Stratasan Webinar Series
Hospital Strategic Planning: The Ideal
Market Assessment
Session #1: Defining a Service Area
January, 2014
Webinar Series
• 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
Source(s): Stratasan (2013)
2
Webinar Series Schedule
Topic
Service Area Definition
Comparative Hospitals
Market Share ZIP and Product
Physician Demand Analysis
Demographics
Health Status
Industry Analysis
Psychographics
Summary and Wrap up
Source(s): Stratasan (2013)
Date 1
Date 2
28-Jan
30-Jan
4-Feb
6-Feb
11-Feb
13-Feb
18-Feb
20-Feb
25-Feb
27-Feb
4-Mar
6-Mar
11-Mar
13-Mar
18-Mar
20-Mar
25-Mar
27-Mar
Time 1
11 a.m.
11 a.m.
11 a.m.
11 a.m.
11 a.m.
11 a.m.
11 a.m.
11 a.m.
11 a.m.
Time 2
1 p.m.
1 p.m.
1 p.m.
1 p.m.
1 p.m.
1 p.m.
1 p.m.
1 p.m.
1 p.m.
3
Session 1: Defining a Service Area
• Three key pieces of information to define a service area
1. Patient Origin (inpatient, outpatient, and ED preferable)
2. Market Share by ZIP Code
3. 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
Source(s): Stratasan (2013)
4
Demonstration
Source(s): Stratasan (2013)
5
Example – Hospital 1Methodist Hospital in Henderson,
KY
Source(s): Stratasan (2013)
6
Example – Hospital 1Methodist Hospital in
Henderson, KY
Source(s): Stratasan (2013)
7