Strategic Planning for

Market Growth and Success

C. Josef Ghosn

Senior Vice President Strategic Planning

Chelle Bruining

Assist. Vice President, Physician Strategic Marketing

Also Presenting:

Candy JacksonAdministrative Director, Physician Relations

Kevin SorensenSenior Manager, Physician Relations

Sean LemonRepresentative, Physician Relations

Florida Hospital

Adventist Health System Today

• 44 hospitals nationwide

• 7,700+ acute beds, 1,800+ non-acute beds

• Approximately 79,000 employees

•Total Operating Revenue $7 Billion

Florida Hospital Today

8 Hospitals, 7 Campus Network in Central Florida

� 2,400+ Licensed Beds

� 2,200+ Physicians

� 470,000+ Emergency Department Visits

� 130,000 Inpatient Admissions

� 550,000+ Outpatient Visits

� 360,000+ Urgent Care Visits

� Approximately 19,000 Employees

� $11+ Billion in Gross Revenue1

Today’s Agenda

• Blitzkrieg

• Florida Hospital’s Market Strategy Team:•Planning

•Physician Marketing

•Consumer Marketing

• Results-oriented case studies

Blitzkrieg

• World War 1 (1914-18): Identical warfare “Systems” fight each other:

• Trench warfare: “Systems” of artillery and

machine guns made mobile ground warfare almost impossible… No competitive advantage!

• The element of fire neutralized the element of maneuver (Infantry and Cavalry) for both sides

• During the war, two new revolutionary weapon “systems” were introduced…the armored tank,

and the combat aircraft.

• Relative to the Infantry and Cavalry, the armored

tank, and the combat aircraft were almost invulnerable to machine gun and artillery fire.

• These two “Systems” would prove to be game changers.. to those who accepted them…in the next conflict…WW2

Blitzkrieg

• After the war, various military establishments gave various levels of attention to further study and developing these new powerful “Systems”

• France and Poland, remained conservatively stuck in the previous war.

• The German military developed the most efficient new tactics, which naturally involved using tanks and aircraft “Systems” for mobile ground warfare

• Blitzkrieg as a “System of Systems” is the basis of modern warfare

Blitzkrieg

• In 1939 Blitzkrieg defeated the Polish army, which had obsolete “Systems”..Cavalry instead of tanks and an obsolete Air Force

• In 1940 it defeated the French army because it totally neglected mobile warfare after World War 1 (Failed to adapt to a “System of Systems”)

• In 1941 it defeated the Yugoslav and Greek armies which had the fighting spirit but not the needed “Systems” for mobile warfare

• In 1941 it also defeated the huge Russian army all the way to Moscow, but because of “Logistic System” neglect it was defeated by Russia's endless size and extreme weather

• In 1944 in France, Patton demonstrated American-style enhanced Blitzkrieg, focused on a mobile logistical “Systems.”

Research & Planning

Florida Hospital’s Research & Planning:

• Design, manage and analyze data for

administrators/ leaders

• Provide actionable insights and guidance for

the launch of new products, naming studies,

brand awareness, focus groups, etc

• Provide strategic insights & opportunity/

impact analyses in order to plan for strategic

growth

• Assess the competitive position in

relationship to market share and physician

alignment

Research & Planning• Design, manage, and analyze data for administrators/ leaders

• Quarterly Trend Analyses (right)

• Annual Analyses

– Hospital Profiles

– Market Profiles

– Competitive Assessments

– Payor Analyses (below)

– Demographic Analyses

– Market Demand Projections

Research & Planning• Provide actionable insights and guidance for the launch of new products, naming

studies, brand awareness, focus groups, etc.

• Provide strategic insights & opportunity/ impact analyses in order to plan for

strategic growth

• Naming Studies

• Focus Groups

• Brand Awareness

• Provide Strategic Insights & Opportunity

Research & Planning• Provide strategic insights & opportunity/

impact analyses in order to plan for

strategic growth

• Access Point Assessments:

– Health Campus Assessments

• Winter Garden (example)

• Lake Mary

• Hunter’s Creek

• Lake Nona

• Waterford Lakes

• Oviedo

– Medical Office Building Assessments

– Physician Specialty Needs Analyses

Research & Planning• Assess the competitive position in relationship to market share and physician

alignment

• Opportunity analyses

– Geographic Analysis of

areas of strength and

opportunity (example)

– Service Line Analysis

– Physician Alignment

analysis

Physician Marketing

Florida Hospital’s Physician Relations:

• Grow targeted volumes

• Physician profiling

• Build key relationships for physician alignment

• Provide issue resolution for physicians

• Gather market intelligence

• Expedite physician ramp-up time

• Support the private practice model and the

employed model as appropriate within legal

and regulatory guidelines

• Work with campus administration to develop

strategies to forward the agenda

Physician Marketing

Physician Profiling:

• Understand current volumes/ revenue

referred to hospital

• Use field rep’s strategic intelligence and

benchmark against known physicians

Splitter

LoyalSplitter

Non-loyal

Loyalty

-

-+

+

Consumer Marketing

• Expand FH brand in market place

• Grow volumes

• Grow FH market share

Finance

Florida Hospital’s Finance Team:

• Understand profitability

• Provide necessary data for return on

investment reports

• Validate financial data

What Success Looks Like:

• Confirmation of credibility of reports

• Support to marketing efforts

Consumer

Marketing

Physician

Marketing

Finance

Planning

CASE STUDIES

Pink Army: Mammogram,

Women’s and Oncology

Message 1. Enlist in the Pink Army

2. Get Your Mammogram

3. Engage the community

Goals1. Increase Awareness

2. Increase Mammogram Volume

3. Increase donations to the Breast Cancer

Care Fund

Target1. Community

2. Employees

3. Corporations

4. Survivors

5. Physicians

Consumer Marketing Efforts

• Social Media: Facebook Ads

• Google Adwords & Display Ads

• Web Banners

• E-Newsletters

• Direct Mail: Re-engage Soldiers

• Billboards

• Ads in Local Publications

• Radio Spots

• Community Events

Physician Marketing Efforts

• Physician “Rations”:

– Whistles, cups, chap-stick, shower

cards, brochures, sun glasses, pens,

make-up mirrors, sticky pads

• Other Materials:

– $35 mammogram flyers

– Pink Army collaterals / brochures

– Pink Army POP displays in physician

offices

Goal of Pink Army: Raising Awareness

FH System NRC Scores

Campaign Oct 1-Dec 31st.

Physician prep/education started mid-Sept.

38.7%

58.6%

43.4%44.6%

50.7%

35.1% 40.0%43.0%

Aug Sept Oct Nov

56.2%

64.6%

55.8%

60.9%

30.8%25.4%

27.2%

26.1%

Aug Sept Oct Nov

FH

OH

Preference Imaging ServicesPreference Cancer Treatment

Campaign Results- Volumes2010-2013 Cumulative State wide

•41,599Total Enlistees

•1,643 Online

Mammograms Scheduled

•2,305Survivors Enlisted

•10,385Volunteers Recruited

BREAST CANCER

• Procedures: 332

• New Patients: 4

• CM: $220,340

BREAST

(OTHER)

• Procedures: 1,115

• New Patients: 50

• CM: $181,501

2013 Return on Investment

Central Florida ROI

• Procedures: Number of procedures (eg Surgery, Imaging, other) done

during 2013 campaign out of the total 41,599 enlistees in Pink Army.

• New Patients: Came to FH for first time during 2013 campaign.

• Contribution Margin: Based on Procedures

GYN CANCER

•Procedures: 63

•New Patients: 2

•Charges: $868,969

RAD ONC

•Procedures: 134

•New Patients: 0

•CM: $130,355

CHEMOTHERAPY

•Procedures: 42

•New Patients: 0

•CM: $15,850

*Examples: pre-menopause, prolapse procedure, excessive menstruation etc.

GYN (OTHER)*

•Procedures: 216

•New Patients: 9

•CM: $292,760

2013 Return on Investment

Central Florida ROI

Contribution Margin: $4,411,758

CF Marketing Budget: $377,500

ROI – 12:1

Minimally Invasive Orthopaedic

Surgery: MAKOplasty

Message 1. Elite Orthopaedic Surgeon

2. Cutting Edge Technology

3. Orthopaedic Care Coordinator

Goals1. Increase Awareness

2. Increase MAKOplasty Volume

3. Increase Total Joint Volume

Physician Targets1. PCP’s

2. Physical Medicine and Rehab

3. Rheumatology

“Innovative Technology in the Hands

of an Elite Team of Surgeons”

Physician Marketing Efforts

Messaging focused on research and

outcomes

Paper Brochure Video Brochure

Tool for physicians to educate

patients

Introducing Our Physicians

Goal

• Increase elective surgery volume for Ortho

Practice at Florida Hospital Orlando

Research

• Referral Stream Analysis: low PCP referrals

• Identifying Referral Targets: Tri-county PCP’s

• Assess Market Awareness :

• Office Visits/Survey and Inquiries show

that most PCP’s did not know our services

Marketing

• Video Brochure Concept: Opportunity to

introduce our physicians to other physicians and

their patients

• Distribution: Video Brochures will be handed

out during schedule lunches with PCP offices

and FH Ortho Nurse Manager and Care Coord.

Financial

EBDIT for ROI pulled from Finance team to

show break-even point to be one surgery

iBrochure

SUMMARY

Today, We Shared

• Foundational use of marketing & planning

• Research/Consumer/Physician Marketing coordination

• Partnering with finance/ operations