richard t. crotty, mayor orange county thomas l. baptiste, lt gen, usaf (ret), president/executive...

Modeling & Simulation in Modeling & Simulation in Healthcare Healthcare

Positioning Central Florida for the FuturePositioning Central Florida for the Future

Richard T. Crotty, Mayor Orange County

Thomas L. Baptiste, Lt Gen, USAF (Ret), President/Executive Director

National Center for Simulation 23 Jul 10

AGENDAAGENDA• Opening Remarks

• Breakfast is Served

• Introduction of Mayor Richard T. Crotty, Dr. Lee Lacy, Chairman NCS Board of Directors

• Remarks by Mayor Richard T. Crotty

• Remarks by Lt Gen (Ret) Tom Baptiste

• Q&A/Discussion

• Final Remarks & Adjournment

3

THOMAS L. BAPTISTE, Lt Gen, USAF (Ret)

President/Executive Director

National Center for Simulation (NCS)

July 23, 2010

OVERVIEWOVERVIEW

• The Opportunity!• Why Central Florida?• Medical Modeling & Simulation

(M&S) Initiative—background on what has been done?

• Outcome of a Facilitated Strategic Planning Process—where we are today?

• What’s next?

4

CENTRAL FLORIDA’S OPPORTUNITYCENTRAL FLORIDA’S OPPORTUNITYMODELING & SIMULATION IN HEALTHCAREMODELING & SIMULATION IN HEALTHCARE

• Healthcare industry is at a tipping point

• Predicted shortage of healthcare workers in the coming decades

• Increased regulatory requirements for training physicians, nurses, and allied health professionals

• Healthcare’s desire for improved patient safety and simulation fidelity

5

WHY CENTRAL FLORIDA 1/2WHY CENTRAL FLORIDA 1/2

• Largest concentration of MS&T focused activity in the world– The Research Park

– US Army, Navy, Marine Corps, Coast Guard & Air Force Acquisition presence

– UCF and its Institute for Simulation and Training (IST)

– 150+ MS&T Industry companies spread across Central Florida

– MS&T Industry supports more than 58,000 jobs Florida-wide

– $7.8B in annual sales activity

– The National Center for Simulation (NCS)

6

WHY CENTRAL FLORIDA 2/2WHY CENTRAL FLORIDA 2/2 ENVIRONMENTAL FACTORSENVIRONMENTAL FACTORS

• Synergy created by Lake Nona’s Medical City • Veterans Administration decision to establish its

national simulation center of excellence at Lake Nona Medical Center

• UCF College of Medicine curricula integrates state-of-the-art simulation methods

• Florida Hospital’s decision to expand its simulation center at Celebration Health (Nicholson Center)

• Orlando as the #1 destination in the world for medical conferences

• 45 years of best-in-class simulation expertise to draw upon

• Potential for M&S technology transfer 7

PURSUING THE OPPORTUNITYPURSUING THE OPPORTUNITY• 2007/2008/2009

– NCS supported I/ITSEC medical simulation special events– SAIC established a medical simulation working group

• Fall 2009– NCS and SAIC collaborated to host a leadership breakfast meeting

with a cross section of Central Florida Stakeholders– NCS volunteer group formed to take Medical M&S initiative forward

• Winter 2010– Initial planning sessions by volunteers to develop a MEDSIG

strategy and way ahead

• April/May 2010– NCS holds MEDSIG facilitated strategic planning sessions– NCS conducts implementation planning to advance the idea of a

Florida Alliance for Simulation in Healthcare (FLASH)

• Today! 8

Vision

Mission

Objectives Co

re V

alu

es/P

rin

cip

les

MEDSIG STRATEGIC PLANNINGMEDSIG STRATEGIC PLANNING

• 2 facilitated sessions

• Development of a Strategy Articulation Map

• Development of an implementation roadmap / timeline

• Development of a multi-year budget

9

STRATEGY SESSION PARTICIPANTSSTRATEGY SESSION PARTICIPANTS

10

A NEW NAMEA NEW NAME

Florida Alliance for Simulation in

Healthcare (FLASH)

11

Drivers

FLASH Strategy Articulation MapFLASH Strategy Articulation Map (Jun ’10 – Dec ‘13) (Jun ’10 – Dec ‘13)

MarketDifferentiators

Objectives

Initiatives

KeyMeasures

VisionThe Collaboration Hub For Simulation Expertise And Innovations In Healthcare.

MissionTo Provide Shared Knowledge, Resources, Partnerships,

And Outreach To Improve Healthcare By Leveraging Medical Modeling, Simulation, And Training Through A

Collaboration Between Academia, Industry, Government, And Healthcare Providers.

Medical CityCollaboration

Across Groups

Breadth &Depth of M&S

Expertise

DoD Center-of-Excellence In Modeling, Simulation &

Training

Orlando AsA Destination

Attract Business Dev Opps for FLASH

CFL inventory by 4Q1050 new members by 4Q1050 outreach pres by 4Q13

Planning Brief by 1Q11eKnowledge Cent by 3Q12Satellite Group by 4Q12

ValuesInnovative

CollaborativeCustomer Focused

Trusted Source for ExpertsOutcomes Oriented

Establish FLASH Organization

Market the Value Proposition of FLASH

Develop Relationships Across the Community

Quantify ROI for MedSim

Business plan by 7/10Officers / board by 8/101st year funding by 9/10

100 marketing imp by 4Q11Recruit major vendor by 3Q12Host 50 med centers by 4Q13

Present initial findings by 4Q11

•Define organizational structure •Create governance and by laws •Establish advisory board •Define business plan•Secure long-term funding

•Establish marketing plan•Develop talking points •Define value for members•Create logo, website, brochures, collateral, &marketing presentations•Announce FLASH•Hold simulation summit •Develop conference attendance plan•Develop Community of Practice

•Catalog CFL inventory and capabilities •Develop alliances (SSIH, I/ITSEC, etc)•Reach out to tangential simulation communities •Outreach to politicians•Create team forums•Outreach to EDC’s•Outreach to medical Boards/societies•Pursue endorsements

•Conduct planning briefing to industry•Conduct market survey•Develop BusOp website •Develop e-knowledge center •Support plan for HR 855•Create satellite groups•Stimulate new grant sources •Outreach to medical“industry”

•Conduct lit search•Define elements of Return •Define elements ofInvestment •Develop educational program•Develop dictionary•Define levels of Fidelity •Publish results •Present results at industry conferences

Drivers



Objectives

Initiatives

KeyMeasures






Across Groups


Expertise


Training





ValuesInnovative
















Drivers



Objectives

Initiatives

KeyMeasures






Across Groups


Expertise


Training





ValuesInnovative















ValuesInnovative



Drivers



Objectives

Initiatives

KeyMeasures






Across Groups


Expertise


Training





ValuesInnovative















Market DifferentiatorsMedical City

Collaboration Across GroupsBreadth & Depth of M&S Expertise

DoD Center-of-Excellence in Modeling, Simulation & TrainingOrlando as a Destination

KEY OBJECTIVESKEY OBJECTIVES

• Establish FLASH organization• Market the Value Proposition of FLASH• Develop relationships across the Healthcare

Community• Quantify the Return on Investment (ROI) of

Medical M&S• Attract business development opportunities

17

AN INITIAL TIMELINEAN INITIAL TIMELINE

18

Major Tasks 2010 2011 2012 2013

Establish FLASH Org• Business Plan• Org Structure• 1st Year Funding

Market Value of FLASH• Initial Marketing rollout• Community of Practice• Simulation Summit• Sim Vendor Recruiting• Host 50 Med Centers

Develop Relationships• CFL Inventory• Develop alliances

Quantify MedSim ROI

Attract Bus Dev Opps• Stimulate grant funding• eKnowledge Center• Satellite Group

NOW WHAT?NOW WHAT?

• If you can agree that what has been suggested makes sense, then how do we execute?– Is FLASH a new organization?– Can this initiative be absorbed in an existing

organization?– This initiative touches the equities of a number of

Central Florida organizations and interests• How and who will provide direction and strategic guidance• How do we harness our collective efforts

• This is a huge opportunity for Orlando and Central Florida, is critical to the future of Healthcare and deserves a community-wide effort!

19

SUMMARYSUMMARY

Where do we go from here?

20

FLorida Alliance for

Simulation in Healthcare (FLASH)

Backup SlidesBackup Slides

21

IMMEDIATE NEXT STEPSIMMEDIATE NEXT STEPS

• Settle on an organizational approach

• Develop a charter and governance

• Decide on an approach to Strategic Guidance/ Oversight

• Secure initial funding

• Identify and attract staff

• Define value proposition and marketing plan

• Launch early business development initiatives – Establish early alliances and create awareness of

Central Florida’s strengths22

AN APPROACH AND INITIAL REQUIREMENTSAN APPROACH AND INITIAL REQUIREMENTS

• Director of FLASH – 1 FTE

• Student intern - .8 FTE

• Volunteer Committees

– Marketing

– Public Relations

– Social Networking

– Conference

• NCS – shared admin staff

• PR Firm to support marketing initiatives

• Research Firm to quantify ROI of MEDSIM

• Advisory Board (including healthcare representatives)23

MULTI-YEAR BUDGETMULTI-YEAR BUDGETJUNE 2010 THROUGH DECEMBER 2013JUNE 2010 THROUGH DECEMBER 2013

24

Phase 4 Yr Total 2010 2011 2012 2013

GRAND TOTAL $957,850 $114,500 $386,310 $242,290 $214,750

Labor $712,250 $101,750 $203,500 $203,500 $203,500

Establish Organization Structure for FLASH $0 $0 $0 $0 $0

Market the Value Proposition of FLASH $48,400 $11,550 $17,010 $15,590 $4,250

Develop Relationships Across the Community $12,000 $1,200 $3,600 $3,600 $3,600

Quantify ROI for MedSim $154,000 $0 $150,000 $2,000 $2,000

Attract Business Development Opportunities for FLASH Members $31,200 $0 $12,200 $17,600 $1,400

Drivers



Objectives

Initiatives

KeyMeasures






Across Groups


Expertise


Training





ValuesInnovative







Business plan by 7/10Offices / board by 8/101st year funding by 9/10










Drivers



Objectives

Initiatives

KeyMeasures






Across Groups


Expertise


Training





ValuesInnovative

















STARTUP FUNDING ESTIMATESTARTUP FUNDING ESTIMATEJUNE 2010 THROUGH OCTOBER 2010JUNE 2010 THROUGH OCTOBER 2010

30

Phase Expense Item Project Task 2010 Basis for Estimate

GRAND TOTAL $92,825

Labor $84,525Director - FLASH Salary $78,125 $150,000 salary plus fringe (25%) - June through October 2010

Student Intern - non profit management Salary $6,400 $10/hr at 32 hrs per week - 50 wks/yr - 20 weeks

Establish Organization Structure for FLASH $0

Market the Value Proposition of FLASH $8,300Create FLASH logo PR Firm 22 $400 8 hrs at $50/hr

Develop talking points / Elevator speech / build the “why” PR Firm 23 $750 16 hrs at $50/hrDesign brochures / collateral PR Firm 27 $750 16 hrs at $50/hr

Produce brochures PR Firm 28 $500 500 pieces at $1 eachPress release announcement of FLASH PR Firm 29 $400 8 hrs at $50/hrDesign and Implement FLASH website PR Firm 30 $3,500 40 hrs at $50/hr, hosting at $1500 per year

Develop social media/networking plan PR Firm 31 $2,000 40 hrs at $50/hr

MULTI-YEAR BUDGET - DETAILSMULTI-YEAR BUDGET - DETAILSJUNE 2010 THROUGH DECEMBER 2013JUNE 2010 THROUGH DECEMBER 2013

31

Phase Expense Item Project Task 4 Yr Total 2010 2011 2012 2013 Basis for Estimate

GRAND TOTAL $957,850 $114,500 $386,310 $242,290 $214,750

Labor $712,250 $101,750 $203,500 $203,500 $203,500Director - FLASH Salary $656,250 $93,750 $187,500 $187,500 $187,500 $150,000 salary plus fringe (25%)

Student Intern - non profit management Salary $56,000 $8,000 $16,000 $16,000 $16,000 $10/hr at 32 hrs per week - 50 wks/yr

Establish Organization Structure for FLASH $0 $0 $0 $0 $0

Market the Value Proposition of FLASH $48,400 $11,550 $17,010 $15,590 $4,250Create FLASH logo PR Firm 22 $400 $400 8 hrs at $50/hr

Develop talking points / Elevator speech / build the “why” PR Firm 23 $750 $750 16 hrs at $50/hrDesign brochures / collateral PR Firm 27 $750 $750 16 hrs at $50/hr

Produce brochures PR Firm 28 $1,500 $500 $500 $500 500 pieces at $1 eachPress release announcement of FLASH PR Firm 29 $400 $400 8 hrs at $50/hrDesign and Implement FLASH website PR Firm 30 $6,500 $3,500 $1,500 $1,500 40 hrs at $50/hr, hosting at $1500 per year

Develop social media/networking plan PR Firm 31 $2,000 $2,000 40 hrs at $50/hrAttend I/ITSEC Booth / Booth reusable signage 35 $9,000 $3,000 $3,000 $3,000 $1500 for 10x10 booth / $1500 for signage

Conference Attendance Registration fees 39-43 $7,500 $3,000 $3,000 $1,500 5 conf. - $1500 eachConference Attendance Travel expenses 39-43 $10,000 $4,000 $4,000 $2,000 5 conf. - $1000 airfaire, $500 hotel, $500 expenses (5 nights) each

Plan and hold simulation summit Summit - venue/event costs 45 $0 $0 $0 Fees and advertising offset costsCreate Journal with advertisers Journal production 46 $0 $0 $0 Fees and advertising offset costs

Host Medical Centers to Orlando (Outreach to Medical industry) Business meals / catering 48 $2,500 $250 $750 $750 $750 50 centers at $50/visit for refreshments & mealsHost simulation vendor recruiting targets Business meals / catering 49 $100 $60 $40 5 vendors at $50/visit for refreshments & mealsHost simulation vendor recruiting targets Travel expenses 49 $4,200 $2,800 5 trips - $1000 airfaire, $200 hotel, $200 expenses (2 nights) each

MULTI-YEAR BUDGET DETAILS MULTI-YEAR BUDGET DETAILS (CONT)(CONT)

32

Phase Expense Item Project Task 4 Yr Total 2010 2011 2012 2013 Basis for EstimateDevelop Relationships Across the Community $12,000 $1,200 $3,600 $3,600 $3,600Develop strategic alliances with other organizations (SSIH, I/ITSEC, etc)Travel expenses 55 $12,000 $1,200 $3,600 $3,600 $3,600 10 trips - $1000 airfaire, $100 hotel, $100 expenses (1 night) each

Quantify ROI for MedSim $154,000 $0 $150,000 $2,000 $2,000ROI Study Commisioning Research Firm 63 $150,000 $150,000

Present results at industry conference Travel Expenses 70 $4,000 $2,000 $2,000 2 conf. - $1000 airfaire, $500 hotel, $500 expenses (5 nights) each

Attract Business Development Opportunities for FLASH Members $31,200 $0 $12,200 $17,600 $1,400Business Development Summit Catering 74 $300 $300 20 people at $15/person

Conduct planning briefing to industry Catering / Venue 75 $2,500 $2,500 100 people at $15/person, venue at 1000Conduct exploratory meetings with top 3 choices Travel expenses 80 $4,200 $1,400 $2,800 3 trips - $1000 airfaire, $200 hotel, $200 expenses (2 nights) each

Establish initial satellite location Travel expenses 81 $4,200 $2,800 $1,400 3 trips - $1000 airfaire, $200 hotel, $200 expenses (2 nights) eachDevelop central business opportunity website PR Firm 85 $4,000 $4,000 80 hrs @ $50/hr

Develop on-line searchable knowledge center for medsim “help” PR Firm 86 $4,000 $4,000 80 hrs @ $50/hrCreate on-line market place for non-government business PR Firm 87 $4,000 $4,000 80 hrs @ $50/hr

Implement Mega search / database capability (for a fee) PR Firm 88 $8,000 $8,000 160 hrs@ $50/hr

NATIONAL CENTER NATIONAL CENTER FOR SIMULATION (NCS)FOR SIMULATION (NCS)

• 501c(3) not-for-profit member corporation in Orlando, FL

• More than 150 U.S. & international members, with a high concentration in Central FL

• The link between government, industry & academia to further MS&T technology

• Promotes the transfer of defense MS&T technology to other applications: medical, homeland security, education, transportation, Digital Media & entertainment

• Supports MS&T awareness & public policy development

• Supports Science, Technology, Engineering & Mathematics (STEM) education & workforce development programs

www.simulationinformation.com

http://www.simulationinformation.com/

richard t. crotty, mayor orange county thomas l. baptiste, lt gen, usaf (ret), president/executive...

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