Market share report shows favorable growth for TMH | CraigDailyPress.com

Market share report shows favorable growth for TMH

Ben McCanna

By the numbers …

The Memorial Hospital in Craig percentages of market share by year:

• 2010 — 52.8 percent

• 2009 — 49.1 percent

• 2008 — 49.2 percent

• 2007 — 51.6 percent

• 2006 — 47.1 percent

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The Memorial Hospital in Craig percentages of market share by service:

(2009 2010 Difference)

• Pulmonary medical:

70 73 +3

• General medicine:

65 53 -12

• Urology and nephrology:

61 80 +19

• Cardiovascular diseases:

59 60 +1

• General surgery:

48 53 +5

• Obstetrics:

44 54 +10

• Neurosciences:

41 33 -8

• Orthopedics:

36 34 -2

• Oncology:

28 30 +2

• Gynecology:

23 51 +28

A study of 2010 patient numbers indicates The Memorial Hospital in Craig gained market share from other hospitals in the region.

The study was commissioned by Tennessee-based Quorum Health Resources, a hospital management and consultant group. The study tracked numbers of discharged patients, and the services they'd received from regional hospitals.

TMH data was derived from hospital charges with billing addresses that included a Craig zip code.

Aside from zip codes, patient names and detailed addresses were kept anonymous.

TMH's market share for 2010 was 52.8 percent, up from 49.1 percent in 2009.

The 3.7-percent jump is statistically significant, said Bryan Chalmers, the hospital's chief financial officer. The jump corresponds to significant annual revenue increases.

"I figure about $5 million for every 5 percent," he said. "For every 5-percent growth of market share, there is an additional $5 million in growth in revenue."

The dollar figure is estimated, he said.

Chalmers said more area residents are choosing TMH because the hospital has expanded services in recent years.

And, if market share continues to increase, so will services.

"You look at putting services into place that are going to retain and hold that market share," he said. "As they're added, they become self-sustaining."

The report also includes market share percentages for 10 individual services in 2009 and 2010( see By Tehe Numbers).

Those percentages contain a broad range of large and moderate increases and declines.

Gynecology, for instance, increased by 28 percent at TMH from 2009 to 2010.

General medicine decreased by 12 percent during the same time period.

Patients who went elsewhere for medical services chose St. Mary's Hospital in Grand Junction, Pioneers Medical Center in Meeker, Valley View Hospital in Glenwood Springs and Yampa Valley Medical Center in Steamboat Springs.

Chalmers said he wasn't sure how the percentages of Craig patients break down between the other hospitals.

"I'm working on that," he said.

Jennifer Riley, chief of organizational excellence at TMH, said the hospital shows positive signs of growth for 2011, and continuing an upward trend is the goal.

"Our average daily census, which is how many people are at the hospital at midnight each night, has increased over where we were last year at this time," she said. "Ideally, we'd like to see another 3-percent increase for this year, overall."

Chalmers said the market share increase in 2010 is heartening.

"It's really good and strong when your community supports you," he said. "That's demonstrated by people using the services that are right here."

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By the numbers …

The Memorial Hospital in Craig percentages of market share by year:

• 2010 — 52.8 percent

• 2009 — 49.1 percent

• 2008 — 49.2 percent

• 2007 — 51.6 percent

• 2006 — 47.1 percent

The Memorial Hospital in Craig percentages of market share by service:

(2009 2010 Difference)

• Pulmonary medical:

70 73 +3

• General medicine:

65 53 -12

• Urology and nephrology:

61 80 +19

• Cardiovascular diseases:

59 60 +1

• General surgery:

48 53 +5

• Obstetrics:

44 54 +10

• Neurosciences:

41 33 -8

• Orthopedics:

36 34 -2

• Oncology:

28 30 +2

• Gynecology:

23 51 +28

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