CHIP PRESENTATION
UCLA Anderson School of Business
Northern Manhattan Perinatal Partnership, Inc.
Harlem Hospital Marketing Plan
Mario Drummonds, MS, LCSW, MBA
NMPP Executive Director/CEO
Creative Director, NMPP’s Social Health Marketing Group
Mrs. Cynthia Williams, MA, MS
Board Chairperson, NMPP, Inc.
July 23, 2004
HISTORICAL PROBLEMS
In 1990:
 Infant Mortality Rate was 27.7 deaths per
1,000 live births


Low Birth Weight Rate was 19.8%
Only 25% of pregnant women entered
prenatal care in first trimester
THE VISION

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
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Reduce Infant Mortality Rate to 6.2% by
2005
Reduce Low Birth Weight Rate to 10.7%
by 2005
Increase Percentage of Women Who
Access Prenatal Care in first trimester from
25% in 1990 to 75% in 2005
Develop a Clinical Care Capacity (Birthing
Center) by 2002
OUR MISSION



NMPP’s mission is to save babies by helping
women take charge of their reproductive, social
and economic lives.
We believe that every newborn has a right to
live past their first birthday!
We tell funding sources & clients: Invest in our
Ideas….We will Return Results!
NMPP Organizational Chart
NORTHERN MANHATTAN PERINATAL PARTNERSHIP, INC.
MANAGERIAL/PROGRAM CHART SEPTEMBER 1, 2003
SUSTAINABILITY as ORGANIZATIONAL STRATEGIC INTENT
External Environment
Funders, Business, Providers, & Consumers
Board of Directors
Comptroller
Central Harlem
Healthy Start Program
Executive Assistant
Maria Claxton
Human Resources Director
Nicole Hollingsworth
Diomedes Carrasco
Manhattan Birthing Project (3)
Mario Drummonds
Executive Director/CEO
NYSDOH/Perinatal Network
(7)
Bronx Birthing Project (3)
Goldie WatkinsWatkins-Bryant (12)
Harlem Hospital
NurseNurse-Led Home Visiting Program
(7)
Baby Steps Home Visiting Program
Lay Model Staffing
Jennifer Tuck (13)
NY Medicaid Choice (1)
Consumer Involvement
Organization (25)
Harlem Works Job Readiness
Program
Adolescent Pregnancy Prevention
Program
Hamidah Sharif (3)
Bold Line-Managed by the Executive Director
Dotted Line-Managed by the Deputy Executive Director
Michelle ArthurArthur-Walker
Deputy Executive Director
ACS/Preventive Services
Olive Gibbs (8)
Social Health Marketing Group
Harlem Birthing Center
(9)
(25)
NYSDOH/Community Health
Worker Program
NYC Male Involvement
Consortium
Cecilia Escorbore (7)
(35 organizations)
Columbia Presbyterian Hospital Community
Health Worker Program
Shevonne Hercules (6)
Mankind: Community Health Worker
Program
Targeting Men
(Proposed)
Managed Care Consumer
Assistance Program
Hamidah Sharif (2)
Parent Support Group
(11 Parents)
Northern Manhattan Start
Right Immunization
Coalition (1)
(65 organizations)
Child Welfare Fund
Child Abuse Prevention
Marketing Campaign (1)
Sisterlink Coalition
Kimberly Whitfield (3)
(275 organizations)
Consumer Advisory Group
(17 Parents)
Center for Preschool and
Family Learning Head Start
Brynna Williams (15)
Delegate Agency Policy
Committee (15 Parents)
Environmental Scan/Problem
Formulation
External



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Intense Hospital Competition & Consolidation
Large Number of Patients Uninsured
Mobility of MCH Customer Base
Infant Mortality Declined to 6.2 deaths in 2002
Broad Demographic Shifts on Neighborhood
Level
Environmental Scan/Problem
Formulation
Internal

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Harlem Hospital Deliveries Declined from 4,000
in 1992 to 1,104 in 2002
Poor History & Perception of Quality Care on the
Street
Hospital Has Been Operating at a Deficit for
Number of Years
Hospital Has Failed to Respond to Competitive
Changes in Local Market
CHIP GOAL
NMPP will work with Harlem Hospital to
increase their market share of deliveries in
Central Harlem through the
implementation of a comprehensive
marketing plan and making changes in
their clinical operating process to save
babies from dying before their first
birthday in Central Harlem.
SMART OBJECTIVE
Harlem Hospital will increase their
delivery market share by 20% by
March 1, 2006 through developing
and implementing a comprehensive
marketing plan. By achieving this
objective, the infant mortality rate in
Central Harlem will decrease to 4
deaths per 1,000 live births by 2007.
CHIP MARKETING STRATEGY
ANALSYIS
MARKET STRUCTURE
Age Range
15-24
24-44
Total Women of
Childbearing Age
Women in
Primary
Service Area
Women in
Secondary
Service Area
Total
13,901
33,259
45,204
125,976
59,105
159,235
47,160
171,189
218,340
Live Births in Primary & Secondary
Service Areas 2002
Vital Statistics NYCDOH

Central Harlem/CH:
1,934

East Harlem/EH:
2,042

Washington Heights/WH:
4,313

Morrisania/M:
3,410
PRELIMINARY CUSTOMER
SEGMENT ANALYSIS

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African-American Working Class/Medicaid
Segment
South Harlem/South Bronx (SoHa) West
African Population
Strivers Row Segment of Urban Settlers or
Pioneers of Various Ethnicities
Growing Latina (Mama) Segment:
Mexicans, Dominicans and Puerto Ricans
COMPETITIORS
Live Births by Hospital & Service Area 2002

Harlem Hospital Center/CH-EH-M
1,014

St. Luke’s Hospital/CH-EH-WH-M
3,907
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Columbia Presbyterian Medical Center/
Allen Pavilion/WH-CH-citywide
Bronx Lebanon Hospital Center-M-and
other areas of the Bronx
Bellevue Hospital Center-Lower Manhattan
/CH-citywide
Metropolitan Hospital Center/EH-CH
Mount Sinai Hospital/EH-CH-citywide
6,430
2,638
2,100
1,908
4,621
ACTION STEPS REVIEW
START-UP


Confirm Birthing Center Mission & Business Definition
Select Marketing Company
MARKET ANALYSIS: INTERNAL & EXTERNAL

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Update Market Analysis of Customers, Competition, Harlem Hospital
Complete Internal Audit of Harlem Hospital’s OB Treatment Process
Review Results of Market Analysis & Hospital Operations
Marketing Management Tasks
 Use Market Analysis & Focus Research to Validate Customer
Segments
 Develop Value Propositions for Each Segment
 Develop Message Themes for Each Segment


Field Test Core Messages by Segment
Set Marketing Objectives by Quarter & Segment
ACTION STEPS REVIEW
ROLLING OUT THE CAMPAIGN:
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Begin Birthing Center Tours of Pregnant & Parenting Women
Begin Radio Campaign to Latino and African American Segments
Roll-out Direct Mail Campaign, African American, Latina, West
African Segments
Develop & Mail Upscale Brochure to Clintonian Mom Segment
Develop and Roll-out Poster Campaign
Begin Outpatient Clinic Social Service Agency Steering Work
Start Pathmark Baggage Stuffing Work
Organize Special Events (e.g. health fairs) by Service Area &
Segment
RESOURCES & METRICS:


Market Share Shifts
Infant Mortality Decline
LESSONS LEARNED

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Learned Techniques to Reengineer Hospital’s Operating
Process from Triage to Aftercare
Learned Skills & Frameworks to Persuade Harlem
Hospital’s Senior Leadership to Develop a Marketing
Mindset
Gained New Insight on How to Segment the Market of
Pregnant Women and a Better Methodology to
Determine Value Propositions for Each Segment
We have learned better ways to manage Strategic
Alliances/Culture, Vision, and Process between Harlem
Hospital & Northern Manhattan Perinatal Partnership