Sports Medicine Services

Sports Medicine Sports Medicine ServicesServices

Wake Forest University Baptist Medical Wake Forest University Baptist Medical CenterCenter

Carol D. GrayCarol D. GrayDepartment of Strategic PlanningDepartment of Strategic Planning

AgendaAgenda

Market TrendsMarket Trends– Outpatient Orthopedic Outpatient Orthopedic

SurgerySurgery– Outpatient Outpatient

RehabilitationRehabilitation

WFUBMC Sports WFUBMC Sports Medicine Medicine – Current Current

Structure/ServicesStructure/Services– OutreachOutreach

Operational Operational PerformancePerformance– FinancialFinancial– CapacityCapacity– QualityQuality– Market PositionMarket Position– Triage systemTriage system

CompetitorsCompetitorsMarketingMarketing

Market TrendsMarket Trends

Outpatient RehabilitationOutpatient Rehabilitation– Total US outpatient market = $2 billion Total US outpatient market = $2 billion

3 to 5 percent growth expected per year.3 to 5 percent growth expected per year.– Highest demand for services within 65+ age Highest demand for services within 65+ age

group, the largest population segment.group, the largest population segment.– Increase in sports-related injuries within baby Increase in sports-related injuries within baby

boomer population.boomer population.– Shift from inpatient to outpatient utilization.Shift from inpatient to outpatient utilization.

Advisory Board, Advisory Board, Inpatient and Outpatient Market TrendsInpatient and Outpatient Market Trends, Oct. 2003, Oct. 2003..

Increasing Trend of Outpatient Increasing Trend of Outpatient SurgeriesSurgeries

16%

63%

84%

37%50%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1980 1990 2001

Outpatient Surgeries os % of Total Inpatient Surgeries as a % of Total

Source: Modern Healthcare. (September 2002); p. 9

Change in Outpatient Volume Growth Change in Outpatient Volume Growth Over the Next Two YearsOver the Next Two Years

Source: The Future of Health Care; Deloitte & Touch Biennial Survey Ninth Edition; 2003; p. 24

16% 11%

43%37%

28%35%

14% 17%

0%10%20%30%40%50%60%70%80%90%

100%

Orthopedics Outpatient TherapyDecrease Increase<5% Increase 5-10% Increase>10%

NCBH Distribution of Surgical Cases, NCBH Distribution of Surgical Cases, 1996-20031996-2003

Source: 2003 data reported by NCBH Surgical Sciences Administration; 8/03

53.6%51.5%

47.8%47.3% 46.3%44.3%

46.4%48.5%

55.7%

43.1%

50.2% 53.7%52.7%52.2%

56.9%

49.8%

40.00%42.00%44.00%46.00%48.00%50.00%52.00%54.00%56.00%58.00%

% Inpatient % Outpatient

Orthopedics and RehabilitationOrthopedics and Rehabilitation Growth in Procedures and % Growth Growth in Procedures and % Growth

AllAll Ages; Ages; 2002-20072002-2007

Surry

Yadkin

Stokes

Forsyth

Davidson

Davie

33,243; 5.55 %

15,187; 6.1%

6,728; 8.65 %11,367; 7.3 %

6,219; 8.65%

7,277; 10.35 %

11

Source: Solucient Market Planner Plus

Sports Medicine Services Sports Medicine Services StructureStructure

S p orts M ed ic in eO u treach

P rim ary C are S p ortsM ed ic in e

S p orts M ed ic in e /O P P h ys ica l Th erap y C en te r o f C are

O rth op ed ics /O rth op ed ic S u rg e ry

B on e an d Jo in t S ervice L in e

Current ServicesCurrent Services

Primary Care Sports Primary Care Sports Medicine Medicine OrthopedicsOrthopedicsOrthopedic SurgeryOrthopedic SurgeryRehabilitationRehabilitationCardiologyCardiologyNutrition TherapyNutrition TherapyExercise TestingExercise Testing

Athletic TrainingAthletic Training– WFU Sports Medicine WFU Sports Medicine

ClinicClinic– Sports Medicine Sports Medicine

OutreachOutreachWake ForestWake ForestForsyth County SchoolsForsyth County SchoolsForsyth County Day Forsyth County Day SchoolSchoolNC School of the ArtsNC School of the ArtsSemi- pro teamsSemi- pro teamsRecreation eventsRecreation events

OPT/ Sports Therapy CenterOPT/ Sports Therapy CenterTop Referring PhysiciansTop Referring Physicians

David MartinDavid MartinGary PoehlingGary PoehlingEthan WieslerEthan WieslerDouglas BrowningDouglas BrowningRobert TeasdallRobert TeasdallRichard LeshockRichard LeshockDavid RuchDavid RuchDavid PollockDavid PollockRandy ParksRandy Parks

Sports Medicine OutreachSports Medicine Outreach

Goals:Goals:– Produce as Produce as

much direct much direct income as income as possiblepossible

– Demonstrate the Demonstrate the impact of impact of downstream downstream revenuerevenue


Success depends on:Success depends on:– Formation of a project committeeFormation of a project committee

Athletic trainersAthletic trainersPhysiciansPhysiciansAdministrative staffAdministrative staffTechnology expertsTechnology experts

– Align organization strategy with project Align organization strategy with project objectives.objectives.


Return on investment occurs in Return on investment occurs in downstream revenuesdownstream revenues– Clinic visitsClinic visits– Diagnostic testingDiagnostic testing– Outpatient surgeryOutpatient surgery– Physical therapyPhysical therapy

CapacityCapacity

10 day wait for rehab services10 day wait for rehab servicesPotential ability to add another surgeonPotential ability to add another surgeon

Positioning StrategyPositioning Strategy

Find a niche market (brings in cash-paying Find a niche market (brings in cash-paying patients).patients).Some examples include:Some examples include:– Sport-specific performance enhancement Sport-specific performance enhancement

programsprograms– Onsite massage for employers and staffOnsite massage for employers and staff– Work conditioning and work hardeningWork conditioning and work hardening– Women’s programsWomen’s programs

CompetitorsCompetitors

Forsyth Medical CenterForsyth Medical Center

Forsyth Medical CenterForsyth Medical Center

Sports Medicine ProgramSports Medicine Program– Orthopedic careOrthopedic care– Orthopedic surgeryOrthopedic surgery– Forsyth Rehabilitation MedicineForsyth Rehabilitation Medicine– Sports Conditioning ProgramSports Conditioning Program

Successful Sports Medicine Successful Sports Medicine ProgramsPrograms

The Institute of Human Performance - The Institute of Human Performance - New York State UniversityNew York State UniversitySyracuse, New YorkSyracuse, New York

The Hughston Sports Medicine ClinicThe Hughston Sports Medicine ClinicColumbus, GeorgiaColumbus, Georgia

Marketing StrategyMarketing Strategy

Institute of Human PerformanceInstitute of Human Performance– Minimal public focus Minimal public focus – Component of Upstate Medical UniversityComponent of Upstate Medical University– Market strategy: Market strategy:

Research focus Research focus Closed effort toward diseased populationsClosed effort toward diseased populationsSpecific to referring physiciansSpecific to referring physiciansInterest directed to funding sources, i.e. Interest directed to funding sources, i.e.

NIH and private industryNIH and private industry

Marketing StrategyMarketing Strategy

Hughston Sports Medicine Clinic Hughston Sports Medicine Clinic marketing efforts focused on the athletic marketing efforts focused on the athletic populationpopulation

Physician involvement with local athletic teamsPhysician involvement with local athletic teamsFree physicals to high school athletesFree physicals to high school athletesAdvertisements in local sports magazines Advertisements in local sports magazines Full page ads with large universities and local Full page ads with large universities and local newspapersnewspapers

Current WFUBMC MarketingCurrent WFUBMC MarketingAthlete-focusedAthlete-focusedSport-specific seminars Sport-specific seminars – Performance improvementPerformance improvement– Injury preventionInjury prevention

Runner’s clinicsRunner’s clinicsCoach’s clinicsCoach’s clinics

Athletic team sponsorship (Warthogs, Athletic team sponsorship (Warthogs, T-birds)T-birds)Recreation event sponsorshipRecreation event sponsorship– Soccer tournamentsSoccer tournaments

Previous WFUBMC MarketingPrevious WFUBMC Marketing

BillboardBillboard– Wake Forest Baseball stadiumWake Forest Baseball stadium– Deacon Mascot and Infinity symbolDeacon Mascot and Infinity symbol

Build Brand IdentificationBuild Brand Identification

Connection with treating Wake Forest Connection with treating Wake Forest athletes at WFUBMCathletes at WFUBMC

Build Market ShareBuild Market ShareBrand WFUBMC Brand WFUBMC – Provider of care for athletes Provider of care for athletes – Wake Forest UniversityWake Forest University– Atlantic Coast ConferenceAtlantic Coast Conference

Develop a logo- Wake Forest and WFUBMCDevelop a logo- Wake Forest and WFUBMCAthletic Injury Care- ContractsAthletic Injury Care- Contracts– Winston-Salem StateWinston-Salem State– Public high schoolsPublic high schools– Private schoolsPrivate schools

Presentations & Public Speaking

Sports Medicine Services