While advertising may not work, the document outlines 9 best practices for healthcare marketing. These include spending money to make money, choosing profitable patient groups, integrating marketing efforts across a health system, targeting pre-episode patients, using an effective media mix and message, making opt-in marketing mandatory, becoming the patient distribution leader, capitalizing on co-occurring risks, and following downstream revenue. The overall goal is marketing excellence in healthcare.

1. Excellence in Healthcare Marketing

2. Excellence in Healthcare Marketing

3. Advertising DOES NOT work.

4. $ $ $ $ $ $ $ $

7. Advertising DOES NOT work.

8. Advertising DOES NOT work. BEST PRACTICES TO MAKE 9

9. 1 Spend $ to make $.

10. 1 0 7 Spend $ to make $. . of gross revenue %

11. 1 1 Spend $ to make $. % 0 7 of gross revenue . % +

12. 2 Choose your DRGs wisely .

13. DOA’s CASH COWS CHRONIC PATIENTS SUPERSTARS

14. 3 . Integrate your efforts

15. Horizontal Value Maximizer © THE HEAVYWEIGHTS

16. Vertical Volume Maximizer © THE HEAVYWEIGHTS HEALTH SYSTEM

17. 4 Target PRE -episode patients .

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19. 5 Master the media mix message and movement .

20. media mix

21. message

22. movement Take a free heart evaluation at ACallToChange.org

23. 6 OPT-IN marketing — IS NOT — optional . REMEMBER:

24. 6

25. 25,000

26. 25,000 5000

27. 25,000 5000 1000

28. 25,000 5000 1000 500

29. 25,000 5000 1000 500 7 Become the P atient D istribution C zar .

30. Early Detection Call Center Early Detection & Wellness Center PCP CT Scan Cardio Appointment BY PHONE FACE TO FACE

31. 25,000 5000 1000 500 8 Capitalize on Co-risks .

32. 250 125 500 350 orthopedic issues BMI over 35 sleep disorders cardiovascular disease

33. 9 Follow downstream revenue .

34. 1 Spend $ to make $.

35. 2 Choose your DRGs wisely .

36. 3 . Integrate your efforts

37. 4 Target PRE -episode patients .

38. 5 Master the media mix message and movement .

39. 6 OPT-IN marketing — IS NOT — optional . REMEMBER:

40. 7 Become the P atient D istribution C zar .

41. 8 Capitalize on Co-risks .

42. 9 Follow downstream revenue .

43. Advertising DOES NOT work.

44. Advertising DOES NOT work. BEST PRACTICES TO MAKE 9

45. $ $ $ $ $ $ $ $

46. Excell ence in Healthcare Marketing

47. John Luginbill THE HEAVYWEIGHTS 317-684-7777 [email_address]