Joslin Affiliate Marketing Council

1. Joslin Affiliate Marketing Council April, 2010

2. How to Use GoToMeeting • Please mute your phone • (not“hold”) • Interactive software lets you participate in the meeting • “Raise your hand” button • Voting button • Area to type in a question (or you can just ask!)

3. Agenda • April Topic – Marketing Your Educator Program • Translation of monthly stats into hours • Thinking outside the box • Sharing best practices – what do you do now to increase class attendance? • Building your marketing plan • What have you heard today that you will try?

4. Key Ed Metrics- What Do We Measure? Percent Paid Time Spent Teaching Billable Patients • Measures the % of paid time that an educator spends “face to face” teaching outpatients • Measure of efficiency and productivity

5. Key Ed Metrics- What Do We Measure? • Hours Billed As A % of Paid Time • Assumes an FTE works 40 hours per week (173 hours per month • Expresses the number of hours billed in a month as a % of the number of hours paid to Educators • Measure of the return on investment in educator hours– allows a comparison of the hours actually billed per FTE Educator to the 173 hours paid per FTE Educator

6. Sample Educator Schedule

7. Thinking Outside the Box • What if you were self-employed? What would your salary be with current class attendance? • If you make $70,000 a year ($33.65/hour)

8. What is effective marketing? • Marketing is educating your patients, referring physicians and the community about your Joslin center, not just “advertising”

9. What can we do to increase class attendance?

10. Affiliate Marketing Ideas – Univ of MD • Top 10 Reasons to see an Educator • Health fairs and new patient folders • A1C poster • Exam rooms • Lobby/waiting room • Self-management brochure • These will be posted on the Affiliate-to-Affiliate Sharing page of the website • http://www.joslin.org/affiliates/affiliate_to_affiliate_sharing.html

11. Affiliate Marketing Ideas - OSF • Refrigerator magnet • This will be posted on the Affiliate-to-Affiliate Sharing page of the website • http://www.joslin.org/affiliates/affiliate_to_affiliate_sharing.html

12. Joslin Boston • Why you (or your patient) should see an educator • Theme - Team up with us to bridge the gap in diabetes care!

13. Joslin Boston – for physicians • Why Should Your Patients See a Joslin Diabetes Center Educator? • have in depth knowledge of diabetes and its co-morbidities • bridge the gap between your recommendations and the patient’s reality • do a comprehensive assessment of the patient’s education needs • individualize your recommendations • spend time getting to know your patient’s goals • help your patients define realistic strategies to get to goal • interpret your recommendations into behavioral steps • teach patients in depth problem solving about food, exercise, medications and blood glucose results • help patients access additional resources for ongoing support • provide encouragement to discouraged patients • increase patient self-reliance • refer patients back to you for medical management • keep you informed of your patient’s progress • share the burden of diabetes education and management with you and the patient • help patients prevent emergencies

14. Joslin Boston – for patients • Why Should You See a Joslin Diabetes Educator? • To bridge the gap between what your healthcare provider asks you to do and the rest of your life • To stay well despite diabetes • To help you make informed decisions and solve day-to-day problems • To figure out why your blood sugar is up and down • To learn little tips that may prevent big problems • To help you develop a personalized action plan • To learn how to use diabetes equipment like glucose meters, pens and pumps • To clarify misunderstandings and increase your flexibility • To translate all the media messages you hear • To help you identify barriers that interfere with your successful management of diabetes and to overcome them

15. How to Build your Marketing plan • (Contractual requirement) • Identify a team • Create specific goals. Define action plans to meet these goals • Do your SWOT analysis (don’t wait for annual site visit) • Analyze your competitors • Research your demographic area • Track your results

16. Step 1 – Internal Analysis • Are you billing correctly? • How are you better than your competition? • Outline a marketing calendar of events for the year • SWOT analysis • Who are your patients and where are they coming from?

17. Step 2 – External Analysis • Demographic analysis • Population • Age • Employment • Income • Who else is treating your patients (non-endocrinologists)? (PCPs, etc) • What is your payer mix? • Know your direct competition • Who are they? • Where are they? • Do a SWOT for them and compare it to yours

18. A solid marketing foundation • Strategic Marketing Plan • Marketing team (include physicians) • Printed materials • Strong, user-friendly website • Newsletter – patients, physicians, payers • Budget

19. Getting the word out • Satisfaction surveys • Presentations • Health fair booth representation • Inservices • Announcements/press releases • Holiday recognitions • Sponsorships • Grand Rounds • Community events

20. Monitoring success • Track satisfaction survey responses – what are they telling you? • Referring physicians • Patients • Payers • Track referral patterns – who is and who is not sending patients to you (and why)? • Physicians • Patients – ask them how they heard about you and keep that information! • Payers

21. Today’s ideas • What have you heard today that you will try?