1. Strategic Planning Case Study Developed by TAG Healthcare Marketing April 2012

2. In the world of for-profits it is the science and art of finding, keeping and growing profitable customers. In healthcare today it has become the science and art of finding, keeping and growing paying patients SO WHAT IS MARKETING?

3. A rural health network at work developing a comprehensive marketing plan. The Network’s mission is to support its members ability to improve the health of the people and communities they serve. Their vision is to be the primary source of relevant management information, shared services and technical assistance services for all members. THE SITUATION

4. VALUES: Excellence: in delivery of services Integrity: building trust to better collaborate Flexibility: continually adapt, adopt and develop innovative ways to serve members Teamwork: achieve common goals by working together

5. STRATEGIC INTENT Describe the direction you want to go….. -THEN- Review what we have done in the past so we don’t repeat….. Tool 1 – Audit

6. COMPETITIVE ANALYSIS Use a matrix – a simple way to compare ---See Handout Tool 2 – Competitive Matrix

7. DEVELOP COMPETITIVE ADVANTAGE Offerings Services Payer Mix Referral System Ancillary Services Financial Stability Community Perceptions Tool 3 – Key Questions

8. DEFINE TARGET MARKET DRG Data Sources CMS Data County Data / Demographics Tool 4 – Data

9. REACHING TARGET MARKETS Internal and External Resources Efficient and Effective Methods Tool 5 – Communications Check List

10. VALUE PROPOSITION Clear statement of the concrete results a patient/provider will get from purchasing and using your products and/or services. Not just for consumer oriented marketing communications Tool 6 – Audience List

11. THE PLAN Objectives Strategies Tactics / Actions Timeline Budget