THANK YOU

THANK YOUStrategic Integrated Marketing Communications Plan

Primary & Ambulatory Care FY12-13

It’s our MISSION: Improving the quality of life in WNC

Marketing & Digital Strategies

Strategy Overview:

Promote Mission Health’s primary care network as the

most efficient, people-centered provider of quality care

closer to home

Fostering a people-centered model of care

• Patient vs. people-centered organizations – patient is key but this model fails to accommodate for the continuum of care & diverse spectrum of stakeholders

• Accommodating for multiple publics: patient, family, provider, employees, government, community, vendors et al.

• Increased emphasis on integration among in & outpatient care

• Facets of people-centered care (according to WHO):

• Empowerment

• Participation

• Integral role of family & community

• Equity

THE MISSION HEALTH Primary Care NETWORK

Fiscal Years 2012-13

Objective: Achieve growth in patient volumes for Drs. White, Speers & Sanders by leveraging direct

patient outreach to the Latino community.

Target Markets: Latino Community & new residents in S. Buncombe/N.Henderson Core Messaging: A network of convenient quality care to meet your busy family’s healthcare needs

Strategy:

• Leverage public relations outreach to Spanish-language media

• Support physician outreach within the community by cultivating speaking opportunities with school & civic organizations

• Provide timely on-boarding of new provider to support robust growth in initial RVUs

• Leverage the contributions of the practice’s clinical pharmacist in print & online communications

• Establish a micro web site accessible via newly launched Mission Health web page

• Foster recommendation of providers via initial employment on-boarding

• Employ flat screen monitors to cross market practices, providers & services

• Create a brochure, specific to the practice to engage prospective & current patients

• Introduce practice email account to address patient inquiries and streamline new patient paperwork – a pilot for future confidential email with patients & physicians

• Add Google Places, affording patients ease of contacting & locating practice

• Update logo & marketing collateral to leverage Mission Health brand equity


Objective: Leverage Linda Dula, DO, & David Mulholland, MD, as opportunities to position Haywood

Family Medicine as a convenient quality provider of family care the heart of Haywood Co.

Target Markets: Waynesville, Lake Junaluska, Maggie Valley & beyond, families & new residentsCore Messaging: Meeting your busy family’s healthcare needs in the heart of Haywood Co.

Strategy:


• Target women’s civic organizations via Dr. Dula as a means of growing volumes of imaging lab & primary care









Objective: Leverage the practice relocation to the Mission Outpatient Care Center – Leicester as a

people-centered model of quality care closer to home

Target Markets: Residents of Erwin, Leicester & West Asheville Core Messaging: Improving the convenience & access to quality comprehensive care, closer to home

Strategy:



• Leverage the contributions of the practice’s clinical pharmacist in print & online communications









Objective: Leverage the practice relocation to the Mission Outpatient Care Center – Long Shoals as a

people-centered model of quality care closer to home

Target Markets: Residents of S. Asheville, Biltmore Forest, Skyland & Biltmore ParkCore Messaging: Improving the convenience & access to quality comprehensive care, closer to home

Strategy:







• Utilize the Biltmore Beacon as an effective channel to communicate regularly via a “health column” contributed by Dr. Spies on a regular basis




Objective: Foster collaborative communication among the practice & long-term patients while

growing patient volumes for newly on-boarded provider

Target Markets: Residents of Asheville, including Emma, Montford, Hall Creek, Kenilworth Downtown, Oteen, Swannanoa & Oakley Core Messaging: The primary point of care for all of your busy family’s diverse healthcare needs

Strategy:










Objective: Foster collaborative communication among the practice & long-term patients while

growing patient volumes for newly on-boarded provider

Target Markets: Residents of Swain, Cherokee & Graham CountiesCore Messaging: The primary point of care for all of your busy family’s diverse healthcare needs

Strategy:

• Leverage local media &Provide timely on-boarding of new provider to support robust growth in initial RVUs








EXPANDING THE MISSION HEALTH Primary Care NETWORK

MISSION FAMILY MEDICINE-ENKAFiscal Years 2012-13

Objective: Leverage the practice launch, Mission Care pilot & association with the Mission Outpatient

Care Center – Enka as a people-centered model of quality care closer to home

Target Markets: Residents of Enka, West Asheville, Biltmore Lake, Canton, & CandlerCore Messaging: An innovative approach to people-centered quality healthcare, closer to home

Strategy:


• Provide timely on-boarding of new providers to support robust growth in initial RVUs

• Leverage the contributions of the practice’s convenience of retail pharmacy in print & online communications






• Leverage Mission Care as a unique approach to family-oriented, people –centered care


• Design e logo & marketing collateral to leverage Mission Health brand equity

MISSION INTERNAL MEDICINE AT BILTMOREFiscal Years 2013

Objective: Leverage the practice launch & reputation of Lorena Wade, MD, as an opportunity to

position the facility as a highly desirable internal medicine practice

Target Markets: Residents of Biltmore Forest, Skyland, Biltmore, S. Asheville & previously patients of Lorena Wade, MDCore Messaging: A practice dedicated to meeting the diverse needs of adult medicine in a convenient, patient-centered setting

Strategy:

• Support physician outreach within the community by cultivating speaking opportunities with civic organizations







• Utilize the Biltmore Beacon as an effective channel to communicate regularly via a “health column” contributed by Dr. Spies on a regular basis



• Design logo & marketing collateral to leverage Mission Health brand equity

INNOVATION BRINGS US - Quality Care, Closer to Home -AMBULATORY CARE

MISSION OUTPATIENT CARE CENTER-CLYDEFiscal Years 2012-13

Objective: Position the Mission Outpatient Care Center in Clyde as a convenient one-stop-shop for a

variety of primary and specialty care services all under one roof

Target Markets: Residents of Canton, Clyde, Lake Junaluska, Maggie Valley & WaynesvilleCore Messaging: Conveniently located in the heart of Haywood County, the MOCC-Clyde provides access to a wide variety of quality outpatient primary & specialty care services – all under one roof

Strategy:

• Support primary care & timeshare physician outreach within the community by cultivating speaking opportunities with school & civic organizations



• Employ physician liaisons as a channel to engage local referring physicians and practices


• Leverage Linda Dula, DO, imaging and the convenience of imaging and laboratory as an opportunity to position the center as a patient-centered provider of women’s health

• Repurpose the patient & physician fact sheets to create brochures, specific to the center to engage prospective & current patients as well as referring providers

• Engage Mission employees residing in Haywood Co. via screensavers & features in Scope

• Host a Ladies Night Out to introduce the convenience and accessibility of one-stop services under one roof

• Leverage public relations & health column opportunities in The Mountaineer


MISSION OUTPATIENT CARE CENTER - ENKAFiscal Years 2012-13

Objective: Position the Mission Outpatient Care Center in Enka as an innovative approach to patient-

centered care in an integrated cost-effective outpatient setting

Target Markets: Residents of Enka, West Asheville, Biltmore Lake, Canton, & CandlerCore Messaging: An innovative approach to people-centered quality healthcare, closer to home

Strategy:

• Support primary care outreach within the community by cultivating speaking opportunities with school & civic organizations



• Engage housing associations & local employers in community outreach opportunities


• Design patient & physician brochures, specific to the center to engage prospective & current patients as well as referring providers

• Engage Mission employees residing in the community via screensavers & features in Scope


• Leverage public relations & health column opportunities in The Biltmore Beacon

• Employ effective public relations to introduce new facility, providers & staff

• Identify unique opportunities to become an integral member of a vibrant community

• Seek innovative opportunities to engage the community in events & education


MISSION OUTPATIENT CARE CENTER-LONG SHOALSFiscal Year 2013

Objective: Position the Mission Outpatient Care Center at Long Shoals in concert with the strategic

goals and business objectives determined by Mission Health leadership

Target Markets: Residents of Skyland, Arden, Biltmore Park, S. Asheville & FletcherCore Messaging: TBD based upon strategic business goals & leaderships objectives

Strategy:

• TBD

Mission Pardee Health CampusFiscal Year 2013

Objective: Position the Mission Pardee Health Campus s in concert with the strategic goals and

business objectives determined by the core team

Target Markets: Residents of Skyland, Arden, Biltmore Park, S. Asheville, Hendersonville, Mills River & FletcherCore Messaging: TBD based upon strategic business goals & leaderships objectives

Strategy:

• TBD

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