CHIP PRESENTATION UCLA Anderson School of Business Northern Manhattan Perinatal Partnership, Inc. Harlem Hospital Marketing Plan

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CHIP PRESENTATION UCLA Anderson School of
Business Northern Manhattan Perinatal
Partnership, Inc. Harlem Hospital Marketing Plan

• Mario Drummonds, MS, LCSW, MBA
• NMPP Executive Director/CEO
• Creative Director, NMPPs Social Health Marketing
  Group
• Mrs. Cynthia Williams, MA, MS
• Board Chairperson, NMPP, Inc.
• July 23, 2004

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HISTORICAL PROBLEMS

• In 1990
• Infant Mortality Rate was 27.7 deaths per 1,000
  live births
• Low Birth Weight Rate was 19.8
• Only 25 of pregnant women entered prenatal care
  in first trimester

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THE VISION

• Reduce Infant Mortality Rate to 6.2 by 2005
• Reduce Low Birth Weight Rate to 10.7 by 2005
• Increase Percentage of Women Who Access Prenatal
  Care in first trimester from 25 in 1990 to 75
  in 2005
• Develop a Clinical Care Capacity (Birthing
  Center) by 2002

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OUR MISSION

• NMPPs mission is to save babies by helping women
  take charge of their reproductive, social and
  economic lives.
• We believe that every newborn has a right to live
  past their first birthday!
• We tell funding sources clients Invest in our
  Ideas.We will Return Results!

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NMPP Organizational Chart
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Environmental Scan/Problem Formulation

• External
• Intense Hospital Competition Consolidation
• Large Number of Patients Uninsured
• Mobility of MCH Customer Base
• Infant Mortality Declined to 6.2 deaths in 2002
• Broad Demographic Shifts on Neighborhood Level

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Environmental Scan/Problem Formulation

• Internal
• Harlem Hospital Deliveries Declined from 4,000 in
  1992 to 1,104 in 2002
• Poor History Perception of Quality Care on the
  Street
• Hospital Has Been Operating at a Deficit for
  Number of Years
• Hospital Has Failed to Respond to Competitive
  Changes in Local Market

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CHIP GOAL

• NMPP will work with Harlem Hospital to increase
  their market share of deliveries in Central
  Harlem through the implementation of a
  comprehensive marketing plan and making changes
  in their clinical operating process to save
  babies from dying before their first birthday in
  Central Harlem.

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SMART OBJECTIVE

• Harlem Hospital will increase their delivery
  market share by 20 by March 1, 2006 through
  developing and implementing a comprehensive
  marketing plan. By achieving this objective, the
  infant mortality rate in Central Harlem will
  decrease to 4 deaths per 1,000 live births by
  2007.

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CHIP MARKETING STRATEGY ANALSYIS

• MARKET STRUCTURE
• Women in Women in Total
• Primary Secondary
• Age Range Service Area Service Area
• 15-24 13,901 45,204 59,105
• 24-44 33,259 125,976 159,235
• Total Women of
• Childbearing Age 47,160 171,189
  218,340

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Live Births in Primary Secondary Service Areas
2002 Vital Statistics NYCDOH

• Central Harlem/CH 1,934
• East Harlem/EH 2,042
• Washington Heights/WH 4,313
• Morrisania/M 3,410

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PRELIMINARY CUSTOMER SEGMENT ANALYSIS

• African-American Working Class/Medicaid Segment
• South Harlem/South Bronx (SoHa) West African
  Population
• Strivers Row Segment of Urban Settlers or
  Pioneers of Various Ethnicities
• Growing Latina (Mama) Segment Mexicans,
  Dominicans and Puerto Ricans

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COMPETITIORS

• Live Births by Hospital Service Area 2002
• Harlem Hospital Center/CH-EH-M 1,014
• St. Lukes Hospital/CH-EH-WH-M 3,907
• Columbia Presbyterian Medical Center/
• Allen Pavilion/WH-CH-citywide 6,430
• Bronx Lebanon Hospital Center-M-and other
  areas of the Bronx 2,638
• Bellevue Hospital Center-Lower Manhattan
  /CH-citywide 2,100
• Metropolitan Hospital Center/EH-CH 1,908
• Mount Sinai Hospital/EH-CH-citywide 4,621

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ACTION STEPS REVIEW

• START-UP
• Confirm Birthing Center Mission Business
  Definition
• Select Marketing Company
• MARKET ANALYSIS INTERNAL EXTERNAL
• Update Market Analysis of Customers, Competition,
  Harlem Hospital
• Complete Internal Audit of Harlem Hospitals OB
  Treatment Process
• Review Results of Market Analysis Hospital
  Operations
• Marketing Management Tasks
• Use Market Analysis Focus Research to Validate
  Customer Segments
• Develop Value Propositions for Each Segment
• Develop Message Themes for Each Segment
• Field Test Core Messages by Segment
• Set Marketing Objectives by Quarter Segment

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ACTION STEPS REVIEW

• ROLLING OUT THE CAMPAIGN
• Begin Birthing Center Tours of Pregnant
  Parenting Women
• Begin Radio Campaign to Latino and African
  American Segments
• Roll-out Direct Mail Campaign, African American,
  Latina, West African Segments
• Develop Mail Upscale Brochure to Clintonian Mom
  Segment
• Develop and Roll-out Poster Campaign
• Begin Outpatient Clinic Social Service Agency
  Steering Work
• Start Pathmark Baggage Stuffing Work
• Organize Special Events (e.g. health fairs) by
  Service Area Segment
• RESOURCES METRICS
• Market Share Shifts
• Infant Mortality Decline

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LESSONS LEARNED

• Learned Techniques to Reengineer Hospitals
  Operating Process from Triage to Aftercare
• Learned Skills Frameworks to Persuade Harlem
  Hospitals Senior Leadership to Develop a
  Marketing Mindset
• Gained New Insight on How to Segment the Market
  of Pregnant Women and a Better Methodology to
  Determine Value Propositions for Each Segment
• We have learned better ways to manage Strategic
  Alliances/Culture, Vision, and Process between
  Harlem Hospital Northern Manhattan Perinatal
  Partnership