1. Stratasan Webinar Series Hospital Strategic Planning: The Ideal Market Assessment Session #1: Defining a Service Area January, 2014

2. 2 Over the next 9 weeks, Stratasan will present our ideas on the ideal market assessment – what’s in it. We will cover a section each week. The webinars will be 30 minutes long. Questions may be posted and we will follow up with people individually. We will provide each attendee with instructional handouts on each section. At the end of the sessions we will have created a market assessment using Medicare data for a sample hospital. The sections are: 1.Service Area Definition 2.Comparative/Competitor Hospital Analysis 3.Market Share Analysis 4.Physician Demand Analysis 5.Demographics 6.Health Status 7.Business and Industry Analysis 8.Psychographics 9.Summary Wrap-Up Webinar Series Source(s): Stratasan (2013)

3. 3 TopicDate 1Date 2Time 1Time 2 Service Area Definition28-Jan30-Jan11 a.m.1 p.m. Comparative Hospitals4-Feb6-Feb11 a.m.1 p.m. Market Share ZIP and Product11-Feb13-Feb11 a.m.1 p.m. Physician Demand Analysis18-Feb20-Feb11 a.m.1 p.m. Demographics25-Feb27-Feb11 a.m.1 p.m. Health Status4-Mar6-Mar11 a.m.1 p.m. Industry Analysis11-Mar13-Mar11 a.m.1 p.m. Psychographics18-Mar20-Mar11 a.m.1 p.m. Summary and Wrap up25-Mar27-Mar11 a.m.1 p.m. Webinar Series Schedule Source(s): Stratasan (2013)

4. 4 Three key pieces of information to define a service area 1.Patient Origin (inpatient, outpatient, and ED preferable) 2.Market Share by ZIP Code 3.A map to see geographically where the ZIP Codes are Source of patient origin – your IT system patient registration system Source of market share data – your state data program or Medicare data Source of map – Internet, your mapping program if you have one Session 1: Defining a Service Area Source(s): Stratasan (2013)

5. 5 Demonstration Source(s): Stratasan (2013)

6. 6 Example – Hospital 1Methodist Hospital in Henderson, KY Source(s): Stratasan (2013)

7. 7 Example – Hospital 1Methodist Hospital in Henderson, KY Source(s): Stratasan (2013)