Maintaining And Growing Market Presence: ABC’s FY 2011 Marketing Plan Priorities

1. Maintaining And Growing Market Presence:ABC’s FY 2011 Marketing Plan Priorities

2. Contents • Connection With The Strategic Plan • Approaches To The Marketplace • Product Offerings • Customer Groups • Marketing Goals • Communications Platform • Organization-wide and Service Line Strategies • Accountability And Process Management • Implementation And Timetable

3. Connection With The Strategic Plan The six driving strategies all involve marketing—external and internal • Expanding no. and availability of physicians • Clinical integration • Exceptional patient experience • Employee enthusiasm, retention, and recruitment • Promotion and utilization of ABC-sponsored programs and services • Advancing clinical and technological capabilities

4. Approaches To The Marketplace • Increase the overall size of the pie • Offer services not currently available through the competition • Capture a portion of the out-migrating business • Take a bigger piece of the existing pie • Attract appropriate new referrals from previously no-referral sources • Increase appropriate patient referrals from mid to low- referral sources

5. Approaches To The Marketplace Growth Channels • Organic growth through PRMG • Growth through relationship-building • Buy market share through acquisitions • Affiliate with a successful partner

6. Approaches To The Marketplace Growth Channels:B2B and B2C • Growth Through Direct to Physician Strategies • Growth Through Direct to Consumer Strategies

7. Approaches To The Marketplace Physician Marketing • Hard-wired: • Promote the PRMG group as a multi-disciplinary practice • Soft-wired: • Build relationships with affiliated and non-affiliated physicians and institutions

8. Approaches To The Marketplace Consumer Marketing • Building positive associations with the brand • Opportunities to experience “ABC care”

9. Product Offerings ABC’s major product (service) lines are cancer care, heart care, orthopaedics/neuro and spine, imaging, and women’s and children’s services. Each service line has three to four specific health products: • Cancer: breast cancer, prostate cancer, lung cancer • Heart care: electrophysiology, interventional cardiology, surgical services, cardiac rehabilitation • Imaging: interventional radiology, CT, MRI Nuclear Medicine • Orthopaedics/Neuro/Spine: spine (back problems), sports medicine, joint replacement • Women’s and Children’s: routine gynecologic care, maternal-fetal medicine, pediatric services

10. Customer Groups Internal: • Executives of ABC • Employees • Medical Staff • Board • Volunteers External: • Past patients and families • Consumer households • Area businesses • Area physicians • Donors • Community leaders in education, government • Other healthcare organizations and providers • Insurers

11. ABC-Wide Marketing Goals • Build awareness of and preference for our services • Create a “5 star” experience for customers • Increase the number of referral sources • Increase referrals from existing sources • Increase overall customer satisfaction • Increase internal satisfaction (viewing employees and medical staff as the primary customer of ABC)

12. Communications Platform • Theme: Exceptional Healthcare. No Exceptions. • Our messages we will convey: • We are committed to being a responsible and community-minded employer and a good citizen for the people of the Delmarva Peninsula • We will have the most advanced facilities, technology, and care processes, aimed at achieving the best possible care processes and outcomes for our patients • We will keep our patients safe and comfortable while they are under our care

13. Communications Strategies • Primary marketing will be through the physician marketing channels: personal selling • Internet-based communications must receive greater emphasis • Simpler and more user-directed interfaces • More use of MyPen Care as a portal through which patients and referring physicians can communicate • Use affinity programs to help fulfill requests for information or assistance.

14. Organization-wide And Service Line Strategies (See marketing plan)

15. MARKET DEVELOPMENT GOALS: To Build Awareness Of Our Services To Create A “5 Star” Service To Increase The Number Of Referral Sources and Referrals From Existing Sources To Increase Overall Client Satisfaction Heart Care Service Line: Strategies by Target Groups • Primary Products: • Electrophysiology • Interventional Cardiology • Surgical Services • Prevention • Cardiac Rehabilitation • Strategies: • Service Development • Communications/Promotion • Relationship-Building and Personal Selling

16. Marketing Budget The extremely limited FY 2011 advertising budget ($150K) restricts advertising primarily to television.

17. Accountability and Process Management Return on Investment/Efforts In order to gauge the success of our marketing efforts, we will strive to determine the return on the efforts that are expended on marketing. This equates to revenue directly attributable to a marketing effort. To do this, specific and trackable expenditures will be paired with specific and trackable revenues. (e.g. a direct mail project that cost $5,000 to produce and carry out results in $6,000 in revenue, or a 20% return on investment). Process Management Progress on the marketing plan should be assessed on a quarterly basis, understanding that it takes time before results will be realized. A marketing advisory board consisting of representatives of the service lines, medical staff, and executive staff will serve to monitor progress and provide guidance to the marketing process.

18. Advertising Campaign Implementation Timetable • Adoption of FY 2011 Marketing Plan July, 2010 • Creative Concept Development July, 2010 • Production of Creative Aug-Sep., 2010 • Purchase of Media Aug., 2010 • Internal Marketing September, 2010 • Launch of Brand/Service Line Campaign October, 2010