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THANK YOU

THANK YOU. Strategic Integrated Marketing Communications Plan Primary & Ambulatory Care FY12-13. It’s our MISSION: Improving the quality of life in WNC. Marketing & Digital Strategies Strategy Overview:

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THANK YOU

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  1. THANK YOU Strategic Integrated Marketing Communications Plan Primary & Ambulatory Care FY12-13

  2. It’s ourMISSION: Improvingthe quality of life in WNC • Marketing & Digital Strategies • Strategy Overview: • Promote Mission Health’s primary care network as the most efficient, people-centered provider of quality care closer to home • Fostering a people-centered model of care • Patient vs. people-centered organizations – patient is key but this model fails to accommodate for the continuum of care & diverse spectrum of stakeholders • Accommodating for multiple publics: patient, family, provider, employees, government, community, vendors et al. • Increased emphasis on integration among in & outpatient care • Facets of people-centered care (according to WHO): • Empowerment • Participation • Integral role of family & community • Equity

  3. THE MISSION HEALTH Primary Care NETWORK

  4. Fiscal Years 2012-13 • Objective: Achieve growth in patient volumes for Drs. White, Speers & Sanders by leveraging direct patient outreach to the Latino community. • Target Markets: Latino Community & new residents in S. Buncombe/N.Henderson • Core Messaging: A network of convenient quality care to meet your busy family’s healthcare needs • Strategy: • Leverage public relations outreach to Spanish-language media • Support physician outreach within the community by cultivating speaking opportunities with school & civic organizations • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Leverage the contributions of the practice’s clinical pharmacist in print & online communications • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  5. Fiscal Years 2012-13 • Objective: Leverage Linda Dula, DO, & David Mulholland, MD, as opportunities to position Haywood Family Medicine as a convenient quality provider of family care the heart of Haywood Co. • Target Markets: Waynesville, Lake Junaluska, Maggie Valley & beyond, families & new residents • Core Messaging: Meeting your busy family’s healthcare needs in the heart of Haywood Co. • Strategy: • Support physician outreach within the community by cultivating speaking opportunities with school & civic organizations • Targetwomen’s civic organizations via Dr. Dula as a means of growing volumes of imaging lab & primary care • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  6. Fiscal Years 2012-13 • Objective: Leverage the practice relocation to the Mission Outpatient Care Center – Leicester as a people-centered model of quality care closer to home • Target Markets: Residents of Erwin, Leicester & West Asheville • Core Messaging: Improving the convenience & access to quality comprehensive care, closer to home • Strategy: • Support physician outreach within the community by cultivating speaking opportunities with school & civic organizations • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Leverage the contributions of the practice’s clinical pharmacist in print & online communications • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  7. Fiscal Years 2012-13 • Objective: Leverage the practice relocation to the Mission Outpatient Care Center – Long Shoals as a people-centered model of quality care closer to home • Target Markets: Residents of S. Asheville, Biltmore Forest, Skyland & Biltmore Park • Core Messaging: Improving the convenience & access to quality comprehensive care, closer to home • Strategy: • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Utilize the Biltmore Beacon as an effective channel to communicate regularly via a “health column” contributed by Dr. Spies on a regular basis • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  8. Fiscal Years 2012-13 • Objective: Foster collaborative communication among the practice & long-term patients while growing patient volumes for newly on-boarded provider • Target Markets: Residents of Asheville,including Emma, Montford, Hall Creek, KenilworthDowntown, Oteen, Swannanoa & Oakley • Core Messaging:The primary point of care for all of your busy family’s diverse healthcare needs • Strategy: • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  9. Fiscal Years 2012-13 • Objective: Foster collaborative communication among the practice & long-term patients while growing patient volumes for newly on-boarded provider • Target Markets: Residents of Swain, Cherokee & Graham Counties • Core Messaging:The primary point of care for all of your busy family’s diverse healthcare needs • Strategy: • Leverage local media &Provide timely on-boarding of new provider to support robust growth in initial RVUs • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Employ flat screen monitors to cross market practices, providers & services • Add Google Places, affording patients ease of contacting & locating practice • Update logo & marketing collateral to leverage Mission Health brand equity

  10. EXPANDING THE MISSION HEALTH Primary Care NETWORK

  11. MISSION FAMILY MEDICINE-ENKA • Fiscal Years 2012-13 • Objective: Leverage the practice launch, Mission Care pilot & association with the Mission Outpatient Care Center – Enka as a people-centered model of quality care closer to home • Target Markets: Residents of Enka, West Asheville, Biltmore Lake, Canton, & Candler • Core Messaging: An innovative approach to people-centered quality healthcare, closer to home • Strategy: • Support physician outreach within the community by cultivating speaking opportunities with school & civic organizations • Provide timely on-boarding of new providers to support robust growth in initial RVUs • Leverage the contributions of the practice’s convenience of retail pharmacy in print & online communications • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Leverage Mission Care as a unique approach to family-oriented, people –centered care • Add Google Places, affording patients ease of contacting & locating practice • Design e logo & marketing collateral to leverage Mission Health brand equity

  12. MISSION INTERNAL MEDICINE AT BILTMORE • Fiscal Years 2013 • Objective: Leverage the practice launch & reputation of Lorena Wade, MD, as an opportunity to position the facility as a highly desirable internal medicine practice • Target Markets: Residents of Biltmore Forest, Skyland, Biltmore, S. Asheville & previously patients of Lorena Wade, MD • Core Messaging: A practice dedicated to meeting the diverse needs of adult medicine in a convenient, patient-centered setting • Strategy: • Support physician outreach within the community by cultivating speaking opportunities with civic organizations • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ flat screen monitors to cross market practices, providers & services • Create a brochure, specific to the practice to engage prospective & current patients • Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians • Utilize the Biltmore Beacon as an effective channel to communicate regularly via a “health column” contributed by Dr. Spies on a regular basis • Add Google Places, affording patients ease of contacting & locating practice • Leverage Mission Care as a unique approach to family-oriented, people –centered care • Design logo & marketing collateral to leverage Mission Health brand equity

  13. INNOVATION BRINGS US - Quality Care, Closer to Home -AMBULATORY CARE

  14. MISSION OUTPATIENT CARE CENTER-CLYDE • Fiscal Years 2012-13 • Objective: Position the Mission Outpatient Care Center in Clyde as a convenient one-stop-shop for a variety of primary and specialty care services all under one roof • Target Markets: Residents of Canton, Clyde, Lake Junaluska, Maggie Valley & Waynesville • Core Messaging: Conveniently located in the heart of Haywood County, the MOCC-Clyde provides access to a wide variety of quality outpatient primary & specialty care services – all under one roof • Strategy: • Support primary care & timeshare physician outreach within the community by cultivating speaking opportunities with school & civic organizations • Establish a micro web site accessible via newly launched Mission Health web page • Foster recommendation of providers via initial employment on-boarding • Employ physician liaisons as a channel to engage local referring physicians and practices • Employ flat screen monitors to cross market practices, providers & services • Leverage Linda Dula, DO, imaging and the convenience of imaging and laboratory as an opportunity to position the center as a patient-centered provider of women’s health • Repurpose the patient & physician fact sheets to create brochures, specific to the center to engage prospective & current patients as well as referring providers • Engage Mission employees residing in Haywood Co. via screensavers & features in Scope • Host a Ladies Night Out to introduce the convenience and accessibility of one-stop services under one roof • Leverage public relations & health column opportunities in The Mountaineer • Add Google Places, affording patients ease of contacting & locating practice

  15. MISSION OUTPATIENT CARE CENTER - ENKA • Fiscal Years 2012-13 • Objective: Position the Mission Outpatient Care Center in Enka as an innovative approach to patient-centered care in an integrated cost-effective outpatient setting • Target Markets: Residents of Enka, West Asheville, Biltmore Lake, Canton, & Candler • Core Messaging: An innovative approach to people-centered quality healthcare, closer to home • Strategy: • Support primary care outreach within the community by cultivating speaking opportunities with school & civic organizations • Provide timely on-boarding of new provider to support robust growth in initial RVUs • Foster recommendation of providers via initial employment on-boarding • Engage housing associations & local employers in community outreach opportunities • Employ flat screen monitors to cross market practices, providers & services • Design patient & physician brochures, specific to the center to engage prospective & current patients as well as referring providers • Engage Mission employees residing in the community via screensavers & features in Scope • Add Google Places, affording patients ease of contacting & locating practice • Leverage public relations & health column opportunities in The Biltmore Beacon • Employ effective public relations to introduce new facility, providers & staff • Identify unique opportunities to become an integral member of a vibrant community • Seek innovative opportunities to engage the community in events & education • Leverage Mission Care as a unique approach to family-oriented, people –centered care

  16. MISSION OUTPATIENT CARE CENTER-LONG SHOALS • Fiscal Year 2013 • Objective: Position the Mission Outpatient Care Center at Long Shoals in concert with the strategic goals and business objectives determined by Mission Health leadership • Target Markets: Residents of Skyland, Arden, Biltmore Park, S. Asheville & Fletcher • Core Messaging: TBD based upon strategic business goals & leaderships objectives • Strategy: • TBD

  17. Mission Pardee Health Campus • Fiscal Year 2013 • Objective: Position the Mission Pardee Health Campus s in concert with the strategic goals and business objectives determined by the core team • Target Markets: Residents of Skyland, Arden, Biltmore Park, S. Asheville, Hendersonville, Mills River & Fletcher • Core Messaging: TBD based upon strategic business goals & leaderships objectives • Strategy: • TBD

  18. THANK YOU Thank you! What questions may I answer?

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