如何进行细分市场分析解析micromarketanalysis.ppt

Micromarket Analysis How-to-Guide Tara Hahn/CL Frank Kochenash/PT Prat Kumar/AT Tony Ueber/PT PLANS CAN DEVELOP WINNING PROVIDER STRATEGIES BY ANALYZING MICROMARKETS PLANS SHOULD CATEGORIZE EACH MICROMARKET BY LEVEL OF PROVIDER CONSOLIDATION RELATIVE PROVIDER CONSOLIDATION SUGGESTS DIFFERENT PROVIDER STRATEGIES EXAMPLES OF SUCCESSFUL MICROMARKET APPROACHES CLIENTS HAVE LEARNED IMPORTANT LESSONS THROUGH MICROMARKET ANALYSIS DETAILED APPROACH FOR MICROMARKET ANALYSIS MICROMARKET ANALYSIS WORK PLAN DETAIL – DEFINE MICROMARKETS MICROMARKET ANALYSIS WORK PLAN DETAIL – DEFINE MICROMARKETS (CONTINUED) MICROMARKET ANALYSIS WORK PLAN DETAIL – DEFINE MICROMARKETS (CONTINUED) MICROMARKET ANALYSIS WORK PLAN DETAIL – UNDERSTAND HOSPITAL COMPETITIVE DYNAMICS MICROMARKET ANALYSIS WORK PLAN DETAIL – UNDERSTAND PHYSICIAN COMPETITIVE DYNAMICS MICROMARKET ANALYSIS WORK PLAN DETAIL – IDENTIFY APPROPRIATE TOOLS FOR EACH TYPE OF MICROMARKET MICROMARKET ANALYSIS WORK PLAN DETAIL – CUSTOMIZE STRATEGY/TOOLS FOR EACH MICROMARKET A NOTE ABOUT OUTPATIENT SERVICES GEOGRAPHIC AREA OF INTEREST HOSPITAL DISTRIBUTION OF CASES BY DRG GEOGRAPHIC DISTRIBUTION OF CASES BY HOSPITAL ASSIGNING ZIP CODES TO HOSPITALS UNDERSTANDING MICROMARKET BOUNDARIES EXAMPLE OF CONTESTED ZIP CODES MAP OF MICROMARKETS IN REGION OF INTEREST SHARE OF INPATIENT DRGs IN MARKET 13 HOSPITAL SHARE OF CORE SPECIALTY DRGs MARKET SHARE OF HEART SURGERY DRGs* HOSPITAL 10 OPERATING PROFIT TRENDS AND IMPACT OF KEY DRIVERS KEY FINANCIAL MEASURES – FY 99 LONG-TERM DEBT/ASSET RATIO – 1999 CONTRIBUTION MARGIN* OF CASES LEAVING HOSPITAL 10’s CORE MARKET PHYSICIAN MARKET CONCENTRATION ONCOLOGY CASES – ATTENDING PHYSICIAN PCPs CARDIOLOGISTS ONCOLOGISTS REFERRERS FOR CARDIOLOGY OUTMIGRATION TO HOSPITAL 14* APPROACH TO DEFINING A PROVIDER STRATEGY MARKET STRUCTURE-BASED CLASSIFICATION NORMAL DRG CASES FROM MARKET 13 MICROMARKET NORMAL DRG CASES REFERRED BY PCPs COMPETITIVE DYNAMICS-BASED PRIORITIZATION RELATIVE PROVIDER CONSOLIDATION SUGGE