Marketing Your Organization

1. Marketing Your Organization Susan Thornton, MN, RN OCHE Meeting February 23, 2007

2. Learner Objectives Upon completion of Marketing Your Organization, the learner will be able to: • Define ways to market WITHIN your organization • Define ways to market OUTSIDE your organization • Evaluate methods for cost efficiency

3. Marketing Within Your Organization

4. Marketing & The Nursing Process • Assess • Objectives • Plan • Implement • Evaluate

5. Who Are Your Customers? Nursing Staff Ancillary Staff Patients Medical Staff Community Members Administrators

6. What is Marketing? An idea Repeat & Referral Business

7. Marketing could be…. • E-mails and meetings with nurse managers • Flyers distributed for a class • Requests for budgets to hold more diverse educational offerings within your organization • Food at in-house conference • Selling CEO’s/Managers on specialized education needs

8. Marketing Rules • Commitment to your marketing program • Investment in the program • Consistent program • Confident in your firm • Patient • Assortment of marketing weapons • Profits come Subsequent to the sale • Convenient for your customers • Amazement in marketing • Use Measurement to judge the effectiveness of your weapons • Involvement between you and your customers • Dependent upon other businesses and they upon you • Armament of technology Source: Levinson, J. (1998) Guerrilla Marketing. Pp. 25-26.

9. Marketing Outside Your Organization

10. Marketing Outside • Convenience to the customer • Solve their problems • Facility • Technology equipment • Cost • Previous clients & New clients

11. Marketing Outside • Branded Image • All materials should have your organizations logo for easy recognition • Personal Invitations to community/business members • Letters to business members telling them of services available and a contact person for more information • Follow up contacts with emails/phone calls • Newsletters

12. Effective marketing letter components • An explanation of your target prospect’s problem • Proof that the problem is so important that it should be solved now, without delay • An explanation about why you are the only person/business that can solve your prospects problem • An explanation of the benefits people will receive from using your solution • Examples and testimonials from customers you have helped with similar problems • An explanation about prices, fees and payment terms • Your unconditional guarantee

13. Cost Effectiveness Analysis

14. Goal of Staff Development • To develop high performing individuals and teams in the clinical areas • High performing individuals and teams • Deliver care and services that exceed customer expectations • Restructure work processes to maximize output • Optimize the utilization of resources

15. So How Do We Make It Cost Effective?

16. Guidelines for Cost Effectiveness • Results can be used to: • Change educational methods and strategies • Revise objectives for learning • Implement valid and reliable evaluation tools • Determine whether to continue an educational offering • Differentiate use of time and other resources • Summarize effectiveness of educational activities for annual report

17. Evidence of improved outcomesLow cost GOAL =

18. Case Studies

19. Case Study • Gold Hospital identifies an educational need for the RN staff to hold a 12.0 contact hour Rhythm Interpretation class for 40 med-surg nurses who will be now caring for telemetry patients. • Their critical care educator has the skill and class prepared to teach the med-surg nurses. • They expect all nurses to be educated by the opening of the new unit in 3 months. They plan on holding two sessions to get everyone trained. And they expect some remedial class time will be required.

20. Budget Worksheet • Planning costs ($30/hr x 24 hr) $ 720 • Salary hours of planner, travel expenses, meals, Market costs (developing, printing, mailing) • Implementation costs • Honorarium fees $ 0 • Faculty salary/expenses ($35/hr) $ 1680 • Secretarial salary for typing certificates, record keeping $ 45 • Copying/printing costs $ 100 • Stationary/supplies/folders $ 100 • Teaching materials (AV equipment)$ 0 • Classroom rental/use, meals, coffee$ 100

21. Budget Worksheet • Learner Salaries ($30/HR X 40) $14400 • Replacement Salaries (20 @ $70/hr agency) $16800 • Evaluation costs $ 1000 • Total Costs $34945 • Divide the total cost by the total number of participant hours) $34945÷ (40 x 12.0) • COST PER PARTICIPANT HOUR $72.80 • RATIO 4:3.5

22. Case Study • Cassie Hospital identifies an educational need for the RN staff to hold a 4.0 contact hour Physical Assessment class for 20 students. • They decide to hire an outside consultant to develop and teach the class. The consultant brings all syllabi materials and CE certificates. The cost per person is $15/contact hour or less. • Your staff is responsible for reserving the room with AV equipment and registering students.

23. Budget Worksheet • Planning costs $ 200 • Salary hours of planner, travel expenses, meals, Market costs (developing, printing, mailing) • Implementation costs • Honorarium fees $1100 • Faculty salary/expenses $ 120 • Secretarial salary for typing certificates, record keeping $ 0 • Copying/printing costs $ 0 • Stationary/supplies/folders $ 0 • Teaching materials (AV equipment)$ 0 • Classroom rental/use, meals, coffee$ 20

24. Budget Worksheet • Learner Salaries ($30/HR X 20) $2400 • Evaluation costs $ 0 • Total Costs $3840 • Divide the total cost by the total number of participant hours) 20 • COST PER PARTICIPANT HOUR $48.00 • RATIO 2:2

25. QuestionsContactSusan Thorntonsthornton@acutecareed.com(360) 901-6948

26. References • http://www.MarketingBestPractices.com (2007). David Frey’s 6 Deadly Small Business Marketing Mistakes. • Adventist Health Policy: Guideline for Application of Cost Effectiveness Ratio Formula. Mary Oakes, Tillamook County General Hospital. • Levinson, Jay Conrad (1998) Guerrilla Marketing. (3rd Edition). Houghton Mifflin Company: Boston. • Singer, Blair (2001). Sales Dogs. Warner Books. New York.