Download - Pine Rest PPT
Marketing Analysis:Pine Rest Mother-Baby PHP
MKTG 6130 Customer Driven Marketing Management
Heather Treib, Bota Kroondyk, John Straub, Olivia Lanctot,
Yi-Shan (Sandy) ChenInstructor: Dr. Keith Ferguson
Pine Rest Christian Mental Health Services
Grand Rapids, Michigan
Outline
• Introduction• Executive Summary & Strategic Planning• Internal and External Analysis• SWOT• Alternative Strategies• Tactical Marketing Mix Implementation• Marketing Budget• Questions
Pine Rest Today
• Largest free-standing provider of
behavioral health services in Michigan
• One of five largest free-standing
behavioral health providers in the United
States
• 1,900+ employees
• Served 44,013 individuals in FY2013
Healing Moments – Lives Touched
Pine Rest Divisions
• Outpatient
• Community and Residential Services
• Behavioral Health Solutions
• Hospital Based Services
Success Factors (1 of 2)
• Facilities- 280 acre campus, room to grow
- Multiple facilities for flexible programming
• Continuum of Care- Referrals from 18 clinic outpatient
network, 250-bed residential program- Aftercare provided by the same,
reducing readmissions - 24/7 admission center
Success Factors (2 of 2)
• Pine Rest Relationships
- Contracts/relationships with 36
Community Mental Health
agencies
- Behavioral health contracts with 40 other
managed care payers
- Referrals from all acute care systems
and most medical groups
- Faith community trust
Success FactorDepth of Professional Staff
• Specialized Behavioral Health Staff
- 50 employed psychiatrists
- 50 psychologists, 180 social workers
- Activity/occupational therapists
- Pastoral care staff
- Billing, coding, medical records
specialists
145(Census)
140
135
130
125
120
115
110
105
100
Number of Inpatient Psychiatric Units and Hospitals – USPine Rest Inpatient Census
Hospital Based ServicesInpatient Care & Partial Hospitalization Programs
Who We ServeFY2014
• Hospital Based Services
– 7368 Admissions
– 63,923 Patient Days
– Average LOS: 9 Days
Inpatient Care210 Beds Within the Joint Operating Agreement
• St Mary’s Licensed• General Adult – 66
Beds• Co-occurring Unit- 22
Beds• Psychiatric Medical
Unit – 28 Beds (downtown at general hospital)
• Pine Rest Licensed• Older adult –26 beds• Child and Adolescent
—36 beds• Psychiatric residency
—22 beds• Mother and Baby PHP• Child and Adolescent
PHP• Flex Beds – 10 beds
Demographics
Final Adult Service Area Definition
Why a Mother and Baby Program?
• 15-20% of women are affected• Suicide is the 2nd leading cause of death
postpartum• Most common complication of childbirth• Women get better more quickly when treated
with baby• Few treatment options• Untreated PMD=negative impacts for family
Video
• https://www.youtube.com/watch?v=boKDfk7kjSM&feature=youtu.be
Marketing Demand
• Mothers who are suffering from some form of depression
• Area hospitalization programs or inpatient adult programs that do not lend themselves well so they turned to Pine Rest
• Meets a stated community’s needs
Current Market ShareBirth Saint Mary's Spectrum Metro Mercy Total
FY 2013 2,024 7,443 1,936 2,059 11,403
FY 2014 1,967 7,461 1,929 1,977 11,357
Variance -57 18 -7 -82 -46
Change FY13-FY14 -2.8% 0.2% -0.4% -4.0% -0.4%
Births Admissions Rate
FY 2013 11,403 189 1.66%
FY 2014 11,357 284 2.50%
Marketing Strengths
• Pine Rest is the first healthcare center to run PHP program in Michigan
• Location of the center• Providing good quality service by specialists • Offering this service to West Michigan
Competitors, Funding and Awareness
• No direct competitors in MI• Similarly operated national programs with
clinical groups in MI• Programs are privately funded and supported• Growing national and international awareness
of a multitude of perinatal mood disorders
Mechanism of PHP's work
• The program employs clinical management, service science research and application components
• The program explores paths of identifying and implementing approaches for the proper management, clinical and marketing control.
Mechanism of PHP's work
• The program investigates and compares the availability, strategic developments and risk factors of other similarly operated treatment programs such as the Postpartum Support International’s Program of Prevention and Treatment of Childbearing Causes
• The program prioritizes the proper allocation of monetary and human resources involved in its strategic activities
Outside Activities/Trends:
• The Postpartum Support International and the Spectrum Health Postpartum Emotional Support Program continue to explore extensive market and industry ranking shares
• The treatment of Childbearing Causes operates in more than 36 countries
Outside Activities/Trends:
• The programs offer a number of comprehensive preventative diagnoses, education programs and treatments for women without children, women planning on having children, pregnant women and new mothers
• The programs focus on eliminating the risk factors and social stigma of women in need of such services
Marketing Strategies
• Exceptional Care Experience-keeps moms and babies together and removes barriers to treatment
• Superior Clinical Outcomes-measure clinical outcomes to assess if women in their care are exceeding established benchmarks and customer expectations
• Great Place to Work-patients who could be helped more successfully with new services
Alternative Marketing Strategies
• Expand the healthcare area• Referral Development• Payer Communications• Media relations• Marketing Communications and collateral• Promotions and Special Events• Internal Communications
Services
• 2 product lines- one is the typical program, the second is a condensed version
• Unique features compared to other Programs– Nursery– Environment– Location
Services (cont.)
• Service Development– Focus Groups
• Identified by care providers• Women that have participated in the program,
women who have shown interest in the program but did not participate, and women that may potentially ebenfit from this program
Services (cont.)
• Branding- Do not emphasize “Pine Rest”• Awareness- Bolster reputation through
educating care providers as they will be the ones referring patients to the program
• Benefits- – Choices for program type– Family involvement
Promotional Objectives
1. Full knowledge of program value, ideal patient match and referral procedures known by target referral sources.
2. General public awareness of new program by target patient and their families, who may aid in referring.
3. Current care alternatives to PHP are abandoned/lessened in use.
Key Targets
1. Insight capable, pregnant or postpartum women with moderate to severe nonpsychotic depression, PHP insurance reimbursement and adequate transportation.
2. Referral sources, including obstetricians, family practitioners, pediatricians, psychiatrists, outpatient therapists, birthing/OB hospital staff, emergency departments, community mental health and PMD support groups.
Reasons Contributing to Underperformance
50% of referrals do not follow through and initiate the call
Inadequate transportationPine Rest brand “mental health” stigmaLack of constant connection with referral
sourcesNot top of mind with all HCPs
Current Marketing Mixo TV Commercialo TV-Maranda Interviewo Direct Mailo Outdoor-Billboards + Buseso Radioo Interneto Sponsorships – Awareness groupso Phone Callso E-Mailso Site Visitso HOPEline 1-844-MOM-HOPE
Recommendations
1. Hire one full time Educational Sales Consultant
Face-to-face calls on high potential referral accounts; targeting 20% of providers likely to account for 80% of PMD referrals.
Greater Grand Rapids territory$50,000 base + commission based on # of qualified
referrals from targeted accounts.Problem Addressed: Lack of constant connection to referral sources and program top-of-mindedness
Recommendations
2. Increase prominence of distinctive Mother-Baby brand extension and decrease Pine Rest parent brand – all future marketing communications
Research highlighted mothers dissatisfaction with past programs that failed to cater to unique PMD needs and concerns and PR “mental health” stigma
Problem Addressed: Pine Rest “mental health” stigma perception and lack of PMD focus
Recommendations3. Diversify the women featured on the Pine Rest online site and future marketing pieces to better reflect the variety of “faces” impacted by PMD
Disproportionate a number of Medicaid mothers are diagnosed with PMD, yet most current “faces” marketed appear upscale, middle-class
Problem or Objective Addressed: Awareness of program by target patient and families
Recommendations
4. Create 1-844-MOM-HOPE referral cards for program graduates to distribute.
Problem or Objective Addressed: Awareness among ideal target patients.
5. Solicit volunteer drivers through church bulletins and ministry sites and dedicate one existing Pine Rest shuttle to pickup/drop clients from bus stop.
Problem or Objective Addressed: Inadequate transportation
Recommendations
Finally, MB PHP, must fully implement the Pine Rest Release of Information initiative in all key referral accounts to address the significant ‘50% of all referrals do not place the call’ barrier.
Volumes and Revenues Year 1 Year 2 Year 3
Admissions 189 284 378Patient Days 756 1134 1512Gross Revenue with lab $451,081 $671,294 $895,059Deductions $131,716 $196,018 $261,357Revenue (program) $319,365 $475,276 $633,702Revenue (psychiatry, gen med) $16,025 $24,038 $32,050Total Revenue $335,390 $499,314 $665,752ExpensesProgram Staff and Benefits $225,032 $236,581 $303,291 (Program, UM, Contact Center, Chaplain Non-physician)Program Supplies, Marketing, Etc. $56,736 $57,936 $49,136Total Program Expense $281,768 $294,517 $352,427Physician Expense $66,514 $99,771 $133,027Total Expense $348,282 $394,288 $485,454
Net Income -$12,892 $105,026 $180,298
Questions