If you've been tasked with the growth of a particular service line or want to reach a larger population with your services, you need reliable, data-based intelligence to guide your efforts and ensure your strategies will be effective. Originally airing on Thursday, December 15, 2016, this encore presentation of Stratasan's Product Line Toolkit webinar shares a demonstration of how to collect the intelligence needed to increase the right patients at the right volume for a specific product line.

1. Stratasan provides market intelligence to
hospitals and healthcare systems, equipping them
to make better decisions and maximize strategic growth.
Sean Conway
Product Specialist
Drake Jarman
VP of Sales
A Comprehensive Approach
to
Service Line Growth
The Webinar will begin at 11:03 AM CST

2. Our Partners:
stratasan.com

3. SRG: Spark
Services
Analytics
Platform
Physician
Pathway
stratasan.com

4. What we will cover today:
● Challenge:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Conclusion/Questions

5. Poll # 1

6. Strategic Planning:
● In the Cockpit
● Determining the Direction
● Monitor the Plan
Marketing Team
● Execution
○ Digital
○ Mail
○ Screenings
● Targeting
Physician Relations
● Building Relationships
● Targeting Docs
● Driving Referrals

7. The Hospital:
● Winter Haven Hospital, Winter Haven, Florida
● 527 Beds
● Service Lines:
○ Pulmonary, Cardiology, OB, Gastro, General Medicine and
Orthopedics

8. What we will cover today:
● Challenge:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Conclusion/Questions

9. Data Sources:
Data Tools:
Mapping Tools: Presentation Tools:
Tools in the Toolkit:

10. What we will cover today:
● Challenge:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Conclusion/Questions

11. WINTER HAVEN HOSPITAL
C O M B I N E D S E R V I C E A R E A
Orthopedics Product Line Analysis
J u n e , 2 0 1 6

12. P R O C E S S O V E R V I E W
12
Total market volume by
ZIP
Subtract out client volume
by ZIP to get lost volume
Divide by client volume to
get market share
Define utilization rate by
ZIP by age/gender
Geocode Client Data
Most recent Address
Level Data
Establish volume by
census tract/block group
Divide census
tract/block groups into
ZIP code portions
Calculate population of
those portions
Estimate total market
volume by census
tract/block group
Take ZIP code utilization
rate and apply to each
smaller geography’s
population
Subtract actual client
volume from estimated
market volume
Get estimated lost cases
by census tract/block
group
Step 1 Step 2 Step 3 Step 4 Step 5

13. 1313
Source(s): Stratasan (2016)
M A R K E T O R I E N TAT I O N
W I N T E R H AV E N H O S P I TA L C S A

14. 14
W I N T E R H AV E N H O S P I TA L
D R I V E T I M E S
Source(s): Stratasan (2016); Esri (2015)
14

15. 15
T O TA L M A R K E T D I S C H A R G E S B Y P R O D U C T L I N E
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2013 2014 2015

16. 16
T O TA L M A R K E T D I S C H A R G E S B Y P R O D U C T L I N E - 2 0 1 5
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)
Product Line
Total
Market
Winter Haven
Hosp Discharges
Winter
Haven Hosp
Market Share
Winter
Haven Hosp
Market Share +5%
Incremental
Volume Needed
to add 5% Share
Potential
Charges*
Potential
Revenue*
Pulmonary Medicine 4,068 1,687 41% 46% 203 $5,028,441 $1,735,411
Cardiology 3,897 1,619 42% 47% 195 $5,384,818 $1,611,167
Obstetrics 3,333 59 2% 7% 167 $2,235,398 $1,038,954
Gastroenterology 3,287 1,268 39% 44% 164 $11,308,053 $3,677,009
General Medicine 2,587 1,078 42% 48% 129 $3,005,461 $1,036,573
Orthopedics 2,327 510 22% 26% 116 $6,843,976 $2,392,343
General Surgery 2,295 713 31% 37% 115 $2,571,096 $975,991
Psychiatry 2,197 1,067 49% 54% 110 $961,621 $457,627
Neurology 1,825 739 40% 46% 91 $2,373,442 $848,905
Nephrology 1,666 694 42% 47% 83 $1,867,683 $625,250
Infectious Diseases 1,615 987 61% 66% 81 $2,976,005 $990,700
Cardiovasc / Thor
Surg 1,468 666 45% 50% 73 $4,202,760 $1,649,751
Oncology/Hematolog
y 1,374 388 28% 33% 69 $2,096,366 $846,624
Neonatology 1,275 0 0% 5% 64 $313,164 $197,109
Vascular Surgery 585 255 44% 49% 29 $1,322,608 $426,671
Neurosurgery 521 151 29% 34% 26 $1,807,886 $715,163
Urology 479 132 28% 33% 24 $1,016,310 $444,281
Otolaryngology 360 104 29% 34% 18 $296,622 $92,906
Gynecology 313 43 14% 19% 16 $412,976 $200,468
Rehabilitation 287 245 85% 90% 14 $432,442 $219,415
Substance Abuse 283 101 36% 41% 14 $137,628 $57,118
Adverse Effects 120 42 35% 40% 6 $194,267 $66,121
Ophthalmology 54 17 31% 37% 3 $19,776 $14,353
Plastic Surgery 46 10 22% 27% 2 $116,318 $27,137

17. Total Inpatient Orthopedics Market – 2015
Total
Discharges
Winter Haven
Discharges
Winter Haven
Market Share
Lost
Discharges
Target
Tracts
Primary
33881 313 99 31.6% 214 C
33884 311 103 33.1% 208 D, E
33823 279 51 18.3% 228 A, B
33880 260 85 32.7% 175
33839 21 11 52.4% 10
Primary Service Area Total 1,184 349 29.5% 835
Secondary
33844 366 44 12.0% 322
33830 241 27 11.2% 214
33898 173 19 11.0% 154
33859 141 23 16.3% 118
33853 126 19 15.1% 107
33850 69 22 31.9% 47
33838 27 7 25.9% 20
Secondary Service Area
Total 1,143 161 14.0% 982
Combined Service Area Total 2,327 510 21.9% 1,817
1717
T O TA L O R T H O P E D I C S - Z I P S E R V I C E A R E A & A D D I T I O N A L Z I P S
W I N T E R H AV E N A R E A , F L O R I D A
Source(s): Stratasan (2016); AHCA (2015)

18. ORTHOPEDICS MARKET
ANALYSIS
W I N T E R H A V E N A R E A , F L O R I D A
MS-DRGs included: 456-470, 474-489, 492-517, 533-541, 551-558, 562-566, 616-618, 906, 956

19. 19
Total market volume by ZIP –
State Data
• Lost Cases
• (Total Market) – (Client Volume)
• Market Share
• Volume Trend
• Payer Mix

20. 2020
T O TA L M A R K E T O R T H O P E D I C S D I S C H A R G E S
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

21. 2121
W I N T E R H AV E N O R T H O P E D I C S D I S C H A R G E S
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

22. 2222
C O M P E T I T O R S ’ O R T H O P E D I C S D I S C H A R G E S
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

23. 2323
O R T H O P E D I C S M A R K E T S H A R E B Y Z I P
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

24. O R T H O P E D I C S M A R K E T D O M I N A N C E
W I N T E R H AV E N H O S P I TA L C S A
24
Source(s): Stratasan (2016); AHCA (2015)
24

25. 2525
W I N T E R H AV E N H O S P I TA L O R T H O P E D I C S M A R K E T S H A R E
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

26. 26
O R T H O P E D I C S D I S C H A R G E S & M A R K E T S H A R E
W I N T E R H AV E N H O S P I TA L P S A & S S A
Discharges Market Share Percent Change 2013-15
Primary Service Area 2013 2014 2015 2013 2014 2015 Discharges Market Share
Winter Haven Hospital 428 418 338 34.3% 31.1% 29.1% -21.0% -15.2%
Heart Of Florida Regional Medical
Center* 225 276 286 18.0% 20.5% 24.6% 27.1% 36.5%
Lakeland Regional Medical Center* 241 248 236 19.3% 18.4% 20.3% -2.1% 5.2%
Tampa General Hospital* 61 114 44 4.9% 8.5% 3.8% -27.9% -22.5%
South Florida Baptist Hospital* 33 31 28 2.6% 2.3% 2.4% -15.2% -8.9%
St Josephs Hospital* 14 18 28 1.1% 1.3% 2.4% 100.0% 114.8%
Bartow Regional Medical Center 61 45 28 4.9% 3.3% 2.4% -54.1% -50.7%
Florida Hospital* 22 22 27 1.8% 1.6% 2.3% 22.7% 31.8%
Florida Hospital Celebration Health* 15 28 19 1.2% 2.1% 1.6% 26.7% 36.0%
Lake Wales Medical Center 12 11 14 1.0% 0.8% 1.2% 16.7% 25.3%
All Others 137 134 115 11.0% 10.0% 9.9% -16.1% -9.9%
Total Primary Service Area 1,249 1,345 1,163 100.0% 100.0% 100.0% -6.9% 0.0%
Discharges Market Share Percent Change 2013-15
Secondary Service Area 2013 2014 2015 2013 2014 2015 Discharges Market Share
Heart Of Florida Regional Medical
Center* 334 362 349 29.1% 32.2% 30.0% 4.5% 3.1%
Lakeland Regional Medical Center* 123 155 178 10.7% 13.8% 15.3% 44.7% 42.7%
Winter Haven Hospital 193 154 172 16.8% 13.7% 14.8% -10.9% -12.1%
Lake Wales Medical Center 155 112 151 13.5% 10.0% 13.0% -2.6% -3.9%
Bartow Regional Medical Center 118 94 52 10.3% 8.4% 4.5% -55.9% -56.5%
Tampa General Hospital* 42 56 40 3.7% 5.0% 3.4% -4.8% -6.1%
Florida Hospital Celebration Health* 33 24 30 2.9% 2.1% 2.6% -9.1% -10.3%
Florida Hospital* 16 23 30 1.4% 2.0% 2.6% 87.5% 84.9%
Orlando Regional Medical Center* 14 23 27 1.2% 2.0% 2.3% 92.9% 90.2%
Florida Hospital Heartland Medical
Center* 10 6 12 0.9% 0.5% 1.0% 20.0% 18.4%
All Others 110 116 123 9.6% 10.3% 10.6% 11.8% 10.3%
Total Secondary Service Area 1,148 1,125 1,164 100.0% 100.0% 100.0% 1.4% 0.0%*Facility located outside the Winter Haven Hospital combined service area
Source(s): Stratasan (2016); AHCA (2015)

27. 27
*Facility located outside the Winter Haven Hospital combined service area
~Out-Migration is defined as any discharges originating within but leaving the combined service area for care
O R T H O P E D I C S D I S C H A R G E S & M A R K E T S H A R E
W I N T E R H AV E N H O S P I TA L C S A
Discharges Market Share Percent Change 2013-15
Combined Service Area 2013 2014 2015 2013 2014 2015 Discharges Market Share
Heart Of Florida Regional Medical
Center* 559 638 635 23.3% 25.8% 27.3% 13.6% 17.0%
Winter Haven Hospital 621 572 510 25.9% 23.2% 21.9% -17.9% -15.4%
Lakeland Regional Medical Center* 364 403 414 15.2% 16.3% 17.8% 13.7% 17.2%
Lake Wales Medical Center 167 123 165 7.0% 5.0% 7.1% -1.2% 1.8%
Tampa General Hospital* 103 170 84 4.3% 6.9% 3.6% -18.4% -16.0%
Bartow Regional Medical Center 179 139 80 7.5% 5.6% 3.4% -55.3% -54.0%
Florida Hospital* 38 45 57 1.6% 1.8% 2.4% 50.0% 54.5%
Florida Hospital Celebration Health* 48 52 49 2.0% 2.1% 2.1% 2.1% 5.2%
Orlando Regional Medical Center* 37 51 40 1.5% 2.1% 1.7% 8.1% 11.4%
St Josephs Hospital* 20 29 37 0.8% 1.2% 1.6% 85.0% 90.6%
All Others 261 248 256 10.9% 10.0% 11.0% -1.9% 1.0%
Total Combined Service Area 2,397 2,470 2,327 100.0% 100.0% 100.0% -2.9% 0.0%
Discharges Market Share Percent Change 2013-15
2013 2014 2015 2013 2014 2015 Discharges Market Share
Out-Migration~ 1,430 1,636 1,572 59.7% 66.2% 67.6% 9.9% 13.2%
Source(s): Stratasan (2016); AHCA (2015)

28. 28
I N PAT I E N T O R T H O P E D I C S D I S C H A R G E S B Y FA C I L I T Y 2 0 1 3 - 1 5
W I N T E R H AV E N H O S P I TA L C S A
*Facility located outside the Winter Haven Hospital combined service area
Source(s): Stratasan (2016); AHCA (2015)
0
100
200
300
400
500
600
700
2013 2014 2015

29. 29
I N PAT I E N T O R T H O P E D I C S M A R K E T S H A R E B Y FA C I L I T Y 2 0 1 3 - 1 5
W I N T E R H AV E N H O S P I TA L C S A
*Facility located outside the Winter Haven Hospital combined service area
Source(s): Stratasan (2016); AHCA (2015)
0%
5%
10%
15%
20%
25%
30%
2013 2014 2015

30. C A S E D I F F E R E N C E * O R T H O P E D I C S D I S C H A R G E S
W I N T E R H AV E N H O S P I TA L C S A
30
Source(s): Stratasan (2016); AHCA (2015)
*Difference calculated between rolling
years
2013 and 2015
30

31. 3131
I N PAT I E N T PAY O R M I X B Y Z I P C O D E 2 0 1 5
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)

32. 32
T O TA L O R T H O P E D I C S PAY O R M I X A N D V O L U M E
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)
Orthopedics Discharges Volume Difference
2013-15
Percent Change
2013-152013 2014 2015
Commercial 417 405 420 3 0.7%
Medicare 1,587 1,668 1,589 2 0.1%
Medicaid 181 200 124 -57 -31.5%
Self Pay/Charity 81 75 72 -9 -11.1%
Other 131 122 122 -9 -6.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Commercial Medicare Medicaid Self Pay & Charity Other
2013 2014 2015

33. 33
W I N T E R H AV E N H O S P I TA L O R T H O P E D I C S M A R K E T S H A R E B Y PAY O R
T Y P E
W I N T E R H AV E N H O S P I TA L C S A
Source(s): Stratasan (2016); AHCA (2015)
Winter Haven Hospital
Orthopedics Discharges
Total Market Orthopedics
Discharges
Winter Haven Hospital
Market Share
2013 2014 2015 2013 2014 2015 2013 2014 2015
Commercial 85 70 53 417 405 420 20.4% 17.3% 12.6%
Medicare 470 433 402 1,587 1,668 1,589 29.6% 26.0% 25.3%
Medicaid 34 41 35 181 200 124 18.8% 20.5% 28.2%
Self Pay/Charity 18 17 11 81 75 72 22.2% 22.7% 15.3%
Other 14 11 9 131 122 122 10.7% 9.0% 7.4%
0%
5%
10%
15%
20%
25%
30%
35%
Commercial Medicare Medicaid Self Pay & Charity Other
2013 2014 2015

34. 3434
O R T H O P E D I C S U B S E R V I C E L I N E S
W I N T E R H AV E N C S A
Source(s): Stratasan (2016); AHCA (2015)
Market
Discharges
Winter Haven Market
Share
Sub-Product Line 2013 2014 2015 2013 2014 2015
Orthopedics - Joint Replacement & Revision 835 978 967 16.3% 17.7% 15.6%
Orthopedics - Fracture 550 534 487 20.5% 18.0% 26.3%
Orthopedics - Other Orthopedics 399 342 323 31.6% 30.7% 30.0%
Orthopedics - Spine 301 281 236 54.5% 43.8% 28.0%
Orthopedics - Medical Back 180 158 191 26.1% 21.5% 18.3%
Orthopedics - Amputation 49 62 48 49.0% 41.9% 43.8%
Orthopedics - Wound Care 29 46 29 3.4% 13.0% 6.9%
Orthopedics - Hand 20 25 17 5.0% 8.0% 5.9%
Orthopedics - Trauma 8 11 15 12.5% 18.2% 26.7%
Orthopedics - Foot 17 23 10 35.3% 21.7% 50.0%
Orthopedics - Infection 9 10 4 22.2% 0.0% 0.0%
Total Orthopedic Volume 2,397 2,470 2,327 25.9% 23.2% 21.9%

35. 3535
O R T H O P E D I C S U B S E R V I C E L I N E S : O U T - M I G R AT I O N
W I N T E R H AV E N C S A
Source(s): Stratasan (2016); AHCA (2015)
Market
Discharges % of Total Discharges
Sub-Product Line 2013 2014 2015 2013 2014 2015
Orthopedics - Joint Replacement &
Revision 628 735 769 26.2% 29.8% 33.0%
Orthopedics - Fracture 333 366 287 13.9% 14.8% 12.3%
Orthopedics - Other Orthopedics 181 182 171 7.6% 7.4% 7.3%
Orthopedics - Spine 123 154 162 5.1% 6.2% 7.0%
Orthopedics - Medical Back 84 92 105 3.5% 3.7% 4.5%
Orthopedics - Wound Care 24 37 26 1.0% 1.5% 1.1%
Orthopedics - Amputation 19 23 17 0.8% 0.9% 0.7%
Orthopedics - Hand 17 16 15 0.7% 0.6% 0.6%
Orthopedics - Trauma 6 9 11 0.3% 0.4% 0.5%
Orthopedics - Foot 8 14 5 0.3% 0.6% 0.2%
Orthopedics - Infection 7 8 4 0.3% 0.3% 0.2%
Total Orthopedic Out-migration 1,430 1,636 1,572 59.7% 66.2% 67.6%

36. 3636
T O P 2 0 M A R K E T & T O P 1 0 W I N T E R H AV E N O R T H O P E D I C D R G S
W I N T E R H AV E N C S A
Source(s): Stratasan (2016); AHCA (2015)
Note: Winter Haven Hospital’s top 10 Orthopedics DRGs by volume are marked in bold
Market
Discharges
Winter Haven Market
Share
DRG Description 2013 2014 2015 2013 2014 2015
470 Major Joint Replacement Or Reattachment Of Lower Extremity W/O Mcc 659 801 792 19.9% 19.4% 15.8%
460 Spinal Fusion Except Cervical W/O Mcc 273 248 208 58.2% 47.2% 30.8%
552 Medical Back Problems W/O Mcc 156 141 180 25.0% 19.1% 18.9%
494 Lower Extrem & Humer Proc Except Hip,Foot,Femur W/O Cc/Mcc 67 65 85 6.0% 7.7% 12.9%
481 Hip & Femur Procedures Except Major Joint W Cc 132 131 81 22.0% 19.8% 33.3%
482 Hip & Femur Procedures Except Major Joint W/O Cc/Mcc 74 83 68 24.3% 16.9% 22.1%
563 Fx, Sprn, Strn & Disl Except Femur, Hip, Pelvis & Thigh W/O Mcc 70 75 68 25.7% 25.3% 39.7%
558 Tendonitis, Myositis & Bursitis W/O Mcc 57 55 62 45.6% 54.5% 58.1%
483 Major Joint/Limb Reattachment Procedure Of Upper Extremities 36 32 54 0.0% 0.0% 25.9%
536 Fractures Of Hip & Pelvis W/O Mcc 58 57 51 39.7% 26.3% 29.4%
493 Lower Extrem & Humer Proc Except Hip,Foot,Femur W Cc 59 38 50 6.8% 5.3% 16.0%
468 Revision Of Hip Or Knee Replacement W/O Cc/Mcc 26 22 36 0.0% 9.1% 8.3%
556 Signs & Symptoms Of Musculoskeletal System & Conn Tissue W/O Mcc 55 30 36 30.9% 33.3% 11.1%
554 Bone Diseases & Arthropathies W/O Mcc 41 22 32 41.5% 27.3% 28.1%
617 Amputat Of Lower Limb For Endocrine,Nutrit,& Metabol Dis W Cc 31 38 32 58.1% 36.8% 46.9%
484 Major Joint & Limb Reattachment Proc Of Upper Extremity W/O Cc/Mcc 37 43 28 0.0% 0.0% 10.7%
516 Other Musculoskelet Sys & Conn Tiss O.R. Proc W Cc 29 19 25 44.8% 26.3% 36.0%
517 Other Musculoskelet Sys & Conn Tiss O.R. Proc W/O Cc/Mcc 10 24 25 20.0% 12.5% 32.0%
480 Hip & Femur Procedures Except Major Joint W Mcc 27 24 23 25.9% 12.5% 34.8%
469 Major Joint Replacement Or Reattachment Of Lower Extremity W Mcc 29 32 21 10.3% 40.6% 14.3%
All Other Orthopedics DRGs 471 490 370 19.7% 21.6% 19.5%
Total Orthopedic Volume 2,397 2,470 2,327 25.9% 23.2% 21.9%

37. 3737
T O P 2 0 O U T- M I G R AT I N G O R T H O P E D I C S D R G S
T R E AT E D O U T S I D E W I N T E R H AV E N C S A
Source(s): Stratasan (2016); AHCA (2015)
Note: Winter Haven Hospital’s top 10 Orthopedics DRGs by volume are marked in bold
Market
Orthopedics
Discharges
% of Total
Orthopedics
DRG Description 2013 2014 2015 2013 2014 2015
470 Major Joint Replacement Or Reattachment Of Lower Extremity W/O Mcc 495 607 633 20.7% 24.6% 27.2%
460 Spinal Fusion Except Cervical W/O Mcc 103 127 136 4.3% 5.1% 5.8%
552 Medical Back Problems W/O Mcc 72 83 98 3.0% 3.4% 4.2%
481 Hip & Femur Procedures Except Major Joint W Cc 79 87 43 3.3% 3.5% 1.8%
494 Lower Extrem & Humer Proc Except Hip,Foot,Femur W/O Cc/Mcc 55 53 63 2.3% 2.1% 2.7%
482 Hip & Femur Procedures Except Major Joint W/O Cc/Mcc 44 61 43 1.8% 2.5% 1.8%
493 Lower Extrem & Humer Proc Except Hip,Foot,Femur W Cc 47 33 41 2.0% 1.3% 1.8%
563 Fx, Sprn, Strn & Disl Except Femur, Hip, Pelvis & Thigh W/O Mcc 33 37 28 1.4% 1.5% 1.2%
483 Major Joint/Limb Reattachment Procedure Of Upper Extremities 22 27 36 0.9% 1.1% 1.5%
468 Revision Of Hip Or Knee Replacement W/O Cc/Mcc 25 20 32 1.0% 0.8% 1.4%
536 Fractures Of Hip & Pelvis W/O Mcc 21 30 18 0.9% 1.2% 0.8%
484 Major Joint & Limb Reattachment Proc Of Upper Extremity W/O Cc/Mcc 22 25 21 0.9% 1.0% 0.9%
467 Revision Of Hip Or Knee Replacement W Cc 21 20 17 0.9% 0.8% 0.7%
469 Major Joint Replacement Or Reattachment Of Lower Extremity W Mcc 20 14 16 0.8% 0.6% 0.7%
480 Hip & Femur Procedures Except Major Joint W Mcc 16 20 13 0.7% 0.8% 0.6%
512 Shoulder,Elbow Or Forearm Proc,Exc Major Joint Proc W/O Cc/Mcc 18 19 11 0.8% 0.8% 0.5%
556 Signs & Symptoms Of Musculoskeletal System & Conn Tissue W/O Mcc 17 15 15 0.7% 0.6% 0.6%
558 Tendonitis, Myositis & Bursitis W/O Mcc 17 15 11 0.7% 0.6% 0.5%
554 Bone Diseases & Arthropathies W/O Mcc 12 13 18 0.5% 0.5% 0.8%
517 Other Musculoskelet Sys & Conn Tiss O.R. Proc W/O Cc/Mcc 7 15 17 0.3% 0.6% 0.7%
All Other Orthopedics DRGs 284 315 262 11.8% 12.8% 11.3%
Total Orthopedic Out-migration 1,430 1,636 1,572 59.7% 66.2% 67.6%

38. ORTHOPEDICS
W I N T E R H AV E N H O S P I TA L
W I N T E R H AV E N , F L O R I D A
Micro-Target Marketing
A u g u s t , 2 0 1 6

39. 3939
Source(s): Stratasan (2016)
C O M B I N E D S E R V I C E A R E A & TA R G E T B L O C K S
W I N T E R H AV E N A R E A , F L O R I D A

40. CLIENT VOLUME
BY BLOCK GROUP
W I N T E R H A V E N A R E A , F L O R I D A

41. 41
Internal
Client
Volume
• Volume by census tract/block group
• Trend
• Payer Mix

42. 42
W I N T E R H AV E N H O S P I TA L
I N T E R N A L O R T H O P E D I C S D I S C H A R G E S B Y B L O C K G R O U P
Source(s): Stratasan (2016); Winter Haven Internal Sample Data (2016)
42

43. Poll # 2

44. 4444
W I N T E R H AV E N O R T H O P E D I C S D I S C H A R G E S B Y B L O C K G R O U P
W I N T E R H AV E N , F L O R I D A
Source(s): Stratasan (2016); Potential Client Dataset (2015)

45. BLOCK GROUP ESTIMATES
W I N T E R H A V E N , F L O R I D A

46. 46
Estimate Total
Market by Census
tract/block group
• Create utilization rate from state data
• ZIP Code Volume by gender & age group
• Population by gender & age group
• Assign census tract/block group a ZIP code
• Tracts/blocks divided by ZIP code are split & population calculated
• Gender & age group populations calculated by its ZIP code

47. 4747
T O TA L O R T H O P E D I C S - Z I P 3 3 8 2 3 A U B U R N D A L E
W I N T E R H AV E N A R E A , F L O R I D A
Total Inpatient Orthopedics Market – 2015
Total
Discharges:
ZIP 33823
Total Population:
ZIP 33823 Utilization: ZIP 33823
Total Estimated
Discharges: Target
B
Males
0-18 3 2,858 0.10% 0
19-39 14 3,572 0.39% 2
40-64 42 4,330 0.97% 6
65+ 56 3,858 1.45% 8
Males Total 115 14,618 0.79% 16
Females
0-18 2 2,975 0.07% 0
19-39 7 3,718 0.19% 1
40-64 42 4,506 0.93% 7
65+ 112 4,016 2.79% 17
Females Total 164 14,873 1.10% 25
279 29,883 0.93% 42
Source(s): Stratasan (2016); AHCA (2015); Esri (2015)
Target B Estimated
Discharges
Winter Haven
Ortho Discharges
Estimated Winter Haven
Market Share
Total Lost
Estimated
Discharges: Target
B
42 8 19% 34

48. 4848
O R T H O P E D I C S B L O C K G R O U P E S T I M AT E M E T H O D O L O G Y
W I N T E R H AV E N A R E A , F L O R I D A
Total Inpatient Orthopedics Market – 2015
Total Discharges:
ZIP 33823
Total Population:
ZIP 33823
Utilization Rate:
ZIP 33823
Total Estimated
Discharges: Target B
Males
0-18 3 2,858 0.10% 0
19-39 14 3,572 0.39% 2
40-64 42 4,330 0.97% 6
65+ 56 3,858 1.45% 8
Males Total 115 14,618 0.79% 16
Females
0-18 2 2,975 0.07% 0
19-39 7 3,718 0.19% 1
40-64 42 4,506 0.93% 7
65+ 112 4,016 2.79% 17
Females Total 164 14,873 1.10% 25
Source(s): Stratasan (2016)
Block group estimates are calculated based on ZIP code level utilization rates:
• State data, for each ZIP, is divided into age and gender categories
• Unique utilization rates by ZIP are determined using the population and number of discharges from the
most recent four quarters for each category
• Each specific utilization rates is applied to the block group’s population by category to determine an
estimated number of discharges
More specific estimates by payor type, sub-product line, etc. can be determined by filtering the discharges
used to create the ZIP level utilization rates

49. 4949
E S T I M AT E D T O TA L M A R K E T O R T H O D I S C H A R G E S B Y B L O C K
G R O U P
W I N T E R H AV E N , F L O R I D A
Source(s): Stratasan (2016); Potential Client Dataset (2015)

50. 5050
E S T I M AT E D N O N - W I N T E R H AV E N O R T H O P E D I C D I S C H A R G E S
B Y B L O C K G R O U P
Source(s): Stratasan (2016); Potential Client Dataset (2015); AHCA

51. 5151
E S T I M AT E D W I N T E R H AV E N O R T H O P E D I C M A R K E T S H A R E
B Y B L O C K G R O U P
Source(s): Stratasan (2016); Potential Client Dataset (2015); AHCA

52. 5252
E S T I M AT E D C O M M E R C I A L O R T H O P E D I C D I S C H A R G E S
B Y B L O C K G R O U P
Source(s): Stratasan (2016); Potential Client Dataset (2015); AHCA

53. 5353
S U M M A R Y O F TA R G E T B L O C K S
W I N T E R H AV E N A R E A , F L O R I D A
Label A B
Tract 121050116.042 121050131.011
Orthopedics
Estimated Orthopedics Volume 35 47
Winter Haven Orthopedics Volume 20 8
Estimated Winter Haven Orthopedics Market
Share 42.6% 22.9%
Estimated Non-Winter Haven Ortho 15 39
Estimated Potential Charges* $884,997 $2,300,992
Estimated Potential Revenue* $309,355 $804,322
Demographics
Population 4,009 4,821
Population Density 131.0 461.1
Population Change 2015-20 48 26
Annual Growth Rate 2015-20 0.20% 0.13%
Median Age 39.9 41.5
Median Household Income $45,824 $40,229
Businesses 53 151
Employees 196 881
Dominant Tapestry Segment 6B 6B
Tracts A and B are located northwest of Winter Haven Hospital in primary service area ZIP 33823. Tract B is the
larger of the two in both population and estimated Orthopedics volume; Tract B is the more densely settled by a
slightly older population and has more than 3x the businesses and 4x the employees of A.
Source(s): Stratasan (2016); AHCA (2015); Esri (2015); THA (2014); Potential Client Data (2015)
*Potential charges and potential revenue are calculated using client data. An average charge and average revenue were calculated for each
product line using internal records and then applied to the number of lost cases per block group.

54. 5454
S U M M A R Y O F TA R G E T B L O C K S
W I N T E R H AV E N A R E A , F L O R I D A
Label C D E
Tract 121050137.021 121050140.061 121050126.011
Orthopedics
Estimated Orthopedics Volume 47 35 72
Winter Haven Orthopedics Volume 20 8 43
Estimated Winter Haven Orthopedics Market
Share 42.6% 22.9% 59.7%
Estimated Non-Winter Haven Ortho 27 27 29
Estimated Potential Charges* $1,592,994 $1,592,994 $1,7100,994
Estimated Potential Revenue* $556,838 $556,838 $598,086
Demographics
Population 4,821 4,009 7,412
Population Density 131.0 461.1 180.8
Population Change 2015-20 48 26 39
Annual Growth Rate 2015-20 0.20% 0.13% 0.11%
Median Age 39.9 41.5 39.6
Median Household Income $45,824 $40,229 $49,399
Businesses 53 151 238
Employees 196 881 2,764
Dominant Tapestry Segment 6B 6B 5B
Tract C is located to the west of Winter Haven Hospital n the primary service area ZIP 33881. Tract C’s population
of 4,800 live to the west of Highway 27. The majority of Tract C falls just outside a 5 minute drive from Winter Haven
Hospital.
Tracts D and E are southwest of Winter Haven Hospital on the east side of I-75. The population of 7,400 in Tract E is
also the most affluent of the targets with a median household income of $49k.
Source(s): Stratasan (2016); AHCA (2015); Esri (2015); THA (2014); Potential Client Data (2015)
*Potential charges and potential revenue are calculated using client data. An average charge and average revenue were calculated for each
product line using internal records and then applied to the number of lost cases per block group.

55. DEMOGRAPHICS
W I N T E R H A V E N A R E A , F L O R I D A

56. 56
5656
Source(s): Stratasan (2016); Esri (2015)
2 0 1 5 D E M O G R A P H I C S B Y B L O C K G R O U P
T O TA L P O P U L AT I O N A N N U A L G R O W T H R AT E 2 0 1 5 - 2 0

57. 57
5757
Source(s): Stratasan (2016); Esri (2015)
2 0 1 5 D E M O G R A P H I C S B Y B L O C K G R O U P
M E D I A N A G E M E D I A N H O U S E H O L D I N C O M E

58. D O M I N A N T TA P E S T R Y S E G M E N TAT I O N
B Y B L O C K G R O U P
58
Source(s): Stratasan (2016); Esri (2015)
58

59. 5959
S U M M A R Y O F P O P U L AT I O N P S Y C H O G R A P H I C S
W I N T E R H AV E N A R E A , F L O R I D A
Target Tracts B
Semirural and semiretired communities near smaller metropolitan areas; close ties to a rural-leaning, traditional lifestyle;
high rate of homeownership, most households are married couples with no children in the home
Lifestyle or Habit Index*
Homeowners who maintain their lawns and tackle home improvement jobs
HH owns lawn or garden tractor 859
HH purchased vegetable seeds 288
Late adopters of technology
Connection to Internet at home is dial-up 389
Do not use Internet for banking 185
Outdoor enthusiasts
HH owns ATV/UTV 627
Participated in hunting with rifle 571
Went on overnight camping trip 181
Source(s): Stratasan (2016); Esri (2015)
*The index represents the local consumption rate compared to the average, or US, rate. An index of 100 is the average, so anything above 100
represents a higher likelihood to have that characteristic and vice versa for below 100. For example, the population of Tract B has an index of 859
for
owning a lawn or garden tractor, meaning that they are 759% more likely than the average US population to own a lawn or garde n tractor.
Target Tracts A, C, D
Primarily home to residents enjoying city-living in smaller, metropolitan areas, and older suburbanites nearing retirement; also
home to smaller segment of young families who are transitioning into a more urban lifestyle while maintaining an emphasis on
traditional values
Lifestyle or Habit Index*
Home maintenance is important, but not necessarily DIY
Spent $5000+ on home remodeling in last 12 months 176
Home remodeling done by outside contractor 128
Emphasis on fiscal responsibility and planning for the future
Have 403(b) retirement plan 161
HH owns personal finance software 111

60. 6060
S U M M A R Y O F P O P U L AT I O N P S Y C H O G R A P H I C S
W I N T E R H AV E N A R E A , F L O R I D A
Source(s): Stratasan (2016); Esri (2015)
*The index represents the local consumption rate compared to the average, or US, rate. An index of 100 is the average, so anything above 100
represents a higher likelihood to have that characteristic and vice versa for below 100. For example, the population of Tract s E and F have an index
of 452 for visiting Captian D’s in the last 6 months, meaning that they are 352% more likely than the average US population to have visited Captain
D’s.
Target Tracts E, F
Rural settlements in metropolitan areas primarily home to married couples in single-family or mobile homes
Lifestyle or Habit Index*
Low cost and convenience are more important than health
Visited Captain D’s in last 6 months 452
Smoked 9+ packs of cigarettes in last 7 days 232
Used canned meat in last 6 months 215
Purchased cigarettes at convenience store in last 30 days 182
Heavy media consumers – with a heavy interest in television
HH has satellite dish 304
Watched CMT last week 285
Watched SOATnet last week 271

61. What we will cover today:
● Challenge:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Questions

62. Physician Pathway
Tools:

63. Poll # 3

64. What we will cover today:
● Question:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Conclusion/Questions

65. ORTHOPEDICS
MICRO-TARGET MARKETING
W I N T E R H AV E N H O S P I TA L
W I N T E R H AV E N , F L O R I D A
Tracking Update – Q1, 2016
2 0 1 6

66. 6666
Source(s): Stratasan (2016)
C O M B I N E D S E R V I C E A R E A & TA R G E T B L O C K S
W I N T E R H AV E N A R E A , F L O R I D A

67. T O TA L O R T H O P E D I C S D I S C H A R G E S S I N C E C A M PA I G N S TA R T
D AT E *
W I N T E R H AV E N H O S P I TA L
Source(s): Stratasan (2016); SAMPLE DATA (2016)
*Time Frame: Campaign period: Q4, 2015 – Q1, 2016
67
67

68. 68
T O TA L O R T H O P E D I C S D I S C H A R G E S & C H A R G E S
W I N T E R H AV E N – 1 0 0 % PAT I E N T O R I G I N
Same
Period,
Previous
Year
Campaign
Period
68
Source(s): Stratasan (2016); SAMPLE DATA (2016)
68

69. 69
T O TA L O R T H O P E D I C S D I S C H A R G E S & C H A R G E S
W I N T E R H AV E N – C O M B I N E D S E R V I C E A R E A
Same
Period,
Previous
Year
Campaign
Period
69
Source(s): Stratasan (2016); SAMPLE DATA (2016)
69

70. 70
TA R G E T B L O C K S ’ O R T H O P E D I C S D I S C H A R G E S & C H A R G E S
W I N T E R H AV E N – TA R G E T B L O C K S
Same
Period,
Previous
Year
Campaign
Period
70
Source(s): Stratasan (2016); SAMPLE DATA (2016)
70

71. ORTHOPEDICS VISITS
CAMPAIGN PERIOD* COMPARED TO SAME PERIOD, PRIOR
YEAR
W I N T E R H A V E N H O S P I T A L
*Campaign Period refers to Q4, 2015 through Q1, 2016
Source(s): Stratasan (2016); SAMPLE DATA (2016)

72. 7272
T O TA L W I N T E R H AV E N O R T H O P E D I C S D I S C H A R G E D I F F E R E N C E
C A M PA I G N P E R I O D C O M PA R E D T O S A M E P E R I O D I N P R I O R Y E A R *
Difference calculated between:
Campaign period: Q4, 2015 - Q1, 2016
Same period, prior year: Q4, 2014 - Q1, 2015
Difference Q4 ’14 - Q1 ’15 &
Q4 ’15 – Q1 ‘16
Source(s): Stratasan (2016); SAMPLE DATA (2016)

73. 0
5
10
15
20
25
Block A Block B Block C Block D Block E Block F
Previous Year: Q1, '15 Campaign Period: Q1, '16
O R T H O P E D I C S C A S E S B Y TA R G E T B L O C K
W I N T E R H AV E N H O S P I TA L
73
Orthopedics
Cases
Previous
Year
Campaign
Period
Joint Rplcmt &
Revision Fracture Other Orthopedics All Other Sub Lines
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Service Area 117 167 55 30 50 5 32 7 30 8
All Targets 34 69 41 28 14 0 7 5 7 2
Block A 4 7 4 2 1 1 0 0 2 0
Block B 4 8 3 2 2 0 2 2 1 0
Block C 7 23 16 12 6 3 0 0 1 1
Block D 7 11 9 6 0 -1 2 1 0 -2
Block E 10 13 5 3 2 -5 3 2 3 3
Block F 2 7 4 3 3 2 0 0 0 0
Source(s): Stratasan (2016); SAMPLE DATA (2016)
73

74. $0.0
$0.5
$1.0
$1.5
$2.0
$2.5
Block A Block B Block C Block D Block E Block F
Millions
Previous Year: Q1, '15 Campaign Period: Q1, '16
O R T H O P E D I C S C H A R G E S B Y TA R G E T B L O C K
W I N T E R H AV E N H O S P I TA L
Orthopedics
Charges
Previous
Year
Campaign
Period
Joint Rplcmt &
Revision Fracture Other Orthopedics All Other Sub Lines
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Service Area $9.1M $13.8M $5.2M $2.6M $3.7M $655.9K $1.8M $492.9K $3.0M $572.0K
All Targets $3.0M $5.9M $3.9M $2.5M $932.7K -$17.1K $357.7K $250.0K $709.6K $148.4K
Block A $433.3K $649.2K $379.8K $171.0K $66.6K $66.6K $0 $0 $202.8K -$21.7K
Block B $352.3K $621.7K $284.8K $180.4K $133.2K -$2,438 $102.2K $102.2K $101.4K -$10.9K
Block C $621.1K $2.0M $1.5M $1.1M $399.7K $196.2K $0 $0 $101.4K $101.4K
Block D $659.3K $956.7K $854.5K $541.3K $0 -$67.8K $102.2K $48.4K $0 -$224.5K
Block E $737.5K $1.1M $474.7K $265.9K $133.2K -$341.6K $153.3K $99.5K $304.1K $304.1K
Block F $172.2K $579.6K $379.8K $275.4K $199.9K $132.0K $0 $0 $0 $0
74
Source(s): Stratasan (2016); SAMPLE DATA (2016)
74

75. $0
$100
$200
$300
$400
$500
$600
$700
Block A Block B Block C Block D Block E Block F
Thousands
Previous Year: Q1, '15 Campaign Period: Q1, '16
O R T H O P E D I C S R E C E I P T S B Y TA R G E T B L O C K
W I N T E R H AV E N H O S P I TA L
Orthopedics
Receipts
Previous
Year
Campaign
Period
Joint Rplcmt &
Revision Fracture Other Orthopedics All Other Sub Lines
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Campaign
Period
Difference
Service Area $3.4M $3.9M $1.7M $739.4K $838.2K $96.3K $459.7K -$325.0K $894.1K -$2,228
All Targets $1.0M $1.8M $1.3M $777.7K $210.8K -$20.0K $89.4K $26.6K $244.8K $41.1K
Block A $161.9K $211.9K $126.8K $46.5K $15.1K $15.1K $0 $0 $69.9K -$11.5K
Block B $113.9K $185.8K $95.1K $54.9K $30.1K -$2,585 $25.6K $25.6K $35.0K -$5,769
Block C $210.2K $632.7K $507.4K $346.6K $90.3K $40.8K $0 $0 $35.0K $35.0K
Block D $249.9K $311.0K $285.4K $164.8K $0 -$16.5K $25.6K -$5,840 $0 -$81.5K
Block E $227.2K $331.9K $158.6K $78.2K $30.1K -$85.3K $38.3K $6,935 $104.9K $104.9K
Block F $58.9K $172.0K $126.8K $86.6K $28.7K -$13.7K $0 $0 $0 $0
75
Source(s): Stratasan (2016); SAMPLE DATA (2016)
75

77. What we covered today:
● Challenge:
○ How to align Strategic Planning, Marketing and Physician Relations to bolster
Orthopedics.
● Winter Haven Hospital, Winter Haven, Florida
Topics Covered:
1. Data and Tools Used
2. Orthopedic Deep Dive with Targeting
3. Physician Pathway
4. Tracking Patient Volume
5. Conclusion/Questions

78. Conclusion:
• Challenge:
○ How to align Strategic Planning, Marketing, and Physician Relations to
bolster Orthopedics
• Solution:
1. Strategic Planning Built a Strategy to Target 5 Block Groups for Orthopedics
2. Marketing Built a Campaign to Market to those 5 Block Groups
3. Physician Relations Deployed its Team to Build Relationships
• Results:
1. More than doubled cases and charges in Target Block Groups
2. Increased revenue by $800,000
• Questions? / Poll #4!

79. Stratasan provides market intelligence to
hospitals and healthcare systems, equipping them
to make better decisions and maximize strategic growth.
Sean Conway
sean@stratasan.com
Drake Jarman
drake@stratasan.com
A Comprehensive Approach
to
Service Line Growth
Thank you for joining us today!