BOARD COMMUNITY RELATIONS COMMITTEE FULL BOARD MEETING1 * Wednesday, June 3, 2015 4:00 p.m. meeting NOTE: LOCATION CHANGE Palomar Medical Center 2185 Citracado Parkway Escondido, CA 92029 2nd Floor, Raymond Family Conference Room

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Time Page Target

CALL TO ORDER……………………………………………………………………………………….... ……… …...... 4:00

 Public Comments …………………………………………………………………………………….. 15 …...... 4:15 5 minutes allowed per speaker with a cumulative total of 15 minutes per group. For further details & policy, see Request for Public Comment notices available in meeting room

Information Item(s) 2 ..…… 4:1 7

1. Approval: Minutes – Wednesday, April 1, 2015 (ADD A-Pp5-32)……………………………...... 3 2 4:20

2. Tour of Palomar Medical Center – Potential Art Installation, various locations throughout 40 3 5:00 Palomar Medical Center. Time period for the tour is an estimate only………………………….

After the tour, the Committee will return to the 2nd Floor, Raymond Family Conference Room.

 Public Comments ………………………………………………………………………………………. 15 …..... 5:15 5 minutes allowed per speaker with a cumulative total of 15 minutes per group. For further details & policy, see Request for Public Comment notices available in meeting room. ADJOURNMENT ...... ……….. …….. 5:15

Board Community Relations Committee Members

Jerry Kaufman, PTMA, Chair Dara Czerwonka Hans C. Sison Sue Herndon, Palomar Health Alternate: Ray McCune Bob Hemker, CEO Foundation Board Member

NOTE: If you have a disability, please notify us by calling 760.739.2004 72 hours prior to the event so that we may provide reasonable accommodations.

1The Board Community Relations Committee meeting is being agendized as a full board meeting due to the possibility of a quorum being present. Only committee business will be discussed at this meeting, however all board members may attend to participate in the discussion. Only those board members who sit on the Board Community Relations Committee are permitted to make a motion or vote on these matters.”

* Asterisks indicate anticipated action. Action is not limited to those designated items. 1 Minutes Community Relations Committee – Wednesday, April 1, 2015

TO: Board Community Relations Committee

MEETING DATE: Wednesday, June 3, 2015

FROM: Tammy Chung, Secretary

BY: Della K. Shaw, Executive Vice President - Strategy

BACKGROUND: The minutes of the Board Community Relations Committee meeting held on Wednesday, April 1, 2015, are respectfully submitted for approval (Addendum A).

BUDGET IMPACT: None

STAFF RECOMMENDATION: Staff recommends approval of the Wednesday, April 1, 2015, Board Community Relations Committee minutes.

Committee Questions:

COMMITTEE RECOMMENDATION:

Motion:

Individual Action: Information: Required Time:

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Tour of Palomar Medical Center

TO: Board Community Relations Committee

MEETING DATE: Wednesday, June 3, 2015

FROM: Della K. Shaw, Executive Vice President - Strategy

BACKGROUND: The Board Community Relations Committee will be touring various locations throughout the Palomar Medical Center facility for potential artwork installation. Time period for this tour is an estimate only.

BUDGET IMPACT: None

STAFF RECOMMENDATION: Informational

Committee Questions:

COMMITTEE RECOMMENDATION: Informational

Motion:

Individual Action: Information: Required Time:

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ADDENDUM A

4 B OARD COMMUNITY RELATIONS COMMITTEE M EETING A TTENDANCE R OSTER & M EETING M INUTES C ALENDAR Y EAR 2015

MEETING DATES:

1/7/15 2/4/15 3/4/15 4/1/15 MEMBERS CHAIR, JERRY KAUFMAN, PTMA P P P P DIRECTOR DARA CZERWONKA, MSW P E P P DIRECTOR HANS C. SISON, LVN P P P P ROBERT HEMKER, PRESIDENT AND CEO P E P E SUE HERNDON, PALOMAR HEALTH FOUNDATION P E P E MEMBER ST 1 ALTERNATE - DIRECTOR RAY MCCUNE, RN P GUEST

STAFF ATTENDEES DELLA K. SHAW, EXECUTIVE VICE PRESIDENT, P P P E STRATEGY JEAN LARSEN, PRESIDENT & CHIEF PHILANTHROPIC P P P E OFFICER, PALOMAR HEALTH FOUNDATION JANET KLITZNER, DIRECTOR, MARKETING & THE P P P P HEALTHSOURCE FRAN WALLER, DIRECTOR, COMMUNITY E E P P ENGAGEMENT AND VOLUNTEER DEVELOPMENT MARCY ADELMAN, RN P P P MARIA SUDAK, RN P P P TAMMY CHUNG – BOARD COMMITTEE ASSISTANT P P P P INVITED GUESTS SEE TEXT OF MINUTES FOR NAMES OF GUEST PRESENTERS

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Board Community Relations Committee – Meeting Minutes – Wednesday, April 1, 2015

Agenda Item

• Discussion Conclusion/Action FollowUp/Responsible Party

I. CALL TO ORDER – ESTABLISHMENT OF QUORUM The meeting – held in the Palomar Health Administration Office, 1st Floor Conference Room, 456 East Grand Avenue, Escondido, CA - was called to order at 4:00 p.m. by Committee Chair Jerry Kaufman • Quorum comprised of Directors Kaufman, Czerwonka, Sison • Excused Absences: Robert Hemker, President and CEO; Sue Herndon, Palomar Health Foundation Board Member • Guest Directors: Director McCune

II. NOTICE OF MEETING

• Notice of Meeting was posted at PH’s Administrative Office; also posted with Full Agenda Packet on the PH web site on Wednesday, March 25, 2015, which is consistent with legal requirements. Notice of that posting was also made via email to the Board and staff.

III. PUBLIC COMMENTS

• No public comments

IV. INFORMATIONAL ITEMS

• No informational items

V. APPROVAL OF MINUTES nd • No discussion MOTION: by Director Czerwonka, 2 by Director Sison and carried to recommend approval of the March 4, 2015 minutes as submitted. All in favor. None opposed.

4-1-15 Board Community Relations Committee Minutes 1 6 Board Community Relations Committee – Meeting Minutes – Wednesday, April 1, 2015

Agenda Item

• Discussion Conclusion/Action FollowUp/Responsible Party VI. PRESENTATIONS Utilizing the power point presentation provided at the Committee meeting, Janet Klitzner, Director, Director Czerwonka requested a web analytic update at a future meeting. Marketing & The HealthSource and Pia Mangini, Marketing Manager, provided a detailed update on the Palomar Health Orthopedic and Spine Center marketing campaign.

VII. BOARD MEMBER COMMENTS / AGENDA ITEMS FOR NEXT MONTH There were no comments / nor agenda items requested for next month VIII. FINAL ADJOURNMENT The meeting was adjourned at 5 p.m. by Chair Kaufman

Committee Chair JERRY KAUFMAN, PTMA Signatures:

Committee Assistant TAMMY CHUNG

4-1-15 Board Community Relations Committee Minutes 2 7

MARKETING CAMPAIGN APRIL 1, 2015

PRESENTED BY: JANET KLITZNER PIA MANGINI 8 BACKGROUND

Over the past several months we have been working with the Business Development Team to strengthen our brand platform—more specifically our CV and Ortho marketing programs in alignment with our business objectives.

Today we are going to share the Palomar Health Orthopedic & Spine Center marketing campaign for 2015.

We will share what consumers will see and where they will see it, to drive interest, consideration and growth for our Orthopedic & Spine Center.

9 WHAT’S IN A NAME

Through our recent Brand Awareness study we learned that although we have a brand recognition in North County, our market did not understand that we were a hospital system or Our Research that we had excellent specialty offerings. But we needed to know more.

We conducted additional online research to understand what patients in our market were looking for when searching for Orthopedic or Spine physicians.

We researched local competitors and national hospital systems that offered the same specialties that we offered and developed a strong and competitive naming convention for our specialties.

We talked to physicians, leaders, board members and staff to get additional insights and to check in along the way to ensure that we were delivering the strongest position that we could for Palomar Health and the Orthopedic & Spine Center.

All this culminated in the decision to rename the Palomar Health Orthopedic Institute to the Palomar Health Orthopedic & Spine Center.

10 ORTHOPEDIC SPECIALTY NAMING

11 BE WHERE THEY ARE LOOKING • Pay Per Click • Social Media • Breaking • Display Ads News Online • Newspapers • Posters • Fliers Internal • The HealthSource Comm Print magazine

• Press Releases • :30 Spots • Pitches Palomar PR Health Radio

Orthopedic & Spine Campaign • Orthopedic Classes Classes & • :30 Patient Profile • Dine with the Events TV Docs (June) Segment

Direct Out-of- • Campaign/Class Mail Home • Billboards Postcard • Bus Wraps 12 CAMPAIGN LANDING PAGE

CLASS REGISTRATION

CHOOSE A DOCTOR

ORTHOPEDIC & SPINE MICROSITE

13 ORTHOPEDIC/SPINE MICROSITE

HOME PAGE ORTHOPEDIC SERVICES

MEET OUR TEAM

PATIENT STORIES

14 ONLINE STRATEGY - PAY PER CLICK (PPC) • Pay per click is an internet advertising model used to direct traffic to websites. Advertisers pay the publisher when the ad is clicked.

• Palomar Health will bid on keyword search phrases relative to orthopedic & spine services. Targeted messages appear in the paid search portion of a search engine page. i.e. Google, Yahoo, Bing

• PPC allows us to increase our visibility online and measure effectiveness of keywords and web page content. Over time, keywords and content can be modified to reflect popular search terms.

Sample PPC Messages STOP HIP & KNEE PAIN. Top Performing Orthopedic Centers. Mayo Clinic Care Network Member. www.PalomarHealth.com/ortho

CHRONIC SHOULDER PAIN? Choose the best orthopedic doctor. 97% orthopedic satisfaction rating. www.PalomarHealth.com/ortho BEST ORTHOPEDIC SURGEONS Palomar Health performs the most joint replacements in North County. www.PalomarHealth.com/ortho

TOP SAN DIEGO ORTHO CENTER Choose your doctor at one of America’s Top Performing Orthopedic Centers. www.PalomarHealth.com/ortho SUFFERING WITH JOINT PAIN? Top Performing Orthopedic Centers. San Diego award-winning surgeons. www.PalomarHealth.com/ortho 15 ONLINE STRATEGY – SOCIAL MEDIA

Channel Content Frequency Facebook Promote Ortho classes, Weekly post to Facebook Dine with the Docs, joint health tips, local/national ortho/spine-related news

Twitter Condensed version of Weekly post to Twitter Facebook posts

Pinterest Image related posts, i.e. Weekly post to Pinterest Dine with the Docs flier, Ortho Campaign Imagery and Messaging

Pandora Display ads using ortho May - June (Paid Display Ads) campaign imagery and messaging

16 MEDIA ALLOCATION – PRINT CREATIVE

17 MEDIA ALLOCATION – PRINT CREATIVE

18 MEDIA ALLOCATION – PRINT CREATIVE

19 MEDIA ALLOCATION – PRINT PLACEMENT

Focus Vendor Insertion Date Size Ortho – Time Machine UT Sunday 4/26, 5/24, Half Page 4C 6/28 Ortho – Time Machine UT – Community 4/16, 5/14, Full Page 4C Press 6/11 Ortho – Time Machine The Village News 4/16, 6/18 Quarter Page 4C Ortho – Time Machine The Valley News 4/17, 6/19 Quarter Page 4C Ortho – Time Machine Ramona/Julian 5/7, 6/15 Quarter Page 4C Journal Ortho – Time Machine Share San Marcos May, June Quarter Page 4C

20 MEDIA ALLOCATION – RADIO PLACEMENT

Focus Station Flight Dates Spot Length

Ortho – Time Machine KATY-FM April - June :30 Dine with the Docs Ortho – Time Machine KEGY-FM April - June :30 Dine with the Docs Ortho – Time Machine KYXY-FM April - June :30 Dine with the Docs Ortho – Time Machine KIFM-FM May - June :30 Dine with the Docs Ortho – Time Machine KSON-FM April - May :30 Dine with the Docs Ortho – Time Machine KXFG-FM April - June :30 Dine with the Docs

21 MEDIA ALLOCATION – TV PLACEMENT

Focus Station Air Date Total Length Spots Ortho (Spine) – XETV-TV (CW6) June (TBD) 1 show 28:30 Patient/Caregiver Documentary

22 CONSUMER – BILLBOARD

23 CONSUMER – BUS ADVERTISEMENTS

24 MEDIA ALLOCATION – OUT OF HOME

Focus Vendor Medium Schedule

Ortho – Time Machine Clear Channel Bus: Jr. Kings, Appx. Outdoor Queens, Interior 4/13 – 6/30 Cards Ortho – Time Machine CBS Outdoor Billboard – 78 Appx. Corridor 4/15 – 6/30

25 CONSUMER – MONTHLY DIRECT MAIL

• Monthly rotation of classes: hip, knee, shoulder, spine (Dates TBD) • Dine with the Docs: An Evening with Mayo Clinic (Spine)

26 MEDIA ALLOCATION – DIRECT MAIL

Focus Target Medium Schedule

Ortho – Time Machine M/F 55 and up; Qty. Postcard Monthly, Trigger Campaign 100,000/year; starting in Patients, F/F, May Prospects in PSA

27 NEW MOVER CAMPAIGN – INITIAL RESULTS

Target Medium Call to Action Schedule Quantity

New and Crosstown Personalized, 1 – Free First- Monthly Jan: 7,500 Movers into Palomar Folded Self- Aid Kit Drop – 3 Feb: 3,000 Health PSA and SSA Mailer 2 – Choose a Touch March: 2,000 Doctor Campaign: 3 – Register Initial, 30, 60 for a Class days 28 NEW MOVER CAMPAIGN – LANDING PAGE www.PalomarHealth.org/Welcome

29 NEW MOVER CAMPAIGN – WEB ANALYTICS

Activity Response (2/1/15 – 3/31/15)

Landing Page Hits 287

Avg. Time on Page 2:48

Bounce Rate 18.44%

First-Aid Kits Requested 165

30 CV CAMPAIGN FOLLOW UP – SUPPORT THE LOVE

31 THANK YOU

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