Inlet Isles Marketing Project Presented by: Mandi Madoche Caitlin Towle Jesse Sharp

Inlet Isles Medical Center  Average patient is 72 years old and Jewish by ethnicity  Occupancy rate is approximately 75%  Rate can drop to 50% during summer  Rate can exceed 100% during heart of winter Medicare reimbursement tends to favor younger patients

Jewish population in Miami Beach  In the 1970’s, 80% of the population was Jewish.  In 1982, 62% of the population was Jewish. Approximately 60,000 people.  In 2004, only 19% of the population was Jewish, Approximately 16,500 people.

Demographics of North Miami Beach, Florida

Demographics of North Miami Beach Florida Median Age is 34.5

We need to change the image that Inlet Isles is a “Jewish Hospital” How can we accomplish this?

Community Outreach  Health Education Seminars  Farmers Market

Health Education Seminars & Farmers Market  The community outreach events will be used as a means to promote the hospital to more diverse groups.  Each event will change the image of the hospital from a primarily Jewish hospital to a health organization that meets the needs of everybody in the community.  Each event will also serve as an opportunity to advertise services offered by the hospital & will increase name recognition for the hospital within the community.  Community outreach events can be advertised at no charge on local radio stations.

Health Education Seminars  Every 1st & 3rd Tuesday of every month held in the first floor conference room from 6 p.m. to 8 p.m.  Each seminar will cover nutritional topics directed toward the diverse demographics within our city.  A part-time dietician will be hired to conduct these seminars. She will be paid $150 per session.

Farmers Market  Every 2 nd & 4 th Saturday of every month from 8 a.m. to 1 p.m. on the lawn off of the east wing.  Vendors will be charged $20 per table per event. Vendors will range from local farmers, artisans, etc.  Hospital volunteers will be utilized to oversee the farmers market.

Community health  When people are looking for a quick, easy meal to grab on the go, fast food is the common solution.  Over 25% of Americans consume fast food every day.  Fast food often has more fat, calories, sugar and sodium, and is lacking in essential vitamins & minerals.

A Convenient, Healthy Alternative: Meals To Go  Offering quick nutritious dinners for busy people.  Located in the unused storage room with one entrance from the cafeteria and one entrance from outside.  Open Monday through Friday from 3 p.m. to 9 p.m.  Two new part-time employees will be hired on at $8.00 an hour.  Individual meals will be priced at $8.50 and a family sized meal, that feeds four, will be priced at $28.00  Employees will receive a discounted rate of $7.50 for the single serving and $25.00 for the family size.

Meals To Go  The single serving will consist of a main entrée, two sides and a fountain drink. Dessert will be offered but at an additional price.  The family serving will just be bigger portions of the main and two sides. It will come with a 2 liter of your choice and a dessert will be offered as well at an additional price.  Dinners will also be offered for special or restricted diets

Another Healthy Choice: Smoothies  We will acquire a mobile smoothie cart in place of the rented frozen yogurt machine.  It will be located right outside the cafeteria between the two entrances and open 7 days a week from 7 a.m. to 12 a.m.  Two new employees will be hired at a $8.00 an hour.

Smoothies  There will be three different sizes available: Small 10 oz for $4.50, Medium 20 oz for $6.00, and a Large 30 oz for $7.50  The smoothies will include a variety of fresh fruit and will have options available for special or restricted diets

The Marketing Mix  Price : Reasonably priced meals with discounts given for hospital employees  Product : Appetizing, nutritious meals  Promotion : Convenient, healthy meals for busy individuals and families  Placement : Community surrounding the hospital and the hospital employees

Internal Advertising  Employee  Website  Flyers around the hospital  Bulletin boards  Daycare center  Free samples within the hospital

External Advertising  Distributing coupons to local businesses  Website  Facebook  Craigslist  Community Outreach: Health Education Seminars and Farmer’s Market  Ads in the weekly event section of the newspaper  Local community calendars

Revenue Projections SourceWeeklyAnnual Outpatient Counseling$320$16,640 Farmer’s Market$100$4800 Meals To Go$34,100$1,773,200 Smoothie Cart$12,600$655,200 Total:$47,120$2,449,840

Expenses for Meals To Go ExpenseWeeklyYearlyOne-time Expense Labor$640$33,280 Food$17,050$886,600 Supplies$977$50,821 Promotion$70$3,972 Total$18,737$974,673 New Equipment $235

Expenses for Smoothie Cart ExpenseWeeklyYearlyOne-time Expense Labor$1,008$52,416 Food$6,300$327,600 Supplies$116$6,026 Promotion$70$3,972 Total$7,540$392,068 New Equipment$5,048 Yogurt Machine$3,000 Net Equipment Expense $2,048

Return on Investment Educational Seminars Farmers Market Meals To Go Smoothie Cart Revenue$16,640$4,800$1,773,200$655,200 Expenses$3,900$0$974,673$392,068 Net Income $12,740$4,800$798,527$263,132 Equipment$0 $235$2,048 ROI$12,740$4,800$798,292$261,084 TOTAL ROI$1,076,916

Any Questions?