Increasing New Patient Enrollment at Childrens Health Systems Homewood Office

1
Increasing New Patient Enrollment atChildrens
Health Systems Homewood Office

• Michael T. Bell
• June 2, 2008

2
History of Organization

• Mayfair Medical Group founded in 1985
• Dr. Thomas Amason , Dr. Harry Register, Dr.
  Judith Habeeb, Dr. Richard Huie
• Childrens Health System acquires practice in
  1998, for an undisclosed amount.
• Medical office - renovated and expanded

3
Problem

• New Patient enrollment has become stagnant.
• Current patients are becoming ineligible for
  pediatric care because of age.

4
Goals

• Begin a positive public relations campaign to
  increase new pediatric patients.
• Retain children from infancy until college
  graduation at which time pediatric care ends.
• Become more known to the community.

5
Objectives

• In order to achieve the goals of the campaign,
  the objective is to advertise Childrens
  Homewood Office through various media outlets and
  special seasonal community events.
• The first media outlet would be a website
  tailored to the practices needs.
• Television commercials and radio spots would be
  used.
• Greeting cards would be used to invite friends
  and family of current patients to come visit the
  doctor of their choice at a discounted rate for
  initial appointment.
• Newspaper and magazine articles will be placed in
  the local print media about the practice and each
  individual physician.

6
Audience

• The main audience will be families in the
  Homewood, Hoover, Mountain Brook, Vestavia Hills
  and Southside/Downtown area.
• Special emphasis will be placed on new parents.

7
Strategies Tactics

• Start campaign with a summer PR Blitz that will
  use television and radio ads to emphasis the
  importance of healthcare during the summer
  months.
• New website opened with PR Blitz.
• Host community events starting with picnic and
  fun-day for families in Homewood Park.
• Begin to use mailers to encourage area families
  to bring in their children for discounted yearly
  check-ups before returning to school.
• Submit articles to The Birmingham News, Lipstick
  Magazine, The Birmingham Times, Birmingham
  Magazine, etc.

8
Calendar

• The campaign will last 5 months
• June Beginning of PR Blitz
• television and radio
• website
• July Community Picnic at Homewood Park
• mail cards to area families
• Newspaper articles
• August Back to School Family Outing at Oak
  Mountain State Park
• Magazine articles
• September In-school seminars for students about
  health issues
• October Healthy Halloween Masquerade Ball for
  families and the Museum of Art

9
Budget
10
Evaluation

• POLLS
• SURVEYS
• NEW PATIENTS

11
References

• Amason, Dr. Thomos G. (2008, May 28). Increasing
  New Patients
• Bell, Etta R. (R.N.) (2008, May 28). Increasing
  New Patients
• Mayfair Medical Group. (2008, May 28). Mayfair
  Medical Group Overview 1996