Stratasan Webinar SeriesHospital Strategic Planning:

The Ideal Market Assessment

Session #1: Defining a Service Area

January, 2014

Source(s): Stratasan (2013)2

• Over the next 9 weeks, Stratasan will present our ideas on the ideal market assessment – what’s in it. We will cover a section each week. The webinars will be 30 minutes long. Questions may be posted and we will follow up with people individually. We will provide each attendee with instructional handouts on each section. At the end of the sessions we will have created a market assessment using Medicare data for a sample hospital.

• The sections are:1. Service Area Definition

2. Comparative/Competitor Hospital Analysis

3. Market Share Analysis

4. Physician Demand Analysis

5. Demographics

6. Health Status

7. Business and Industry Analysis

8. Psychographics

9. Summary Wrap-Up

Webinar Series

Source(s): Stratasan (2013)3

Topic Date 1 Date 2 Time 1 Time 2Service Area Definition 28-Jan 30-Jan 11 a.m. 1 p.m.Comparative Hospitals 4-Feb 6-Feb 11 a.m. 1 p.m.Market Share ZIP and Product 11-Feb 13-Feb 11 a.m. 1 p.m.Physician Demand Analysis 18-Feb 20-Feb 11 a.m. 1 p.m.Demographics 25-Feb 27-Feb 11 a.m. 1 p.m.Health Status 4-Mar 6-Mar 11 a.m. 1 p.m.Industry Analysis 11-Mar 13-Mar 11 a.m. 1 p.m.Psychographics 18-Mar 20-Mar 11 a.m. 1 p.m.Summary and Wrap up 25-Mar 27-Mar 11 a.m. 1 p.m.

Webinar Series Schedule

Source(s): Stratasan (2013)4

•Three key pieces of information to define a service area1. Patient Origin (inpatient, outpatient, and ED

preferable)2. Market Share by ZIP Code3. A map to see geographically where the ZIP Codes

are

•Source of patient origin – your IT system patient registration system•Source of market share data – your state data program or Medicare data•Source of map – Internet, your mapping program if you have one

Session 1: Defining a Service Area

Source(s): Stratasan (2013)5

Demonstration

Source(s): Stratasan (2013)6

Example – Hospital 1Methodist Hospital in Henderson, KY

Source(s): Stratasan (2013)7

Example – Hospital 1Methodist Hospital in Henderson, KY