07_mencinger_final
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TRANSCRIPT
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