Clinical and Research Alliance

Presenter: Ty KennonVice President, System Marketing, MedStar Health

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About Us• MedStar Health, $4.6B regional healthcare system

– Largest health system in Maryland and Washington metropolitan region:• 10 hospitals, a research institute, a large multispecialty medical group and

200+ community-based locations• 30,000 associates, 8,400 nurses and 6,000 physicians (including 1,100 medical

residents)– 208K inpatients and 3.9M outpatients– Overall market share leader at 17.9% (compared to top two competitors

at 12.3% and 11.3%, respectively)

• MedStar Heart & Vascular Institute*

– Largest heart program in Washington and suburban Maryland– 8,436 diagnostic catheterizations; 2,714 interventional revascularization

procedures; 7,725 cardiac admissions; 1,670 cardiac surgeries;and 48 VADs

– One of the largest cardiac catheterization programs in the country

* “Vascular” was added to the MedStarHeart Institute name in August 2014.

Two Strong Heart Programs—Regionallyand Nationally—Working Together

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• 2012 – MedStar Health and Cleveland Clinic discussions

The first-of-its-kind clinical and research alliance betweenthese two organizations:

– Strong brands in cardiovascular care– Compatible cultures– Complementary strengths– Both pioneered TAVR research protocol for patients who

are too ill to undergo traditional valve surgery– Common goal: to eradicate heart disease in our time

Two Strong Heart Programs—Regionallyand Nationally—Working Together

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• This alliance:

– Enhances both organizations’ research capabilities,allowing both to share clinical resources and best practices

– Improves patient care at both institutions– Serves as a platform for innovation– Allows new and better treatments, and therapies to be

developed and shared to benefit all heart care patients

Everyone benefits from this alliance—most of all, patients.

Pre-announcement To-Dos

• Develop collaborative relationship with ClevelandClinic’s marketing and communications staff– Significant planning between both organizations

• Lay the groundwork for strategies of the externalannouncement– Internal communications – physicians, associates, board

members, and key stakeholders, including the Mayor andthe D.C. Council

– Develop an external multimedia advertising campaign, withsocial media teasers

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Co-Branding MedStar Heart & VascularInstitute with Cleveland Clinic

• Co-brand all marketing/advertising initiatives, aswell as PR/media relations and social media

• Share all with creative Cleveland Clinic’smarketing staff in advance

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Public Announcement: Jan. 7, 2013

• News conference with leadership from bothorganizations, as well as Washington, D.C.,elected officials and other stakeholders

• Six-week multimedia advertising campaign –TV, print and digital, and social media

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Multimedia Campaign Announcement

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Multimedia Campaign Announcement (cont.)

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ContinuedCo-branding

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Co-branding – A-fib Campaign

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Co-branding: Transforming Heart Care

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Co-branding: Transforming Heart Care

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Some Results

Consumer Awareness Online Study*

September 2014(1 year and 8 months after alliance)

• 1,009 consumers, 35+• Stratified across MedStar Health’s market:

Central Maryland, Greater Washington, NorthernVirginia and Southern Maryland

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* Conducted by Klein & Partners

Strongest / Best Reputation for Treating Heart Disease*

TOP 3:

• Johns Hopkins Strong: 32% Best: 16%• MedStar Strong: 28% Best: 12%• INOVA® Strong: 15% Best: 9%

* Based on:Things heard/read: 67%Personal experience: 30%Not sure: 3%

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Consumer Awareness Online Study (cont.)

Consumer Awareness Online Study (cont.)

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Heart Program Advertising Recall (Total Unaided)

• MedStar Health 11%• INOVA 6%• Johns Hopkins 5%• UMMS 3%• GW 3%• Mercy 2%• Others 5%

Nothing comesto mind: 65%

Consumer Awareness Online Study (cont.)

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Very familiar,4%

Somewhatfamiliar, 16%

Just heardname, 39%

Not at allfamiliar, 41%

Familiarity with MedStar Heart & Vascular Institute

Consumer Awareness Online Study (cont.)

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A greatdeal ofbenefit,

26%

A minoramount of

benefit,19%

No realbenefit,

16%

Not sure,40%

Benefits of MedStar Heart & Vascular Institute’sRelationship with Cleveland Clinic

MedStar Health Cardiac Market Share Data

Washington Region Only(Greater Washington, Northern Virginia and Southern Maryland Markets)

FY13 FY12 FY11• Cardiac Services 26.7% 20.1% 18.3%• Cardiac Invasive 33.2% 27.8% 25.3%• Cardiac Noninvasive 24.3% 16.7% 14.5%

20Source: DCHA/WebFocus Inpatient Discharges, includes all DRGs exceptnormal newborns (MS-DRG 795).

Announcement: Nov. 8, 2014Expansion to Central Maryland Market

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• Internal communications

• News conference withleadership from bothorganizations

• Multimedia advertisingcampaign – radio, printand digital

Launch of Multimedia Campaign

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Consistent andrecognizable messagingacross both regions

MedStar Heart & Vascular Institute’sFootprint across MedStar’s Service Area

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MedStar Heart & Vascular office

MedStar Hospital

MedStar Multispecialty Care Center

MedStar PromptCare

UMH Heart Specialists office

Metropolitan Medical Associates Cardiology

MedStar Heart affiliate office (100% loyal)