sample marketing plan

Sleep Center

Marketing Plan

August 3, 1998

Sleep CenterMarketing Plan of 23

Prepared by Bruce Mulkey 08/03/98

Sleep Center

Marketing Plan

Table of Contents

Market Analysis ...........................................................................................................3

Our Mission................................................................................................................3

Services Offered .........................................................................................................3

Market Definition.......................................................................................................4

Strengths.....................................................................................................................5

Weaknesses ................................................................................................................6

Opportunities..............................................................................................................6

Unexplored Opportunities ..........................................................................................7

Threats........................................................................................................................7

Customer Profile ........................................................................................................7

Target Market .............................................................................................................7

Competition................................................................................................................8

Competitive Roundup ................................................................................................9

Observations and Conclusions ...................................................................................9

Marketing Goals ........................................................................................................10

History......................................................................................................................10

Graph—Average Monthly Sleep Studies per Fiscal Year........................................11

Two-Year Goals .......................................................................................................12

Graph—Average Monthly Sleep Studies per Fiscal Year Through FY 2000..........13

Financial Projections ................................................................................................14

Communicating with Our Market ...........................................................................15

Marketing Strategy ...................................................................................................15

Exhibits .......................................................................................................................19

A. Map—Sleep Center Service Area

B. Marketing Action Plan



Market Analysis

According to the Report of the National Commission on Sleep Disorder Research, sleep

disorders affect millions of Americans. In fact, nearly half of all Americans suffer from

some type of sleep-related problem. Additional findings include:

• Forty million Americans suffer from sleep disorders. Eighteen million of these suffer

from obstructive sleep apnea, while 250,000 to 375,000 suffer from narcolepsy.

• Sixty million Americans, one-third of all adults, suffer from chronic insomnia.

• Twenty to 30 million Americans experience intermittent sleep-related problems.

• Twenty five percent of children between ages one to five experience some type of

sleep disturbance.

• Over half of the 19 million people now over 65 experience some disruption of sleep.

• Millions more Americans obtain inadequate sleep because of their work schedules or

their lifestyle.

• Fewer than five percent of Americans who suffer from sleep-related problems are

diagnosed and receiving appropriate care at accredited sleep centers.

Since advancing age is an important risk factor for many sleep problems, the sleep

problems facing the United States may become even more prevalent as our population

ages as expected in the coming decades.

Our Mission

Our mission at Sleep Center is to provide high quality, affordable sleep medicine services

to all patients in need and to improve the level of awareness of sleep medicine in the

professional community as well as the public. We provide diagnosis and treatment for a

broad range of sleep disorders, including sleep apnea, narcolepsy, insomnia, parasomnias,

and circadian rhythm disturbances for adult and pediatric patients.

Services Offered

Sleep Center provides the following services to patients with sleep-related problems who

reside in Western North Carolina:

• Physician evaluation, including history and physical for adults and children (adult

evaluations also available at satellite sites in Angel Community Hospital in Franklin

and Spruce Pine Community Hospital in Spruce Pine)

• Polysomnography, usually referred to as sleep study (adult studies also available at

satellite sites at Angel Community Hospital in Franklin and Spruce Pine Community

Hospital in Spruce Pine)

• Multiple Sleep Latency Testing

• Maintenance of Wakefulness Testing

• Insomnia specific evaluation and treatment

• Community education programs, including talks to various groups and participation

in area health/wellness fairs



Market Definition

The market for our services consists of the populations of the following Western North

Carolina counties:

Sleep Center Service Area

County 1998 Population*

Primary Service Area Buncombe 188,385

Subtotal 188,385

Secondary Service Area Haywood 48,400 Henderson 78,262 Madison 17,335 McDowell 36,385 Yancey 15,990

Subtotal 196,372

Tertiary Service Area Cherokee 21,342 Clay 7,515 Graham 7,263 Jackson 28,191 Macon 26,368 Mitchell 14,472 Swain 11,927 Transylvania 27,259

Subtotal 144,338

Total of 14-County Service Area 529,095

Other Service Areas Alexander 29,899 Alleghany 9,772 Ashe 22,392 Avery 15,105 Burke 79,051 Caldwell 73,522 Catawba 129,710 Polk 15,829 Rutherford 59,956 Watauga 40,119 Wilkes 60,644

Subtotal 535,999

Total population entire service area 1,065,094 * Projected population, Land of the Sky Regional Council, 2/6/95



We conservatively estimate that 20 percent of the total population of the 14-county

primary, secondary, and tertiary service areas served by Sleep Center has serious sleep-

related problems. Since the total population of these service areas is 529,095, we can

assume that the market for our services is 105,819 individuals in these counties (20% x

529,095 = 105,819). As this population grows and ages, an even larger market can be

assumed. It should be noted, however, that the majority of our patients come from

Buncombe County at this time.

While the estimated 105,819 Western North Carolinians suffering from sleep-related

problems is the market we must reach, the primary method of doing so is through the

referrals of physicians in the service areas. Therefore, we must target Western North

Carolina physicians, inform them about sleep disorders, and enroll them into the process

of referring their patients to us when sleep disorders are suspected. In addition, industries,

especially those where shift work takes place, provide a secondary target. The Mission St.

Joseph’s Health Plan now allows for only one sleep study per lifetime. In addition, no

sleep screening questions are asked during pre-employment physicals. Therefore, the

Mission St. Joseph’s Human Resources Department, the Health Plan Design Team, and

the Safety Officer must be lobbied to make changes in this regard and, thus, provide a

tertiary target.

Strengths

The strengths of Sleep Center include:

• Accreditation as full-service sleep disorder center by the American Sleep Disorders

Association—Distinguishes us from some other local sleep centers

• Staff physicians with over 30 years combined experience in the evaluation and

treatment of sleep disorders (One board-certified; one expected to attain certification

in 1999)—Assures exceptional patient care

• Pediatric sleep specialist—Effective treatment offered for children

• Staff psychologist—Enables us to treat insomnia, usually with behavior modification

• Four registered polysomnographic technologists, with two additional staff members

completing their registration—The quantity and quality of these technologists assure

attention to patient needs and high quality sleep studies

• Sleep Sciences, Inc. in Atlanta provides services—Leading provider of sleep medicine

services in U.S.

• Positive treatment results—Success rate of approximately 60 to 80 percent in

improving the quality of our patients’ sleep overall. Approximately 90 to 95 percent

success rate in compliant patients

• Home-like sleep facility with six private beds—Comfortable setting with substantial

privacy

• Convenient locations—Right off I-40 in Asheville and satellite sites at Angel

Community Hospital in Franklin and Spruce Pine Community Hospital in Spruce

Pine

• Satellite sites (two locations currently with three other locations under

consideration)—Patients near these programs can be seen without driving long

distances, and referring physicians in outlying regions can retain care of their patients



• Flexible scheduling—Around-the-clock testing accommodates patients’ varying sleep

schedules

• Reasonable cost—The cost of evaluations and treatment is considerably lower than

the Southeastern U.S. average

• Affiliated with Mission St. Joseph’s Health System—System has strong regional

presence and provides opportunities such as the capture of the sleep medicine portion

of managed care contracts

• Adjacent to hospital—Medical treatment is available in case of emergency

• Support groups for patients with sleep apnea, restless legs, and narcolepsy—Free

support groups offers sufferers of these disorders ongoing physical and emotional

support

In marketing, our most powerful assets are:

• The relationships built with local and regional physicians by our medical directors

• Our affiliation with Mission St. Joseph’s Health System and its stellar reputation

• The ability to offer everything that someone with a sleep-related problem might need,

including sleep studies, therapy, and when required, continuing support

• Our moderate pricing

• Our technical expertise

Weaknesses

There are several apparent weaknesses in our services. They include:

• Delays, especially in the evaluation of new patients, because of physicians’ schedules

• Lack of interaction with specialists in related fields, including ENTs, pulmonologists,

cardiologists, neurologists, pediatricians, and clinical psychologists.

• Lack of feedback from referring physicians regarding collaboration on patient

treatment plans

• Lack of data on compliance and outcomes from referring physicians and patients

• Lack of patient follow-up

The issue of physician scheduling must be addressed in the weeks to come. The

interaction between the Center staff and other physicians, especially specialists in related

fields will be addressed in the marketing strategy portion of this plan. An effective

method for obtaining feedback from physicians and patients will also be addressed.

Opportunities

The opportunities to market our services that have been explored include:

• Obtaining patient referrals from physicians

• Yellow page display ad in Physicians section in the Asheville telephone book

• Talks to wellness groups, community organizations, and support groups

• Participation in health and wellness fairs

• Alumni group



Unexplored Opportunities

Unexplored marketing opportunities that have been identified to date include:

• Seminars on sleep disorders for primary care physicians, ENTs, pulmonologists,

cardiologists, neurologists, and pediatricians. CMEs for these seminars

• Provide educational information about sleep disorders to above groups plus clinical

psychologists

• Marketing to local industries, especially those where shift work takes place, about the

effects of shift work and how sleep deprivation can affect productivity and workplace

safety

• Develop sleep assessment for industry wellness programs. Work with Community

Outreach on this

• Work with MSJ Human Resources, Health Plan Design Team, and Safety Officer to

have sleep screening questions included on pre-employment physical and to allow

more than one sleep study per lifetime

• Gain presence on MSJ website

Threats

Internal threats to Sleep Center include:

• The need for greater understanding of the seriousness of sleep-related problems by

Mission St. Joseph’s Health System

• The absence of a marketing plan and a unified strategy for attracting new patients

• The need for updated, effective marketing materials

• The absence of a designated individual at the Sleep Center to spearhead the marketing

effort that will be required to achieve goals

Hopefully, the completion and implementation of this marketing plan can address all of

these items.

Customer Profile

The typical adult patient at Sleep Center is a middle-aged Buncombe County resident

who snores. Such patients are typically referred to us by their physician after years of

sleep-related problems. Seventy percent of the adult patients at our center are diagnosed

with obstructive sleep apnea. Ten percent are diagnosed with narcolepsy. The remaining

20 percent suffer from either restless legs syndrome or periodic limb movement disorder

or one of the parasomnias. The typical pediatric patient is four to five years of age and is

typically tested for obstructive sleep apnea and night terrors.

Target Market

Because they refer our patients to us, we must target Western North Carolina physicians,

inform them about sleep disorders, and enroll them into the process of referring their

patients to us when sleep disorders are suspected. Next, we must work with Mission St.

Joseph’s Health System’s Human Resources Department, Health Plan Design Team, and



Safety Officer to recognize sleep disorders as a serious problem, to have sleep screening

questions included on pre-employment physicals, and to allow more than one sleep study

per lifetime. In addition, we must target area industries, especially those where shift work

takes place, and let them know that we can help them increase productivity and reduce the

number of accidents and injuries due to fatigue. Finally, we must let the general public

know that we are here to help alleviate their sleep problems.

Competition

Our competition in Western North Carolina currently consists of Sleep Medicine Center,

Inc. and Sleep Center of Pardee. Each of these centers is profiled below.

Sleep Medicine Center, Inc., 1901 Hendersonville Road, Asheville

Sleep Medicine Center is an accredited sleep center owned by Park Ridge Hospital. This

is a two-bed facility with two board certified sleep physicians and one registered

polysomnographic technologist on staff. The medical director is on the Pardee Memorial

staff and also serves as the medical director of the sleep center at that hospital. According

to the staff at Sleep Medicine Center, they average two sleep studies three nights per

week for a total of six sleep studies each week. The medical staff of Park Ridge staff

refers almost exclusively to this center. Sleep Medicine Center advertises on WLOS-TV

during prime time and has a display advertisement in the Asheville Yellow Pages. One

additional factor: patients can purchase their sleep equipment at this center. It is currently

understood that the Sleep Medicine Center will soon vacate their current location and

move into Park Ridge Hospital. Recently, there have been conversations about

contracting with Sleep Center to manage the Sleep Medicine Center at Park Ridge

Hospital.

Sleep Center of Pardee, Pardee Memorial Hospital, 715 Fleming Street, Hendersonville

Sleep Center of Pardee is located within the hospital in a very clinical setting. This center

is not currently accredited though accreditation is expected this fall. This is a two-bed

facility with two board certified sleep physicians and one registered polysomnographic

technologist on staff. The medical director here also serves as the medical director of the

Sleep Medicine Center. According to the staff at Sleep Center of Pardee, they average

seven sleep studies per week at Pardee and three additional studies per week through their

outreach program at Grace Hospital in Morganton and Harris Regional Hospital in Sylva,

for a total of 10 sleep studies per week. Sleep Center of Pardee has a well-formed multi-

disciplinary physician team interested in expanding their scope of service. Sleep Center is

currently managing this center.



Competitive Roundup

Sleep Center (SC), Sleep Medicine Center (SMC), and Sleep Center of Pardee (SCP) are

compared below. The areas marked by an asterisk (*) are rated on a scale from A to F,

with A being strong and F being weak.

Area Sleep Center Competitive Roundup

SC SMC SCP Accreditation as full-service sleep center? Yes Yes No Number of board certified physicians 1 2 2 Number of pediatric sleep specialists 1 0 0 Number of psychologists/psychiatrists 1 0 1 No. of registered polysomnographic techs 4 2 2 Management expertise* A B A Flexible scheduling for patients?* A ? B Facility design, incl. function and comfort* A C C Number of beds in facility 6 2 2 Average number of sleep studies/week 22 6 (?) 6.7 Number of satellite sites 2 0 2 Avg. number studies/week from satellite sites 1.8 0 3.1 Consultation cost $162 $180 $180 Sleep study cost $1086 $1050 $1076 Physician interpretation cost $325 $300 $300 Patient education* B ? C Patient follow-up* B+ ? B- Overall quality of service* A- ? B-/C Patient satisfaction* A- ? ? Sleep equip. available for purchase onsite? No Yes No Support of sponsoring institution* A- ? B- Relationship with area physicians* A-/B+ ? A Strength of marketing program* F B F Effectiveness of marketing materials* D B F Public perception* B ? B Percent market share ? ? ? Support groups available? Yes ? Yes Current competitive strength* ? ? ? Potential competitive strength* A C B

Observations and Conclusions

It appears, from the above information, that we have a competitive advantage over both of

our local competitors. To expand our market share, however, we must develop and

implement a marketing strategy to attain the goals described in the next section of this

plan.



Marketing Goals

This section of the marketing plan will be devoted to establishing Sleep Center’s

marketing goals for the next two fiscal years. First, however, we will review the history of

the Center in terms of the number of sleep studies performed.

History

The table below shows the history of the Sleep Center in terms of sleep studies per

quarter over the past several fiscal years. The total number of sleep studies per fiscal year

along with the average number of sleep studies per month is shown at the bottom of the

table.

History of Sleep Studies at Sleep Center (Fiscal Years)

FY93 FY 94 FY 95 FY 96 FY 97 FY 98 1

st Qtr. 40 62 125 162 163 199

2nd

Qtr. 59 75 163 157 212 190

3rd

Qtr. 59 75 171 165 224 265

4th

Qtr. 58 100 171 185 258 300*

Total 216 312 630 669 857 954

Avg./mo. 18 26 52.5 55.8 71.4 79.5

* Projected number of sleep studies for FY 98 fourth quarter

As shown in the table, the average number of sleep studies per month at Sleep Center has

grown steadily. From an average of 18 sleep studies per month during the fiscal year

ending 9/30/93, the average number of sleep studies per month increased to 71.4 for the

past fiscal year. The average for the first nine months of the current fiscal year is 72.7

studies per month. This growth is illustrated in the graph on the following page.



18

26

52.555.8

71.4

79.5

0

10

20

30

40

50

60

70

80

Average Monthly Sleep

Studies

1992-1998

Fiscal Years

Average M onthly Sleep Studies per Fiscal Year

FY 93

FY 94

FY 95

FY 96

FY 97

FY 98



Two-Year Goals

The goal that we wish to attain at Sleep Center is to consistently conduct 145 sleep

studies per month, 130 per month at the Center and 15 per month at the satellite sites. The

table below provides a conservative scenario of how we intend to reach this goal over the

next two fiscal years.

Sleep Study Projections for

Next Two Fiscal Years

FY 99 FY 00

Month # studies Month # studies

Oct. 93 Oct. 102

Nov. 85 Nov. 99

Dec. 77 Dec. 81

Jan. 93 Jan. 93

Feb. 97 Feb. 102

March 99 March 110

April 101 April 117

May 103 May 123

June 107 June 130

July 111 July 135

Aug. 113 Aug. 140

Sept. 117 Sept. 145

Total 1196 Total 1377

Avg./Mo. 99.7 Avg./Mo. 114.75



18

26

52.555.8

71.4

79.5

99.7

114.75

0

20

40

60

80

100

120

Average Monthly Sleep

Studies

Average Monthly Sleep Studies per Fiscal Year

Projected through FY 2000

FY 93

FY 94

FY 95

FY 96

FY 97

FY 98*

FY 99*

FY 00*



Financial Projections

Below is a summary of financial projections for the next two fiscal years.

Summary of Financial Projections for FY 1999 & FY 2000

Fiscal years

Total sleep studies

Fee per study

Gross revenue

FY 99 1196 $1086 $1,298,856

FY 00 1377 $1086 $1,495,422



Communicating with Our Market

In order to reach our goal of 145 sleep studies per month on a consistent basis, Sleep

Center must adhere to a coherent, effective strategy. In all that we do, we must position

ourselves as the preeminent sleep center in Western North Carolina. We will do this by

developing strong relationships with area physicians, partnering with local businesses,

communicating the strengths of the Center at every opportunity, and providing excellent

and effective care for each patient that enters our doors. Underpinning all of this will be

our compassionate attitude, an attitude and way of being that upholds the dignity of our

patients and everyone involved in delivering care to them.

Marketing Strategy

Below are the prioritized target markets along with the message that we will

communicate to them and the prioritized strategies we will undertake to do this.

I. Physicians in related fields within the Mission St. Joseph’s Health System

A. Message: We want to assist you in providing the very best healthcare for your

patients.

B. Marketing Strategies

1. Quarterly MAHEC programs for physicians in related fields, including

primary care physicians, ENTs, pulmonologists, cardiologists, neurologists,

and pediatricians at Owen Heart Center auditorium. SC physicians, staff, and

patients to present. CMEs to be offered

2. Powerful, effective Power Point presentations to be designed to support above

programs

3. Produce and send mailer to accompany The Doctor’s Office, a monthly

newsletter sent to all system physicians by MSJ Marketing and

Communications Department

4. Call on physicians’ offices to educate the physicians and/or their office

managers on sleep disorders. Provide physicians and office managers with

screening information and educational brochures for their staff and patients

5. On initial referrals, hand deliver letter from Center regarding the treatment and

diagnosis of the referred patient within one week of the patient’s treatment and

diagnosis. Otherwise, send letter to referring physician within two days

6. Because of the correlation between coronary heart disease and obstructive

sleep apnea, work closely with Heart Center to identify and treat

cardiovascular patients with this disorder

7. Develop educational materials appropriate for public including brochures and

fact sheets. Develop short-form sleep disorder screening and fact sheets for

physicians, including fact sheet on How to Refer

8. Thank you notes to physicians who have referred patients within 48 hours of

referral

9. Fast Facts to Physicians postcard mailings to physicians on a monthly basis

10. Gain presence on Mission St. Joseph website. Include page for public and one

for healthcare professionals. Have subscription service for daily or weekly

Fast Facts for Physicians via e-mail



II. Physicians in related fields outside the Mission St. Joseph’s Health System

A. Message: We want to assist you in providing the very best healthcare for your

patients.


1. Host a annual program for physicians in related fields, including primary care

physicians, ENTs, pulmonologists, cardiologists, neurologists, and

pediatricians at each satellite site, including Angel Community Hospital,

Spruce Pine Community Hospital, and Cherokee Hospital. Hold event at local

restaurant. SC physicians, staff, and patients to present. CMEs to be offered

2. Use powerful, effective Power Point presentations designed to support above

programs

3. Call on physicians’ offices to educate the physicians and/or their office

managers on sleep disorders. Provide physicians and office managers with

screening information and educational brochures for their staff and patients

4. On initial referrals, hand deliver letter from Center regarding the treatment and

diagnosis of the referred patient within one week of the patient’s treatment and

diagnosis. Otherwise, send letter to referring physician within two days

5. Thank you notes to physicians who have referred patients within 48 hours of

referral

6. Fast Facts to Physicians postcard mailings to physicians on a monthly basis

7. Use Mission St. Joseph website with sleep disorder page for healthcare

professionals. Have subscription service for daily or weekly Fast Facts for

Physicians via e-mail

8. Explore opening additional satellite sites

III. Mission St. Joseph’s Health System

A. Message: The System must recognize sleep disorders as a real problem for a large

percentage of people in the service area, including the Mission St. Joseph’s staff

and their family members.


1. Work with Human Resources to have changes made in the number of sleep

studies now allowed (one) and to have sleep screening questions included in

the pre-employment physical. Visit and provide copies of recent news articles,

brochures, fact sheets

2. Work with Health Plan Design Team to have changes made in the number of

sleep studies now allowed (one) and to have sleep screening questions

included in the pre-employment physical. Visit and provide copies of recent

news articles as well as brochures, fact sheets

3. Work with Safety Officer regarding staff productivity and safety issues related

to sleep problems, sleep deprivation

4. Write quarterly articles, place ads in SCOPE about sleep disorders



IV. Area Businesses

A. Message: We can help increase your productivity, reduce the number of accidents

and injuries due to fatigue, and help boost company morale.


1. Call on company OSHA/Safety Officers to help educate them on the effects of

sleep disorders and sleep deprivation. Provide them with brochures and fact

sheets. Develop presentation including fact sheets that specifically address

productivity and accident issues

2. Develop schedule of company health screenings and health fairs. Participate in

these on a regular basis

3. Become part of the health screenings provided by Mission St. Joseph’s

Community Outreach Program. Include postcard-sized self-assessments on

brochure rack of CARE van.

V. General Public

A. Message: We can help bring relief to your sleep problems.


1. Change Center name to Mission St. Joseph’s Sleep Center in order to benefit

from MSJ’s name recognition and reputation for quality care in Western North

Carolina

2. Hold open house when Center expansion is complete. Send invitations to

physicians, Mission St. Joseph’s staff (including Human Resources

Department, Health Plan Design Team, and Safety Officer), OSHA/Safety

Officers at local companies, current and former patients, support group

members, etc.

3. Participate in radio and television programs including Evening Rounds

(WCQS), Healthy Living (WWNC), and Medical Minute (WWNC & WLOS-

TV). Concentrate on this in the months preceding the open house

4. Invite Asheville Citizen-Times health editor to write story about newsworthy

patient as tie-in to Center open house. Write guest column in 1999

5. Send news releases to area media (print, radio, television) regarding opening

of expanded Center and for such events as support group meetings, staff

changes, new satellite sites, upcoming lectures, etc. Be certain to also send

releases regarding upcoming events to editors of community calendars

6. Secure Yellow Page display advertisement and listing in Physicians section

and listing in Sleep Disorders section

7. Write articles for Health Words for Women, a quarterly newsletter concerning

women’s health issues that is sent to selected area women on a quarterly basis

8. Write quarterly articles, place ads in SCOPE about sleep disorders. Also, list

support group meetings in community calendar

9. Maintain regular contact with Health Connection. Update them on latest

developments at Center so that they can respond appropriately to all sleep

problems and guide callers to the Center



10. Develop system for tracking patients (how they found out about the Center)

and referring physicians (how they made the decision to refer patient to

Center). Such a system will be used to determine which marketing methods

are working best and which do not seem to be working

11. Develop patient education video to free up more of Center physicians’ time



Exhibits

A. Map—Sleep Center Service Area

B. Marketing Action Plan



Sleep Center Marketing Action Plan

Sec. I Action Primary Responsibility Date Due Primary Support

I.B.1 Quarterly programs for MSJ physicians

a. Enroll physician, staff, patient

presenters

b. Choose dates, site

Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy

I.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce Mulkey

I.B.3 Produce and send bi-monthly informational

mailer with The Doctor’s Office (Use

Diagnosing Sleep Disorders fact sheet) [1]

Jean Hardy On hold Bruce Mulkey

Ernest Williamson, Sleep

Sciences

I.B.4-5 Call on physicians Jean Hardy As needed N.A.

I.B.5.a Send letter from Center to referring

physicians

Leigh Patton As needed N.A.

I.B.5.b Review letter from Center to referring

physicians for PR value

Jim Tate w/

Dr. James McCarrick

Dr. Charles O’Cain

11/16/98 Bruce Mulkey

I.B.6 Meet with Shonnie Lavender to determine

strategy for interacting with Heart Center

Jean Hardy 11/1/98 Shonnie Lavender, Heart

Services

I.B.7 Develop brochures, fact sheets, letterhead

a. 6 patient brochures

b. 6 physician fact sheets

Jean Hardy 10/15/98 Bruce Mulkey


Sciences

I.B.7 Final proofs to physicians Jean Hardy 10/30/98 Bruce Mulkey

I.B.7 Final proofs reviewed Dr. James McCarrick


11/6/98 Jim Tate

I.B.7 Brochures, fact sheets, etc. received from

printer


MSJ Print Shop

I.B.8 Determine procedures for thank you notes Jim Tate w/

Dr. James McCarrick



I.B.9 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, Marketing

I.B.10 Gain presence on MSJ website Jim Tate On hold Rod Whiting, Marketing



Sleep Center Marketing Action Plan (cont.)

Sec. II Action Primary

Responsibility Date Due Primary Support

II.B.1 Annual program at each satellite site

a. Enroll physician, staff, patient

presenters

b. Choose dates, site

Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy

II.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce Mulkey

II.B.3-4 Call on physicians at satellite sites Jean Hardy As needed N.A.

II.B.4 Send letter to referring physicians Leigh Patton As needed N.A.

II.B.5 Determine procedure for thank you notes Jim Tate w/

Dr. James McCarrick



II.B.6 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, Marketing

II.B.7 See I.B.10 above N.A. N.A. N.A.

II.B.8 Develop strategy to open additional

satellite sites

Jean Hardy On hold Sonya Greck, VP Regional

Services

Sec. III Action Primary Responsibility Date Due Primary Support

III.B.1 Human Resources to meet to consider

request for changes

Jim Tate 11/13/98 Tim Macklin, MSJ HR

III.B.2 Meet with Health Plan Design Team to

request changes

Jean Hardy On hold Claudia Muse, Exec. Dir.,

Health Delivery Inc.

III.B.3 Meet with Safety Officer to request

changes

Jean Hardy On hold Angela Jones, MSJ Safety

Officer

III.B.1-3 Develop presentation package including

brochures, fact sheets, articles, etc. for

above meetings



Sciences

III.B.4 Write articles for SCOPE [2] Jean Hardy Qtrly. beg. 11/15/98 Bruce Mulkey

Carole Donnelly, SCOPE

Editor




Sec. IV Action Primary Responsibility Date Due Primary Support

IV.B.1.a Develop list of area companies and visit

OSHA/Safety Officers

Jean Hardy 1/18/99 Bruce Handley, Community

Outreach

IV.B.1.b Develop business presentation and

materials re productivity, safety issues

a. Brochures

b. Fact sheets

c. Presentation



Sciences

IV.B.2.a Develop schedule of business health

screenings, fairs


Outreach

IV.B.2.b Create professional booth and participate

in screenings, fairs [5]



Sciences

IV.B.3.a Meet with Community Outreach to explore

becoming part of their program


Outreach

IV.B.3.b Postcard sized self-assessments in

brochure rack of CARE Van [7]


Outreach

Sec. V Action Primary


V.B.1 Change Center name to Mission St.

Joseph’s Sleep Center


Janet Moore, Marketing

V.B.2 Plan and hold Open House Jean Hardy On hold Bruce Mulkey

V.B.3 Schedule participation in radio and TV

programs, write scripts [4]


Rod Whiting, Marketing

V.B.4 Invite Citizen-Times to write story about

pediatric patient. Later, write guest column

[3]


Merrell Gregory, Marketing

V.B.5.a Develop list of area media Jean Hardy On hold Bruce Mulkey


V.B.5.b Send news releases re Open House and

other Center and sleep disorder news






Sec. V Action Primary


V.B.5.c Send upcoming events info to Community

Calendars

Susan DuRant Monthly beg. 8/14/98 N.A.

V.B.6 Display ad, listings in Yellow Pages [6] Jean Hardy 3/1/99 Bruce Mulkey

Rod Whiting, Marketing

V.B.7 Write articles for Health Words for Women Jean Hardy On hold Bruce Mulkey

Harley Dartt, Marketing

V.B.8 See III.B.4 Also list upcoming events in

SCOPE

Jean Hardy 11/15/98 Carole Donnelly, SCOPE

Editor

V.B.9 Update Health Connection Jean Hardy Qtrly. Beg. 11/15/98 Barbara Moore, Health

Connection

V.B.10 Develop tracking system Jean Hardy 1/1/99 Computer Services

V.B.11 Develop patient education video [8] Jean Hardy 1/15/99 Bruce Mulkey


Sciences

sample marketing plan

Documents

sleep problems

inadequate sleep

disruption of sleep

fromsome type of sleep

sleep disorder research

accredited sleep centers

sleep study adult studies

millions of americans