This document summarizes the steps involved in conducting market analysis to assist with physician recruiting for a hospital/healthcare system. It involves 4 phases: 1) Qualifying physician need through leadership discussions, 2) Quantifying need by comparing physician supply and demand data, 3) Analyzing data and preparing a report with recruiting recommendations, 4) Presenting findings to senior management. The analysis would determine physician needs by specialty for the next 3 years to guide recruitment efforts.

1. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” Vince Vandehaar, MBA Owner and Adjunct Marketing Professor VVV Research & Development INC . Olathe, Kansas 66061 [email_address] http://sites.google.com/site/vvvresearchdevelopment/ Blackberry: 913-302-7264 Release 2/5/10

2. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” Review: VVV Research &Development INC -background and experience. Discuss: Why conduct this work? Is the investment worth the cost? Review : Methodology - Research Project Steps Discuss : Roll out of Findings & ‘Call to Action” Recommendations. Your Role: Recruit & Manage Physicians VVV Research & Development INC. 2/5/10

3. Vince Vandehaar MBA Background and Experience 30 years of business experience … McDonalds Speedee – Des Moines IA (8 yrs) Lutheran Mutual Life Home Office– Waverly IA (10 yrs) Tillinghast Towers Perrin – NY Actuarial Consulting (2 yrs) Blue Cross Blue Shield of KC (2 yrs) Saint Luke’s Health System KC (16+ yrs) (Malcolm Baldrige National Quality winner 2003) Adjunct Marketing Professor - 22 years + – Webster University (1988 – present) Benedictine University ( EMBA 2009 ) Rockhurst University (2010 – present) Owner: VVV Marketing & Development INC – Professional Consulting Services: Strategic Planning, Marketing Management, Business Research &Development Focus : Strategy , Research , Deployment http://sites.google.com/site/vvvresearchdevelopment/ Blackberry: 913-302-7264

4. II. Why conduct this work? Is the investment worth the cost? NO Doctors = No Business VVV Research & Development INC. Feb 5, 2010

5. It’s your job …... Physician Recruiter (posted January 12) XXXX seeks a physician recruiter to strategically enhance our physician recruitment function to address both our short- and long-term needs. Guide the organization in creating market-attractive practice opportunities for both new and experienced physicians. Establish annual recruitment plans and budgets. Utilize existing sourcing resources and find new ones, using social media when appropriate. Manage the interviewing and selection process, and work to ensure a streamlined on-boarding effort while implementing solid retention mechanisms. Requirements: Bachelor's degree and physician recruitment, physician relations, or physician marketing experience. For more information and to apply, visit: www.xxxx.net

6. It’s my job …… This research will …… Serve as the Hospital / System “opinion source” to document Physician Manpower Needs ……. 1) by specialty 2) by geographic service area. < Perception is Reality whether right or wrong > Build “Corporate” consensus on Physician planning, thus leading to better alignment to Strategic Plan. Identify Competitive Physician recruiting Threats & Opportunities. < May lead to NEW physicians recruits> VVV Research & Development INC. Feb 5, 2010

7. Advantage of Outsourcing this project… Provides additional expertise. Gives fresh perspective on market needs. Saves resources and allows economies of scale. Provides critical information in timely manner. Can be the “GOAT” if need be. VVV Research & Development INC. Feb 5, 2010

8. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” STEPS >>>>>>>>> PHASE I – Qualify Physician NEED (Gather Opinions) PHASE II – Quantify Physician NEED (Calculate) PHASE III – Data Analysis & Reporting (Prepare in-depth report and make recruiting recommendations) PHASE IV – Presentation to Leadership (Discuss next steps and assign duties.) VVV Research & Development INC. 12/31/09

9. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” Phase I – Qualify NEED: Conduct Leadership roundtable discussion with both Sr Management & Sr Physician Leaders to determine “top of mind” Medical Staff Development needs by specialty. < Soft Data > Administer Handout – Ask leaders to “Categories physician need” for each specialty. URGENT Need , SOMEWHAT Need FUTURE Need VVV Research & Development INC. Feb 5, 2010

10. X VVV Research & Development INC. Feb 5, 2010

11. “ Physician Manpower Research” SWOT Research Focus * Research Market * Identify market opportunities * Identify market threats * Conclusions for Manpower needs VVV Research & Development INC. Feb 5, 2010 SWOT Strengths Opportunities Weaknesses Threats

12. Ask leaders … Are you wanting to grow services or productlines? VVV Research & Development INC. Feb 5, 2010

13. Evidence that you need Physicians NOW…. BY Tracking PCP referrals -LEAKAGE and Patient SAT comments – wait for service. EXAMPLES: Tracking PCP referrals https://www.surveymonkey.com/s/W62KTH8 Patient SAT comments https://www.surveymonkey.com/s/VN8YKDK VVV Research & Development INC. Feb 5, 2010

14. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” Phase II – Quantify NEED : Determine Physician Supply and Demand for Hospital/System primary/secondary service area. < Hard Data > Requested Resources: Database of Credentialed Physicians, Listing of top admitting / referring physicians by IP/OP/ER/PC and a Physician market database. VVV Research & Development INC. Feb 5, 2010

15. Detail Steps PHASE II: to Quantity Physician NEED Step 1 – Establish XX Gold Standard Rates per 100,000 – referenced National / regional norms. Step 2 – Created Model to predict DEMAND (by specialty) based on Adjusted XX service area population / Market Share. Step 3 – Determined Available FTE Credentialed Physician by Specialty -SUPPLY adjusted by Age and Admission Volumes. Step 4 – Calculate Physician NEED by Specialty. <Demand – Supply> . VVV Research & Development INC. Feb 5, 2010

16. Step 1 - EXAMPLE of Establishing XX Gold Standard Rates per 100,000 for your hospital / system VVV Research & Development INC. Feb 5, 2010

17. Step 2 – EXAMPLE of Model to predict DEMAND VVV Research & Development INC. Feb 5, 2010

18. Step 3 – EXAMPLE Determined Available FTE Credentialed Physician by Specialty -SUPPLY adjusted by Age and Admission Volumes. VVV Research & Development INC. Feb 5, 2010

19. Step 4 – EXAMPLE ( Show NAMES ) VVV Research & Development INC. Feb 5, 2010

20. Step 4 – Calculate Physician NEED by Specialty. <Demand – Supply>. VVV Research & Development INC. Feb 5, 2010

21. MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting” Phase III – Prepare formal report and Recommend Physician Recruitment Staffing by specialty – project next 3 years. Phase IV - Present findings to Senior Management VVV Research & Development INC. Feb 5, 2010

22. VVV Research & Development INC Recommendations – Now/Future VVV Research & Development INC. Feb 5, 2010

23. Questions VVV Research & Development INC. Feb 5, 2010 MINK MidWestMD “Using Market Analysis to Assist in Physician Recruiting”

24. VVV Research & Development INC Services http://sites.google.com/site/vvvresearchdevelopment/ Blackberry: 913-302-7264