power point presentation on marketing and planning in aco's
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Governing Board & Executive Staff’s Roles & Responsibilities
in Planning & Marketing Services of ACO’s
By:
Art Adams, Jackie Bick, Jennifer Black, Andy Fogel, Julie Murray,
Jill Peck, Jennifer Underwood
Planning
The process of making resource allocation decisions about the future, particularly the process of involving organization members and selecting among alternative courses of action
Marketing
In common usage, generally applies to sales, promotional, or advertising activity, but in professional texts and journals, also incorporates the entire set of activities and processes normally ascribed to planning, plus those relating to sales and promotion
Marketing cont.
The deliberate effort to establish fruitful relationships with exchange partners, not just to customers, but to all exchanges, including employees and other community agencies
Functions of Marketing
Identify markets
Promote the organization
Convince patients to select the organization
Attract capable workers
Manage external relationships
Intermediary & Buyer Related
Marketing
Provider- Related
Marketing
Patient- Related
Marketing
Efforts to discourage
inappropriate. services
Efforts to encourage
healthy lifestyles
Direct sales to buyers
Intermediary
contracts
Efforts to attract
patients to services
Physician
Org.’s
Employee recruitment & retention
Collaboration with other providers
O’Bleness Memorial Hospital
Est: 1970
Bed Capacity: 64
Holly Snedecor-Gray, PR manager
Marketing
Radio
Billboards
Quarterly News Letters
Beginning to include Television
Budget For Advertising
$141,600 Includes:
NewspapersRadio AdvertisementBillboards
News Letters
Sent to 5,000 different individualsDonatorsRecent PatientsLocal BusinessesResidents in the Community
Expectant MothersElderly
Affiliations
Ohio HealthPurchasing Agreement
Holzer Hospital- Jackson
Est: 2001
Bed Capacity: 40
Jeff Barnes, VP Marketing
Marketing
Advanced Research Radio Billboard
Present Radio Newspaper Brochures Billboards
Health Prevention
Community Health & Wellness
Risk & Assessments
Fairs & Screenings
Employment
Over 1,000 Employees
Constant Employment Process
Practices
6 Practices in OH & WV
120 Specialty Group Practices
Satellite Offices
Services AvailableCardiologyENT (Ears, Nose, Throat)Family PracticeInternal MedicineOB/GYNUrgent CarePediatricsX-RaySurgeryMammography
Children’s Hospital
Est: 1893
Bed Capacity: 313 licensed, 48 leased NICU
Donna Teach, Director of Marketing Development, & Promotions
Marketing Techniques
Branding:
Building a market wide image of Children’s as the “nurturing expert”
Market-Driven Product Development:
Developing products and services that have the community needs in mind
Relationship Marketing: Strategies focused on recruitment and retention of
target customers
Services Available
Children’s Institute for Pediatric EducationClose to Home Health Care CentersEmergency and Urgent CareIn-patient HospitalOut-patient SurgeryRehabilitation TherapyBehavioral Health and Counseling ServicesHome Care ServicesSpecialty Programs
Marketing to the Buyers
Efforts to Encourage Healthy Lifestyles
-Family Health and Safety Web Page
Direct Sales to Buyers-Heart-In-a-Box Online Store
-Insurance Help Page
Marketing to the Providers
Employee Recruitment and Retention
-Online Employment Opportunities
-Volunteering at Children’s
Collaboration with other Providers
Intermediary Contracts
Marketing Department at Children’s
President and Vice President
3 Senior Marketing Counselors
Marketing Specialist
Interactive Marketing Specialist
Call Center Coordinator/Office Manager
2 Physician Consultants
Contract Publications Manager
Helpful Contacts
Volunteer Services:
www.childrenscolumbus.org/vol/index.shtml
email: [email protected]
phone: (614) 722-3635
Employment Opportunities:
www.childrenscolumbus.org/hr/index.shtml
Job line: (614) 722-2270; TDD (614)722-2272
Wrapping Things Up…