Beruflich Dokumente
Kultur Dokumente
Outline
Introduction
Executive Summary & Strategic
Planning
Internal and External Analysis
SWOT
Alternative Strategies
Tactical Marketing Mix
Implementation
Marketing Budget
Success Factors
(1 of 2)
Facilities
- 280 acre campus, room to grow
Success Factors
(2 of 2)
medical groups
Success Factor
Depth of Professional Staf
Specialized Behavioral Health Staf
- 50 employed psychiatrists
- 50 psychologists, 180 social workers
- Activity/occupational therapists
- Pastoral care staf
140
135
130
125
120
115
110
Who We Serve
FY2014
Inpatient Care
210 Beds Within the Joint Operating Agreement
St Marys Licensed
General Adult 66
Beds
Co-occurring Unit- 22
Beds
Psychiatric Medical
Unit 28 Beds
(downtown at general
hospital)
Demographics
Video
https://www.youtube.com/watch?v=b
oKDfk7kjSM&feature=youtu.be
Marketing Demand
Mothers who are sufering 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 communitys needs
Spectru
Saint Mary's
m
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
Change FY13FY14
-57
18
-7
-82
-46
-2.8%
0.2%
-0.4%
-4.0%
-0.4%
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
Ofering this service to West
Michigan
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 ofer 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
Alternative Marketing
Strategies
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 staf,
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 transportation
Pine Rest brand mental health
stigma
Lack of constant connection with
referral sources
Not top of mind with all HCPs
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
Recommendations
3. 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.
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.
Questions