A PowerPoint created for the HepTREC marketing plan. Created as a final project for an Industry Management course.

1. Client: Amy Jessop
Arthur Egiazarov
Amanda Ha
Marion Petryk
Cindy Tam

2. Background
 HepTREC is a non-profit hepatitis organization in
the Philadelphia area
 HepTREC started in 2002
 HepTREC provides programs and services for
hepatitis prevention, diagnosis, and treatment
 HepTREC develops and manages educational
programs, supports hepatitis patients and their
caregivers, and conducts research to improve
hepatitis care

3. Environmental Analysis
 The number of cases of hepatitis in America are
increasing
 At-risk populations include those with sexually
transmitted diseases and/or HIV/AIDS, Asians,
men who have sex with men, and injection drug
users
 There are only about 20 non-profit hepatitis
related organizations on the CDC website
 For a specific type of hepatitis or not for
hepatitis at all

4. Environmental Analysis
 More people are turning to the internet for
information about their conditions and
diseases
 The internet is a great way to increase
awareness and provide patient support
 Blogs, forums, social media, and internet
advertising is a good way to reach target
audiences

5. Environmental Analysis
 More people are using Medicaid and other
government aid to pay for their healthcare
 An increase in hepatitis patients means
physicians will need organizations like HepTREC
for support and education
 Attitudes are different towards STDs than it
was twenty years ago
 People are not afraid to seek treatment and talk
about hepatitis with their family and physicians

6. Legal/Regulatory
Situational Analysis
 Medicaid
 Possible increase in need for primary care
physicians administering vaccinations to patients
 Increase in Medicaid funding with the Affordable
Care Act
 OBAMACare will negatively impact HepTREC
 Due to the overall disfavor of physicians
 OBAMACare will cut physicians reimbursement for
Medicare by 21%
 Increased number of covered Americans

7. • According to the Center for Disease Control, there
has been an increase in hepatitis vaccinations among
children
• Estimated 21.1% increase in hepatitis A vaccinations
observed in 2007
• Prior to the ACIP recommendations, there were
thirty-three states where no recommendations were
in effect
• In addition the 2006 ACIP recommendations reduced
the recommended age for child vaccinations from
more than or equal to 24 months to 12--23 months.
Consumer Analysis

8. Consumer Analysis
• Between 2000 and 2004 an increase in adult
vaccinations was also seen in those who were at high
risk.
• Populations at high risk include:
• Asians
• Injection drug users
• Men who have sex with men
• Those with STDs
• Those with HIV/AIDs

9. Consumer Analysis
• One in ten Asian-Americans are infected with Hepatitis B,
which is common in South East Asia.
• Injection drug users usually do not get vaccinated due to
their lifestyle choices and lack of interest for help. Those
who do seek help, are usually vaccinated through free
clinics.
• Men who have sex with men make up approximately 15-
25% of those newly infected with Hepatitis B in the
United States
• Finally, those with STDs as well as those infected with
HIV/AIDS contract hepatitis from unsafe sex with multiple
partners.

10. FIGURE 1. Estimated hepatitis A vaccination coverage (at least 1 dose)
among children aged 24--35 months* in states and local areas where
routine vaccination has been recommended or recommended for
consideration by ACIP since 1999,† by race/ethnicity --- National
Immunization Survey, United States, 2006 and 2007

11. FIGURE 2. Estimated hepatitis A vaccination coverage (at least 1 dose)
among children aged 24--35 months,* by age at first vaccine dose and
by state's ACIP vaccination recommendation status† --- National
Immunization Survey, United States, 2006 and 2007

14. Category Analysis
 Market Trends
 More than 30% of Americans get infected
by hepatitis at some point in their lives
 The market is considerably large and presents
long term opportunities
 The market is currently not very competitive,
with few options and low usage
 This presents for opportunities to clench
and maintain a large share

15. Category Analysis
 Environmental Factors
 The number of persons getting ill has
been staying at a relative constant
 The boom of the Internet and recent
higher use of Medicaid is raising
awareness in patients and causing them
to actively pursue treatment

16. Category Analysis
 Category Marketing Activity
 Distribution channels
 Methadone clinics
 Hospitals
 Marketing
 Generally there is very minimal marketing
being done right now. The most effective
method is having doctors refer patients to
organizations for treatment

17. Past Performance
 In 2001 HepTREC sent out a survey to 217
Delaware valley primary care physicians
 Only 27 replied
 444 HepB/291 HepC patients were reported
 Potential Hepatitis patients in the area is
around 20,000 based on statistical analysis
on survey data

18. Past Performance
 Physicians that responded do appear to be
interested in learning more about most hepatitis
topics, diagnosis and treatment being the most
highly desired
Diagnosis
78% Risk Factors
93% Lab tests
59% Biopsy
67% Disease progression
Treatment
100% Side effects
67% Dose and administration
89% Success rate
78% Alternative therapies
82% Interactions with meds

19. Past Performance
 Physicians specifically want 1 or ½ day
education sessions in convenient locations
 Reports of provision of HepB vaccine are
good, though responses indicate that patients
must request vaccination rather than be
prompted by their physician

20. Competitive Analysis
 The competitive analysis helps identify other
organizations in the area that directly or
indirectly affects HepTREC
 Looking at the competitors helps determine
their strengths and weaknesses so HepTREC
can create a strong marketing strategy and
set itself apart from the others

21.  Strengths
 Professionally designed and assembled website
 Social media (Twitter, Facebook) implementation
 Newly launched YouTube awareness video campaign
 Support for multiple languages
 Weaknesses
 No support for Hepatitis A and Hepatitis C patients
 Website can be difficult to navigate for some people
 Feels less personal

22.  Strengths
 Many doctors on staff
 High awareness
 Performs continuing medical research
 Weaknesses
 No support for Hepatitis C
 Not specialized in Hepatitis
 No support for adults

23.  Strengths
 Well-known and well-funded Thomas Jefferson
name
 Support for multiple forms of Hepatitis
 Well varied staff
 Weaknesses
 Utilizing a methadone clinic may be uncomfortable
 Specializing in drug and substance abuse
 Low awareness of Hepatitis assistance at
methadone clinics

24.  Strengths
 Well-known and long-running
 Over seventy locations
 Well varied staff and services available
 Has research objectives
 Weaknesses
 Not specialized in Hepatitis treatment
 No expert physicians present

25. Objective #1
 To generate awareness of the services and
programs offered by HepTREC among primary
care physicians by 25% in the next 12 months

26. Strategies/Tactics
 Utilize the internet to spread awareness
 Create a Facebook and Twitter page for HepTREC
 Create topics and posts about HepTREC on blogs and
forums
 Use media sources to spread awareness in the
Philadelphia area
 Create a public service announcement about hepatitis
and HepTREC
 Contact/send press releases to Philadelphia area news
stations like KYW and Talk Philly
 Place ads in Philadelphia Inquirer about HepTREC
events

27. Strategies/Tactics
 Contact celebrities with hepatitis to help create
awareness of HepTREC by guest speaking or guest
appearances at HepTREC events
 Ray Benson
 David Crosby
 Spread awareness of HepTREC and its services on
the USP campus
 Post flyers about HepTREC on campus
 Place advertisements on campus televisions
 Use students/faculty to spread awareness
 Fairs and other activities on USP campus

28. Objective #2
 To generate HepTREC referrals to patients
by primary care physicians by 5% in the
next twelve months

29. Strategies/Tactics
 Use HepTREC volunteers and workers to set up
meetings with physicians to discuss HepTREC and its
services
 Persuade physicians to refer HepTREC to hepatitis
patients
 Inform physicians about the educational services
offered by HepTREC for physicians
 Provide physicians with reminders that emphasizes the
services and benefits of HepTREC
 Use promotional items
 Email physicians surveys and information on
HepTREC events and activities

30. Advertising/Promotion

31. 2006 Income Report for HepTREC
Support and Revenue
Grants $ 107,322
Interest $ 1,218
Silent Auction Income $ 19,967
Contributions $ 22,503
Total $ 151,010
Expenses
Program Services $ 128,955
Administrative $ 12,056
Fund Raising $ 7,227
Silent Auction Donated Goods Sold $ 9,934
Total $ 158,712
Net Assets- beginning of the year $ 140,725
Net Assets- end of the year $ 136,490

34. Metrics
 An increase in HepTREC patients in HepTREC
support groups
 An increase in the number of patients contacting
HepTREC for more information via email or calls
 An increase in physicians contacting HepTREC for
more information and to offer their support
 The response rate of physicians surveys
compared to the response rate of the HepTREC
survey conducted in 2001

35. Metrics
 An increase in the number of vaccinations after
the implementation of the marketing plan by
seeing how many vaccines were administered
 An increase in funding from the events and
activities outlined in the timetable, such as the
Silent Auction
 An increase in the number of views of the
HepTREC website
 An increase in the number of donations from the
HepTREC website

36. Thank you for your time…
QUESTIONS?

37. Sources
 http://www.medscape.com/viewarticle/543426_16
 http://www.forbes.com/2010/04/28/health-care-reform-
physicians-opinions-contributors-daniel-palestrant.html
 http://www.cdc.gov/hepatitis/Populations/index.htm
 http://www.medscape.com/viewarticle/581229
 http://www.cdc.gov/mmwr/preview/mmwrhtml/mm582
5a1.htm