Multiple service lines could collapse to one big hospital/service single provider ‘owning the market’  Buys for media could be regionalized or
    10. 10. 10 Largest Health Systems by Hospital Ownership Dept. of Veterans Affairs – Washington, DC 158 40.7 Universal Health Services – King of Prussia, PA 157 20.4 HCA – Nashville, TN 140 34.8 Community Health Systems – Franklin, TN 110 17.9 Select Medical Corp. – Mechanicsburg, PA 108 5.1 Kindred Healthcare, Inc. – Louisville, KY 100 7.4 HealthSouth Corp. – Birmingham, AL 76 5.1 LifePoint Hospitals – Brentwood, TN 51 5.9 Catholic Health Initiatives – Englewood, CO 45 6.8 HOSPITAL SYSTEM # OF HOSPITALS #BEDS
    11. 11. 1. Ascension Health (St. Louis, MO) – 81 2. Catholic Health Initiatives (Denver, CO) – 76 3. Trinity Health (Novi, MI) – 49 4. Adventist Health System (Winter Park, FL) – 41 5. Dignity Health (San Francisco, CA) – 40 6. Kaiser Foundation Hospitals (Oakland, CA) – 36 7. Catholic Health East (Newton Square, PA) – 35 8. Sanford Health (Sioux Falls, SD & Fargo, ND) – 34 9. Carolinas Healthcare System (Charlotte, NC) – 33 10. CHRISTUS Health (Irving, TX) – 32 11. Providence Health System (Seattle, WA) – 32 12. Mercy (Chesterfield, MO) – 31 13. Baylor Health Care System (Dallas, TX) – 30 25 Largest Non Profit Hospital Systems 14. Avera Health (Sioux Falls, SD) – 29 15. Iowa Health System (Des Moines, IA) – 26 16. Banner Health (Phoenix, AZ) – 25 17. Catholic Healthcare Partners (Cincinnati, OH) – 24 18. Sutter Health (Sacramento, CA) – 24 19. Mayo Clinic (Rochester, MN) – 23 20. Intermountain Healthcare (Salt Lake City, UT) – 22 21. NewYork-Presbyterian Healthcare System (New York, NY) – 20 22. Adventist Health (Roseville, CA) – 19 23. Bon Secours Health System (Marriottsville, MD) – 19 24. IU Health (Indianapolis, IN) – 17 25. SSM Health Care (St. Louis, MO) – 17 Source: Hospital Review 7/24/2012
    12. 12. Trend #4: Electronic Medical Record (EMR) – Technology  Technology will be a major disruptor  Large percentage of hospital budgets required to accomplish the needed integration both internally among their systems and externally among their new collaborative health partners How Could This Impact Your Sales?  Large outlays of cash needed for marketing are gone  Underestimation of cost not uncommon, so budget cuts mid- stream can occur  An increase in digital offerings to supplement traditional radio sales may be required as value add to support the hospitals’ need to reach the virtually monitored, treated and supported e-patient
    13. 13. Trend #5: Owning the Physician Supply Chain Employ Primary Care Physician Employ Physician Specialist Why Do This? Lab work, imaging, surgery centers, physical therapy all can be physician-owned, and dollars associated with each service ‘walk out the door’
    14. 14. How Could Employing Practices Impact Sales ?  Could provide new need to market physician practice network  Could eliminate a previously large, independent practice client making them now a hospital account  Marketing the practices requires both hyper-local and localized marketing…radio may be too broad or only serve to support Brand marketing of the growing physician network  The employment trend may influence physicians to consolidate to larger practices to remain ‘independent’ –
    15. 15. Things You Need to Find Out About Your Target Hospital  Is your target hospital private, public or a community hospital?  What is its fiscal year?  What hospitals are the key players in your market?  What is your target hospital’s key service line(s)?  Does your target hospital have any Centers of Excellence?  What are the hospitals consumer-driven
    16. 16. Things You Need to Find Out About Your Target Hospital (continued)  Is your target hospital on a physician practice buying spree?  Was your target hospital just purchased; if so, why and what happened as a result?  Did your target hospital buy any large physician specialty groups? Did anyone buy a large group of their key physician specialists?  How much of your hospital’s patient base is uninsured/Medicaid?  Where is your target hospital in its adoption of
    17. 17. Matching Your Demos to the Hospital Key Service Line Demos  Today’s money makers and differentiators in healthcare…  Cancer  Orthopedics (hip, knee, spine)  Surgical Weight Loss  Cardiology/Interventional, Vascular  Centers of Excellence (Surgical Weight Loss…)  Transplantation  Neuro Sciences
    18. 18. Who Are the Buyers & Influencers ?  VP/SVP of Marketing  VP/SVP of Planning  Service/Product Line Managers  Head of Foundation Where Do You Find Out Who These People Are?  Target hospital’s website (About Us, Management Team …)  Hospital’s community newsletter and Annual Report  Calling and inquiring about a service directly as if patient  Donate $$ to the hospital (if allowed, target your donation to a specific service line which will give you access to networkable events and information that will help you make more informed sales calls)  The Business Journals (bizjournal.com) and their Book of Lists
    19. 19. Targeting Large Physician Practices • Universe is small – 3,000+ • Of the 3000+ groups, many are NOT consumer-driven services SOURCE: http://www.skainfo.com/health_care_market_reports/largest_medical_groups.pdf
    20. 20. Targeting Large Physician Specialty Practices Proliance Surgeons (Seattle, WA) – 100 orthopedic surgeons, 13 surgery centers Resurgens Orthopaedics (Atlanta, GA) – 85 orthopedic surgeons, 18 offices, 6 surgery centers Illinois Bone & Joint Institute (Morton Grove, IL) – 90 orthopedic surgeons, more than 20 locations OrthoCarolina (Charlotte, NC) – 70 orthopedic surgeons, 13 locations OrthoIndy (Indianapolis, IN) – 65 medical professionals, 11 office locations, and operate the Indiana Orthopedic Hospital in Indianapolis Midwest Orthopaedics at Rush (Westchester, IL) – 31 orthopedic surgeons, 5 locations Steadman-Hawkins Clinic (Vail, CO) – 20 physicians, 4 locations throughout Colorado and at one location in Spartanburg, S.C The Hughston Clinic (Columbus, GA) – 19 physicians, 8 locations Kerlan-Jobe Orthopaedic Clinic (Los Angeles, CA) – 18 physicians SOURCE: June 02, 2009 Data
    21. 21. Keeping You Informed  Sign up for hospital’s community newsletter  Set up Google alerts with all the hospitals’ names in your market and READ the alerts  Set up Google alerts about your target hospital’s key service lines and READ the alerts  Review your hospital’s YouTube channel Getting Your Foot in the Door  Join your local state hospital association  Offer to present an INFORMATIVE presentation about radio buying to new employees who may be gatekeepers and who need to learn about radio  Donate/volunteer at the hospital and/or its Foundation to make some contacts and NETWORKKKKKK
    22. 22. Keeping Informed About Service Lines
    23. 23. RSS Feeds – Direct To Your Inbox
    24. 24. Kaiser Family Foundation http://kff.org/statedata/
    25. 25. The Agape Center http://www.theagapecenter.com/Hospitals/
    26. 26. Pew Internet – Health Topics
    27. 27. Government-Driven Programs  ObamaCare  Accountable Care Organizations (ACOs)  Health Care Insurance Exchanges No one knows the outcome; all states are involved at some level. Keep abreast of your state and your target hospital’s position and involvement in the above.
    28. 28. DeKalb Medical – NPR Partnership Patient centric Patient ‘actors’ Patient success stories
    29. 29. Microsites & Website www.atlantacancerstories.com www.atlantaorthostories.com
    30. 30. It’s All About Conversion… It’s All About Integration NPR Radio mentions Community Doc Talk (physicians, patients present) Attendance (targeted, paying customers) Appointment setting via call center Procedure conversion via physician Additionally each talk supported by:  Print, banner, PPC (pay per click) ads  Direct Mail, Pushing Beyond community magazine focused article  Website promotion and Facebook event posting
    31. 31. Questions Good Luck!!!!!
    32. 32. Special thanks to our Platinum Sponsors

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