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Delivering better outcomes for all.

+. Delivering better outcomes for all. Confidence. CONFIDENCE is the core ingredient in the success of the University of Florida Proton Therapy Center. CONFIDENCE in the power of proton therapy. CONFIDENCE in the vision of building a center right here in Jacksonville.

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Delivering better outcomes for all.

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  1. + Delivering better outcomes for all.

  2. Confidence

  3. CONFIDENCE is the core ingredient in the success of the University of Florida Proton Therapy Center. CONFIDENCE in the power of proton therapy. CONFIDENCE in the vision of building a center right here in Jacksonville. CONFIDENCE in assembling a world-class medical and management team. CONFIDENCE in Shepherd to develop the brand and the marketing to make UFPTI a success.

  4. 47 ‘84

  5. In-houseCapabilities Research & Planning Brand Development Creative Media Planning Media Buying Public Relations Event Management Digital Development Programming e-Marketing

  6. Affiliations • Members of Public Relations Society of America • American Ad Federation • American Marketing Association • Google Certified in AdWords and Analytics • Apple Certified App Developers

  7. Add logos: BCBSF, CSX, Jaxport, Merial Pharmaceuticals, Arbor Pharmaceuticals, PSS World Medical, Gulf South Medical Supply, Alere Health Services, Duval County Magnet Schools

  8. Your Account Team Mike RussellSenior VP of Client Services Theresa MakrushDirector of Public Relations Jeff KalishVP/ Media Director Kelley StamDigital Director Larry CobbOnline Marketing Analyst Carole V. BanksVP Research & Branding Jacquie WojcikCreative Director / Copywriter Maria TaylorSenior Art Director

  9. PROTON EXPERTISE 6 Understand the technology, the treatment and the patient experience. yrs • Work closely with IBA, PTCOG and NAPT. • Recognized in the field.

  10. ACCOUNTABILITY • Generating qualified leads • Meeting patient capacity • Acceptable ROI

  11. INQUIRIES

  12. 10% of treatment revenue* $4,000 Spend per Prostate patient = $1,043 per patient 2.5% of treatmentrevenue *Source for 10% treatment number

  13. 2012 & Beyond

  14. TRENGTHS • Only proton therapy facility in the Southeast • Credentialed and experienced radiation oncology team • UF affiliation • Good reputation (patient satisfaction) for treatment • Agreements with St. Jude and the UK’s NHS • Geography and climate • Successful outcomes for prostate cancer patients reported at ASTRO and published in the Red Journal • Superior dose distribution of protons for patients who require external beam radiation for cancer • HREATS • Increased online ad activity by competing treatment modalities and proton therapy facilities • Addition of proton therapy facilities in US; nearly doubled in 5 years since UFPTI opened • Announcement of three proton therapy projects in Southeast: Atlanta (Emory); Knoxville (Univ. of Tenn.); Memphis (St. Jude) • Medicare reimbursement changes/re-evaluation • Proton therapy naysayers within radiation oncology elite and urology circles T • PPORTUNITIES • Addition of fixed beam room for eye malignancies and disorders • Data from clinical studies reported in journals/medical conferences • Fifth anniversary of first treatment • Medical tourism (international markets in Asia and South America) • Collaboration with UF Shands Cancer Center • EAKNESSES • Limited capacity • Wear and tear on equipment • Ability to retain trained staff • Labor-intensive treatment • Cost of treatment S O O S T W W

  15. Unstable Healthcare Environment Medicare reimbursement Comparative Effectiveness Review of prostate cancer treatments US Preventive Services Task Force recommendations for screening tests like PSA and mammogram Affordable Health Care Act Aging proton equipment at UFPTI Pencil Beam Scanning and other equipment advances in proton therapy delivery

  16. Current overview of US proton therapy facilities Add content from page 3&4 section XI MGH MGH LLUMC MPRI MDACC UFPTI Pro–OKC Upenn Hamp Pro–CHI Pro–NJ Scripps PRO NJ UPHS CHI MPRI HAMP LLUMC OKC SCRIPPS UFPTI MDACC 9 Currently Operational 2 Under Construction

  17. Where are we spending your money? Logos of media vehicles Given the insights of the previous 2 charts where are placing our dollars

  18. PPC • Insert charts of web traffic and PPC requests and 2010-11 FY ROI PPC Chart, Chart with additional traditional media

  19. Website • Update the site to modernize look and functionality • Enhance Search Engine Optimization (SEO) • Treatment • Disease site • Keyword/search terms • Update the Spanish content

  20. Public Relations Logos of media where we have had stories in the last 2 to 3 years Orlando Sentinel Los Angeles Times CBS Evening News with Katie Couric Gainesville Sun Sarasota Herald Tribune Florida Trend 904 Magazine HealthSource Magazine WJCT-FM and WJCT-TV First Coast News (WJXX/WTLV-TV) Action News (WAWS/WTEV-TV) Channel 4 WJXT-TV The Florida Times-Union The Daily Mail (UK) The Manchester Evening News (UK) dotMed News Jacksonville Business Journal Savannah Morning News (daily in GA) HemOnc Today News RX BBC Tallahassee Democrat KABC-TV (ABC Los Angeles) KING-TV (NBC Seattle/Tacoma) KMGH-TV (ABC Denver) WFTV-TV (ABC Orlando) WCTV-TV (CBS Tallahassee) KPTV-TV (FOX Portland, OR) WTVF-TV (CBS Nashville) WPTV-TV (NBC West Palm Beach) KLAS (CBS Las Vegas) News 8 (Austin, TX) WECT-TV (NBC Wilmington, NC) WLOX-TV (ABC Biloxi, MS)

  21. Social Media/WOM Logos of Facebook, YouTube & Twitter

  22. Research/Messaging from Carole

  23. Creative

  24. Proposed FY 2012 Budget • Public Relations $96,000 • Media $576,000 • Research $50,000 • Digital $57,625 • Creative $40,000 • Marketing Materials $35,000 • Events $90,000 TOTAL $944,625

  25. Revised Budget 2012 • Public Relations $96,000 • Media $541,000 • Research $25,000 • Digital $57,625 • Creative $40,000 • Marketing Materials $35,000 • Events $0 TOTAL $794,625

  26. Thank You +

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