Internal Marketing – Making the Most of What You’ve Got FEBRUARY 14, 2007

Joslin Boston Participants  Judy Goodwin  Jeff Bright  Janice Murphy

Affiliate Participants

Making the Most of What You’ve Got Welcome and Introductions Many reasons why you should market your practice  Gain market share  Add value to the Joslin brand name & hospital mission  Reach & treat more patients with diabetes using comprehensive approach to patient care  Increase net revenue  Build volume to make the case to add providers to your panel  Capture “downstream” business for your hospital/medical center from your patient population

Making the Most of What You’ve Got  Potential for increased services for: -Nephrology -Laboratory Services -Physical & Occupational Therapy -Podiatry -Infectious Disease -Cardiology -Enterostomal (Wound Care) Nursing -Vascular -Neurology -Psychology

Outline For A Marketing Plan – S.W.O.T. Monthly reports are key toward tracking and attaining volume and revenue goals Timely submission of data to Joslin Boston will insure that reports are produced quickly to keep your affiliate on track toward annual goals Once marketing plan is fine- tuned, look to potential targets Good marketing starts with good marketing plan reviewed annually Strengths, Weaknesses, Opportunities, Threats (S.W.O.T.) – review how these relate to your geographic market Discuss particular local challenges (group)

Prospective Internal Customers Identify and target internal referral opportunities by looking at your internal colleague practice areas  Clinical Nurse Specialists  Enterostomal (Wound Care) Nurses  Physical and Occupational Therapists  Psychotherapists  Social Workers  Psychologists  Case Managers  Floor Nurses  Discharge Planners  Hospitalists  Admitting Physicians

Marketing Materials to Promote Referrals to your Practice Prepare materials that are easy to read  Brochure that describes your practice -Brief Physician and Staff biographies -Brief description of services offered -Hours of operation -Directions to practice -Phone and fax numbers  Rolodex card that referring physicians can easily reference with contact information  Practice Newsletter

Marketing Materials to Promote Referrals to your Practice  List of any sponsored CME or CEU courses that your physicians or C.D.E. might offer  Referral Pads  Posters  Patient room placards  Employee Newsletters  Paycheck Stuffers Meet with Marketing and Public Relations staff at your affiliated hospital or medical center to increase practice profile

Marketing Materials to Promote Referrals to your Practice Outreach to medical staff community at your hospital to present at Grand Rounds to educate potential referring providers about diabetes and its manifestations Last but not least –  COMMUNICATE, COMMUNICATE, COMMUNICATE CONSTANTLY with potential referring providers to build your practice

Conference Call Wrap-Up