Governing Board

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Governing Board Executive Staffs Roles
Responsibilities in Planning Marketing Services
of ACOs
By Art Adams, Jackie Bick, Jennifer Black, Andy
Fogel, Julie Murray, Jill Peck, Jennifer Underwood
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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

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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

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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

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Functions of Marketing

• Identify markets
• Promote the organization
• Convince patients to select the organization
• Attract capable workers
• Manage external relationships

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Efforts to discourage inappropriate. services
Efforts to encourage healthy lifestyles
  Direct sales to buyers
Efforts to attract patients to services
Intermediary Buyer Related Marketing
Patient- Related Marketing
  Intermediary contracts
Provider- Related Marketing
  Physician Org.s
Collaboration with other providers
Employee recruitment retention
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OBleness Memorial Hospital

• Est 1970
• Bed Capacity 64
• Holly Snedecor-Gray, PR manager

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Marketing

• Radio
• Billboards
• Quarterly News Letters
• Beginning to include Television

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Budget For Advertising

• 141,600
• Includes
• Newspapers
• Radio Advertisement
• Billboards

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News Letters

• Sent to 5,000 different individuals
• Donators
• Recent Patients
• Local Businesses
• Residents in the Community
• Expectant Mothers
• Elderly

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Affiliations

• Ohio Health
• Purchasing Agreement

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Holzer Hospital- Jackson

• Est 2001
• Bed Capacity 40
• Jeff Barnes, VP Marketing

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Marketing

• Advanced
• Research
• Radio
• Billboard
• Present
• Radio
• Newspaper
• Brochures
• Billboards

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Health Prevention

• Community Health Wellness
• Risk Assessments
• Fairs Screenings

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Employment

• Over 1,000 Employees
• Constant Employment Process

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Practices

• 6 Practices in OH WV
• 120 Specialty Group Practices
• Satellite Offices

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Services Available

• Cardiology
• ENT (Ears, Nose, Throat)
• Family Practice
• Internal Medicine
• OB/GYN
• Urgent Care
• Pediatrics
• X-Ray
• Surgery
• Mammography

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Childrens Hospital

• Est 1893
• Bed Capacity 313 licensed, 48 leased NICU
• Donna Teach, Director of Marketing Development,
  Promotions

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Marketing Techniques

• Branding
• Building a market wide image of Childrens 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

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Services Available

• Childrens Institute for Pediatric Education
• Close to Home Health Care Centers
• Emergency and Urgent Care
• In-patient Hospital
• Out-patient Surgery
• Rehabilitation Therapy
• Behavioral Health and Counseling Services
• Home Care Services
• Specialty Programs

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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

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Marketing to the Providers

• Employee Recruitment and Retention
• -Online Employment Opportunities
• -Volunteering at Childrens
• Collaboration with other Providers
• Intermediary Contracts

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Marketing Department at Childrens

• President and Vice President
• 3 Senior Marketing Counselors
• Marketing Specialist
• Interactive Marketing Specialist
• Call Center Coordinator/Office Manager
• 2 Physician Consultants
• Contract Publications Manager

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Helpful Contacts

• Volunteer Services
• www.childrenscolumbus.org/vol/index.sht
  ml
• email volunteering_at_chi.osu.edu
• phone [phone]
• Employment Opportunities
• www.childrenscolumbus.org/hr/index.shtm
  l
• Job line [phone] TDD
  [phone]

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Wrapping Things Up