Business Development

Lloyd Mencinger, SVP, Business Development

John Landino, VP, Physician Relationship Program

Trish Brainerd, Senior Director, Operations Marketing

2

Business Development

Physician

Relationship

Program

Marketing

Physician

Recruiting

Tenet

Call Center

3

Business Development

Physician

Relationship

Program

Marketing

Physician

Recruiting

Tenet

Call Center

4

-20

-10

0

10

20

30

40

50

60 6%

5%

4.0%

3.0%

2.0%

1.0%

0%

-1.0%

-2.0%

Admission Volume Growth Tracks with Physician Relationship Focus

-0.9% -1.7%

-2.2%

-0.8%

0.1%

1.0%

Total Hospital

Admissions Growth

Q406 Q107 Q207 Q307 Q407 Q108

5

-2.0

-1.0

0

10

20

30

40

50

60 6%

5%

4.0%

3.0%

2.0%

1.0%

0%

-1.0%

-2.0%

Physician Relationship

Program Reps

8

12

30

43

53 58

Admission Volume Growth Tracks with Physician Relationship Focus

-0.9% -1.7%

-2.2%

-0.8%

0.1%

1.0%

Total Hospital

Admissions Growth

Q406 Q107 Q207 Q307 Q407 Q108

6

-20

-10

0

10

20

30

40

50

60 6%

5%

4.0%

3.0%

2.0%

1.0%

0%

-1.0%

-2.0%

Volume Growth from

Physicians Visited by PRP

Physician Relationship

Program Reps

8

12

30

43

53 58

-0.1%

1.0%

1.5%

2.5% 2.5%

5.7%

Admission Volume Growth Tracks with Physician Relationship Focus

-0.9% -1.7%

-2.2%

-0.8%

0.1%

1.0%

Total Hospital

Admissions

Growth

Q406 Q107 Q207 Q307 Q407 Q108

7

1022

824

729

509

339

304281

1

8

6

44

3

10

200

400

600

800

1000

1200

Q406 Q107 Q207 Q307 Q407 Q108 Est Q208

0

2

4

6

8

10

12

Nursing Home

Liaisons

Admissions from targeted

Nursing Homes

Adm

issio

ns

Lia

iso

ns

Admissions from Nursing Homes Track with Senior Care Physician Relationship Focus

8

2006• No PRP Training

2007 TrainingCore Sales Training

• PRP Reps

• CEOs

2008 Training• CNO Training

• Operations Managers

• Nurse Managers

• Outpatient Imaging

• Ambulatory Surgery Center

• Physician Recruiters

• Gen 2.0 Core Training

0

100

200

300

400

500

600

700

800

2006 2007 2008

00

487

22

685

35

60

50

40

30

20

10

0

70

Pa

rtic

ipa

nts

Se

ss

ion

s

Training

Participants

Training

Sessions

80

Physician Relationship Program Courses

* Est. Q2, Q3, Q4-2008

9

Business Development

Physician

Relationship

Program

Marketing

Physician

Recruiting

Tenet

Call Center

10

15

48

41

33

26

10

0

10

20

30

40

50

60

Q107 Q207 Q307 Q407 Q108 Q208 Q308 Q408

Physician Recruiters (FTEs)

• Director, Physician Recruitment Hired

• Increased Focus: Hospital, Region, HQ• Physician Conference Recruitment

Strategy (30 Targeted)

• Medical Resident Recruiting Program Launch

• Physician Database• Tenet Recruiter Training

Launched

* Est. Q2, Q3, Q4-2008

11

Business Development

Physician

Relationship

Program

Marketing

Physician

Recruiting

Tenet

Call Center

12

13

$80

$90

$100

$110

$120

$130

Q406 Q107 Q207 Q307 Q407 Q108

(Millions)

60

50

40

30

20

10

(Thousands)

45K 45K43K

45K

49K

57K

$92 $97

$101$99

$111

$122

Hospital Net Revenue from Marketing Programs

Call Center Phone & Web Contacts from Marketing Programs

$408 Million Net

Revenue in 2007

Tenet Call Center – Hospital Net Revenue Driven from Marketing Efforts

14

Undiagnosed

AAA (Abdominal Aortic Aneurysm)

40%

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Q207 Q307 Q407 Q108 Q208

10

30

20

60

50

40

70

80

90

100

0

1,056 1,397

3,276

7,913

9,574

72

15 15

32

Pa

tie

nts

Scre

en

ed

Ho

sp

ita

ls

Participating

Hospitals

Cumulative Patients

Screened

Undiagnosed

PVD (Peripheral Vascular Disease)

25%Undiagnosed

Breast Cancer

38%

Marketing Direct-to-Consumer Screenings

15

10%

12%

14%

16%

18%

20%

22%

24%

26%

28%

30%

Q306 Q406 Q107 Q207 Q307

Physician Upgraded Profiles

6%

29%

0

500

1000

1500

2000

2500

3000

3500

4000

4500

Q206

(JUN

only)

Q306 Q406 Q107 Q207 Q307 Q407 Q108

0

100

200

300

400

500

600

700

800

900

(Thousands) (Thousands)

Marketing Direct-to-Consumer HealthGrades

4.3 Million

798K

Cumulative Physician

Profiles Opened

Cumulative “Make an

Appt” button clicked

16

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

2001 2002 2003 2004 2005 2006 2007

.

$120

$186

$288

$414

$811$843

$1,064

$200

$400

$800

$600

$1,000

$1,200

An

nu

al G

ross R

eve

nu

e (

$0

00

’s)

(Ne

t o

f B

ad

De

bt)

Call Center – MEDContact Business

17

Cardiovascular

Ortho

Specialty Physicians

Primary Care

Physicians

Patients/Consumers

Patient/Consumer Strategy

Primary Care Strategy

Extended Care

Employers

Nursing Home Strategy

Teaching Centers

Residency/MD Staff Development

TGI

Service

Lines

Neuro

Employer Strategy

Executing Marketing Strategies by Channel

18

Suite of Marketing Initiatives Touches all ChannelsConsumer PCP Specialist

HealthGrades

Screenings

EKG

PVD

Trigger Event

Mammo

AAA

Prostate

Diabetes

Calcium scoring

ED

Physician Relationship Program

Call Center Recruitment ROI Tracking

Quality Core Measures

Patient Satisfaction (HCAHPS)

Physician Satisfaction

Physician Leaderships Groups

Group Purchasing/Broadlane

IT Portal/PACS

Technology Partnership Workshops

Micro-Segmentation Mktg.

Continuum of Care

Available Today

Planned

19

Physician

Relationship

Program

Where We Were Where We’re Going

Marketing

• DTC Screening, Direct Mail

• Quality – Core Measures

• HealthGrades

• Deeper Segmentation, Increase ROI

Financial Clinical Lifestyle

• Continuum of Care

• HealthGrades, Optimization

• Relatively New Team

• First Round Sales Training

• Experienced, Highly Skilled Team

• Expand Training throughout Organization:CNOs ASCs Imaging Dept Mgrs

Staff Nursing Core Sales 2.0

Physician

Recruiting

• Part-time Recruiters• Recruitment Started at

Physician Conferences

• Increased Dedicated Headcount

– Hospital, Region, HQ

• Resident/ Fellow Recruiting Program

• Recruiting at 30+ Physician Conferences

Tenet

Call Center

• Core Marketing Support

• ROI Tracking

• Improve Program ROI, Data Mining

• Physician Referrals/Recruiting

• Expand MEDContact-External Business

Business Development