The Health Systems Administration program at Georgetown has its students complete case projects for a fictional community, Middleboro. Throughout the program we created several deliverables: Community Profile, Community Health Assessment, Strategic Plan, Marketing Plan, and Business Plan.

1. Medical Associates
MARKETING PLAN
2011-2012
Stephanie Gonzalez. Jessica Jacobs.
Karen Jose. Erin Lenhardt.
Veronica Locke. Daniel Lynn.

2. Marketing Plan
Strategies
& Optimal
Objectives Market Market
Key Observations • Expanded Actions Position
Insurance
Coverage
• Physician
Recruitment

3. Key Observations: Insurance Coverage
 MA is a fee-for-service
provider
 The majority of our clients
have insurance and we
have contractual
relationships with many
insurance plans
 24.3%, 33.3k people, are
uninsured in Hillsboro
County

4. Key Observations: Market Share of Programs and Resources
 Only physician group in
Hillsboro County
 Niche Market Competitor-
MA physicians comprise
over 25% of the market for
each of our specialties
 Exception is pediatrics (23%)
 Technology Leader –
 New Ambulatory Surgery
Center
 EHR technologies included in
current strategic plan

5. Key Observations: Cardiac Service Expansion
 Five-Year Estimates:
 Cardiac appointments:
increase by 5%
 Cardiac related surgeries:
increase by 57%
 Healthcare reform will
entail expanded coverage
for preventative care
 Strategic Plan directs us to
anticipate demand.

6. Strategy & Objective 1: Expanded Insurance Coverage
 Observation: 24.3% uninsured in Hillsboro County
 Strategy: Improve awareness, preference, and quality
image among the uninsured population
 Objective: Capture 25% (750 people) of new market
 Healthcare reform  uninsured rate to drop 10% by FYE 2011
 3,300 people with newly acquired insurance

7. Strategy & Objective 2: Physician Recruitment
 Observation: Large current and potential market share
 Strategy: Provide support to HR in marketing
competitive benefits package and profit sharing structure
for physician recruitment
 Objective : Maintain/increase percentage of physicians
within each specialty served by Medical Associates to
25% by FYE 2012
 Increase number of cardiovascular physicians and surgeons to meet
expected demand by FYE 2012

8. Market Actions for Physician Recruitment
Identification Description Priority Time Frame Resources Responsible
Action 1 Develop Stock Recruitment Priority 1 By June 2011 Staff: Marketing
Package delineating MA benefits 150 Hours Director
and profit sharing structure to Physical: Human Resources
recruit new physicians. Administrator
Printing $1000
Chief Medical
Officer
Action 2 Develop relations with top ten Priority 2 By February 2012 Staff: 5 Hours/Mo CEO
cardiology programs across the
United States.
Action 3 Become actively associated with Priority 1 By September Staff: 40 Hours/Yr CEO
the National Association of 2011 Physical: $600
Physician Recruiters.
Action 4 Develop and add brochure to Priority 1 By November Staff: Marketing Director
stock recruitment materials 2011 80 hours (In consultation with
targeted at recruiting Physical: existing MA
pediatricians and mail to pediatricians)
Printing $250
pediatric fellowship programs Postage $1000
across the nation.
Action 5 Develop and add brochure to Priority 1 By January 2012 Staff: Marketing Director
stock recruitment materials 80 Hours (In consultation with
targeted at recruiting Physical: existing MA
cardiologists and mail to cardiologists)
Printing $250
cardiology fellowship programs Postage $1000
across the nation.

9. Optimal Market Position
 Majority market shareholder physician group serving
niche fields:
 Post-acute care
 Primary care
 Ambulatory surgery in Hillsboro County.
 Continue to accept all insurance providers
 Invest in new technologies to:
 Provide state-of-the-art services for patients
 Provide value added services as physician perks