Marketing Analysis:

Pine Rest Mother-Baby PHP

KTG 6130 Customer Driven Marketing Managemen

Heather Treib, Bota Kroondyk,
John Straub, Olivia Lanctot,
Yi-Shan (Sandy) Chen
Instructor: Dr. Keith Ferguson

Pine Rest Christian Mental Health Services

Grand Rapids, Michigan

Outline
Introduction
Executive Summary & Strategic
Planning
Internal and External Analysis
SWOT
Alternative Strategies
Tactical Marketing Mix
Implementation
Marketing Budget

Pine Rest Today

Largest free-standing provider of
behavioral health services in Michigan
One of five largest free-standing
behavioral health providers in the United
States
1,900+ employees
Served 44,013 individuals in FY2013

Healing Moments Lives Touched

Pine Rest Divisions

Outpatient
Community and Residential Services
Behavioral Health Solutions
Hospital Based Services

Success Factors

(1 of 2)

Facilities
- 280 acre campus, room to grow

- Multiple facilities for flexible

programming
Continuum of Care
- Referrals from 18 clinic outpatient network,
250-bed residential program
- Aftercare provided by the same, reducing
readmissions
- 24/7 admission center

Success Factors

(2 of 2)

Pine Rest Relationships

- Contracts/relationships with 36 Community
Mental Health agencies
- Behavioral health contracts with 40 other
managed care payers
- Referrals from all acute care systems and
most

medical groups

- Faith community trust

Success Factor
Depth of Professional Staf
Specialized Behavioral Health Staf
- 50 employed psychiatrists
- 50 psychologists, 180 social workers
- Activity/occupational therapists
- Pastoral care staf

- Billing, coding, medical records

specialists

Number of Inpatient Psychiatric Units and

Hospitals US
Pine Rest Inpatient Census
(Censu
145s)

140

135

130

125

120

115

110

Hospital Based Services

Inpatient Care & Partial Hospitalization Programs

Who We Serve
FY2014

Hospital Based Services

7368 Admissions
63,923 Patient Days
Average LOS: 9 Days

Inpatient Care
210 Beds Within the Joint Operating Agreement
St Marys Licensed
General Adult 66
Beds
Co-occurring Unit- 22
Beds
Psychiatric Medical
Unit 28 Beds
(downtown at general
hospital)

Pine Rest Licensed

Older adult 26 beds
Child and Adolescent
36 beds
Psychiatric residency
22 beds
Mother and Baby PHP
Child and Adolescent
PHP
Flex Beds 10 beds

Demographics

Final Adult Service Area Definition

Why a Mother and Baby

Program?

15-20% of women are afected

Suicide is the 2nd leading cause of
death postpartum
Most common complication of
childbirth
Women get better more quickly when
treated with baby
Few treatment options
Untreated PMD=negative impacts for
family

Video
https://www.youtube.com/watch?v=b
oKDfk7kjSM&feature=youtu.be

Marketing Demand
Mothers who are sufering from some
form of depression
Area hospitalization programs or
inpatient adult programs that do not
lend themselves well so they turned
to Pine Rest
Meets a stated communitys needs

Current Market Share

Birth

Spectru
Saint Mary's
m
Metro Mercy Total

FY 2013

2,024

7,443

1,936

2,059 11,403

FY 2014

1,967

7,461

1,929

1,977 11,357

Variance
Change FY13FY14

-57

18

-7

-82

-46

-2.8%

0.2%

-0.4%

-4.0%

-0.4%

Births Admissions Rate

FY 2013 11,403

189

1.66%

FY 2014 11,357

284

2.50%

Marketing Strengths
Pine Rest is the first healthcare
center to run PHP program in
Michigan
Location of the center
Providing good quality service by
specialists
Ofering this service to West
Michigan

Competitors, Funding and

Awareness
No direct competitors in MI
Similarly operated national programs
with clinical groups in MI
Programs are privately funded and
supported
Growing national and international
awareness of a multitude of perinatal
mood disorders

Mechanism of PHP's work

The program employs clinical
management, service science
research and application components
The program explores paths of
identifying and implementing
approaches for the proper
management, clinical and marketing
control.

Mechanism of PHP's work

The program investigates and
compares the availability, strategic
developments and risk factors of
other similarly operated treatment
programs such as the Postpartum
Support Internationals Program of
Prevention and Treatment of
Childbearing Causes
The program prioritizes the proper
allocation of monetary and human

Outside Activities/Trends:
The Postpartum Support International
and the Spectrum Health Postpartum
Emotional Support Program continue
to explore extensive market and
industry ranking shares
The treatment of Childbearing
Causes operates in more than 36
countries

Outside Activities/Trends:
The programs ofer a number of
comprehensive preventative
diagnoses, education programs and
treatments for women without
children, women planning on having
children, pregnant women and new
mothers
The programs focus on eliminating
the risk factors and social stigma of
women in need of such services

Marketing Strategies
Exceptional Care Experience-keeps
moms and babies together and
removes barriers to treatment
Superior Clinical Outcomes-measure
clinical outcomes to assess if women
in their care are exceeding
established benchmarks and
customer expectations
Great Place to Work-patients who
could be helped more successfully

Alternative Marketing
Strategies

Expand the healthcare area

Referral Development
Payer Communications
Media relations
Marketing Communications and
collateral
Promotions and Special Events
Internal Communications

Services
2 product lines- one is the typical
program, the second is a condensed
version
Unique features compared to other
Programs
Nursery
Environment
Location

Services (cont.)
Service Development
Focus Groups
Identified by care providers
Women that have participated in the
program, women who have shown
interest in the program but did not
participate, and women that may
potentially ebenfit from this program

Services (cont.)
Branding- Do not emphasize Pine
Rest
Awareness- Bolster reputation
through educating care providers as
they will be the ones referring
patients to the program
Benefits Choices for program type
Family involvement

Promotional Objectives
1. Full knowledge of program value,
ideal patient match and referral
procedures known by target
referral sources.
2. General public awareness of new
program by target patient and
their families, who may aid in
referring.
3. Current care alternatives to PHP
are abandoned/lessened in use.

Key Targets
1. Insight capable, pregnant or
postpartum women with moderate to
severe nonpsychotic depression, PHP
insurance reimbursement and
adequate transportation.
2. Referral sources, including
obstetricians, family practitioners,
pediatricians, psychiatrists, outpatient
therapists, birthing/OB hospital staf,
emergency departments, community
mental health and PMD support
groups.

Reasons Contributing to
Underperformance
50% of referrals do not follow
through and initiate the call
Inadequate transportation
Pine Rest brand mental health
stigma
Lack of constant connection with
referral sources
Not top of mind with all HCPs

Current Marketing Mix

o TV Commercial
o TV-Maranda Interview
o Direct Mail
o Outdoor-Billboards + Buses
o Radio
o Internet
o Sponsorships Awareness groups
o Phone Calls
o E-Mails
o Site Visits
o HOPEline 1-844-MOM-HOPE

Recommendations
1. Hire one full time Educational
Sales Consultant
Face-to-face calls on high potential referral
accounts; targeting 20% of providers likely
to account for 80% of PMD referrals.
Greater Grand Rapids territory
$50,000 base + commission based on # of
qualified referrals from targeted accounts.
Problem Addressed: Lack of constant
connection to referral sources and program
top-of-mindedness

Recommendations
2. Increase prominence of distinctive
Mother-Baby brand extension and
decrease Pine Rest parent brand all
future marketing communications
Research highlighted mothers
dissatisfaction with past programs that
failed to cater to unique PMD needs and
concerns and PR mental health stigma
Problem Addressed: Pine Rest mental
health stigma perception and lack of PMD
focus

Recommendations
3. Diversify the women featured on
the Pine Rest online site and future
marketing pieces to better reflect the
variety of faces impacted by PMD
Disproportionate a number of Medicaid
mothers are diagnosed with PMD, yet
most current faces marketed appear
upscale, middle-class
Problem or Objective Addressed:
Awareness of program by target patient
and families

Recommendations
4. Create 1-844-MOM-HOPE referral cards for
program graduates to distribute.
.Problem or Objective Addressed: Awareness
among ideal target patients.

5. Solicit volunteer drivers through church

bulletins and ministry sites and dedicate one
existing Pine Rest shuttle to pickup/drop
clients from bus stop.
.Problem or Objective Addressed: Inadequate
transportation

Recommendations
Finally, MB PHP, must fully
implement the Pine Rest Release of
Information initiative in all key
referral accounts to address the
significant 50% of all referrals do
not place the call barrier.

Questions