Presented by: Fern Nibauer-Cohen, Senior Director, Physicians Services Fox Chase Cancer Center

1. Physicians Services at Fox Chase Cancer Center: From Regional Outreach to National Brand Awareness…A New Vision Presented by: Fern Nibauer-Cohen, Senior Director, Physicians Services Fox Chase Cancer Center

2. Brief History • Department of Physicians Services started in 1990 • Need to address decreasing referrals from physicians in the community • Lack of communication from Fox Chase Cancer Center’s physicians • Overall dissatisfaction with the referral experience. “Black hole” perception

3. Building Relationships/Formula for Success • Visits to targeted physicians by physician liaisons – (1,136 annual visits) • Majority of visited physicians are primary care

4. Physicians Visits by CountyThird Quarter/2007

5. 888 line – managed by two oncology nurses. Receives over 30,000 calls annually

6. Ongoing Outreach to Physicians in the Community • Continuing Medical Education Programs • Dinner meetings (non CME) with targeted physicians • Mailings – Physicians still like THE PRINTED PIECE!

7. ANNOUNCEMENT CARDS

8. Monthly Advertorial Reprints

9. Patient Education Materials

10. Building a new PhysicianPracticeClifford S. Perlis, M.D., M.Be.Dermatology

11. Physician Satisfaction Survey • Mail to all physicians after their first referral of the year • Reviewed and followed-up by Physicians Services Staff • Quarterly log report summarizing all visits and issues • Ten Percent return rate per quarter

12. Meet Our New President

13. Fox Chase Cancer Center Expansion • 800 new patients treated at FCCC in 1980 • 7,500 in 2007 • Projected 14,000 by 2015 • Future expansion plans include: - new state-of-the-art hospital - outpatient treatment center - advanced research facilities

14. Strategic Plan • Building National Presence and Brand • Strengthening a Platform for Discovery • Improving Clinical/Translational Research • Clinical Expansion • Building a Stronger Financial Base

15. The Keystone Programs for Collaborative Discovery • An unprecedented institutional commitment to team-based medicine • 12 proposals for Keystone Program funding were submitted for consideration • 16 leading cancer scientists and clinicians reviewed the proposals and assessed the strengths • Each Keystone to receive at least $5 million over 5 years • Four programs identified

16. The Keystone Programs for Collaborative Discovery • The Keystone Program in Personalized Kidney Cancer Therapy • The Keystone Program in Personalized Risk and Prevention • The Keystone Program in Epigenetics and Progenitor Cells • The Keystone Program in Blood Cell Origins and Disease

17. New Directions • Beds are full. Hospital is busy. Physicians practices are booming • Very specific marketing for the “right patients.” • Market keystone programs • Moving toward national branding with both physician and consumer audiences • Expanding database to include national physicians • Build upon the existing program to include accountability for resolution of issues

18. Promoting Awareness on a National Level: The Face of Fox Chase Goes National!

19. Plans for Using New Media to Raise Awareness • Social networking/Within3 • Physician Portal • Virtual tours • Podcasts • Video vignettes