Healthcare is one of public media's top-performing underwriting categories, but it's also greatly affected by shifting government regulations, changing economic conditions and consumer preferences. Gain critical insight into the US Healthcare market segment.

1. Category Drill-Down
Healthcare
Terri Whitesel, DeKalb Medical

2. Key Questions Going In …
• What are the top 5 trends influencing hospitals and the availability of
Marketing/Advertising dollars?
• What are the key things we need to know about a hospital before we go on a
hospital sales call?
• What services or programs make the most sense for hospitals to sell via radio?
• Who is the buyer/influencer in the buy?
• Are physician practices a target for our radio sponsorships?
• What resources do you recommend to keep informed?
• Can you give us some background on your hospital system and how the facts
we have just reviewed impact your planning?
• How are you using NPR to help drive patient business?

3. HOSPITAL MARKETING 2013
HOW TO SELL, GROW AND
PROSPER IN THE SEA OF
HEALTHCARE CHANGE
Critical Trends

4. Trend #1:
Reimbursement & Utilization
Declining
 For the past 40+ years we saw increases in
both inpatient and outpatient services and
were paid ‘fee for service’
 Beginning in 2009, in/outpatient utilization
decreased and elective surgery began to be
postponed as a result of the economy
 At the same time, patients out-of-pocket costs
for healthcare services increased (higher
deductibles)

5. Reactions to the Change
 Reduced utilization and reimbursement are
forcing:
 Portfolio of Services reduction
 Redefining of core businesses/services
 Development of service distribution systems
 Taking on more unpaid debt for those unable to
pay for service
How could this impact your sales?
 Services that were once marketed may be cut
 Services that were not marketed may be
promoted

6. Trend #2: The New Business
Model
 The Past – Fee for Service
 More market share
 More patients
 More services
Equaled More Revenue – size and scale of
healthcare systems not as important
 New Model – Shared Risk – Value-Based
Delivery
 Best possible quality
 At the lowest price
 Hospitals, doctors truly working together to care for
patient before, during and after hospitalization
 Size matters

7. Old World New World
Medicare/Medicaid
Fee-for-Service model
Everything to everybody
Competing services among
local hospitals in close proximity
Largely hospital-based delivery
system
Focused on in/outpatient care
Every man for himself
Best Possible Care
Highest Possible Quality
Lowest Possible Cost
Shared Risk Between
Physicians and Hospitals
Doctor/Hospitals Tasked
with Pre- and Post-Care

8. How Could This Impact Your
Sales?
 During this transition additional dollars may
not be as available for advertising
 As new ACOs (Accountable Care
Organizations) begin to form, the transition
and learning curve may delay marketing of
services
 Once the continuum of care and its methods
are established new opportunities for ongoing
communication to the public about the benefits
of these programs could open new doors for

9. Trend #3: Consolidation
 Consolidation will increase, taking advantage
of size and scale
 Regionalization of local markets - players are
re-aligning, past enemies join for survival
How Could This Impact Your Sales?
 Less individual accounts, but larger single
accounts
 Multiple service lines could collapse to one big
hospital/service single provider ‘owning the
market’
 Buys for media could be regionalized or

10. 10 Largest Health Systems by Hospital
Ownership
Dept. of Veterans Affairs – Washington, DC 158
40.7
Universal Health Services – King of Prussia, PA 157
20.4
HCA – Nashville, TN 140 34.8
Community Health Systems – Franklin, TN 110
17.9
Select Medical Corp. – Mechanicsburg, PA 108 5.1
Kindred Healthcare, Inc. – Louisville, KY 100
7.4
HealthSouth Corp. – Birmingham, AL 76
5.1
LifePoint Hospitals – Brentwood, TN 51 5.9
Catholic Health Initiatives – Englewood, CO 45 6.8
HOSPITAL SYSTEM # OF HOSPITALS
#BEDS

11. 1. Ascension Health (St. Louis, MO) – 81
2. Catholic Health Initiatives (Denver, CO) – 76
3. Trinity Health (Novi, MI) – 49
4. Adventist Health System (Winter Park, FL) – 41
5. Dignity Health (San Francisco, CA) – 40
6. Kaiser Foundation Hospitals (Oakland, CA) – 36
7. Catholic Health East (Newton Square, PA) – 35
8. Sanford Health (Sioux Falls, SD & Fargo, ND) – 34
9. Carolinas Healthcare System (Charlotte, NC) – 33
10. CHRISTUS Health (Irving, TX) – 32
11. Providence Health System (Seattle, WA) – 32
12. Mercy (Chesterfield, MO) – 31
13. Baylor Health Care System (Dallas, TX) – 30
25 Largest Non Profit Hospital
Systems
14. Avera Health (Sioux Falls, SD) – 29
15. Iowa Health System (Des Moines, IA) – 26
16. Banner Health (Phoenix, AZ) – 25
17. Catholic Healthcare Partners (Cincinnati, OH) – 24
18. Sutter Health (Sacramento, CA) – 24
19. Mayo Clinic (Rochester, MN) – 23
20. Intermountain Healthcare (Salt Lake City, UT) – 22
21. NewYork-Presbyterian Healthcare System
(New York, NY) – 20
22. Adventist Health (Roseville, CA) – 19
23. Bon Secours Health System (Marriottsville, MD) –
19
24. IU Health (Indianapolis, IN) – 17
25. SSM Health Care (St. Louis, MO) – 17
Source: Hospital Review 7/24/2012

12. Trend #4:
Electronic Medical Record (EMR) –
Technology
 Technology will be a major disruptor
 Large percentage of hospital budgets required to
accomplish the needed integration both internally among
their systems and externally among their new
collaborative health partners
How Could This Impact Your Sales?
 Large outlays of cash needed for marketing are gone
 Underestimation of cost not uncommon, so budget cuts
mid- stream can occur
 An increase in digital offerings to supplement traditional
radio sales may be required as value add to support the
hospitals’ need to reach the virtually monitored, treated
and supported e-patient

13. Trend #5:
Owning the Physician Supply Chain
Employ Primary
Care Physician
Employ Physician
Specialist
Why Do This?
Lab work, imaging, surgery centers, physical therapy all can be physician-owned,
and dollars associated with each service ‘walk out the door’

14. How Could Employing Practices
Impact Sales ?
 Could provide new need to market physician practice
network
 Could eliminate a previously large, independent practice
client making them now a hospital account
 Marketing the practices requires both hyper-local and
localized marketing…radio may be too broad or only
serve
to support Brand marketing of the growing physician
network
 The employment trend may influence physicians to
consolidate to larger practices to remain ‘independent’ –

15. Things You Need to Find Out
About Your Target Hospital
 Is your target hospital private, public or a
community hospital?
 What is its fiscal year?
 What hospitals are the key players in your
market?
 What is your target hospital’s key service
line(s)?
 Does your target hospital have any Centers of
Excellence?
 What are the hospitals consumer-driven

16. Things You Need to Find Out About
Your Target Hospital (continued)
 Is your target hospital on a physician practice
buying spree?
 Was your target hospital just purchased; if so,
why and what happened as a result?
 Did your target hospital buy any large
physician specialty groups? Did anyone buy a
large group
of their key physician specialists?
 How much of your hospital’s patient base is
uninsured/Medicaid?
 Where is your target hospital in its adoption of

17. Matching Your Demos to the
Hospital Key Service Line Demos
 Today’s money makers and differentiators in
healthcare…
 Cancer
 Orthopedics (hip, knee, spine)
 Surgical Weight Loss
 Cardiology/Interventional, Vascular
 Centers of Excellence (Surgical Weight Loss…)
 Transplantation
 Neuro Sciences

18. Who Are the Buyers &
Influencers ?
 VP/SVP of Marketing
 VP/SVP of Planning
 Service/Product Line Managers
 Head of Foundation
Where Do You Find Out Who These People Are?
 Target hospital’s website (About Us, Management Team …)
 Hospital’s community newsletter and Annual Report
 Calling and inquiring about a service directly as if patient
 Donate $$ to the hospital (if allowed, target your donation to a
specific service line which will give you access to networkable
events and information that will help you make more informed
sales calls)
 The Business Journals (bizjournal.com) and their Book of Lists

19. Targeting Large Physician
Practices
• Universe is small – 3,000+
• Of the 3000+ groups, many are NOT consumer-driven services
SOURCE: http://www.skainfo.com/health_care_market_reports/largest_medical_groups.pdf

20. Targeting Large Physician
Specialty Practices
Proliance Surgeons (Seattle, WA) – 100 orthopedic surgeons, 13 surgery centers
Resurgens Orthopaedics (Atlanta, GA) – 85 orthopedic surgeons, 18 offices, 6 surgery centers
Illinois Bone & Joint Institute (Morton Grove, IL) – 90 orthopedic surgeons, more than 20 locations
OrthoCarolina (Charlotte, NC) – 70 orthopedic surgeons, 13 locations
OrthoIndy (Indianapolis, IN) – 65 medical professionals, 11 office locations,
and operate the Indiana Orthopedic Hospital in Indianapolis
Midwest Orthopaedics at Rush (Westchester, IL) – 31 orthopedic surgeons, 5 locations
Steadman-Hawkins Clinic (Vail, CO) – 20 physicians, 4 locations throughout Colorado and at one
location in Spartanburg, S.C
The Hughston Clinic (Columbus, GA) – 19 physicians, 8 locations
Kerlan-Jobe Orthopaedic Clinic (Los Angeles, CA) – 18 physicians
SOURCE: June 02, 2009 Data

21. Keeping You Informed
 Sign up for hospital’s community newsletter
 Set up Google alerts with all the hospitals’ names in your
market and READ the alerts
 Set up Google alerts about your target hospital’s key
service lines and READ the alerts
 Review your hospital’s YouTube channel
Getting Your Foot in the Door
 Join your local state hospital association
 Offer to present an INFORMATIVE presentation about
radio buying to new employees who may be gatekeepers
and who need to learn about radio
 Donate/volunteer at the hospital and/or its Foundation to
make some contacts and NETWORKKKKKK

22. Keeping Informed About Service
Lines

23. RSS Feeds – Direct To Your Inbox

24. Kaiser Family Foundation
http://kff.org/statedata/

25. The Agape Center
http://www.theagapecenter.com/Hospitals/

26. Pew Internet – Health Topics

27. Government-Driven Programs
 ObamaCare
 Accountable Care Organizations (ACOs)
 Health Care Insurance Exchanges
No one knows the outcome; all states are
involved at some level. Keep abreast of your
state and
your target hospital’s position and involvement
in the above.

28. DeKalb Medical – NPR
Partnership
Patient centric
Patient ‘actors’
Patient success stories

29. Microsites & Website
www.atlantacancerstories.com
www.atlantaorthostories.com

30. It’s All About Conversion…
It’s All About Integration
NPR Radio mentions
Community Doc Talk (physicians, patients present)
Attendance (targeted, paying customers)
Appointment setting via call center
Procedure conversion via physician
Additionally each talk supported by:
 Print, banner, PPC (pay per click) ads
 Direct Mail, Pushing Beyond community magazine focused
article
 Website promotion and Facebook event posting

31. Questions
Good Luck!!!!!

32. Special thanks to our
Platinum Sponsors