1. De Novo Promotion Playbook
2014

2. Contents Introduction Market Analysis De Novo Launch BDPs
Marketing and Communications Tactics
Support/Resources
Appendix
Market Analysis
De Novo Launch BDPs
MarComm Tactics
Support/Resources
Appendix

3. Introduction This playbook provides guidance on how to
Analyze your de novo’s market environment
Identify your marketing target audience(s)
Organize and execute de novo launch BDPs
Select from a detailed menu of recommended marketing and communications tactics
Guide the planning, execution and follow-up of selected tactics
Access supporting marketing and communications tools and resources

4. Market Analysis
Market Analysis
Steps in de novo market analysis: Identify your de novo type or environment Evaluate relationship strengths and weaknesses Assess the competitive landscape Synthesize market analysis 1 2 3 4

5. De Novo Type Marketing Budget/ Use of Paid Tactics Description
Market Analysis 1
Marketing Budget/ Use of Paid Tactics
Description
Marketing Approach
Offensive
De novos built with new partners, likely to grow faster than Village Service Area (VSA)
Invest in marketing and build new relationships
Experiment with broader forms of marketing to reach a wider audience, larger catchment area
High
Defensive
De novos built to prevent loss of patients, growth likely below VSA
Reinforce messaging on differential service offering over competitors (working shifts, modalities, Kidney Smart/Healthy Transitions, etc.)
Continue outreach through existing marketing channels to protect existing relationships
Medium
Neutral
De novos built to address capacity, growth likely to match VSA
Refresh messaging around new facility and expanded offering (added capacity, new shifts, new modality, etc.)
Low
Refer to “Budget Guidance” in the Marketing/Communications Tactics section of this playbook to estimate de novo marketing budget and evaluate use of paid tactics based on de novo type and environment.

6. Relationship Strengths/Weaknesses
Market Analysis 2
Sample worksheet:
Stakeholder
Relationship Strength
(Weak/Average/Strong)
Key Stakeholders (Names, Positions) and Comments
Pre-ESRD or non-DaVita patients
To be evaluated and filled in by ROD
Working patients
Nephrologists
Discharge planners/case managers
Upstream physicians
Local hospitals and nursing homes
Existing DaVita patients
Local community
<Other>

7. Competitive Landscape
Market Analysis 3
Helpful
Harmful
Internal Origin
Strengths
Weaknesses
External Origin
Opportunities
Threats
What are you doing well?
What makes you stand out from your competitors?
What advantages do you have over other providers?
In what areas do you struggle?
What are the unmet needs of your patients or teammates?
Answering these key questions will help
Sharpen de novo marketing messages
Highlight and promote facility/organizational strengths
Identify threats and areas of improvement that need to be addressed to ensure de novo success
Which strengths are not being fully utilized?
Is there something you can offer that you are not offering currently?
Is your competition offering something that you are not?
Are there emerging trends that amplify one of your weaknesses?
Do you see other threats to your success?

8. Market Analysis Synthesis4
Key Questions/Implications
De Novo Type
What is my de novo type?
Offensive: Invest to build new relationships, broaden target audience
Defensive: Reinforce differential offering and protect existing relationships
Neutral: Refresh message around expanded offerings
Relationships
Who are my weakest relationships with?
What specific tactics are best suited to the different stakeholders?
Which tactics will I use to strengthen these relationships?
Competitive Landscape
What strengths (clinical, modalities, shifts, etc.) should I highlight in my marketing
tactics/messaging?
What weaknesses/emerging threats do I need to address?
What alternatives should be promoted in my marketing message (e.g., no
HHD, so market strong PD program; no current working shift, so market plan to
add in near future)?
Other Relevant Factors
How can we best leverage JV partner abilities and strengths to market de novo?
What messaging/service offerings would be most attractive to working patients?
Is my de novo setting more rural or urban? How does this affect my marketing
strategy?

9. De Novo Launch BDPs De novo launch BDPs covered in this playbook:
Admissions partnership
Payor contracting prioritization
Open house planning
Other critical steps to plan success 1 2 3 4

10. Admissions Partnership Plan: Phase 1
De Novo Launch BDPs 1
3 months prior to de novo
1 month prior to de novo
Opening of de novo
Determine contact number and on-point teammates
Prepare patient tracking tool
Educate teammate identified as point person to field calls
Identify physicians in market interested in credentialing
Determine contact number to put on marketing materials
Option 1 (recommended): Use toll-free number ( ) via DaVita Guest Services - Contact Emily Hastings (Guest Services director) to have a “job tool” created to identify
which teammate to send patient information to once a patient call is received
Option 2: Use a local teammate phone number: FA, SW, AA, ROD
Tracking tool to include key information from patient inquiries (name, address, phone,
nephrologist, current location, etc.) – refer to “Patient Inquiry/Tracker” in the Appendix
Include tracking of each contact made with a patient, as well as comments
Tracking tool should be stored with the teammate designated above and will become the
working tool with DaVita Admissions at the one-month pre-opening mark
All inquires to be responded to within 24 hours; introduce yourself by company/title
Share most recent information about center: progress, anticipated open house, number of
chairs, modalities, medical director, etc.
Let patients know you will make frequent check-in calls to update them on center progress
Educate potential patients on what the transfer process would look like
Credentialing request form should be completed by the requesting physician or his/her
designee and sent to the credentialing team
Note: For physicians currently credentialed at a DaVita facility, the process takes about
a week. For physicians who have never been credentialed with DaVita, the process can
take up to three months.

11. Admissions Partnership Plan: Phase 2
De Novo Launch BDPs 1
3 months prior to de novo
1 month prior to de novo
Opening of de novo
Contact your admissions group specialist
Set up call to kick off and manage pre-admission process
Implement pre-opening patient admission process
DaVita operations manager to determine which admissions expert on his/her team will be on point to begin record collection and facilitate the admission process using the patient tracking tool
Admission expert to make a CARA request for REGGIE access to de novo
Call scheduled with admissions group specialist, admissions expert identified; DaVita
operations manager, admissions supervisor, ROD, FA, CC, SW, AA
Patient tracking tool sent out to group for kick-off call
Process reviewed with team (see the flowchart on the next slide)
Weekly calls set up following kick-off call
All local team members educated on the process and understand roles and
responsibilities
Communication structure established if additional patient inquires are made and need to
be added to the patient tracking tool
See the flowchart on the next slide
Please note: if you are within a division that does not utilize DaVita Admissions, establish a kick-off call with your ROD, FA, CC, SW and AA and utilize an identified member of this team to contact dialysis facilities of potential patients; request medical records be sent directly to those facilities to begin the pre-opening admission process (see the flowchart on the next slide).

12. Admissions Partnership Plan: Phase 2
De Novo Launch BDPs 1
Pre-Opening Patient-Admission Process:
Step 1.
Team to review patient tracking tool, identifying any potential first patients as priority for obtaining records
Admissions expert to contact dialysis facility of every potential patient on the list and request records
Once full records are obtained, admissions expert to enter patient information into REGGIE and entire record to field team
Designated person to forward records to medical director for approval of placement
Once approval is obtained, AA to print records and formulate patient chart
FA/CC to obtain physician orders and enter them into SNAPPY
FA/CC to begin creating draft patient schedule for facility as well as confirm first patient
Please note: if you do not utilize DaVita Admissions within your division, utilize an identified team member to assume the role of the admissions expert.
Step 2.
Step 3.
Step 4.
Step 5.
Step 6.
Step 7.

13. Admissions Partnership Plan: Phase 3
De Novo Launch BDPs 1
3 months prior to de novo
1 month prior to de novo
Opening of de novo
Create plan to admit accepted patients
Set customer service expectations with team
Alert physicians of patient admission status/schedule
Upon state approval, FA/CC to create an action plan to begin the admission process; facility is contacted to give the patient the date and time of arrival
How many patients per shift per day are going to be admitted?
How will the admission paperwork get completed?
Is patient schedule developed based on run times/patient request?
Is there enough staff hired to care for all patients approved for placement?
Welcome Kits ordered from the DaVita Store and given to each patient on
admission
All staff members should introduce themselves to the patient by name and title;
give tour if appropriate
FA takes time to talk with patients to be sure that their needs are being met and
that what they had been told about the center and/or their particular needs is
accurate—recommendation: FA rounds once a week for one month
Set customer service expectations – Mission, Values, DaVita Difference
Physicians to be informed of the date and time each patient is to be admitted

14. Payor Contracting Prioritization
De Novo Launch BDPs 2
2 months prior to de novo
1 month prior to de novo
Post-opening of de novo
Set up bi-weekly call with Payor Contracting, insurance counselors, de novo SME, DVP, ROD, FA and SW
Confirm national contracts that will be in effect retroactive from date of licensure and certification
Review Contracting Indications Presentation to identify contracts to be added to the facility post- certification
Discuss market considerations when adding/not adding contracts to facility
De novo information discussed: address, phone, contacts, chairs, etc.
Increase Payor Contracting call frequency to weekly
Use Payor Contracting “De Novo Tracking Log” to identify local patients who may transfer to center and/or be potential first patients
Discuss other patient inquiries and possible first patients (patient tracking tool from admissions process can be used here)
Review de novo milestones (certificate of occupancy received, date of hire scheduled, etc.)
Communicate immediately to rest of team when operating certificate/ Medicare certification and provider number are received
Escalate urgent need for contract additions to Payor Contracting team as appropriate
Review Payor Contracting Status database/ communication to know when contracts are added
Insurance Management team to work with patient-specific challenges
Insurance counselor to set up weekly calls with Admissions and RRS (billing office specialist) to discuss patient specifics: auths, out of network components, patient liabilities and any patient issues/concerns

15. Open House Planning 6 weeks prior to event 4-5 weeks prior to event
De Novo Launch BDPs 3
6 weeks prior to event
4-5 weeks prior to event
2-3 weeks prior to event
Establish an event budget and get approval (if you have not already)
• Refer to “Budget Guidance” in the Marketing/Communications Tactics section of this playbook for guidance
• Include budget for event promotion, including invitation printing, paid media, etc.
• for a paid advertising plan specific to your area
Select an event date and time, nominate a point person and form a committee to organize the event
• Host the event within two weeks of opening your center
• 4 pm to 7 pm is the recommended event timing to accommodate work schedules
• Set up weekly meetings to keep the timeline on track
Clarify your goal and target audience
• Potential targets include working patients, minority groups, medical professionals, community/government leaders, neighboring businesses, etc.
Contact guest speakers
• For help contacting local politicians, reach out to the DaVita Government Affairs team at
Plan your in-facility activities
• Plan a few activities for your event, such as center tours, games, door prize giveaways, carnival games and music
All plans are subject to DaVita’s gift policy and patient inducement prohibition. Refer to the patient inducement prohibition and the gift policy located on the VillageWeb in the eP&P manuals for further information.

16. Open House Planning 6 weeks prior to event 4-5 weeks prior to event
De Novo Launch BDPs 3
6 weeks prior to event
4-5 weeks prior to event
2-3 weeks prior to event
Get creative for paid advertising
• If you are pursuing paid advertising, customizable print ads, radio ads and more are available on Marketing On Demand (MOD) >
Host an Open House
Create a guest list and send out invites
• Think about different groups that you want to reach, including specific organizations or groups in your community
• Examples include churches, community members, physicians/discharge planners, non-profit groups, schools, senior citizen
groups and chambers of commerce
• Send customizable invitations from MOD > Host an Open House to the entire guest list
Order branded giveaways and merchandising items
• Visit the DaVita Store to purchase giveaway items, magazines, cookbooks, etc., and order the appropriate quantity
All plans are subject to DaVita’s gift policy and patient inducement prohibition. Refer to the patient inducement prohibition and the gift policy located on the VillageWeb in the eP&P manuals for further information.

17. Open House Planning 6 weeks prior to event 4-5 weeks prior to event
De Novo Launch BDPs 3
6 weeks prior to event
4-5 weeks prior to event
2-3 weeks prior to event
Launch advertising
• Post details of the event on community boards at local hotspots (supermarkets, libraries, coffee shops, etc.)
• Use customizable flyers and posters available on MOD > Host an Open House
• Hang a banner from MOD > Host an Open House at your center
• Complete the Open House Media Advisory on MOD and it to
• Launch paid advertising if you are pursuing it
Plan the event day and staff availability
• If your event is on a day when patients are treated, make sure their treatments can still be managed effectively
• Confirm your caterer and any other outside vendors that will be on-site the day of the event
• Ensure that all teammates who have volunteered to help host the event are confirmed
Order catering and/or refreshments
• Consider choices based on patients’ renal diets and any diabetic restrictions
• Visit the DaVita Store to order open house supplies with the DaVita logo – e.g., plates, cups and napkins
Develop the event schedule
• Consider the flow of people through your center during the event (refer to “Example Event Schedule” in the Appendix)
All plans are subject to DaVita’s gift policy and patient inducement prohibition. Refer to the patient inducement prohibition and the gift policy located on the VillageWeb in the eP&P manuals for further information.

18. Open House Planning Week before event Day of event Post-event
De Novo Launch BDPs 3
Week before event
Day of event
Post-event
Confirm with key visitors and guests
• Be sure you send out a reminder
invitation to the key visitors and guests
Print handouts and lead forms
• Visit MOD > Lead
Form and MOD >
Flyers to print materials
Train teammates to answer questions
• Distribute talking points to your
teammates before the event so that
they can be confident and prepared to
answer any questions (refer to
“Teammate Talking Points” and “DaVita’s
Key Differentiators” in the Appendix)
Prepare and decorate the center
• Have a table/area where people can
come to get all materials you have
available – handouts, flyers,
magazines, etc. you ordered through
MOD and the DaVita Store
Follow the event schedule
• This helps attendees know what to
expect when, and where to be so they
don’t miss any of the festivities
Collect attendee contact information
• Have attendees complete lead forms,
and collect the completed forms
Follow up with key visitors and guests
• This is best done with a handwritten
thank-you card
Mail completed lead forms to Team Mercury
• Mail completed lead forms to
Marketing Leads
th Street
Denver, CO 80202
• Leads will be added to marketing
database and will receive nurturing
s based on their interests
Send photos to Team Mercury
• event photos to
• Ensure anyone featured in the
photos has signed a release form
All plans are subject to DaVita’s gift policy and patient inducement prohibition. Refer to the patient inducement prohibition and the gift policy located on the VillageWeb in the eP&P manuals for further information.

19. Other Critical Steps to Success
De Novo Launch BDPs 4
Admissions/Field
Establish regular touch points between admissions and facilities to ensure accuracy of facility information on ELIE/GUCCI
Implement mandatory/timely updating of ELIE/GUCCI data
Field/Facilities
Reinforce the DaVita brand in everything that is put out – your signature, letterhead, introductions, brochures, materials, etc. (division/group names are not recognized outside of DaVita)
Have all de novo teammates prepare an elevator speech, a short summary used to quickly and simply define DaVita’s value proposition and what sets it apart in your market (refer to “Teammate Talking Points” in the Appendix)
Kidney Smart
Ensure that your Kidney Smart class schedule is listed on CERT (Online CKD Education Registration Tool); list classes at least six months in advance at registrations.davita.com
Pegasus/Business Development
Maintain a current list of key stakeholders, including those identified in the Market Analysis section of this playbook
Track all potential patient and caregiver leads as well as all physician and hospital leads (refer to the “Patient/Inquiry Tracker” in the Appendix)

20. Marketing/Communications Tactics
MarComm Tactics
Marketing and communications tactics covered in this playbook: No-/low-cost tactics Paid tactics Tactic resources and timing Paid tactics budget guidance Campaign guidance: four scenarios 1 2 3 4 5

21. Tactics: No-/Low-Cost (1/2)
MarComm Tactics 1
Tactic
Definition
Recommendation/Placement Tips
and Next Steps
Target Audience
Community boards (online and offline)
Announcements posted at local hotspots (supermarkets, libraries, coffee shops, etc.) regarding new services, upcoming events and educational opportunities
Use community boards to provide info on
upcoming events, classes and logistics specific
to your center
Focus on boards that are geographically
specific to an area near your center/event
Visit MOD for creative
Prospective patient
Caregiver
Handouts (brochures and flyers)
One-pagers or pamphlets that emphasize specific supporting details regarding your center and its services
Handouts are a must-have at events and as
takeaways for any face-to-face interactions with
potential patients and medical professionals
Customize handouts on MOD
Existing patient
Medical contact
Local directories (online and offline)
Listing of facility location and contact information in neighborhood and other community directories
List in any local directories that are near
enough to your center that patients may
commute
Take advantage of the opportunity to place ads
in directory publications or web pages
Lunch-and-learns/ meet-and-greets
Face-to-face training events with members of the local medical community to educate them on specific topics
Use educational sessions to establish DaVita
as the local kidney care expert and network
with the medical community
Partner with a nephrologist to host events at
your facility or at a neutral location
Visit MOD for posters, brochures, flyers and
other items to bring along

22. Tactics: No-/Low-Cost (2/2)
MarComm Tactics 1
Tactic
Definition
Recommendation/Placement Tips
and Next Steps
Target Audience
In-person visits (physician, discharge planner, hospital)
Visits with local medical contacts to build and keep relationships strong
Use visits to surface any concerns, answer
any questions firsthand and keep DaVita top-
of-mind
Meet members of the local medical
community at their place of work at times
that are convenient for them
Visit MOD for posters, rack cards, flyers and
other items to bring along
Medical contact
Social media
Use DaVita’s existing online communities to share your center's news and events with a broad audience
DaVita on Facebook
DaVita on Google+
@DaVita on Twitter
DaVita on YouTube
Leverage existing social media networks
and encourage patients/contacts to visit and
register on myDaVita.com
Refer to “Social Media Support” in the
Support/Resources section of this playbook
Existing patient
Prospective patient
Caregiver
Media publicity/ pitches or press releases
Written or verbal communication (may be accompanied by photos or video) directed at the local media to invite coverage for a newsworthy event – open house, ribbon-cutting or local politician visit
Engage a D-COMM representative to
interact directly with the media leads (refer to
“Earned Media Support” in the
Support/Resources section of this playbook)
Engage D-COMM immediately if reporters
contact you or your center for comments on
a potentially negative news story

23. Tactics: Paid (1/2) MarComm Tactics 2 Tactic Definition
Recommendation/Placement Tips
and Next Steps
Target Audience
Billboards, banners and signage
Large printed or digital outdoor signs used for displaying advertisements
for
billboard pricing and placement strategy in your
area
Identify high-impact locations that are frequently
trafficked by your target audience
Banner/signage outside your location is the best
way to advertise your presence
Use specific messages on temporary signage to
communicate new services or upcoming events
Be sure to get a permit/permission prior to
installation (does not apply to billboards)
Customize signage on MOD
Existing patient
Prospective patient
Caregiver
Medical contact
Direct mail and
A postcard, letter or sent to a small, targeted group to introduce new information or reinforce something you’ve already communicated
Generating/maintaining a mailing list of your target
audience is essential for success
Be aware of spam rules prior to ing your
contacts – you must have people's permission to
them
for list
evaluation and pricing
Customize postcards on MOD
Print publications (news and periodical)
An ad placed in a newspaper or magazine
Advertise in local publications whose readership
aligns with you r target audience
for options
and pricing in your area
Customize ads on MOD

24. Recommendation/Placement Tips Local non-DaVita events
Tactics: Paid (2/2)
MarComm Tactics 2
Tactic
Definition
Recommendation/Placement Tips
and Next Steps
Target Audience
Radio/TV
Airtime bought across different times of the day and days of the week to play advertisements (known as spots)
Advertise on stations/programs whose
viewership aligns with your target audience
Consider a sponsorship with a local TV news or
radio station that airs health-focused segments
for
options and pricing in your area
Download scripts and spots from MOD
Prospective patient
Caregiver
Medical contact
Online display
Web banners used to drive online traffic
Advertise on websites whose viewership aligns
with your target audience
for
options and pricing
Download ads from MOD
Public transit
Advertising on vehicles such as buses, taxicabs, subways and commuter trains, as well as in transportation vehicle terminals
Target transit/commuting lines with concentration
of potential working patients or medical
professionals
for options and pricing in your area
Local non-DaVita events
Participation in local and community events to promote your location and the treatment options you offer and to generate awareness of DaVita
Participate in community events such as
parades, local fairs and health/hospital seminars
to reach specific target audiences – upstream
patients or medical professionals
Visit MOD for banners, brochures, flyers and
other items to bring along
Existing patient

25. Tactic Resources and Timing
MarComm Tactics 3
Tactic
Personnel Resources x: Little teammate time xx: Moderate teammate time xxx: Extensive teammate time
Time to Production x: One to two weeks xx: Two weeks to a month xxx: More than a month
No-/Low-Cost Tactics
Community boards (online and offline) x
Handouts (brochures and flyers)
Local directories (online and offline)
Lunch-and-learns
xxx xx
Meet-and-greets
In-person visits (physician, discharge planner, hospital)
Social media
Media publicity/pitches
Press releases
Paid Tactics
Billboards
Banner/signage
Direct mail and
Print publications (news and periodical)
Radio advertising
TV advertising
Online display
Public transit
Local non-DaVita events
No-/low-cost tactics should be employed as much as possible.

26. Paid Tactics: Budget Guidance
MarComm Tactics 4
One Week Radio Cost (:60 Spots)
One Week TV Cost (:30 Spots)
Cost per Billboard
 Public Transportation Advertising Cost
(AM, MD, PM + EV) 100 GRPs/week
(DA, PA, PT, LN, LF) 100 GRPs/week
14'x48' Bulletin
10'x30’ Poster
Bus Shelters
Bus Tails
Train/Platform
Bus Benches
Bus/Train Interiors
Top Ten Markets (2M+ TV Households)
Cost Range
$34,775 - $53,500
$47,615 - $83,995
$3,210 - $17,120
$535 - $2,140
$535 - $1,070
$320 - $855
$855 - $6,955
$215 - $535
$55 - $320
Large Markets (1M - 2M TV Households)
$10,165 - $22,470
$15,515 - $47,615
$2,675 - $10,700
$428 - $1,926
$320 - $750
$270 - $480
$535 - $5,350
$30 - $215
Medium Markets (500k - 1M TV Households)
$5,350 - $17,120
$8,025 - $27,820
$2,140 - $8,560
$320 - $1,390
$270 - $640
$320 - $4,280
$25 - $135
Small Markets (<500k TV Households)
$2,140 - $6,420
$3,640 - $19,260
$215 - $1,070
$110 - $430
$80 - $375
$215 - $4,280
$30 - $110
 Print Publications
 Direct Mail
Weekly Online Cost
Daily Newspaper, Full Page, 4-Color
Weekly Newspaper, Full Page, 4-Color
Monthly City Magazine, Full Page, 4-color
CPM Based
CPM and Weekly Cost Based on CPM
Top Ten Markets (2M+ TV Households)
$3,000 minimum investment ($180 CPM on average)
Cost Range
$10,700 - $37,450
$1,925 - $10,700
$5,885 - $16,050
$ $40.00 CPM $6,000 - $10,000
Large Markets (1M - 2M TV Households)
$6,420 - $32,100
$855 - $5,350
$4,280 - $10,700
$ $35.00 CPM $5,000 - $8,000
Medium Markets (500k - 1M TV Households)
$2,140 - $26,750
$535 - $4,815
$3,210 - $8,560
$ $25.00 CPM $3,000 - $6,000
Small Markets (<500k TV Households)
$535 - $10,700
$110 - $2,675
$320 - $4,280
$ $20.00 CPM $1,000 - $5,000
Important disclaimers about media planning and buying:
Costs and rate ranges are estimates and are quoted in ranges because every media market is unique
- Contact Explore Communications by ing for a paid advertising plan specific to your market
Many factors impact the cost of each form of media, including demand of advertising (supply/demand pricing model), population size, economy, business activity and local and national events
All media is negotiable
All media is availability based, so placing media in advance is always an advantage – two to four weeks minimum, depending on the medium
Media costs fluctuate by time of year – varies by medium

27. Scenario 1: Capacity
MarComm Tactics 5
Description: De novo built to address capacity issues or additional modalities
Estimated budget: Low – $3,200 - $12,500 + optional paid advertising
Tactic
Cost
Timing (prior to de novo opening)
Considerations
Meet-and-greets and in-person visits
$200 - $500
9 months and 3 months
Announce/reemphasize de novo project details to discharge planners and nephrologists
Provide light refreshments/snacks
Leave behind flyers/brochures
Banners
$250 - $500
9 months
Banner with de novo details hung on construction site
Brochures
4 months
Detailed de novo information (contact info, maps, modality, hours, etc.)
Open house
$1,000 - $2,000
2-4 weeks prior to first treatment
Refer to “Open House Planning” in the De Novo Launch BDPs section of this playbook
Paid Advertising Recommendations
Direct mailings
$500 - $1,000
6 months (de novo announcement) and 1 month (save the date)
Generate list of local hospitals, SNFs, MSGs/PCPs
Develop materials on MOD to announce de novo and open house
Print
$1,000 - $8,000
1-2 weeks prior to open house
Ad in a city magazine or newspaper
Adjust frequency, ad size and publication based on budget
Optional Paid Advertising (depending on suitability for your de novo)
Billboards
Refer to the “Paid Tactics: Budget Guidance” slide for cost/planning details
Bus tail signs or other transit ads

28. Scenario 2: Defensive
MarComm Tactics 5
Description: De novo built to prevent loss of patients/physician relationship or entry of competitor
Estimated budget: Medium – $7,500 - $24,000 + optional paid advertising
Tactic
Cost
Timing (prior to de novo opening)
Considerations
Meet-and-greets and in-person visits
$500 - $1,000
9 months, 6 months, 3 months and 1 month post-open
Announce/reemphasize de novo project details to discharge planners and nephrologists
Provide light refreshments/snacks
Leave behind flyers/brochures
Banners
$250 - $500
9 months
Banner with de novo details hung on construction site
Brochures
4 months
Reinforce messaging on differential or new service offering over competitors (e.g., modality, hours or new physical plant)
Open house
$2,000 - $3,000
(2 open houses)
2-4 weeks prior to first treatment and 1 month post-open
Refer to “Open House Planning” in the De Novo Launch BDPs section of this playbook
Paid Advertising Recommendations
Direct mailings
6 months (de novo announcement) and 1 month (save the date)
Generate list of local hospitals, SNF, MSG/PCPs
Develop materials on MOD to announce de novo and open house
Print
$1,000 - $8,000
1-2 weeks prior to open house
Ad in a city magazine or newspaper
Adjust frequency, ad size, publication based on budget
Billboard
$3,000 - $10,000
1 billboard for 1 month
Optional Paid Advertising (depending on suitability for your de novo)
Radio
Refer to the “Paid Tactics: Budget Guidance” slide for cost/planning details
Online display

29. Scenario 3: Competitive
MarComm Tactics 5
Description: De novo built in market with existing DaVita presence and established competitors
Estimated budget: Medium – $7,250 - $23,500 + optional paid advertising
Tactic
Cost
Timing (prior to de novo opening)
Considerations
Meet-and-greets and in-person visits
$250 - $500
6 months and 1 month post-open
Announce/reemphasize de novo project details to discharge planners and nephrologists
Provide light refreshments/snacks
Leave behind flyers/brochures
Banners
9 months
Banner with de novo details hung on construction site
Brochures
4 months
Reinforce messaging on differential or new service offering over competitors (e.g., modality, hours)
Open house
$2,000 - $3,000
(2 open houses)
2-4 weeks prior to first treatment and 1 month post-open
Refer to “Open House Planning” in the De Novo Launch BDPs section of this playbook
Paid Advertising Recommendations
Direct mailings
$500 - $1,000
6 months (de novo announcement) and 1 month (save the date)
Generate list of local hospitals, SNF, MSG/PCPs
Develop materials on MOD to announce de novo and open house
Print
$1,000 - $8,000
1-2 weeks prior to open house
Ad in a city magazine or local newspaper
Adjust frequency, ad size, publication based on budget
Bus tail signs or other transit ads
$3,000 - $10,000
0-3 months after first treatment
1-2 months of 10 bus tail signs or bus shelters
Optional Paid Advertising (depending on suitability for your de novo)
Television/radio
Refer to the “Paid Tactics: Budget Guidance” slide for cost/planning details
Billboards
Online display

30. Scenario 4: White Space
MarComm Tactics 5
Description: De novo built in white space, less than 10% DaVita presence
Estimated budget: High – $16,000 - $44,500 + optional paid advertising
Tactic
Cost
Timing (prior to de novo opening)
Considerations
Meet-and-greets and in-person visits
$1,000 - $1,500
9 months, 6 months, 3 months and 1-3 months post-open
Announce/reemphasize de novo project details to discharge planners and nephrologists
Provide light refreshments/snacks, physician dinners
Leave behind flyers/brochures
Banners
$250 - $500
9 months
Banner with de novo details hung on construction site
Brochures
4 months
Reinforce messaging on differential service offering over competitors (e.g., modality, hours, physical plant)
Open house
$2,000 - $3,000 (2 open houses)
2-4 weeks prior to first treatment and 1 month post-open
Refer to “Open House Planning” in the De Novo Launch BDPs section of this playbook
Paid Advertising Recommendations
Direct mailings
$500 - $1,000
6 months (de novo announcement) and 1 month (save the date)
Generate list of local hospitals, SNF, MSG/PCPs
Develop materials on MOD to announce de novo and open house
Print
$1,000 - $8,000
1-2 weeks prior to open house
Ad in a city magazine or local newspaper
Adjust frequency, ad size, publication based on budget
Billboard
$3,000 - $10,000
1 billboard for 1 month
Radio
$8,000 - $20,000
0-3 months after first treatment
2 weeks to promote de novo and open house
Optional Paid Advertising (depending on suitability for your de novo)
Bus tail signs or other transit ads
Refer to the “Paid Tactics: Budget Guidance” slide for cost/planning details
Online display

31. Available Tools and Support Resources
List of available tools and support resources:
Team Mercury (MarComm):
Self-service resources
Earned media support
Social media support
Palmer de novo and Team Mercury Champions 1 2 3 4

32. Self-Service Resources1
Support/Resources
Key Resource
Marketing On Demand (MOD)
Creative Request Form (CRF)
mod.davita.com
Provides access to a large library of customizable marketing and communications materials that are DaVita branded and legally approved
davita.com/CRF
Provides a way to request customized marketing materials if MOD does not meet needs
Mercury Rising Tips
Paid Media Strategy/Placement
davita.com/mercuryrising
Provides tips on how to use marketing and communications to achieve key business goals (e.g., how to promote working patient shifts, how to promote Kidney Smart classes)
Provides full-service, turn-key partnership to develop paid media plans that fit local goals and support implementation of plans in a cost-effective, efficient manner
Other important resource:
Store.DaVita.com – Provides magazines, cookbooks, welcome kits and more for purchase

33. Earned Media Support 2
Support/Resources
Customize and download press releases and media advisories* from MOD
Send completed advisories and releases to Palmer contact
Palmer contact makes story pitch to local media
* Brief “who, what, where, when, why” documents to let the media know about newsworthy events that we’d like them to attend
Palmer
Contact
Bianca Violante Phone: (303) Mobile: (443)
Kate Stabrawa Phone: (303) Mobile: (720)
Justin Forbis Phone: (303)
David Gilles Phone: (303) Mobile: (432)
Vince Hancock
Phone: (303)
Mobile: (720)
AVANTI
TITAN
TRAILBLAZERS
APEX
TEAM FUSION
POLARIS
DREAM TEAM
TEAM GALAXY
ENDEAVOR

34. Social Media Support 3
Support/Resources
Use Facebook advertising* to target local audiences to engage with DaVita’s Facebook community
Recommended for guaranteed visibility, especially for markets with low population in DaVita’s Facebook community
Contact for an advertising plan
Leverage DaVita’s existing social media channels (Facebook, Instagram, Twitter, Google+ and Pinterest) to promote** a de novo or open house
Recommended for markets with high population in DaVita’s Facebook community and concurrently with Facebook ads
Visit MOD to submit social media content and photos
* Facebook advertising available only to markets placing paid media through our agency partner, Explore Communications, with a minimum
$2,000/month budget.
** Posts are managed internally by Team Mercury and are free.

35. Palmer De Novo and Team Mercury Champions4
Support/Resources
Palmer
De Novo Champion
Team Mercury Champion
Avanti
Susan Jessen
Theresa Stright
Titan
Michele McCoy
Trailblazers
Scott Emley
Jeff Beierlein
Endeavor
TBD
Jenn Masse/Julie Spears
Team Fusion
Dave Hirsch
Thomas Dudley
Polaris
Joshua Szarek
Dream Team
Kyle Clay
Team Galaxy
Garrett Lewis
Apex
Lindsay Arnold Sugden

36. Appendix Project management spreadsheet/tracker
Patient/inquiry tracker
Open house visitor log and lead form
Example open house event schedule
Teammate talking points and DaVita’s key differentiators
Tactical one-pagers 1 2 3 4 5 6

37. Project Management Spreadsheet/Tracker
Appendix 1
Examples only
Task
Planned start date (M D,Y)
Planned end date (M D,Y)
Owner
Billboard Task 1
June 1, 2014
July 7, 2014
John
Billboard Task 2
July 1, 2014
August 5, 2014
Jim
Billboard Task 3
Pat
Billboard Task 4
Lauren
Radio Task 1
Radio Task 2
Radio Task 3
Radio Task 4
Open House Task 1
Open House Task 2
Open House Task 3
Open House Task 4
Open House Task 5
Open House Task 6
Open House Task 7
Open House Task 8
Meet/Greet 1
Meet/Greet2
Meet/Greet 3
Meet/Greet 4
Meet/Greet 5
Meet/Greet 6
Template/tool available on StarPoint

38. Patient/Inquiry Tracker
Appendix 2
De Novo Center: __________________________
Potential Patient Name
Best Contact Phone
Nephrologist
Current Dialysis Location (Day/Shift/Time)
Requested Dialysis Day/Shift/Time
Follow-Up Call Date
Comments
Section to be Used by Admissions
Home Center Contacted
Records Received in Full
Patient Entered into RNG
Insurance
Verified
Records Sent to Unit
Placement Complete
Template/tool available on StarPoint

39. Open House Visitor Log and Lead Form
Appendix 3
Open House Visitor Log
New Facility Name:
Name
Mailing Address
Phone Number
Are you interested in dialysis services? (Y/N)
Are you a physician? (Y/N)
Comments, Additional Information
Template/tool available on StarPoint
Use both resources in order to log visitors and ensure attendees will be added to the marketing database to receive nurturing s based on their interests
Form available on MOD

40. Example Open House Event Schedule
Appendix 4
4:00 pm Arrival of guests; clinic tours begin
5:00 to 5:15 pm Introduction by <Name>, Regional Operations Director
5:15 to 5:30 pm Messages from Dr. <Name> and Dr. <Name>
5:30 to 5:45 pm Message from Patient Champion: <Name>
5:45 to 6:00 pm Ribbon cutting
6:00 to 7:00 pm Party begins – enjoy cocktails, hors d’oeuvres and tours
Note: Event activities should be located as appropriate to the type of activity. Consider a microphone and speaker for announcements.

41. Teammate Talking Points
Appendix 5
DaVita is a leading provider of kidney care in the United States. We deliver dialysis services and education to patients with chronic kidney disease and end stage renal disease.
DaVita strives to improve patients’ quality of life by innovating clinical care and by offering a number of integrated treatment plans, personalized care teams and convenient health-management services.
1 in 10 U.S. adults over age 20 has kidney disease, but most do not know it.
DaVita is a community first and a company second, and part of being a caring neighbor is educating the community. DaVita places a high value on raising awareness for kidney disease because with early detection, some may never have to go on dialysis.
High-risk populations include those with diabetes, high blood pressure, cardiovascular disease and a family history of kidney disease.
More than 32 percent of kidney disease patients are African American. Other high-risk groups include Hispanics, Pacific Islanders, Native Americans and people 65 and older.

42. DaVita’s Key Differentiators
Appendix 5
Kidney Smart: In-person and online kidney care education
DaVita Diet Helper: Diet management and planning, plus more than 1,000 kidney-friendly recipes
myDaVita.com: Online support and lasting connections with others in the kidney care community
DaVita Health Portal: Online access to lab results, medications, vaccinations and other health records (for DaVita dialysis patients)
Personalized care team: Working with patients to meet their physical, emotional and financial needs
Treatment options and flexible shifts: Comprehensive care that includes flexible treatment times and more
Insurance counseling: Assistance with individual needs regarding insurance and payment for dialysis treatment
Travel coordination: Travel planning at any of our 2,000-plus centers

43. Handouts/Brochures Preparation (3-6 months prior to de novo launch)
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Identify key messages to deliver (e.g., open house, Kidney Smart classes, DaVita points of differentiation), but keep message clear, simple and concise
Identify target audience (patients, hospitals, physicians, community) and means of delivery (give out at event, drop off, mail); collect addresses as needed
Local sites to leave handouts/brochures: nursing/senior facilities, hospitals, retirement homes, charity/community events, churches, caregiver/support group meetings, health seminars/fairs
Execution (0-3 months prior to de novo launch)
Task/Tip
Customize and download handouts/brochures from MOD
Execute delivery plan for handouts/brochures (e.g., give out at open house, drop off at local hospital, mail to physician offices and other community locations)
Use reinforcement; handouts/brochures are best used in conjunction with other marketing efforts (e.g., posters at your center, direct mail, ads, radio)
Follow-up (6-12 months post-de novo launch)
Task/Tip
Collect target audience feedback, survey if possible
Adjust brochures/handouts as needed through MOD (adding modalities, new dates for Kidney Smart classes, etc.)

44. Local Directories Preparation (3-6 months prior to de novo launch)
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Generate a list of local directories in the community (e.g., local phone books)
Determine which directories will best reach your target audience (e.g., hospital directories/magazines are great resources)
Execution (0-3 months prior to de novo launch)
Task/Tip
Work with contacts at local directories to determine what content can be placed, how long content can remain listed and what is optimal based on your budget
Utilize MOD to customize and download ads
Note: many directories offer opportunities to place ads
Follow-up (6-12 months post-de novo launch)
Task/Tip
Collect target audience feedback, surveys to measure effectiveness
Adjust and update directories’ information as necessary

45. Meet-and-Greet/ In-Person Visit
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Identify key members/decision makers of the local medical community (e.g., hospital discharge planners, nephrologists, nursing homes)
Determine appropriate message to share at in-person meetings (e.g., educational opportunities, new center information, promotion of DaVita services)
Customize and download materials from MOD as appropriate
Execution (0-3 months prior to de novo launch)
Task/Tip
Engage the right individuals (nephrologists, FA, SW, etc.) to host and/or represent DaVita at meetings
Schedule in-person meetings with identified members of the local community
Provide food and/or refreshments
Follow-up (6-12 months post-de novo launch)
Task/Tip
Send out personalized thank you notes within one week of meeting
Schedule monthly follow-up calls with identified members of the local community
Adjust content and update members of the local medical community as necessary

46. Banners Preparation (3-6 months prior to de novo launch)
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Identify message (center coming soon, new modality, center now open, open house)
Identify location(s) where banner(s) will be placed to capture target audience (e.g., banner at de novo construction site is highly recommended)
Get permission or permit to hang banner from landlord or municipality
Execution (0-3 months prior to de novo launch)
Task/Tip
Customize and order banner(s) from MOD
If you advertise phone numbers for new patients to call, make sure a process is in place for 24-hour turnaround time on callbacks
Securely hang banner(s)
Follow-up (6-12 months post-de novo launch)
Task/Tip
Implement process to check regularly that each banner is still hanging and not damaged

47. Paid Advertising Preparation (3-6 months prior to de novo launch)
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Contact Explore Communications, our Village Service Partner, to engage in preparing a paid media plan;
Complete and return the media brief provided by the agency
The agency will develop a proposal based on your market, objective and budget
Review the media plan option(s), provide feedback and finalize the plan
Execution (0-3 months prior to de novo launch)
Task/Tip
Customize and download art from MOD
Run ads
Follow-up (6-12 months post-de novo launch)
Task/Tip
Track the performance of your campaign and make adjustments, if necessary (Note: Explore Communications will provide reporting on advertising placements, including confirmation on where ads were placed. It is up to you to monitor calls, visits, tour requests, etc.)

48. Local Community Events
Appendix 6
Preparation (3-6 months prior to de novo launch)
Task/Tip
Identify local events/schedules appropriate for promotion of new facility (e.g., health fairs, parades, hospital seminars/education programs, local sporting events, church activities)
Identify contact person/planning group and sign up to participate in event
Determine resources needed to develop DaVita presentation (e.g., teammates to volunteer, supplies/materials, giveaways, handouts)
Partner with local organizations and DaVita Village Trust to provide free kidney screenings
Execution (0-3 months prior to de novo launch)
Task/Tip
Ensure DaVita table/booth/float is ready for day of event
Order giveaways from the DaVita Store
Order handouts/brochures and lead forms from MOD
Day of event, be early and be prepared
Follow-up (6-12 months post-de novo launch)
Task/Tip
Mail completed lead forms to Team Mercury
Assess traffic at booth/table; determine volume of giveaways and handouts used