Marketing Techniques for Health System/Hospital-Based Retail Health Clinics

Health System Implementation of RHCs Health System Implementation of RHCs Successfully Maximizing the Business Successfully Maximizing the Business

Case and Implementing Targeted Case and Implementing Targeted Marketing TechniquesMarketing Techniques

May 28, 2009May 28, 2009

John A. CorpusBellin Health

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ObjectivesObjectives

• The Business CaseThe Business Case• Qualify Locations• Pre-open Marketing Techniques• Post-open Marketing Techniques• Field Support Techniques

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The Business CaseThe Business Case

• What is a Business Case?What is a Business Case?

A business case is a management argument supporting an investment or procurement judgment.

Specifically, it supports the adoption by a specific organization of a specific solution, and is centered

around what people might actually do.

Source: “Making the Business Case”, Richard Vineyard, SCIPIO, 1999.http://www.users.globalnet.co.uk/~rxv/scipio/swpbc.pdf

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• Business case elementsBusiness case elements– An investment or procurement judgment accesses

the VALUE of a design– Compare this value with the value of the previous

design– The difference is the design change benefit– Compare the design change benefit with the cost

of making the change


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• Business case qualityBusiness case quality– Legal: within the law– Decent: politically correct– Honest: reveal any personal interest or bias– Truthful: provide accurate costs and benefits– Convincing: make a strong case– Bold: present daring, innovative argument


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• The Business Case• Qualify LocationsQualify Locations• Pre-open Marketing Techniques• Post-open Marketing Techniques• Field Support Techniques

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Qualify LocationsQualify Locations

• Begin with the retailer– Pharmacy

• Service area by zip code for Rx sales• General sales data (non- Rx)

– Reputation– Space– Cost of conversion

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• Consider market demographics– – Population (city and county)– Households with families– Health systems– Current number of retail health clinics (saturation)

• Retailer• Health system

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• Research health system services– Current or planned walk-in care

• Retail health clinic• Urgent care• Walk-in primary care

– Primary Care• Initiatives for same-day appointments• Wait times (hours/days)

– Emergency Department• Wait times (hours)• Walk-outs

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• The Business Case• Qualify Locations• Pre-open Marketing TechniquesPre-open Marketing Techniques• Post-open Marketing Techniques• Field Support Techniques

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• Post-sale, 90 day development period– Target markets - internal

• Medical Group techniques– Designate retail health clinic as an integral part of the

access platform– Medical group representative attends kick-off meeting– Medical director comes from medical group– Provide and emphasize Critical Elements of Success– Obtain approval to place marketing collateral in clinics

Pre-open Marketing TechniquesPre-open Marketing Techniques

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• Emergency Department techniques– Designate retail health clinic as an integral part of

the access platform– ED representative attends kick-off meeting– Provide and emphasize Critical Elements of Success– Obtain approval to place marketing collateral in the

ED


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• Employee techniques– Designate retail health clinic as an integral part of

the access platform– Provide written bullet points of retail health clinic

benefits– Incorporate retail health clinic visits into employee

benefit plan with incentives to use it when appropriate


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• Tele-health techniques– Designate retail health clinic as an integral part of

the access platform– Provide retail health clinic information, i.e., phone

number, location, hours, and menu of services to Tele-health

– Tele-health formally refers to retail health clinic as appropriate


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• Post-sale, 90 day development period– Target markets - external

• Captive audience techniques– Occupational Health employer groups

» In-depth retail health clinic training for account executives

» 30 minute face-to-face meeting with employers» Discuss retail health clinic only, emphasize

savings– Retailer employees

» 10-minute meeting» Provide educational materials


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• Payers/brokers techniques– Provide in-service and marketing collateral– Lobby for complete coverage or lower-

deductibles– Use employer meetings as leverage


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• General public techniques– Shelf-talkers– Retailer bag stuffers and circular– Exterior sign– “Coming Soon” banner on exterior if possible– Banner stand “Coming Soon” sign in the store

outside of sheeted project– Media: print, cable TV, billboards, radio


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• General public techniques– Establish social media platforms

» » »


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• General public techniques– Grass roots

» Church bulletins/health committees» Advertise in school programs» Connect with day cares» Hospitality


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• General public techniques– Informative presentations (no advertising)

» Chamber groups» Local chapters of professional groups» State/national conferences


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• The Business Case• Qualify Locations• Pre-open Marketing Techniques• Post-open Marketing TechniquesPost-open Marketing Techniques• Field Support Techniques

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• 90 day growth period– Target markets - internal

• Monitor marketing collateral in medical group and ED• Place intranet reminders/ticklers for employees• Track Tele-health referrals to retail health clinic• Provide evaluations to all retail health patients and

track results• Track and review volume on a weekly basis

– Do not count flu shots• Track and review referrals to primary care

Post-open Marketing TechniquesPost-open Marketing Techniques

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• 90 day growth period– Target markets - external

• Ongoing meetings with Occupational Health employer groups

• Maintain relationships with payers/brokers– Provide timely updates– Assist with employer visits if asked– Incorporate retail health clinics into future

contracts


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• General public– Continue retailer bag stuffers and circular– Main entrance door clings with hours– Banner stand “Clinic Information” sign at the front

of the store , possibly directing to clinic– Hold an open house 1-2 months after open– Provide onsite screenings/education– Media: leaky faucet


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• General public– Social media

» Maintain platforms» Provide timely updates and information» Respond quickly to requests


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• General public– Grass roots

» Grow and maintain network of churches, schools, day cares, hospitality, etc.

» Maintain adequate marketing collateral for respective outlets

» Update materials from time-to-time


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• General public– Informative presentations

» Maintain relationships with chambers and local chapters of professional groups

» Be the first with cutting-edge information» Be the “expert” these groups go to


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• The Business Case• Qualify Locations• Pre-open Marketing Techniques• Post-open Marketing Techniques• Field Support TechniquesField Support Techniques

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• 3-12 months– Monitor evaluations, especially regarding “How

did you hear about us?”– Maintain and track patient volumes monthly– Track referrals to primary care and provide update

to the medical group– Track primary care growth Year 1 post retail

health clinic open– Track emergency department growth Year 1 post

retail health clinic open

Field Support TechniquesField Support Techniques

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• Calculate downstream revenue– Ratio of referrals to primary care / patient volume– Formulas

• 1 new patient = 2.3 patients• 7 new patients = 1 specialty visit• 11 new patients = 1 surgical consult


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• Analyze data trends – Determine internal marketing impact

• Ratio of plan employees using retail health clinic to plan covered lives

• Employees using retail health clinic: percent change Y2 to Y1

• Employees using ED: percent change in levels 4 and 5 Y2 to Y1

• Ratio of percent change in employees using ED levels 4 and 5 to overall for Y2 to Y1


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• Analyze data trends – Determine external marketing impact

• What mediums are working / not working• Is there a seasonal / cyclical trend• Analyze employer group data in same manner as

employees on previous slide– Assemble report for all employers (Occupational

Health clients and non-clients)» Use report as outcomes measure for existing

clients» Use report as sales tool for non-clients


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• The Business Case• Qualify Locations• Pre-open Marketing Techniques• Post-open Marketing Techniques• Field Support Techniques

Questions?

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Marketing Techniques RecapMarketing Techniques Recap

• Never ending

• Be daring, stay on the edge of chaos

• Be the first with new information– No need to create it, just present it before others

do in your market

• Keep an eye on trends and evaluate their value ASAP

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Thank YouThank You

John A. CorpusSenior Account Executive

Bellin HealthFastCare Development

(920) [email protected]

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Marketing Techniques for Health System/Hospital-Based Retail Health Clinics

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