Maintaining And Growing Market Presence:

ABC’s FY 2011 Marketing Plan Priorities

ContentsConnection With The Strategic PlanApproaches To The MarketplaceProduct OfferingsCustomer GroupsMarketing GoalsCommunications PlatformOrganization-wide and Service Line StrategiesAccountability And Process ManagementImplementation And Timetable

2

Connection With The Strategic Plan

The six driving strategies all involve marketing—external and internal

1. Expanding no. and availability of physicians2. Clinical integration3. Exceptional patient experience4. Employee enthusiasm, retention, and

recruitment5. Promotion and utilization of ABC-

sponsored programs and services6. Advancing clinical and technological

capabilities

3

Approaches To The MarketplaceIncrease the overall size of the pie

Offer services not currently available through the competition

Capture a portion of the out-migrating business

Take a bigger piece of the existing pieAttract appropriate new referrals from

previously no-referral sourcesIncrease appropriate patient referrals from

mid to low- referral sources

4

Growth ChannelsOrganic growth through PRMG

Growth through relationship-building

Buy market share through acquisitions

Affiliate with a successful partner

Approaches To The Marketplace

5

Growth Channels:B2B and B2C

Growth Through Direct to Physician Strategies Growth Through Direct to Consumer

Strategies

Approaches To The Marketplace

6

Physician Marketing

Hard-wired:Promote the PRMG group as a multi-

disciplinary practiceSoft-wired:

Build relationships with affiliated and non-affiliated physicians and institutions

Approaches To The Marketplace

7

Consumer MarketingBuilding positive associations with the

brandOpportunities to experience “ABC care”

Approaches To The Marketplace

8

Product OfferingsABC’s major product (service) lines are cancer care, heart care, orthopaedics/neuro and spine, imaging, and women’s and children’s services. Each service line has three to four specific health products:

  Cancer: breast cancer, prostate cancer, lung cancer  Heart care: electrophysiology, interventional cardiology, surgical

services, cardiac rehabilitation  Imaging: interventional radiology, CT, MRI Nuclear Medicine  Orthopaedics/Neuro/Spine: spine (back problems), sports medicine,

joint replacement  Women’s and Children’s: routine gynecologic care, maternal-fetal

medicine, pediatric services 

9

Customer GroupsInternal:

Executives of ABC Employees Medical Staff Board Volunteers

External: Past patients and families Consumer households Area businesses Area physicians Donors Community leaders in education, government Other healthcare organizations and providers Insurers

 

10

ABC-Wide Marketing Goals1. Build awareness of and preference for our

services2. Create a “5 star” experience for

customers3. Increase the number of referral sources4. Increase referrals from existing sources5. Increase overall customer satisfaction6. Increase internal satisfaction (viewing

employees and medical staff as the primary customer of ABC)

11

Communications PlatformTheme: Exceptional Healthcare. No

Exceptions.Our messages we will convey:

We are committed to being a responsible and community-minded employer and a good citizen for the people of the Delmarva Peninsula

We will have the most advanced facilities, technology, and care processes, aimed at achieving the best possible care processes and outcomes for our patients

We will keep our patients safe and comfortable while they are under our care

12

Communications StrategiesPrimary marketing will be through the

physician marketing channels: personal sellingInternet-based communications must receive

greater emphasisSimpler and more user-directed interfaces

More use of MyPen Care as a portal through which patients and referring physicians can communicate

Use affinity programs to help fulfill requests for information or assistance.

13

Organization-wide And Service Line Strategies

(See marketing plan)

14

GoalSupport

Physician Channels

Consumer Channels

Employers and Health Plans

ABC Internal

Heart Care Service Line: Strategies by Target Groups

MARKET DEVELOPMENT GOALS:1.To Build Awareness Of Our Services2.To Create A “5 Star” Service3.To Increase The Number Of Referral Sources and Referrals From Existing Sources4.To Increase Overall Client Satisfaction

Primary Products:Electrophysiology Interventional CardiologySurgical ServicesPreventionCardiac Rehabilitation

Strategies:Service Development

Communications/Promotion

Relationship-Building and Personal Selling

15

Marketing BudgetPRINCIPAL

COMMUNICATIONS/

PROMOTION VEHICLES

RATIONALE INITIAL ESTIMATE

S

COST ELEMENTS

COMMENTS

Television (Broadcast and Cable)

Primary Targets: Adults 35 an olderTelevision is a primary medium for telling ABC’s story. It provides emotional impact and raises brand awareness.

$120,000 Creative Development and Production, Post-production,Media Purchase (agency functions to be performed in-house)

Recommend 50% broadcast and 50% cable

Print and Internet/Web Banners

Primary Targets: Adults 35 and olderNewspaper is an effective medium for advertising health care services because it offers the advantage of direct response. It also reaches segments of the population who are less inclined to watch television. However, it is increasingly being challenged by on-line internet communications..

$20,000 Creative Development and Production, Media Purchase (agency functions to be performed in-house)

Use for promoting screenings, announcing new services and/or physicians, and building recognition for PRMG

Sponsorships Aligns ABC with the community

$10,000 -- For events that support ABC’s programs

The extremely limited FY 2011 advertising budget ($150K) restricts advertising primarily to television.

16

Accountability and Process Management

Return on Investment/Efforts 

In order to gauge the success of our marketing efforts, we will strive to determine the return on the efforts that are expended on marketing. This equates to revenue directly attributable to a marketing effort. To do this, specific and trackable expenditures will be paired with specific and trackable revenues. (e.g. a direct mail project that cost $5,000 to produce and carry out results in $6,000 in revenue, or a 20% return on investment).  

Process Management 

Progress on the marketing plan should be assessed on a quarterly basis, understanding that it takes time before results will be realized. A marketing advisory board consisting of representatives of the service lines, medical staff, and executive staff will serve to monitor progress and provide guidance to the marketing process.

 

17

Advertising Campaign Implementation Timetable Adoption of FY 2011 Marketing Plan July, 2010

  Creative Concept Development July, 2010

  Production of Creative Aug-Sep., 2010

  Purchase of Media Aug., 2010

Internal Marketing September, 2010

  Launch of Brand/Service Line Campaign October, 2010

18