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De Novo Promotion Playbook

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Presentation on theme: "De Novo Promotion Playbook"— Presentation transcript:

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 Synthesis
4 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 Resources
1 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 Champions
4 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


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