Plan to Build Sports Medicine Services at Wake Forest Baptist Health

1. Sports MedicineSports Medicine
ServicesServices
Wake Forest University Baptist MedicalWake Forest University Baptist Medical
CenterCenter
Carol D. GrayCarol D. Gray
Department of Strategic PlanningDepartment of Strategic Planning

2. AgendaAgenda
Market TrendsMarket Trends
– Outpatient OrthopedicOutpatient Orthopedic
SurgerySurgery
– OutpatientOutpatient
RehabilitationRehabilitation
WFUBMC SportsWFUBMC Sports
MedicineMedicine
– CurrentCurrent
Structure/ServicesStructure/Services
– OutreachOutreach
OperationalOperational
PerformancePerformance
– FinancialFinancial
– CapacityCapacity
– QualityQuality
– Market PositionMarket Position
– Triage systemTriage system
CompetitorsCompetitors
MarketingMarketing

3. Market TrendsMarket Trends
Outpatient RehabilitationOutpatient Rehabilitation
– Total US outpatient market = $2 billionTotal US outpatient market = $2 billion
3 to 5 percent growth expected per year.3 to 5 percent growth expected per year.
– Highest demand for services within 65+ ageHighest demand for services within 65+ age
group, the largest population segment.group, the largest population segment.
– Increase in sports-related injuries within babyIncrease in sports-related injuries within baby
boomer population.boomer population.
– Shift from inpatient to outpatient utilization.Shift from inpatient to outpatient utilization.
Advisory Board,Advisory Board, Inpatient and Outpatient Market TrendsInpatient and Outpatient Market Trends, Oct. 2003, Oct. 2003..

4. Increasing Trend of OutpatientIncreasing Trend of Outpatient
SurgeriesSurgeries
16%
63%
84%
37%50%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1980 1990 2001
Outpatient Surgeries os % of Total Inpatient Surgeries as a % of Total
Source: Modern Healthcare. (September 2002); p. 9

5. Change in Outpatient Volume GrowthChange in Outpatient Volume Growth
Over the Next Two YearsOver the Next Two Years
Source: The Future of Health Care; Deloitte & Touch Biennial Survey Ninth
Edition; 2003; p. 24
16% 11%
43%
37%
28%
35%
14% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Orthopedics Outpatient Therapy
Decrease Increase<5% Increase 5-10% Increase>10%

6. NCBH Distribution of Surgical Cases,NCBH Distribution of Surgical Cases,
1996-20031996-2003
Source: 2003 data reported by NCBH Surgical Sciences Administration; 8/03
53.6%
51.5%
47.8%47.3%
46.3%
44.3%
46.4%
48.5%
55.7%
43.1%
50.2% 53.7%
52.7%52.2%
56.9%
49.8%
40.00%
42.00%
44.00%
46.00%
48.00%
50.00%
52.00%
54.00%
56.00%
58.00%
1996
1997
1998
1999
2000
2001
2002
2003
% Inpatient % Outpatient

7. Orthopedics and RehabilitationOrthopedics and Rehabilitation
Growth in Procedures and % GrowthGrowth in Procedures and % Growth
AllAll Ages;Ages; 2002-20072002-2007
Surry
Yadkin
Stokes
Forsyth
Davidson
Davie
33,243; 5.55 %
15,187; 6.1%
6,728; 8.65 %
11,367; 7.3 %
6,219; 8.65%
7,277; 10.35 %
11
Source: Solucient Market Planner Plus

8. Sports Medicine ServicesSports Medicine Services
StructureStructure
S p o r t s M e d ic in e
O u t r e a c h
P r im a r y C a r e S p o r t s
M e d ic in e
S p o r t s M e d ic in e /
O P P h y s ic a l T h e r a p y C e n t e r o f C a r e
O r t h o p e d ic s /
O r t h o p e d ic S u r g e r y
B o n e a n d J o in t S e r v ic e L in e

9. Current ServicesCurrent Services
Primary Care SportsPrimary Care Sports
MedicineMedicine
OrthopedicsOrthopedics
Orthopedic SurgeryOrthopedic Surgery
RehabilitationRehabilitation
CardiologyCardiology
Nutrition TherapyNutrition Therapy
Exercise TestingExercise Testing
Athletic TrainingAthletic Training
– WFU Sports MedicineWFU Sports Medicine
ClinicClinic
– Sports MedicineSports Medicine
OutreachOutreach
Wake ForestWake Forest
Forsyth County SchoolsForsyth County Schools
Forsyth County DayForsyth County Day
SchoolSchool
NC School of the ArtsNC School of the Arts
Semi- pro teamsSemi- pro teams
Recreation eventsRecreation events

10. OPT/ Sports Therapy CenterOPT/ Sports Therapy Center
Top Referring PhysiciansTop Referring Physicians
David MartinDavid Martin
Gary PoehlingGary Poehling
Ethan WieslerEthan Wiesler
Douglas BrowningDouglas Browning
Robert TeasdallRobert Teasdall
Richard LeshockRichard Leshock
David RuchDavid Ruch
David PollockDavid Pollock
Randy ParksRandy Parks

11. Sports Medicine OutreachSports Medicine Outreach
Goals:Goals:
– Produce asProduce as
much directmuch direct
income asincome as
possiblepossible
– Demonstrate theDemonstrate the
impact ofimpact of
downstreamdownstream
revenuerevenue

12. Sports Medicine OutreachSports Medicine Outreach
Success depends on:Success depends on:
– Formation of a project committeeFormation of a project committee
Athletic trainersAthletic trainers
PhysiciansPhysicians
Administrative staffAdministrative staff
Technology expertsTechnology experts
– Align organization strategy with projectAlign organization strategy with project
objectives.objectives.

13. Sports Medicine OutreachSports Medicine Outreach
Return on investment occurs inReturn on investment occurs in
downstream revenuesdownstream revenues
– Clinic visitsClinic visits
– Diagnostic testingDiagnostic testing
– Outpatient surgeryOutpatient surgery
– Physical therapyPhysical therapy

14. CapacityCapacity
10 day wait for rehab services10 day wait for rehab services
Potential ability to add another surgeonPotential ability to add another surgeon

15. Positioning StrategyPositioning Strategy
Find a niche market (brings in cash-payingFind a niche market (brings in cash-paying
patients).patients).
Some examples include:Some examples include:
– Sport-specific performance enhancementSport-specific performance enhancement
programsprograms
– Onsite massage for employers and staffOnsite massage for employers and staff
– Work conditioning and work hardeningWork conditioning and work hardening
– Women’s programsWomen’s programs

16. CompetitorsCompetitors
Forsyth Medical CenterForsyth Medical Center

17. Forsyth Medical CenterForsyth Medical Center
Sports Medicine ProgramSports Medicine Program
– Orthopedic careOrthopedic care
– Orthopedic surgeryOrthopedic surgery
– Forsyth Rehabilitation MedicineForsyth Rehabilitation Medicine
– Sports Conditioning ProgramSports Conditioning Program

18. Successful Sports MedicineSuccessful Sports Medicine
ProgramsPrograms
The Institute of Human Performance -The Institute of Human Performance -
New York State UniversityNew York State University
Syracuse, New YorkSyracuse, New York
The Hughston Sports Medicine ClinicThe Hughston Sports Medicine Clinic
Columbus, GeorgiaColumbus, Georgia

19. Marketing StrategyMarketing Strategy
Institute of Human PerformanceInstitute of Human Performance
– Minimal public focusMinimal public focus
– Component of Upstate Medical UniversityComponent of Upstate Medical University
– Market strategy:Market strategy:
Research focusResearch focus
Closed effort toward diseased populationsClosed effort toward diseased populations
Specific to referring physiciansSpecific to referring physicians
Interest directed to funding sources, i.e.Interest directed to funding sources, i.e.
NIH and private industryNIH and private industry

20. Marketing StrategyMarketing Strategy
 Hughston Sports Medicine ClinicHughston Sports Medicine Clinic
marketing efforts focused on the athleticmarketing efforts focused on the athletic
populationpopulation
Physician involvement with local athletic teamsPhysician involvement with local athletic teams
Free physicals to high school athletesFree physicals to high school athletes
Advertisements in local sports magazinesAdvertisements in local sports magazines
Full page ads with large universities and localFull page ads with large universities and local
newspapersnewspapers

21. Current WFUBMC MarketingCurrent WFUBMC Marketing
Athlete-focusedAthlete-focused
Sport-specific seminarsSport-specific seminars
– Performance improvementPerformance improvement
– Injury preventionInjury prevention
Runner’s clinicsRunner’s clinics
Coach’s clinicsCoach’s clinics
Athletic team sponsorship (Warthogs,Athletic team sponsorship (Warthogs,
T-birds)T-birds)
Recreation event sponsorshipRecreation event sponsorship
– Soccer tournamentsSoccer tournaments

22. Previous WFUBMC MarketingPrevious WFUBMC Marketing
BillboardBillboard
– Wake Forest Baseball stadiumWake Forest Baseball stadium
– Deacon Mascot and Infinity symbolDeacon Mascot and Infinity symbol

23. Build Brand IdentificationBuild Brand Identification
Connection with treating Wake ForestConnection with treating Wake Forest
athletes at WFUBMCathletes at WFUBMC

24. Build Market ShareBuild Market Share
Brand WFUBMCBrand WFUBMC
– Provider of care for athletesProvider of care for athletes
– Wake Forest UniversityWake Forest University
– Atlantic Coast ConferenceAtlantic Coast Conference
Develop a logo- Wake Forest and WFUBMCDevelop a logo- Wake Forest and WFUBMC
Athletic Injury Care- ContractsAthletic Injury Care- Contracts
– Winston-Salem StateWinston-Salem State
– Public high schoolsPublic high schools
– Private schoolsPrivate schools