AHF is expanding into Trenton, New Jersey to help achieve its goals of linking more HIV positive people to care and expanding its brand and mission. Trenton has one of the highest HIV rates in New Jersey, with over 2,000 reported cases. AHF plans to open a healthcare center, pharmacy, and wellness clinic in Trenton to provide free HIV testing and treatment. Marketing strategies will target the African American community and injection drug users, who account for most HIV cases in Trenton. Securing Ryan White and Medicaid funding will help support the new facilities. The expansion aims to improve HIV care access and outcomes in Trenton.

1. AHF Expansion
Trenton,
New Jersey
Spring 2016 Interns

2. INTERNSHIP FINAL PROJECT
•Goals:
–Link 20 million HIV positive people in care by 2020
–Provide care to at least 1 million HIV positive people
–Expand AHF’s brand and mission

3. WHY NEW JERSEY? According to CDC, New
Jersey has the 12th
highest HIV rate (20.4) in
the U.S. (CDC, 2014)

4. 10 CITIES REPORTING HIGHEST HIV/AIDS CASES
CITY # of CASES
1. Newark 14,756
2. Jersey City 7,283
3. Peterson 4,348
4. East Orange 3,363
5. Elizabeth 2,336
6.TRENTON 2,242
7. Irvington 2,150
8.Atlantic City 1,710
9. Camden City 1,694
10. Plainfield 1,193

5. HIV CASES REPORTED IN NEW JERSEY
Atlantic
City
Camden
City
East
Orange
Elizabeth Irvington Jersey
City
Newark Paterson Plainfield Trenton
2010 17 25 38 42 44 119 198 53 17 52
2011 15 33 31 33 44 93 189 53 6 28
2012 22 34 47 36 42 123 200 47 # 35
2013 21 28 53 44 32 126 180 53 8 40
2014 9 29 36 31 20 98 138 46 13 40
(State of New Jersey Department of Health)
Trenton HIV/AIDS cases have consistently increased over the years when compares to other cities where the numbers have decreased.

6. PREVALENCE RATE BY COUNTY OF
PERSONS LIVING WITH HIV/AIDS IN 2014

7. EPIDEMIOLOGY OF TRENTON, NEW JERSEY
• HIV/AIDS remains the third leading health issue facing Trenton, New Jersey
(NJOH, 2015)
• Minorities account for 86% of the cumulative HIV/AIDS cases (NJDOH, 2015).
• Age 35-44 (34%) and 25-34 (30%) accounts for highest total new cases
(NJDOH, 2015)
• Injection drug use (34%) and heterosexual contact (34%) remain the major
modes of exposure to HIV infection (NJDOH, 2015).

8. PUBLIC HEALTH

9. HEALTH CENTERS
• Henry J. Austin Health Center
• Saint Francis Medical Center
• Planned ParenthoodAssociation of the Mercer Area
• City ofTrenton Department of Health and Human Services
• Hyacinth AIDS Foundation- Offers many services for HIV positive patients;but they are
not a treatment center,Hyacinth refers their HIV positive patients to specialist.Hyacinth
currently offers a syringe exchange program where syringe drug users can come and bring in
their used/unclean needles for clean ones.AHF can possibly partner with Hyacinth to assist
them with reaching out to the community and letting the people know this service is available.
In exchange Hyacinth will refer their HIV positive patients toAHF for treatment.
All 4 health centers only offer
HIV testing;NOT treatment
Health center hours:
Mon-Fri 9-5 PM

10. AIDS HEALTHCARE FOUNDATION
• AHF is planning to open in a discrete medical building
• We will
– have a Healthcare Center,Wellness Center, and Pharmacy all in the same building
– provide free HIV testing
– offer treatment services to those who are HIV positive
– have a Wellness clinic open after hours
• Tuesday: 9am-1pm (Clinic and Pharmacy)
• Wednesday: 5pm-9pm (Wellness)
• Thursday: 9am-1pm (Clinic and Pharmacy)
• Friday:5pm-9pm (Wellness)
• Open for a total of 16 hours/week

11. FUNDING
OPPORTUNITIES

12. MEDICAID/RYAN WHITE
Ryan White
• Most Ryan White funds are Part B grants in New Jersey
• According to HRSA, RyanWhite HIV/AIDS Program grantees are also
eligible for 340B
Current Ryan White HIV/AIDS Medical Providers in
Trenton, NJ
• Saint Francis Medical Center
• Health & Senior Services, New Jersey
• Henry J.Austin Medical Center

13. Location Part A:
Total
Part B:
Total
Part C Part D Part F: Dental
Program
CBDPP AETC SPNS RWCA
Total
New
Jersey
$25,166,430 $47,281,077 $5,224,974 $2,143,182 $141,248 $364,172 $1,800,000 $500,000 $82,621,083
DISTRIBUTION OF RYAN WHITE FUNDING
BY PART FOR NEW JERSEY, 2015
• In New Jersey, 57% of total Ryan White funding are Part B grants
State States and Territories ADAP Emerging
Communities
New Jersey $12,281,708 $33,221,747 $0
PART B FUNDING BY STATE

14. MEDICAID
• Medicaid offered in all 50 states, but very limited for those who have not
progressed to AIDS.
• 2008- Medicaid waivers approved to New Jersey HIV population.
• New Jersey participated in Medicaid Expansion- Extended coverage for individuals.
– Rutgers University study: 383,000 newly eligible people in the program.
• All state Medicaid programs are required to provide HIV testing that is medically
necessary.
– In New Jersey,HIV routine screening covered by Medicaid.Those who have HIV and unaware
can be diagnosed and treated sooner
– (Henry J. Kaiser Family Foundation)

15. MARKETING
STRATEGIES

16. MARKETING STRATEGIES
• Approximately 70% of HIV/AIDS cases in Trenton are
attributed to the African American community.
• In regard to transmission, injection drug use accounts for
33% of all cases.
• Our objective is to make our advertisements as accessible
as possible.

17. NEW MARKET PROFILE GUIDE
• Business Lines: Pharmacy,Healthcare &Wellness Center
• “AHF is…” / “TrentonTests Minds at Rest” / “Stop SubstanceAbuse”
• Market Description:
– Target Demographics:AfricanAmericans, Heterosexuals and Substance abusers
– Target Area (Zip Codes): 08608, 08618, and 08638
• Outlets:
– Top Market Radio Stations:94.5WPST,WXPN Radio, Magic 98.3WMGQ-FM
– Digital Placement:Facebook
– Physical Placement:The Times, billboards in high traffic areas,print,wheat pasting,palm cards

18. OBJECTIVES
• PRIMARY GOALS
–Build awareness
–Encourage testing
–Continued testing
• SECONDARY GOAL
–Destigmatization
• Budget ($100,000)
–Radio $20,000
–Outdoor $20,000
–Non-traditional $15,000
–Promo items $5,000
–Events $10,000
–Digital $20,000
–Print $10,000

19. EVENT
•Mercer County Health Fair
• A family friendly fair, hosted by AHF.
• Games,Food, Music, Prizes, Performances,Info Sessions &
Demonstrations.
•Primary Goals
• Introduce AHF to Mercer County and create a positive image in
the area.
• Destigmatization
•Secondary Goals
• Network with other Health Organizations.
• Testing
• Address other Health Issues in the community (such as
substance abuse)

20. OUTREACH OPPORTUNITIES

28. SOCIAL MEDIA POSTS
• Social media updates will
include:
– Regular updates of activity in
the HIV/AIDS community
– Infographics
– Event updates
• Strong push for user
engagement
• Collaboration with other
local organizations and their
social media

29. SOCIAL MEDIA POSTS

30. STAFFING MODEL

31. HEALTHCARE CENTER
PART-TIME STAFFING MODEL
• Trenton Healthcare Center
– One Doctor (Per-Diem)
– One Front OfficeAdministrator / Medical Assistant
– One OfficeAssistant / Benefits Counselor
• Expansion
– Number of patients to increase
– Hire one Medical Assistant

32. PHARMACY
PART-TIME STAFFING MODEL
• Pharmacy
– One Pharmacist in Charge
– One PharmacyTechnician
– One Pharmacy Sales Coverage Representative
• Expansion
– Hire one PharmacyTechnician

33. WELLNESS CLINIC
STAFFING MODEL
– Physician’s Assistant (Per-Diem)
– HIV Testing Counselor – Part-Time
– Medical Assistant
• Expansion
– Linkage to Care Specialist
– Hire HIV Testing Counselor

34. IT STRATEGIES

35. IT REQUIREMENTS FOR TRENTON

36. IT REQUIREMENTS FOR TRENTON
1. Floorplan
2. IT closet
3. Configuring software
4. Appropriate Technology

37. IT PROJECTED BUDGET
• Total Projected Budget:
$15,153 for one year
• Hardware
• Software: License Fee

38. IT IMPLEMENTATION TIMELINE

39. IT NEW TECHNOLOGIES
1. Athena health
• Workflow is simple
• Speed is faster
• Forms are clean
2. Dragon Integration
• Speech Recognition S/W
• Time & Quality
• Creates shortcuts
3. Patient Portal
4.Touch Screen Survey Response

40. ROI OF NEW TECHNOLOGY SOLUTIONS
• Assuming a doctor:
– Would save 2 to 5 hours per month
– Can attend to an extra patient for every 30 minutes saved
– Can generate a revenue of $500 per patient
• ROI of using new technology is $2,000 to $5,000 per month or $24,000
to $60,000 per year
• Other benefits are:
– Better customer service for patients
– Increase in quality of documents

41. FINANCE

42. HCC
TargetYear 1 Year 2 Year 3
HCC Census 100 150 200
HCC Total Visits 350 525 700
Total Revenue 98,000 147,000 196,000
Administration 21200 21200 21200
Physician 70000 70000 70000
Medical Assistant/Front Office 12480 12480 12480
RN/ Nurse Manager 26000 26000 26000
other personnel 25,936 25,936 25,936
Total Personnel 155,616 155,616 155,616
Laboratory 22400 33600 44800
HIV Kits 1225 1837.5 2450
Medical Supplies 16450 24675 32900
other opex 49000 73500 98000
Total- Operating Expense 89,075 133,613 178,150
Total -146,691 -142,229 -137,766

43. PHARMACY
TargetYear1 Year 2 Year 3
Rx Filled 3,700 5,945 7,995
Rx Clients 90 145 195
Total Revenue 1,827,500 3,995,000 5,828,167
Pharmacist 72,000 72,000 72,000
RX Tech 14,000 14,000 14,000
other personnel 17,200 17,200 17,200
Total Personnel 103,200 103,200 103,200
COGS 1,699,575 2,996,250 2,914,083
other operating expenses 24050 38642.5 51967.5
Total- Operating Expense 1,723,625 3,034,893 2,966,051
Total 675 856,908 2,758,916
Profit Margin 7% 25% 50%

44. WELLNESS
TargetYear 1 Year 2 Year 3
PHD PositiveTest 12 12 12
PHDTest 1200 1200 1200
Administration 7950 7950 7950
Physician 26250 26250 26250
Medical Assistant/Front Office 4680 4680 4680
RN/ Nurse Manager 9750 9750 9750
other personnel 9,726 9,726 9,726
Total Personnel 58,356 58,356 58,356
Laboratory 75,000 75,000 75,000
HIV Kits 3,500 3,500 3,500
Medical Supplies 1,500 1,500 1,500
other opex 5,000 5,000 5,000
Total- Operating Expense 85,000 85,000 85,000
Total -26,644 -26,644 -26,644

45. BUSINESS MODEL FIRST YEAR1st Year
HCC RX Wellness Indirect Cost Total
Revenue 98,000 1,827,500 1,925,500
Personnel
Physician 70,000 26,250 96,250
RN 26,000 26,000
MA/Testing Councelor 12,480 4,680 17,160
Pharmacist 72,000 72,000
RX Tech 14,000 14,000
Admin 21,200 21,200
Other personnel 25,936 17,200 6,186 49,322
Total Personnel 155,616 103,200 37,116 295,932
Operating Expenses
COGS 1,699,575 1,699,575
Laboratory 22,400 75,000 97,400
HIV Kits 1,225 3,500 4,725
Medical Supplies 16,450 1,500 17,950
Other Operating Expenses 49,000 24,050 5,000 78,050
Total Operating Expense 89,075 1,723,625 85,000 1,897,700
Indirect Cost
Marketing 100,000
Communication 1,000
IT 15,153
Total Indirect 116,153
Net Income (Loss) -146,691 675 -122,116 -116,153 -384,285
Overall Year 1-3 Year 3 Year 2 Year 1
Revenue 6,024,167 4,142,000 1,925,500
COGS 2,914,083 2,996,250 1,699,575
Gross Profit 3,110,083 1,145,750 225,925
Personnel 295,932 295,932 295,932
Operating 315,118 257,255 198,125
Indirect 116,153 116,153 116,153
Net Income 2,382,881 476,410 (384,285)

46. CONCLUSION
• Good opportunity to push 20x20
campaign
• Reach into untapped market
• Further push the AHF brand
• Cutting edge medicine and advocacy
regardless of ability to pay.
Any Questions?

47. REFERENCES
• Centers for Disease Control and Prevention.(2014). New Jersey State Health Profile.
• New Jersey Department of Health.(2015).Trenton Residents at Diagnosis:HIV/AIDS
Cases Reported as of December 31, 2014. Retrieved from
www.state.nj.us/health/aids/repa/impactcities/documents/trenton.pdf
• Human Resource and Service Administration
• Kaiser Family Foundation