Joslin Affiliates
February 14, 2007 Marketing Conference Call
· Presenters: Judy Goodwin, Janice Murphy, Jeff Bright
· Topic: Internal Marketing – Making the Most of What You’ve Got
· Welcome and Introductions
1. Many Reasons why you should market your practice:
· Gaining Market Share
· Add value to the Joslin brand name and the hospital mission; reach and treat more patients with diabetes using the comprehensive, integrated Joslin approach
· Increase net revenue
· Build patient volume to make the case to add providers to your panel
· Capture more “downstream” business for your hospital/medical center from your diabetic patient population
o Nephrology
o Laboratory services
o Physical and Occupational Therapy
o Podiatry
o Infectious Disease
o Cardiology
o Enterestomal (Wound Care) Nursing
o Vascular
o Neurology
o Psychology
2. Good marketing starts with the development of a good strategic marketing plan
that is reviewed at least annually – as part of the service provided to you as a
Joslin affiliate, we have worked with you to develop an initial strategic marketing
plan to provide an initial baseline for you. This baseline plan should be
your marketing bible and should be kept up to date as your market or practice
changes or evolves.
· Key elements used in deriving a good marketing plan can come from your SWOT analysis
o Let’s discuss SWOT and how it relates to your Joslin affiliate now as each geographic market has unique challenges
· Goal setting and Tracking
o Monthly reports that you keep and forward to us as a Joslin affiliate are crucial to tracking your progress toward your volume and revenue goals
3. Once you have reviewed and fine-tuned your marketing plan after your SWOT
analysis, it’s time to look externally to your potential markets
o Internal (today’s focus) – identify potential internal referral opportunities by looking at your internal colleague practice areas
o Clinical Nurse Specialists
o Enterestomal (Wound Care) Nurses
o Physical Therapists
o Psychotherapists
o Social Workers
o Psychologists
o Case Managers
o Floor Nurses
o Discharge Planners
o Hospitalists
o Admitting Physicians
4. Prepare Materials about your practice that are easy to read and disseminate to
potential internal referral sources
- Brochure that describes your practice
o Brief Physician and staff bios
o Brief description of services offered
o Hours of operation
o Directions to practice
o Phone and fax numbers
- Rolodex card that referring physicians and staff can easily access with
contact information
- Quarterly or semi-annual practice newletter
- List of any sponsored CME or CEU courses that will be offered
- Referral pads
- Posters
- Patient room placards
- Employee newsletter
- Paycheck stuffers
5. Meet with marketing and public relations staff at your affiliated hospital or medical center to increase your profile by using the materials listed in item 4.
6. Outreach to medical staff community at your hospital to present at Grand Rounds to educate potential referring providers about diabetes and its manifestations
7. COMMUNICATE, COMMUNICATE, COMMUNICATE CONSTANTLY with potential referring providers in order to build your practice