Medical Associates

S t e p h a n i e G o n z a l e z . J e s s i c a J a c o b s .

K a r e n J o s e . E r i n L e n h a r d t .

V e r o n i c a L o c k e . D a n i e l L y n n .

MARKETING PLAN 2011-2012

Marketing Plan

Key Observations

Strategies

&

Objectives

• Expanded Insurance Coverage

• Physician Recruitment

Market Actions

Optimal Market Position

Key Observations: Insurance Coverage

MA is a fee-for-service provider

The majority of our clients have insurance and we have contractual relationships with many insurance plans

24.3%, 33.3k people, are uninsured in Hillsboro County

Key Observations: Market Share of Programs and Resources

Only physician group in Hillsboro County

Niche Market Competitor-MA physicians comprise over 25% of the market for each of our specialties

Exception is pediatrics (23%)

Technology Leader – New Ambulatory Surgery

Center EHR technologies included in

current strategic plan

Key Observations: Cardiac Service Expansion

Five-Year Estimates: Cardiac appointments:

increase by 5%

Cardiac related surgeries: increase by 57%

Healthcare reform will entail expanded coverage for preventative care

Strategic Plan directs us to anticipate demand.

Strategy & Objective 1: Expanded Insurance Coverage

Observation: 24.3% uninsured in Hillsboro County

Strategy: Improve awareness, preference, and quality image among the uninsured population

Objective: Capture 25% (750 people) of new market

Healthcare reform uninsured rate to drop 10% by FYE 2011

3,300 people with newly acquired insurance

Strategy & Objective 2: Physician Recruitment

Observation: Large current and potential market share

Strategy: Provide support to HR in marketing competitive benefits package and profit sharing structure for physician recruitment

Objective : Maintain/increase percentage of physicians within each specialty served by Medical Associates to 25% by FYE 2012

Increase number of cardiovascular physicians and surgeons to meet expected demand by FYE 2012

Market Actions for Physician Recruitment

Identification Description Priority Time Frame Resources Responsible

Action 1 Develop Stock Recruitment Package delineating MA benefits

and profit sharing structure to recruit new physicians.

Priority 1 By June 2011 Staff:

150 Hours

Physical:

Printing $1000

Marketing DirectorHuman Resources AdministratorChief Medical Officer

Action 2 Develop relations with top ten cardiology programs across the

United States.

Priority 2 By February 2012 Staff: 5 Hours/Mo CEO

Action 3 Become actively associated with the National Association of

Physician Recruiters.

Priority 1 By September 2011

Staff: 40 Hours/Yr

Physical: $600

CEO

Action 4 Develop and add brochure to stock recruitment materials

targeted at recruiting pediatricians and mail to

pediatric fellowship programs across the nation.

Priority 1 By November 2011

Staff:

80 hours

Physical:

Printing $250Postage $1000

Marketing Director

(In consultation with existing MA pediatricians)

Action 5 Develop and add brochure to stock recruitment materials

targeted at recruiting cardiologists and mail to

cardiology fellowship programs across the nation.

Priority 1 By January 2012 Staff:

80 Hours

Physical:

Printing $250Postage $1000

Marketing Director

(In consultation with existing MA cardiologists)

Optimal Market Position

Majority market shareholder physician group serving niche fields:

Post-acute care

Primary care

Ambulatory surgery in Hillsboro County.

Continue to accept all insurance providers

Invest in new technologies to: Provide state-of-the-art services for patients

Provide value added services as physician perks