Broward County

Broward Health’s $71.4 million, no-bid advertising deal delayed by suicide

Jordan Zimmerman, left, and Dr. Nabil El Sanabi
Jordan Zimmerman, left, and Dr. Nabil El Sanabi

One of the many consequences of last month’s suicide of Dr. Nabil El Sanadi, Broward Health’s chief executive, is that it interrupted the award of a no-bid advertising contract worth as much as $71.4 million over six years to a politically connected advertising firm.

The deal, negotiated in secret by El Sanadi and Broward Health’s board of commissioners without considering any firm but one run by a major Republican fundraiser, is so large that records say other planned projects might have to be delayed.

The records also show that El Sanadi pushed the deal despite a warning in December from Broward Health’s chief financial officer, Robert K. Martin, that the proposed agreement with Fort Lauderdale’s Zimmerman Advertising was based on erroneous statistics.

Within weeks of his warning, however, Martin was out of the job he’d held since 2010. A knowledgeable source told that Martin was fired because El Sanadi lost confidence in him, and that Martin was given a separation agreement with a substantial payout and a requirement that he keep his mouth shut.

Martin’s sudden departure caught some Broward Health commissioners off guard.

“It was very quick. I thought he was doing a good job,” said Joel Gustafson, one of seven commissioners appointed by Republican Gov. Rick Scott to oversee Broward Health, the public hospital system for Broward County north of Griffin Road.

Kevin Fusco, Broward Health interim chief executive, declined to be interviewed about Martin’s departure. He also did not respond to written questions sent to him via a spokeswoman on Thursday. Likewise, Broward Health’s lawyers did not immediately respond to a public records request for a copy of Martin’s separation agreement.

Martin could not be reached for comment.

The proposed Zimmerman contract is for the production and placement of Broward Health ads and promotions at an annual cost not to exceed $10 million for three years, with annual renewals for up to three more years. In addition, taxpayer-supported Broward Health would pay Zimmerman an annual agency retainer fee of $1.9 million, to be adjusted based on volume growth results.

The goal: “increasing in-patient and out-patient volume,” the minutes from the December board meeting say. The proposed contract itself, as well as details of the advertising plan, has not been made public.

In December, the commission approved spending an initial $5 million with Zimmerman from December through next July, but the rest of the deal was postponed.

Commissioners were to vote Jan. 27 on authorizing El Sanadi to sign the full contract, but the vote was canceled after El Sanadi’s suicide four days earlier.

Now the matter has been put on hold until a permanent new chief executive can be chosen, said David Di Pietro, board chairman.

“I do support this. I think we have horrible branding issues. We need image control,” said Di Pietro. “What has gotten lost in all this is what is actually being done at our medical facilities.”

Zimmerman Advertising is a nationally known firm that’s part of Omnicon Group. Martin’s warning that the proposed contract with Zimmerman was badly flawed came at Broward Health’s regular board meeting Dec. 16 — the first time the matter surfaced publicly following months of private board planning meetings.

According to minutes of that meeting, Zimmerman previously pitched the advertising campaign based on substantial projected benefits that Broward Health Chief Financial Officer Martin said relied on erroneous figures.

Sources said company founder Jordan Zimmerman made the presentation at the “shade” meeting the public was not allowed to attend. Accompanying Zimmerman at that time was Broward County Commissioner Chip LaMarca, a Zimmerman employee and former chair of the Republican Party of Broward County.

The minutes say Broward Health’s leadership agreed to the multimillion-dollar deal “based on a presentation by Zimmerman showing an ROI [return on investment] of 290 percent or an expected contribution margin of approximately $58 million by the end of year three for a $30 million spend.”

Martin, however, told commissioners that Zimmerman’s numbers were based on “hitting 74 percent occupancy level with no reasoning behind it just because that was the national occupancy level for hospitals with greater than 500 beds.”

While Zimmerman estimated its multimillion-dollar ad campaign would generate revenue as much as $4 for every dollar spent, Martin said the real figure was a loss of 10 cents on a dollar spent.

Martin explained that Zimmerman’s calculations were based on a profit of $800 per patient night instead of Broward Health’s actual profit of $400 per patient night. Likewise, Zimmerman used 1,750 Broward Health beds to calculate the 74 percent occupancy, but Broward Health actually operates 1,360 beds, Martin said.

Using Broward Health’s actual figures lowers the projected return on investment “from 290 percent to 7 percent,” Martin said. “After factoring in the $1.9 million annual retainer fee, the actual ROI for BH [Broward Health] is a negative 10 percent after spending $35 million.”

El Sanadi and a majority of the board shrugged off Martin’s concerns.

“It is critical and essential for Broward Health not to miss the opportunity to get its services out to the community as the [winter tourist] season begins,” El Sanadi said, according to the minutes.

Beset by competition from private and other public hospital systems, Broward Health has been struggling for years to fill its beds with patients paying for elective surgery.

The board voted 5-2 to spend $5 million with Zimmerman between Dec. 16 and July 1. A broader formal contract, to include a method of determining whether the advertising was working, would be hammered out later.

Voting no were Commissioners Gustafson and Sheela VanHoose. Gustafson called the Zimmerman deal “very expensive advertising” and said the cost was so high the board should spend more time debating it. VanHoose said, “There is no contract and that is a problem.”

Beset by competition from private and other public hospital systems, Broward Health has been struggling for years to fill its beds with patients paying for elective surgery.

El Sanadi, named CEO in December 2014, hired Zimmerman to provide marketing services for Broward Health in April 2015.

There is no record of Zimmerman’s lobbying. State hospital districts are not required to register lobbyists.

At the December meeting, Martin told commissioners he also was concerned at Zimmerman Advertising’s “lack of experience at the hospital level.” Still, Broward Health’s Republican commissioners knew Jordan Zimmerman as a generous political contributor to Republican causes.

Zimmerman and his wife, Denise, served on Republican presidential nominee Mitt Romney’s Florida finance committee. In October 2012, the couple and other GOP heavyweights hosted a $25,000-a-plate dinner for Romney in Boca Raton.

Last July, Zimmerman co-hosted a $10,800-a-ticket lunch reception for former Gov. Jeb Bush’s presidential bid.

In June, Gov. Scott reappointed Zimmerman, 59, to a four-year term on the board of trustees of his alma mater, the University of South Florida.

Zimmerman said in an interview that his talks with El Sanadi about the competitive problems that Broward Health was facing convinced him to take on the advertising job.

“Even though it was a small contract, I thought this was valuable to do. “I’ve lived here 40 years. I felt an obligation to do something to help Broward Health to become top of mind. We have to build the brand so that it becomes a destination.”

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