Mario Drummonds, MS, LCSW, MBA NMPP Executive Director/CEO

1. CHIPPRESENTATIONUCLA Anderson School of Business Northern Manhattan Perinatal Partnership, Inc. Harlem Hospital Marketing Plan Mario Drummonds, MS, LCSW, MBA NMPP Executive Director/CEO Creative Director, NMPP’s Social Health Marketing Group Mrs. Cynthia Williams, MA, MS Board Chairperson, NMPP, Inc. July 23, 2004

2. HISTORICAL PROBLEMS In 1990: • Infant Mortality Rate was 27.7 deaths per 1,000 live births • Low Birth Weight Rate was 19.8% • Only 25% of pregnant women entered prenatal care in first trimester

3. THEVISION • Reduce Infant Mortality Rate to 6.2% by 2005 • Reduce Low Birth Weight Rate to 10.7% by 2005 • Increase Percentage of Women Who Access Prenatal Care in first trimester from 25% in 1990 to 75% in 2005 • Develop a Clinical Care Capacity (Birthing Center) by 2002

4. OUR MISSION • NMPP’s mission is to save babies by helping women take charge of their reproductive, social and economic lives. • We believe that every newborn has a right to live past their first birthday! • We tell funding sources & clients: Invest in our Ideas….We will Return Results!

5. NMPP Organizational Chart

6. Environmental Scan/Problem Formulation External • Intense Hospital Competition & Consolidation • Large Number of Patients Uninsured • Mobility of MCH Customer Base • Infant Mortality Declined to 6.2 deaths in 2002 • Broad Demographic Shifts on Neighborhood Level

7. Environmental Scan/Problem Formulation Internal • Harlem Hospital Deliveries Declined from 4,000 in 1992 to 1,104 in 2002 • Poor History & Perception of Quality Care on the Street • Hospital Has Been Operating at a Deficit for Number of Years • Hospital Has Failed to Respond to Competitive Changes in Local Market

8. CHIP GOAL NMPP will work with Harlem Hospital to increase their market share of deliveries in Central Harlem through the implementation of a comprehensive marketing plan and making changes in their clinical operating process to save babies from dying before their first birthday in Central Harlem.

9. SMART OBJECTIVE Harlem Hospital will increase their delivery market share by 20% by March 1, 2006 through developing and implementing a comprehensive marketing plan. By achieving this objective, the infant mortality rate in Central Harlem will decrease to 4 deaths per 1,000 live births by 2007.

10. CHIP MARKETING STRATEGY ANALSYIS MARKET STRUCTURE Women in Women in Total Primary Secondary Age Range Service Area Service Area 15-24 13,901 45,204 59,105 24-44 33,259 125,976 159,235 Total Women of Childbearing Age 47,160 171,189 218,340

11. Live Births in Primary & Secondary Service Areas 2002 Vital Statistics NYCDOH • Central Harlem/CH: 1,934 • East Harlem/EH: 2,042 • Washington Heights/WH: 4,313 • Morrisania/M: 3,410

12. PRELIMINARY CUSTOMER SEGMENT ANALYSIS • African-American Working Class/Medicaid Segment • South Harlem/South Bronx (SoHa) West African Population • Strivers Row Segment of Urban Settlers or Pioneers of Various Ethnicities • Growing Latina (Mama) Segment: Mexicans, Dominicans and Puerto Ricans

13. COMPETITIORS Live Births by Hospital & Service Area 2002 • Harlem Hospital Center/CH-EH-M 1,014 • St. Luke’s Hospital/CH-EH-WH-M 3,907 • Columbia Presbyterian Medical Center/ Allen Pavilion/WH-CH-citywide 6,430 • Bronx Lebanon Hospital Center-M-and other areas of the Bronx 2,638 • Bellevue Hospital Center-Lower Manhattan /CH-citywide 2,100 • Metropolitan Hospital Center/EH-CH 1,908 • Mount Sinai Hospital/EH-CH-citywide 4,621

14. ACTION STEPS REVIEW START-UP • Confirm Birthing Center Mission & Business Definition • Select Marketing Company MARKET ANALYSIS: INTERNAL & EXTERNAL • Update Market Analysis of Customers, Competition, Harlem Hospital • Complete Internal Audit of Harlem Hospital’s OB Treatment Process • Review Results of Market Analysis & Hospital Operations Marketing Management Tasks • Use Market Analysis & Focus Research to Validate Customer Segments • Develop Value Propositions for Each Segment • Develop Message Themes for Each Segment • Field Test Core Messages by Segment • Set Marketing Objectives by Quarter & Segment

15. ACTION STEPS REVIEW ROLLING OUT THE CAMPAIGN: • Begin Birthing Center Tours of Pregnant & Parenting Women • Begin Radio Campaign to Latino and African American Segments • Roll-out Direct Mail Campaign, African American, Latina, West African Segments • Develop & Mail Upscale Brochure to Clintonian Mom Segment • Develop and Roll-out Poster Campaign • Begin Outpatient Clinic Social Service Agency Steering Work • Start Pathmark Baggage Stuffing Work • Organize Special Events (e.g. health fairs) by Service Area & Segment RESOURCES & METRICS: • Market Share Shifts • Infant Mortality Decline

16. LESSONS LEARNED • Learned Techniques to Reengineer Hospital’s Operating Process from Triage to Aftercare • Learned Skills & Frameworks to Persuade Harlem Hospital’s Senior Leadership to Develop a Marketing Mindset • Gained New Insight on How to Segment the Market of Pregnant Women and a Better Methodology to Determine Value Propositions for Each Segment • We have learned better ways to manage Strategic Alliances/Culture, Vision, and Process between Harlem Hospital & Northern Manhattan Perinatal Partnership