1.
Melissa Hui
Lulu Li
Victor Pan
Phil Rapp

2.
Founded in 1886, largest VNA in the country. The Wellness
Program is a non-profit enterprise with 1 full time employee
Provides health related programs and screenings aimed to
help clients keep their employees healthy
Corporate Community
Profits fund free community clinics
Wellness Outreach

3.
Corporate Wellness: Community Outreach:
•Health Screening, •Free clinics for the
Immunization and community; no revenue
Educational Presentations •71% volume of spending is
•Over 300 clients on Community Outreach
•97% of revenue from Flu •Is funded by profits from
Clinics Corporate Wellness
•New screening technologies
for blood pressure, glucose
and cholesterol

4.
Health Screenings Educational Presentations $500/hr
 Blood Pressure  Work/Life Issues
$75/hr. 2 hr min  Ergonomics
 Blood Glucose  Seasonal Wellness
$125/hr + $5/person. 2 hr min.  Nutrition
 Cholesterol  Alternative Healing Techniques
$125/hr + $5/person. 2 hr min. Immunizations
 Body Mass Index (BMI)
 Influenza (Flu)
$75/hr. 2 hr min $25/shot. $625 min.
 Tuberculosis Testing (TB)
 H1N1
$125/hr + $5/person.  Pneumococcal
 Hand Washing Demonstrations
 Hepatitis A
 Hepatitis B
 Shingles
 Measles/Mumps/Rubella (MMR)
 Meningococcal

5.
Direct Mail
to
managers
Thank you Monthly E-
cards Newsletter
Initiatives
Tele- Clinic Sign
market to Ups Email
past clients Blast

6.
Health care bill • MA insurance companies required to
2015 give complementary preventative care
• Convenient to individuals and cost
Minute Clinics effective for employers
• CVS, Walgreens, Rite Aid
Large Insurance •Purchase in bulk and offer a wider array
Companies: of services
Tighter Budgets: •Not re-booking health services

7.
Customers not aware of value offered by VNAB
Communicate
Identify Value
Value
Personnel and
Incentives
VNAB Success

8.
Identify Value
Communicating Value
Personnel and Incentives

9.
 On average, $3.27-4.50 savings on
medical insurance per dollar spent on
wellness
 The lower the risk, the lower the
insurance premium
 Shifting down the risk groups decreases
overall insurance cost
 94% of companies with wellness programs
reported medical cost savings
*supported by exhibit
Identifying Value

10.
Graph from VNAB Internal Report
Identifying Value

11.
 $2.73 savings from
absenteeism per dollar
spent on wellness
 Healthier employees are
more productive than sick
ones
 Retention = Lower the cost
to replace an absent
worker
Identifying Value

12.
 Time is money. Save time. Save money.
 Save time for the commute to hospitals, testing,
and waiting for test results.
 Have a comprehensive set of results from one
reliable source.
 Minimum work disruption
Identifying Value

13.
Problem:
 Extensive variety of customers
◦ Heterogeneous customers
 Blue Man Group, Bank of America, Harpoon Brewery
◦ No customer criteria
Solution:
Now: Customer Ideal: Products fit
fit VNAB products customers
Communicating
Value

14.
Educational
Screenings Immunizations
Seminars
Current State – Products sold separately
Ideal State – Bundle and customize packages
Bundle
Communicating
Value

15.
Problem:
 Website: Informative,
but not sales oriented
 Pamphlet not
congruent with
website information
 Lack of advertisements
targeting buying center
Solution:
 Need aligned marketing
strategy
Communicating
Value

16.
Ineffective Marketing Initiatives
Direct mail, Telemarketing Part time nurses distributing pamphlets
Diminished Awareness of Value
Value Proposition of complete product suite un-communicated
Poor sales performance
Volatile sales distribution
Personnel
And Incentives

17.
$11,286
Flu Clinics
Other Coporate
Wellness Revenue
$370,784
Personnel
And Incentives

18.
√ Promote entire product suite
√ Spread sales beyond flu shot packages
Competitive frame of reference improved vs.
√ Insurance companies
Personnel
And Incentives

19.
 Albert, Steven M., and Richard Schulz. Working Caregivers and Employer Health Care Costs.
Rep. MetLife Mature Market Institute, Feb. 2010. Web. 24 Apr. 2011.
<http://www.metlife.com/assets/cao/mmi/publications/studies/2010/mmi-working-
caregivers-employers-health-care-costs.pdf>.
 Baicker, Katherine, David Cutler, and Zirui Song. "Workplace Wellness Programs Can Generate
Savings." Health Affairs 29.2 (2010): 1-8. Kibble & Prentice. The People-to-People Health
Foundation, Inc., Feb. 2010. Web. 24 Apr. 2011.
<http://www.kpcom.com/newsletters/documents/Workplace%20Wellness%20Programs%20can%
20generate%20savings.pdf>.
 Loeppke, Ronald, Dee W. Edington, and Sami Be'g. "Impact of the Prevention Plan on Employee
Health Risk Reduction." Population Health Management 14.5 (2010): 275-83. US Preventative
Medicine. 2010. Web. 24 Apr. 2011. <http://www.uspreventivemedicine.com/Files/PDFs/In-
Line/Research-Study-Population-Health-Management-journa.aspx>.
 "How Does Health Care Reform Affect You?" Mass.Gov. Executive Office of Health and Human
Services, 2011. Web. 23 Apr. 2011. <http://www.mass.gov/?pageID=eohhs2modulechunk>.
 "CVS Minute Clinic." 2011. Web. 23 Apr. 2011 http://minuteclinic.com
 "How Will the 300 Minute Clinics in 2007 Impact Current Medical Practice?" OnThePharm.
Web. 26 Apr. 2011. <http://onthepharm.net/2007/02/minute-clinic-retail-medical-
practice.html>.
 Shimp, Bradford |. "Small Business Healthcare: Don’t Give Up Your Plan Just Yet." Blog | All
Business Answers. 23 Mar. 2010. Web. 26 Apr. 2011. <http://allbizanswers.com/small-
business-healthcare-dont-give-up-your-plan-just-yet/>.
 VNAB. Visiting Nurses Association of Boston 2009 Wellness Overview. Internal Report. 2011.
Print.
 VNAB. Visiting Nurses Association of Boston 2011 Wellness Plan. Internal Report. 2011. Print.