HomeMy WebLinkAbout20182445.tiffNCMC Board of Trustees
Regular Session Minutes
Monday, June 25, 2018
12:00 Noon
The Board of Trustees of North Colorado Medical Center met in Regular Session on Monday,
June 25, 2018, in the Richard Stenner Boardroom located at North Colorado Medical Center.
Brian Underwood, Trustee Board Secretary, declared a quorum and called the meeting to order
at 12:00 p.m.
ATTENDANCE ROSTER
NCMC Board of Trustees: Catherine Davis, Kevin Mullin, Michael Simone, Brian Underwood,
and Sean Conway (Commissioner, non -voting member) were present, with Mark Lawley
and Jason Yeater both excused
Banner Health: Margo Karsten (NCMC CEO) -Excused, and Derek Strader (NCMC COO)
Staff: Jeff Carlson (INC. Board Exec. Dir.)
Recording Clerk: Esther Gesick (Weld County Clerk to the Board)
PUBLIC COMMENT - There was no public comment.
APPROVAL OF MINUTES
It was MSC (Simone/Davis) to approve the minutes from the May 21, 2018, Regular Session
meeting.
NCM CEO/COO REPORT
Derek Strader, COO, stated the NCMC Executive team participated in the Stampede Games,
which they learned are highly competitive and very physically challenging. He stated it was a
fun event and NCMC/Banner was a keynote sponsor; however, he joked that next year they
plan to coach a younger group of employees to compete. He stated the "Go Live" date for
the new M.D. Anderson site is scheduled for August 1st. He highlighted a new ad campaign,
which includes a TV commercial, radio spotlights and billboards. He explained it will run year-
round and periodically change themes, with a Spanish version launching in September. In
response to Mr. Underwood, Mr. Strader stated Banner still needs to complete its due
diligence and then close within the next 30 days to acquire the old Neighbors facility, which
will be converted to a Banner Urgent Care Services (BUCS) facility. In response to Ms. Davis
concerning the new ad campaign, Mr. Strader explained Banner hosted community focus
groups in Greeley and Fort Collins to determine the most effective theme. He added the
Marketing team has been reviewing the typical sponsorship events and considering new
venues for donations to raise sponsorship levels and combine efforts to allow a more
effective use of the incoming funds. Responding to Mr. Mullin, Mr. Strader reviewed the
training of existing staff, as well as placement of new staff for the M.D. Anderson site.
Page 1 of 2
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June 25, 2018 NCMC Board of Trustees
2018-2445
COMMISSIONER'S REPORT
Commissioner Conway reported the 100th Anniversary of the Weld County Fair will be
celebrated July 25-29, 2018, and he reviewed the schedule of events and list of vendors
expected to be present. He stated CDOT will host the groundbreaking and media tour of the
1-25 North Express Lane within the next 30 days, starting at Highway 392 and extending up to
Highway 14. He reported the U.S. Highway 34 PEL open houses were a success, and he
highlighted the planned improvements, cost and timing expectations. In response to
Mr. Underwood, Commissioner Conway explained the PEL must be finalized within the next
30 days in order to compete for funding; however, Highway 34 is not currently ranked as a
Tier I project. He addressed questions concerning 37th Avenue, stating the City of Greeley
will be developing an access control plan. He also noted improvements to Highway 392 are
under discussion by the Town of Windsor and stated the County has completed the northern
portion of CR 49, with the grand opening scheduled for July. Lastly, he reviewed the valuation
report prepared by the County Assessor and stated growth in the County has resulted in
additional employees throughout the various county departments, including deputies for the
new jail pod addition.
NCMC, INC. REPORT
Jeff Carlson referenced the Audited Financial Statements and Compliance Letters that were
emailed to the Trustees for review and explained they provide a general overview of the
leases related to facility bond issues. In response to Mr. Underwood concerning the bond
rating, Mr. Carlson stated it has been reaffirmed at an A+ rating.
VISITATION REPORT FOR JUNE 25, 2018
REGIONAL MARKETING AND PUBLIC RELATIONS, SARA QUALE, DIRECTOR
Sara Quale was present and provided an overview of the Regional Marketing and Public
Relations Division. She introduced her background and displayed a PowerPoint presentation.
Following the meeting, Michael Simone submitted a summary of the presentation and
discussion, a written copy of which is attached as a part of these minutes. Catherine Davis
prepared a note of thanks.
VISITATION REPORT FOR JULY 30, 2018
Brian Underwood and Kevin Mullin
NEW BUSINESS — None.
ADJOURN
There being no further business to come before the Board, it was MSC [Simone/Davis] to
adjourn the meeting at 1:00 p.m.
Respectfully submitted,
Esther Gesick
Page 2 of 2
June 25, 2018 NCMC Board of Trustees
NCMC Trustee Report
June 25, 2018
Catherine Davis
Mike Simone
Name of presenter Sara Quale
History of Sara Sara is the regional Marketing and Public Relations
Director for Banner and has been in this position -for about one year She
has been with Banner since 2006
Services Provided Marketing, public relations, business development, call
centers and social response Physician outreach is a recent addition to her
department's duties Her presentation included a powerpoint introducing a
fictional "Sofia" who is the typical Banner "customer" Sofia's average day
was presented, i e what does she do during her day?, etc For example,
statistics were displayed showing how much time she spends reading the
paper, how much time she spends in her car, etc By understanding the
average customer Banner can better target their marketing, PR and
business development
Number of Staff full-time and part-time and what fields 44 FT employees
with an additional 10 anticipated soon
Other Highlights Sara discussed the Exhale Program It is a brand
campaign whose purpose is to help patients more easily navigate through
the healthcare maze "It's what people want" She showed a well
produced commercial utilizing the song "Our House"
Sara also mentioned the oncology launch, UNC sponsorship, McKee
OB/GYN services, and rural notification efforts
Sara discussed earned media stories and talked about how valuable they
are versus placing ads in local media
6/25/2018
Banner Health
Marketing, PR & Business Development
Sara Quale
Regional Marketing and Public Relations Director
June 25, 2018
Supporting the Mission
Banner Health
Making health care easier, so life can be better.
Banner Health
1
6/25/2018
It's about Sofia
Meet Sofia
• Married with 2 kids
• Cares for her parents & in-laws
• Health care decision maker who is often
short on time & money
Sofia
Our Customer
. Banner Health
Meeting Sofia's needs through media
A day in the
life of Sofia
l Banner Health
Listens to the radio
(online and traditional)
1 hour and
20 mins a dar.
Reads newspapers
and magazines
15 mins
a eM,
Efi
Watches T V
(online and traditional)
2 hours and
20mins ada.
U
Browses
online
1 hour and
11 mins ::.;,:�
Drives in her car an
average of
46 mins
!seising billboards)
Checks her
smart phone
148 times
�fy
Checks
social media
2 hours and
15 minsaday
Banrwr Hearth
2
6/25/2018
Customer and Brand Experience
Public Relations and Branding became Marketing
& PR
• Business to Business (Physician Outreach) joined
us
• Customer Experience (Call Centers and Social
Response) joined us
• Internal communications moved to HR to become
Corporate Communications
at1/4'1-:, Banner Health
Who are we?
• Marketing Technology - automated marketing through email and digital
automation
• Digital Marketing - keyword buys, service line advertising,, paid social media
advertising, social media management
• Brand Advertising - Brand awareness, traditional advertising, design services;
video services
• Marketing/PR - 4 regional directors, earned media team
Consumer Experience Center - Connect with consumers in call centers,
responses to reviews and comments
• Business Development - Sales team with physician and insurance partner
focus
FTEs: 44 with more to come
3
6/25/2018
Introducing Exhale
Why "exhale?" Exhale is an expression of our mission, values and purpose.
Simply put: exhale is relief. It's peace of mind, It's comfort.
It's the one thing we can offer people in an uncertain world filled with plenty of
'hold your breath' moments. It's the relief of booking same -day appointments
online. Or the peace of mind a team of specialists can provide.
It's the end result when health care is easier and life becomes better,
And it's what we strive to achieve every day.
To help people Exhale.
Banner Health
Brand Advertising
• Exhale campaign -English fully launched locally
June 4 as IV, radio, print, digital, social, search
• Peter Fine email blast with spot link to all employees
June 26
• Exhale campaign -Spanish launches July
Streaming audio, mobile, paid social,
search
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Banner Health
4
6/25/2018
Other work
• Oncology launch
• UNC Sponsorship
• McKee OB-GYN services
• Rural marketing efforts
• NOCO Orthopedics
• Earned media stories - Always
Banner Health
Public Relations
• In May, Banner beat UCH in share of voice (53 vs 47%)
• NOCO Style: Allergies and asthma column
• Coloradoan, Biz West: BH opens urgent care
• Berthoud, Greeley: Or. Stewart on infertility awareness
• Greeley: New provider announcements
• Greeley: Patient meets EMTs who saved his life
• Greeley: Male nurses feature
• Today: Tribune story on Dr. Bobbi Hawk's family
Banner Health
5
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