What is Banahan.Communications, Inc.?

Banahan.Communications, Inc. is a healthcare

consulting and marketing company, which provides

its clients with creative ideas and realistic methods

that yield profitable results. For the past 17 years,

we have consistently met or exceeded the

expectations and goals of our clients. We are

known for creating stimulating and trusting

environments whereby our clients reach their

business goals.

Areas of ExpertiseAdvertising

Cardiac Program Assessment

Crisis Management

Crisis Public Relations

Collateral Development

Communication

Community Relations

Corporate Branding

Creative Development

Cross Marketing

Marketing

Needs Assessment

New Market Development

Product Launches

Promotions

Public Relations

Research

Strategic Planning and Implementation

Syndicated Medical Advertising Campaigns

Technology Deployment

Web Page Design

BANAHAN.COMMUNICATIONS, INC.7315 N. 16th Street, Suite 100 – Phoenix, AZ 85020

www.banahan.comPhone 602.395.8900 – Fax 602.395.8912

banahan@banahan.com

Cardiovascular Specialization:Developing and/or creating a more contemporary cardiac program

Jim and Paula Banahan are health care management and marketing consultants,who specialize in developing and expanding Cardiac Programs, Heart Institutes, HeartCenters and Heart Hospitals. Banahan.Communications, Inc. has formed a uniquepartnership linking clinical expertise with marketing experience to service the cardiachealth care market’s needs in today’s competitive environment.

With more than 40 years combined medical management and marketingexperience and a track record of notable successes, Banahan.Communications, Inc. isuniquely qualified to develop strategic business plans, implement new programs,enhance services, market cardiac programs and develop payer/provider relationships.

Banahan.Communications, Inc., can assist a cardiac program in:

• Strategic business planning• Communication planning• Increasing patient referrals• Increasing self referrals• Identifying new business opportunities• Developing marketing strategies for:

• Chest Pain ER clinics• Congestive heart failure programs• Women’s programs• Wound Centers• Speaker’s Bureau

• Payer and contracting strategies• Developing new product lines• Developing rural referring physician networks• Developing Cerficate of Need (CON)

Educational Marketing Campaigns

Banahan.Communications, Inc. has developed award winning educationalmarketing campaigns for Heart Hospitals, Heart Institutes, Cardiac Programs, andPhysician practices. The campaign educates the layperson, promotes a cardiacprogram services, and increases market share/profitability. Our collateral materialand advertisements position a heart program as “The Leading Authority” in the fieldof cardiac care in their respective markets.

Educational Advertising Campaigns

Cardiovascular Advertising Campaign (English and Spanish) These medically illustrated educational advertisements will position your

cardiac program as the authority within your market region.

Prevention Advertising CampaignThese medically illustrated educational advertisements support your program’s

position that prevention is the key to reducing the risk of heart disease.

Definition Advertising CampaignDefinitions of medical terms enable the public to better understand the rapidly

changing cardiac care environment.

What – Where – Why Advertising CampaignThese advertisements increase awareness of the Hospital, as a whole, describe

the cardiac environment, and inform the public of the beneficial programsavailable.

Cardiac Education Books (English and Spanish)The educational book series is designed to explain specific procedures to

patients and their families. They are essential tools for hospital staff, physiciansand cardiac rehabilitation teams.

Oncology Advertisement CampaignThese medically illustrated educational advertisements will position your

oncology program as the authority within your market region.

Video ProductionBanahan.Communications, Inc. has a strategic alliance with VAS

Communications. VAS Communications is an award winning videographycompany that has produced thousands of educational short films on cardiacdisease.

Additional Healthcare ExperienceMarketing Health Insurance Companies

Banahan.Communications, Inc. has been instrumental in increasingmembership of their health insurance clients by, building relationshipswith brokers/consultants, providers, specialty hospitals, and physiciannetworks. We have designed and implemented events, marketing plans,public and community relations efforts and educational programs.

Marketing Hospital and Physician Practices

From facility configuration, design, patient care standards andprotocols, to physician contracting, Banahan.Communications, Inc.provides clients with high quality customized programs.

Banahan.Communications, Inc. is experienced in increasingappropriate volume into medical programs by developing relationshipswith payers, physician groups, hospitals, and the population at large.

Arizona Heart Institute Case Study

“The Arizona Heart Institute represented one of the finest alternativemeans of healthcare entry for patients seeking cardiac care. Initially theArizona Heart Institute was not embraced by many in the medicalcommunity. Today, however, it is widely recognized as one of the nation’smost innovative facilities.” – John Goodman, from The Future of Cardiology– The Master Strategic Plan.

The Arizona Heart Institute (AHI) is one of the leading institutions inthe United States for cardiovascular care and research.Banahan.Communications, Inc. assisted in the overall success of AHIthrough contribution in both the operational and marketing areas.Activities included restructuring AHI operations, fulfilling the role as liaisonbetween AHI and affiliated hospitals and physicians’ offices/clinics.Banahan.Communications, Inc. also identified and attracted symptomaticpatient volume with highly effective marketing and educational programs.

Highlights included:

• Coordinated ABC Television 20/20 Heart Test Program• Initiated Phoenix’s first Heart Transplant Program at St. Joseph’s Medical Center• Orchestrated AHI transition from St. Joseph’s Medical Center to Humana Hospital, Phoenix• Developed satellite cardiac facilities• Recruited and hired physicians and medical personnel• Originated medically illustrated ad campaign• Marketed First International Heart Symposium, now in its 18th year• Marketed Celebration of the Heart (Public) Event• Reached the rural/satellite market areas• Conducted extensive market research• Marketed AHI Foundation fundraising events (Stevie Nicks benefit concert)• Established cardiac contract with Blue Cross Blue Shield of AZ• Initiated a national advertising campaign drawing endoluminal graft patients from

throughout the US

New Hampshire Heart Center Case Study

“The campaign increased the awareness of the Heart Institute by 43% in 13 months.Cardiac surgery procedures increased by 28% while angioplasties jumped 35%.” –Edward Palank, MD, former President and CEO, New Hampshire Heart Institute.

Banahan.Communications, Inc. worked with Catholic Medical Center, NH from 1988 to 1991. During that time, gross revenues increased from 5 million dollars to over 47 million dollars annually. Today, CMC performs over 1,100 CABG’s each year.

Highlights included:

• Consolidated cardiac services• Created a cardiovascular service line• Built self-contained New Hampshire Heart Institute within Hospital• Educated management to coordinate program services• Developed Institute philosophy for staffing, education and physician relations• Contracted with existing physician groups to work with NHHI.• Analyzed physician practice habits and recommended steps to reduce costs/improve efficiency• Developed and implemented more efficient patient scheduling system• Recruited new cardiologists and cardiac surgeons• Developed new interventional cardiology programs as well as prevention and wellness programs• Initiated cooperative ventures with independent rehabilitation facilities• Initiated Chest Pain ER clinics and Mobile Echocardiography services in rural markets• Successfully educated and informed hospital Board of Trustees of strategic business goals• Moderated physician focus groups to identify long term strategic plans• Participated in Northern New England Cardiovascular Disease Study Group• Initiated Nursing Grand Rounds• Enhanced cardiology continuing medical education programs• Created affiliation agreements with regional and community hospitals• Developed Physician Advisory Board and facilitated Cardiac Task Force. Addressed issues of quality

management and continuous quality improvement• Measurably improved image of New Hampshire Heart Institute among the public, payers, physicians

and staff• Created award winning educational marketing, advertising and public relations programs• Designed marketing strategies for primary, secondary and affiliate markets• Educated physicians regarding the benefits from marketing effort• Designed and implemented media buy• Developed tracking methods and conducted market research analysis to ensure return on investment

ClientsPast and Present

American Red Cross – Western Region, New England Region, North Central Region

Arizona Heart Institute – Phoenix, AZ

Banner Healthcare Systems – Phoenix, AZ

Baptist Hospitals and Health Systems – Phoenix, AZ

Barrow Neurological Institute – Phoenix, AZ

Baylor Hospital – Dallas, TX

Benedictine Hospital – Kingston, NY

Blue Cross Blue Shield of Arizona – Phoenix, AZ

Brookside Hospital – Nashua, NH

Catholic Medical Center (Optima Health system) – Manchester, NH

Champlain Valley Physicians Hospital – Plattsburgh, NY

East Valley Regional Health System – Phoenix, AZ

Good Samaritan Hospital – Phoenix, AZ

Heart Center at Arrowhead Community Hospital – Glendale, AZ

Heart Center at Bullhead Community Hospital – Bullhead City, AZ

Heart Institute at Retreat Hospital – Richmond, VA

Heart Institute at St. Anthony’s – Crown Point, IN

High Plains Heart Institute – Amarillo, TX

Humana Hospital – Phoenix, AZ

KRON Clinical Services – Raleigh/Durham, NC

Lutheran Heart Hospital – Mesa, AZ

Merrimack Valley Physical Therapy – Manchester, NH

Michael DeBakey Heart Institute – Kenosha, WI

New Hampshire Heart Institute – Manchester, NH

Ochsner Heart and Vascular Institute – New Orleans, LA

Pain Management Center – Fort Worth, TX

Pain Management Center – Little Rock, AR

South West Regional Heart Institute – Houston, TX

St. Joseph’s Hospital and Medical Center – Phoenix, AZ

St. Peter’s Healthcare Services – Albany, New York

Sun City Physicians Care – Sun City, AZ

Valley Lutheran Hospital – Mesa, AZ