Sample Marketing Plan

Sleep Center
Marketing Plan

August 3, 1998

Sleep Center
Marketing Plan
Table of Contents

Market Analysis........................................................................................................... 3
Our Mission................................................................................................................ 3
Services Offered ......................................................................................................... 3
Market Definition....................................................................................................... 4
Strengths..................................................................................................................... 5
Weaknesses ................................................................................................................ 6
Opportunities.............................................................................................................. 6
Unexplored Opportunities .......................................................................................... 7
Threats........................................................................................................................ 7
Customer Profile ........................................................................................................ 7
Target Market ............................................................................................................. 7
Competition................................................................................................................ 8
Competitive Roundup ................................................................................................ 9
Observations and Conclusions ................................................................................... 9
Marketing Goals ........................................................................................................ 10
History...................................................................................................................... 10
Graph—Average Monthly Sleep Studies per Fiscal Year........................................ 11
Two-Year Goals ....................................................................................................... 12
Graph—Average Monthly Sleep Studies per Fiscal Year Through FY 2000 .......... 13
Financial Projections ................................................................................................ 14
Communicating with Our Market ........................................................................... 15
Marketing Strategy ................................................................................................... 15
Exhibits ....................................................................................................................... 19
A. Map—Sleep Center Service Area
B. Marketing Action Plan

Sleep CenterMarketing Plan Page 2 of 23
Prepared by Bruce Mulkey 08/03/98

Market Analysis
According to the Report of the National Commission on Sleep Disorder Research, sleep
disorders affect millions of Americans. In fact, nearly half of all Americans suffer from
some type of sleep-related problem. Additional findings include:

• Forty million Americans suffer from sleep disorders. Eighteen million of these suffer
from obstructive sleep apnea, while 250,000 to 375,000 suffer from narcolepsy.
• Sixty million Americans, one-third of all adults, suffer from chronic insomnia.
• Twenty to 30 million Americans experience intermittent sleep-related problems.
• Twenty five percent of children between ages one to five experience some type of
sleep disturbance.
• Over half of the 19 million people now over 65 experience some disruption of sleep.
• Millions more Americans obtain inadequate sleep because of their work schedules or
their lifestyle.
• Fewer than five percent of Americans who suffer from sleep-related problems are
diagnosed and receiving appropriate care at accredited sleep centers.

Since advancing age is an important risk factor for many sleep problems, the sleep
problems facing the United States may become even more prevalent as our population
ages as expected in the coming decades.

Our Mission
Our mission at Sleep Center is to provide high quality, affordable sleep medicine services
to all patients in need and to improve the level of awareness of sleep medicine in the
professional community as well as the public. We provide diagnosis and treatment for a
broad range of sleep disorders, including sleep apnea, narcolepsy, insomnia, parasomnias,
and circadian rhythm disturbances for adult and pediatric patients.

Services Offered
Sleep Center provides the following services to patients with sleep-related problems who
reside in Western North Carolina:

• Physician evaluation, including history and physical for adults and children (adult
evaluations also available at satellite sites in Angel Community Hospital in Franklin
and Spruce Pine Community Hospital in Spruce Pine)
• Polysomnography, usually referred to as sleep study (adult studies also available at
satellite sites at Angel Community Hospital in Franklin and Spruce Pine Community
Hospital in Spruce Pine)
• Multiple Sleep Latency Testing
• Maintenance of Wakefulness Testing
• Insomnia specific evaluation and treatment
• Community education programs, including talks to various groups and participation
in area health/wellness fairs


Market Definition
The market for our services consists of the populations of the following Western North
Carolina counties:

Sleep Center Service Area

County 1998 Population*
Primary Service Area
Buncombe 188,385
Subtotal 188,385
Secondary Service Area
Haywood 48,400
Henderson 78,262
Madison 17,335
McDowell 36,385
Yancey 15,990
Subtotal 196,372
Tertiary Service Area
Cherokee 21,342
Clay 7,515
Graham 7,263
Jackson 28,191
Macon 26,368
Mitchell 14,472
Swain 11,927
Transylvania 27,259
Subtotal 144,338
Total of 14-County Service Area 529,095
Other Service Areas
Alexander 29,899
Alleghany 9,772
Ashe 22,392
Avery 15,105
Burke 79,051
Caldwell 73,522
Catawba 129,710
Polk 15,829
Rutherford 59,956
Watauga 40,119
Wilkes 60,644
Subtotal 535,999
Total population entire service area 1,065,094
* Projected population, Land of the Sky Regional Council, 2/6/95


We conservatively estimate that 20 percent of the total population of the 14-county
primary, secondary, and tertiary service areas served by Sleep Center has serious sleep-
related problems. Since the total population of these service areas is 529,095, we can
assume that the market for our services is 105,819 individuals in these counties (20% x
529,095 = 105,819). As this population grows and ages, an even larger market can be
assumed. It should be noted, however, that the majority of our patients come from
Buncombe County at this time.

While the estimated 105,819 Western North Carolinians suffering from sleep-related
problems is the market we must reach, the primary method of doing so is through the
referrals of physicians in the service areas. Therefore, we must target Western North
Carolina physicians, inform them about sleep disorders, and enroll them into the process
of referring their patients to us when sleep disorders are suspected. In addition, industries,
especially those where shift work takes place, provide a secondary target. The Mission St.
Joseph’s Health Plan now allows for only one sleep study per lifetime. In addition, no
sleep screening questions are asked during pre-employment physicals. Therefore, the
Mission St. Joseph’s Human Resources Department, the Health Plan Design Team, and
the Safety Officer must be lobbied to make changes in this regard and, thus, provide a
tertiary target.

Strengths
The strengths of Sleep Center include:

• Accreditation as full-service sleep disorder center by the American Sleep Disorders
Association—Distinguishes us from some other local sleep centers
• Staff physicians with over 30 years combined experience in the evaluation and
treatment of sleep disorders (One board-certified; one expected to attain certification
in 1999)—Assures exceptional patient care
• Pediatric sleep specialist—Effective treatment offered for children
• Staff psychologist—Enables us to treat insomnia, usually with behavior modification
• Four registered polysomnographic technologists, with two additional staff members
completing their registration—The quantity and quality of these technologists assure
attention to patient needs and high quality sleep studies
• Sleep Sciences, Inc. in Atlanta provides services—Leading provider of sleep medicine
services in U.S.
• Positive treatment results—Success rate of approximately 60 to 80 percent in
improving the quality of our patients’ sleep overall. Approximately 90 to 95 percent
success rate in compliant patients
• Home-like sleep facility with six private beds—Comfortable setting with substantial
privacy
• Convenient locations—Right off I-40 in Asheville and satellite sites at Angel
Community Hospital in Franklin and Spruce Pine Community Hospital in Spruce
Pine
• Satellite sites (two locations currently with three other locations under
consideration)—Patients near these programs can be seen without driving long
distances, and referring physicians in outlying regions can retain care of their patients

• Flexible scheduling—Around-the-clock testing accommodates patients’ varying sleep
schedules
• Reasonable cost—The cost of evaluations and treatment is considerably lower than
the Southeastern U.S. average
• Affiliated with Mission St. Joseph’s Health System—System has strong regional
presence and provides opportunities such as the capture of the sleep medicine portion
of managed care contracts
• Adjacent to hospital—Medical treatment is available in case of emergency
• Support groups for patients with sleep apnea, restless legs, and narcolepsy—Free
support groups offers sufferers of these disorders ongoing physical and emotional
support

In marketing, our most powerful assets are:

• The relationships built with local and regional physicians by our medical directors
• Our affiliation with Mission St. Joseph’s Health System and its stellar reputation
• The ability to offer everything that someone with a sleep-related problem might need,
including sleep studies, therapy, and when required, continuing support
• Our moderate pricing
• Our technical expertise

Weaknesses
There are several apparent weaknesses in our services. They include:

• Delays, especially in the evaluation of new patients, because of physicians’ schedules
• Lack of interaction with specialists in related fields, including ENTs, pulmonologists,
cardiologists, neurologists, pediatricians, and clinical psychologists.
• Lack of feedback from referring physicians regarding collaboration on patient
treatment plans
• Lack of data on compliance and outcomes from referring physicians and patients
• Lack of patient follow-up

The issue of physician scheduling must be addressed in the weeks to come. The
interaction between the Center staff and other physicians, especially specialists in related
fields will be addressed in the marketing strategy portion of this plan. An effective
method for obtaining feedback from physicians and patients will also be addressed.

Opportunities
The opportunities to market our services that have been explored include:

• Obtaining patient referrals from physicians
• Yellow page display ad in Physicians section in the Asheville telephone book
• Talks to wellness groups, community organizations, and support groups
• Participation in health and wellness fairs
• Alumni group


Unexplored Opportunities
Unexplored marketing opportunities that have been identified to date include:

• Seminars on sleep disorders for primary care physicians, ENTs, pulmonologists,
cardiologists, neurologists, and pediatricians. CMEs for these seminars
• Provide educational information about sleep disorders to above groups plus clinical
psychologists
• Marketing to local industries, especially those where shift work takes place, about the
effects of shift work and how sleep deprivation can affect productivity and workplace
safety
• Develop sleep assessment for industry wellness programs. Work with Community
Outreach on this
• Work with MSJ Human Resources, Health Plan Design Team, and Safety Officer to
have sleep screening questions included on pre-employment physical and to allow
more than one sleep study per lifetime
• Gain presence on MSJ website

Threats
Internal threats to Sleep Center include:

• The need for greater understanding of the seriousness of sleep-related problems by
Mission St. Joseph’s Health System
• The absence of a marketing plan and a unified strategy for attracting new patients
• The need for updated, effective marketing materials
• The absence of a designated individual at the Sleep Center to spearhead the marketing
effort that will be required to achieve goals

Hopefully, the completion and implementation of this marketing plan can address all of
these items.

Customer Profile
The typical adult patient at Sleep Center is a middle-aged Buncombe County resident
who snores. Such patients are typically referred to us by their physician after years of
sleep-related problems. Seventy percent of the adult patients at our center are diagnosed
with obstructive sleep apnea. Ten percent are diagnosed with narcolepsy. The remaining
20 percent suffer from either restless legs syndrome or periodic limb movement disorder
or one of the parasomnias. The typical pediatric patient is four to five years of age and is
typically tested for obstructive sleep apnea and night terrors.

Target Market
Because they refer our patients to us, we must target Western North Carolina physicians,
inform them about sleep disorders, and enroll them into the process of referring their
patients to us when sleep disorders are suspected. Next, we must work with Mission St.
Joseph’s Health System’s Human Resources Department, Health Plan Design Team, and


Safety Officer to recognize sleep disorders as a serious problem, to have sleep screening
questions included on pre-employment physicals, and to allow more than one sleep study
per lifetime. In addition, we must target area industries, especially those where shift work
takes place, and let them know that we can help them increase productivity and reduce the
number of accidents and injuries due to fatigue. Finally, we must let the general public
know that we are here to help alleviate their sleep problems.

Competition
Our competition in Western North Carolina currently consists of Sleep Medicine Center,
Inc. and Sleep Center of Pardee. Each of these centers is profiled below.

Sleep Medicine Center, Inc., 1901 Hendersonville Road, Asheville
Sleep Medicine Center is an accredited sleep center owned by Park Ridge Hospital. This
is a two-bed facility with two board certified sleep physicians and one registered
polysomnographic technologist on staff. The medical director is on the Pardee Memorial
staff and also serves as the medical director of the sleep center at that hospital. According
to the staff at Sleep Medicine Center, they average two sleep studies three nights per
week for a total of six sleep studies each week. The medical staff of Park Ridge staff
refers almost exclusively to this center. Sleep Medicine Center advertises on WLOS-TV
during prime time and has a display advertisement in the Asheville Yellow Pages. One
additional factor: patients can purchase their sleep equipment at this center. It is currently
understood that the Sleep Medicine Center will soon vacate their current location and
move into Park Ridge Hospital. Recently, there have been conversations about
contracting with Sleep Center to manage the Sleep Medicine Center at Park Ridge
Hospital.

Sleep Center of Pardee, Pardee Memorial Hospital, 715 Fleming Street, Hendersonville
Sleep Center of Pardee is located within the hospital in a very clinical setting. This center
is not currently accredited though accreditation is expected this fall. This is a two-bed
facility with two board certified sleep physicians and one registered polysomnographic
technologist on staff. The medical director here also serves as the medical director of the
Sleep Medicine Center. According to the staff at Sleep Center of Pardee, they average
seven sleep studies per week at Pardee and three additional studies per week through their
outreach program at Grace Hospital in Morganton and Harris Regional Hospital in Sylva,
for a total of 10 sleep studies per week. Sleep Center of Pardee has a well-formed multi-
disciplinary physician team interested in expanding their scope of service. Sleep Center is
currently managing this center.


Competitive Roundup
Sleep Center (SC), Sleep Medicine Center (SMC), and Sleep Center of Pardee (SCP) are
compared below. The areas marked by an asterisk (*) are rated on a scale from A to F,
with A being strong and F being weak.

Area Sleep Center Competitive Roundup

SC SMC SCP
Accreditation as full-service sleep center? Yes Yes No
Number of board certified physicians 1 2 2
Number of pediatric sleep specialists 1 0 0
Number of psychologists/psychiatrists 1 0 1
No. of registered polysomnographic techs 4 2 2
Management expertise* A B A
Flexible scheduling for patients?* A ? B
Facility design, incl. function and comfort* A C C
Number of beds in facility 6 2 2
Average number of sleep studies/week 22 6 (?) 6.7
Number of satellite sites 2 0 2
Avg. number studies/week from satellite sites 1.8 0 3.1
Consultation cost $162 $180 $180
Sleep study cost $1086 $1050 $1076
Physician interpretation cost $325 $300 $300
Patient education* B ? C
Patient follow-up* B+ ? B-
Overall quality of service* A- ? B-/C
Patient satisfaction* A- ? ?
Sleep equip. available for purchase onsite? No Yes No
Support of sponsoring institution* A- ? B-
Relationship with area physicians* A-/B+ ? A
Strength of marketing program* F B F
Effectiveness of marketing materials* D B F
Public perception* B ? B
Percent market share ? ? ?
Support groups available? Yes ? Yes
Current competitive strength* ? ? ?
Potential competitive strength* A C B

Observations and Conclusions
It appears, from the above information, that we have a competitive advantage over both of
our local competitors. To expand our market share, however, we must develop and
implement a marketing strategy to attain the goals described in the next section of this
plan.


Marketing Goals
This section of the marketing plan will be devoted to establishing Sleep Center’s
marketing goals for the next two fiscal years. First, however, we will review the history of
the Center in terms of the number of sleep studies performed.

History
The table below shows the history of the Sleep Center in terms of sleep studies per
quarter over the past several fiscal years. The total number of sleep studies per fiscal year
along with the average number of sleep studies per month is shown at the bottom of the
table.

History of Sleep Studies at Sleep Center
(Fiscal Years)

FY93 FY 94 FY 95 FY 96 FY 97 FY 98
st
1 Qtr. 40 62 125 162 163 199
2nd Qtr. 59 75 163 157 212 190
rd
3 Qtr. 59 75 171 165 224 265
4th Qtr. 58 100 171 185 258 300*
Total 216 312 630 669 857 954
Avg./mo. 18 26 52.5 55.8 71.4 79.5
* Projected number of sleep studies for FY 98 fourth quarter

As shown in the table, the average number of sleep studies per month at Sleep Center has
grown steadily. From an average of 18 sleep studies per month during the fiscal year
ending 9/30/93, the average number of sleep studies per month increased to 71.4 for the
past fiscal year. The average for the first nine months of the current fiscal year is 72.7
studies per month. This growth is illustrated in the graph on the following page.


Average M onthly S leep S tudies per Fiscal Year

79.5
80
71.4

70

55.8
60
52.5

50
FY 93
FY 94
Average M onthly Sleep FY 95
40
Studies FY 96
FY 97
26 FY 98
30

18
20

10

0
1992-1998
Fiscal Years


Two-Year Goals
The goal that we wish to attain at Sleep Center is to consistently conduct 145 sleep
studies per month, 130 per month at the Center and 15 per month at the satellite sites. The
table below provides a conservative scenario of how we intend to reach this goal over the
next two fiscal years.

Sleep Study Projections for
Next Two Fiscal Years
FY 99 FY 00
Month # studies Month # studies
Oct. 93 Oct. 102
Nov. 85 Nov. 99
Dec. 77 Dec. 81
Jan. 93 Jan. 93
Feb. 97 Feb. 102
March 99 March 110
April 101 April 117
May 103 May 123
June 107 June 130
July 111 July 135
Aug. 113 Aug. 140
Sept. 117 Sept. 145
Total 1196 Total 1377
Avg./Mo. 99.7 Avg./Mo. 114.75


Average Monthly Sleep Studies per Fiscal Year
Projected through FY 2000

114.75
120

99.7
100

79.5
80 FY 93
71.4
FY 94
FY 95
Average Monthly Sleep 55.8 FY 96
60 52.5
Studies FY 97
FY 98*
FY 99*
40 FY 00*
26
18
20

0


Financial Projections
Below is a summary of financial projections for the next two fiscal years.

Summary of Financial Projections
for FY 1999 & FY 2000
Fiscal Total sleep Fee per Gross
years studies study revenue
FY 99 1196 $1086 $1,298,856
FY 00 1377 $1086 $1,495,422


Communicating with Our Market
In order to reach our goal of 145 sleep studies per month on a consistent basis, Sleep
Center must adhere to a coherent, effective strategy. In all that we do, we must position
ourselves as the preeminent sleep center in Western North Carolina. We will do this by
developing strong relationships with area physicians, partnering with local businesses,
communicating the strengths of the Center at every opportunity, and providing excellent
and effective care for each patient that enters our doors. Underpinning all of this will be
our compassionate attitude, an attitude and way of being that upholds the dignity of our
patients and everyone involved in delivering care to them.

Marketing Strategy
Below are the prioritized target markets along with the message that we will
communicate to them and the prioritized strategies we will undertake to do this.

I. Physicians in related fields within the Mission St. Joseph’s Health System
A. Message: We want to assist you in providing the very best healthcare for your
patients.
B. Marketing Strategies
1. Quarterly MAHEC programs for physicians in related fields, including
primary care physicians, ENTs, pulmonologists, cardiologists, neurologists,
and pediatricians at Owen Heart Center auditorium. SC physicians, staff, and
patients to present. CMEs to be offered
2. Powerful, effective Power Point presentations to be designed to support above
programs
3. Produce and send mailer to accompany The Doctor’s Office, a monthly
newsletter sent to all system physicians by MSJ Marketing and
Communications Department
4. Call on physicians’ offices to educate the physicians and/or their office
managers on sleep disorders. Provide physicians and office managers with
screening information and educational brochures for their staff and patients
5. On initial referrals, hand deliver letter from Center regarding the treatment and
diagnosis of the referred patient within one week of the patient’s treatment and
diagnosis. Otherwise, send letter to referring physician within two days
6. Because of the correlation between coronary heart disease and obstructive
sleep apnea, work closely with Heart Center to identify and treat
cardiovascular patients with this disorder
7. Develop educational materials appropriate for public including brochures and
fact sheets. Develop short-form sleep disorder screening and fact sheets for
physicians, including fact sheet on How to Refer
8. Thank you notes to physicians who have referred patients within 48 hours of
referral
9. Fast Facts to Physicians postcard mailings to physicians on a monthly basis
10. Gain presence on Mission St. Joseph website. Include page for public and one
for healthcare professionals. Have subscription service for daily or weekly
Fast Facts for Physicians via e-mail


II. Physicians in related fields outside the Mission St. Joseph’s Health System
A. Message: We want to assist you in providing the very best healthcare for your
patients.
1. Host a annual program for physicians in related fields, including primary care
physicians, ENTs, pulmonologists, cardiologists, neurologists, and
pediatricians at each satellite site, including Angel Community Hospital,
Spruce Pine Community Hospital, and Cherokee Hospital. Hold event at local
restaurant. SC physicians, staff, and patients to present. CMEs to be offered
2. Use powerful, effective Power Point presentations designed to support above
programs
3. Call on physicians’ offices to educate the physicians and/or their office
managers on sleep disorders. Provide physicians and office managers with
screening information and educational brochures for their staff and patients
4. On initial referrals, hand deliver letter from Center regarding the treatment and
diagnosis of the referred patient within one week of the patient’s treatment and
diagnosis. Otherwise, send letter to referring physician within two days
5. Thank you notes to physicians who have referred patients within 48 hours of
referral
6. Fast Facts to Physicians postcard mailings to physicians on a monthly basis
7. Use Mission St. Joseph website with sleep disorder page for healthcare
professionals. Have subscription service for daily or weekly Fast Facts for
Physicians via e-mail
8. Explore opening additional satellite sites

III. Mission St. Joseph’s Health System
A. Message: The System must recognize sleep disorders as a real problem for a large
percentage of people in the service area, including the Mission St. Joseph’s staff
and their family members.
1. Work with Human Resources to have changes made in the number of sleep
studies now allowed (one) and to have sleep screening questions included in
the pre-employment physical. Visit and provide copies of recent news articles,
brochures, fact sheets
2. Work with Health Plan Design Team to have changes made in the number of
sleep studies now allowed (one) and to have sleep screening questions
included in the pre-employment physical. Visit and provide copies of recent
news articles as well as brochures, fact sheets
3. Work with Safety Officer regarding staff productivity and safety issues related
to sleep problems, sleep deprivation
4. Write quarterly articles, place ads in SCOPE about sleep disorders


IV. Area Businesses
A. Message: We can help increase your productivity, reduce the number of accidents
and injuries due to fatigue, and help boost company morale.
1. Call on company OSHA/Safety Officers to help educate them on the effects of
sleep disorders and sleep deprivation. Provide them with brochures and fact
sheets. Develop presentation including fact sheets that specifically address
productivity and accident issues
2. Develop schedule of company health screenings and health fairs. Participate in
these on a regular basis
3. Become part of the health screenings provided by Mission St. Joseph’s
Community Outreach Program. Include postcard-sized self-assessments on
brochure rack of CARE van.

V. General Public
A. Message: We can help bring relief to your sleep problems.
1. Change Center name to Mission St. Joseph’s Sleep Center in order to benefit
from MSJ’s name recognition and reputation for quality care in Western North
Carolina
2. Hold open house when Center expansion is complete. Send invitations to
physicians, Mission St. Joseph’s staff (including Human Resources
Department, Health Plan Design Team, and Safety Officer), OSHA/Safety
Officers at local companies, current and former patients, support group
members, etc.
3. Participate in radio and television programs including Evening Rounds
(WCQS), Healthy Living (WWNC), and Medical Minute (WWNC & WLOS-
TV). Concentrate on this in the months preceding the open house
4. Invite Asheville Citizen-Times health editor to write story about newsworthy
patient as tie-in to Center open house. Write guest column in 1999
5. Send news releases to area media (print, radio, television) regarding opening
of expanded Center and for such events as support group meetings, staff
changes, new satellite sites, upcoming lectures, etc. Be certain to also send
releases regarding upcoming events to editors of community calendars
6. Secure Yellow Page display advertisement and listing in Physicians section
and listing in Sleep Disorders section
7. Write articles for Health Words for Women, a quarterly newsletter concerning
women’s health issues that is sent to selected area women on a quarterly basis
8. Write quarterly articles, place ads in SCOPE about sleep disorders. Also, list
support group meetings in community calendar
9. Maintain regular contact with Health Connection. Update them on latest
developments at Center so that they can respond appropriately to all sleep
problems and guide callers to the Center


10. Develop system for tracking patients (how they found out about the Center)
and referring physicians (how they made the decision to refer patient to
Center). Such a system will be used to determine which marketing methods
are working best and which do not seem to be working
11. Develop patient education video to free up more of Center physicians’ time


Exhibits

A. Map—Sleep Center Service Area

B. Marketing Action Plan


Sleep Center Marketing Action Plan
Sec. I Action Primary Responsibility Date Due Primary Support
I.B.1 Quarterly programs for MSJ physicians Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy
a. Enroll physician, staff, patient
presenters
b. Choose dates, site
I.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce Mulkey
I.B.3 Produce and send bi-monthly informational Jean Hardy On hold Bruce Mulkey
mailer with The Doctor’s Office (Use Ernest Williamson, Sleep
Diagnosing Sleep Disorders fact sheet) [1] Sciences
I.B.4-5 Call on physicians Jean Hardy As needed N.A.
I.B.5.a Send letter from Center to referring Leigh Patton As needed N.A.
physicians
I.B.5.b Review letter from Center to referring Jim Tate w/ 11/16/98 Bruce Mulkey
physicians for PR value Dr. James McCarrick
Dr. Charles O’Cain
I.B.6 Meet with Shonnie Lavender to determine Jean Hardy 11/1/98 Shonnie Lavender, Heart
strategy for interacting with Heart Center Services
I.B.7 Develop brochures, fact sheets, letterhead Jean Hardy 10/15/98 Bruce Mulkey
a. 6 patient brochures Ernest Williamson, Sleep
b. 6 physician fact sheets Sciences
I.B.7 Final proofs to physicians Jean Hardy 10/30/98 Bruce Mulkey
I.B.7 Final proofs reviewed Dr. James McCarrick 11/6/98 Jim Tate
I.B.7 Brochures, fact sheets, etc. received from Jean Hardy 11/20/98 Bruce Mulkey
printer MSJ Print Shop
I.B.8 Determine procedures for thank you notes Jim Tate w/ 11/16/98 Bruce Mulkey
Dr. James McCarrick
I.B.9 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, Marketing
I.B.10 Gain presence on MSJ website Jim Tate On hold Rod Whiting, Marketing


Sleep Center Marketing Action Plan (cont.)
Sec. II Action Primary Date Due Primary Support
Responsibility
II.B.1 Annual program at each satellite site Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy
a. Enroll physician, staff, patient
presenters
b. Choose dates, site
II.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce Mulkey
II.B.3-4 Call on physicians at satellite sites Jean Hardy As needed N.A.
II.B.4 Send letter to referring physicians Leigh Patton As needed N.A.
II.B.5 Determine procedure for thank you notes Jim Tate w/ 11/16/98 Bruce Mulkey
Dr. James McCarrick
II.B.6 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, Marketing
II.B.7 See I.B.10 above N.A. N.A. N.A.
II.B.8 Develop strategy to open additional Jean Hardy On hold Sonya Greck, VP Regional
satellite sites Services
Sec. III Action Primary Responsibility Date Due Primary Support
III.B.1 Human Resources to meet to consider Jim Tate 11/13/98 Tim Macklin, MSJ HR
request for changes
III.B.2 Meet with Health Plan Design Team to Jean Hardy On hold Claudia Muse, Exec. Dir.,
request changes Health Delivery Inc.
III.B.3 Meet with Safety Officer to request Jean Hardy On hold Angela Jones, MSJ Safety
changes Officer
III.B.1-3 Develop presentation package including Jean Hardy On hold Bruce Mulkey
brochures, fact sheets, articles, etc. for Ernest Williamson, Sleep
above meetings Sciences
III.B.4 Write articles for SCOPE [2] Jean Hardy Qtrly. beg. 11/15/98 Bruce Mulkey
Carole Donnelly, SCOPE
Editor


Sec. IV Action Primary Responsibility Date Due Primary Support
IV.B.1.a Develop list of area companies and visit Jean Hardy 1/18/99 Bruce Handley, Community
OSHA/Safety Officers Outreach
IV.B.1.b Develop business presentation and Jean Hardy 12/31/98 Bruce Mulkey
materials re productivity, safety issues Ernest Williamson, Sleep
a. Brochures Sciences
b. Fact sheets
c. Presentation
IV.B.2.a Develop schedule of business health Jean Hardy 11/1/98 Bruce Handley, Community
screenings, fairs Outreach
IV.B.2.b Create professional booth and participate Jean Hardy 1/30/99 Bruce Mulkey
in screenings, fairs [5] Ernest Williamson, Sleep
Sciences
IV.B.3.a Meet with Community Outreach to explore Jean Hardy 11/1/98 Bruce Handley, Community
becoming part of their program Outreach
IV.B.3.b Postcard sized self-assessments in Jean Hardy 11/15/98 Bruce Handley, Community
brochure rack of CARE Van [7] Outreach
Sec. V Action Primary Date Due Primary Support
Responsibility
V.B.1 Change Center name to Mission St. Jean Hardy 10/1/99 Bruce Mulkey
Joseph’s Sleep Center Janet Moore, Marketing
V.B.2 Plan and hold Open House Jean Hardy On hold Bruce Mulkey
V.B.3 Schedule participation in radio and TV Jean Hardy 1/15/99 Bruce Mulkey
programs, write scripts [4] Rod Whiting, Marketing
V.B.4 Invite Citizen-Times to write story about Jean Hardy On hold Bruce Mulkey
pediatric patient. Later, write guest column Merrell Gregory, Marketing
[3]
V.B.5.a Develop list of area media Jean Hardy On hold Bruce Mulkey
Merrell Gregory, Marketing
V.B.5.b Send news releases re Open House and Jean Hardy On hold Bruce Mulkey
other Center and sleep disorder news Merrell Gregory, Marketing


Sec. V Action Primary Date Due Primary Support
Responsibility
V.B.5.c Send upcoming events info to Community Susan DuRant Monthly beg. 8/14/98 N.A.
Calendars
V.B.6 Display ad, listings in Yellow Pages [6] Jean Hardy 3/1/99 Bruce Mulkey
Rod Whiting, Marketing
V.B.7 Write articles for Health Words for Women Jean Hardy On hold Bruce Mulkey
Harley Dartt, Marketing
V.B.8 See III.B.4 Also list upcoming events in Jean Hardy 11/15/98 Carole Donnelly, SCOPE
SCOPE Editor
V.B.9 Update Health Connection Jean Hardy Qtrly. Beg. 11/15/98 Barbara Moore, Health
Connection
V.B.10 Develop tracking system Jean Hardy 1/1/99 Computer Services
V.B.11 Develop patient education video [8] Jean Hardy 1/15/99 Bruce Mulkey
Ernest Williamson, Sleep
Sciences


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