How to win in a competitive healthcare market seattle aapl

How to win in a competitive marketplace

AAPL Conference June 2014Seattle

James T. Finnen Baylor Scott & White Health

Agenda

• Background• Changes in Healthcare • Examples of powerful competitive organizations

• Assessing your market • Setting an effective course of action• Do’s and Don’t • Q&A / Discussion

BAYLOR SCOTT & WHITE HEALTH

CENTRAL DIVISION PHYSICIAN

RELATIONS

Department created in 2007

4 liaisons who are territory

based

1 Internal liaison

1 assistant/database

administrator

3 homecare and hospice liaisons

Metric: Referral Increase

(Outpatient)

CRM: SalesForce.com

referral.sw.org

4

The changing landscape89% of healthcare executives reported their health systems will acquire and engage in non-hospital growth strategies over the next two years, up from 63% in 2013 - 2014 MedAssets Healthcare Executive Forum

Seattle’s best

Understanding is key

“…We’ll win the game or know the reason why…”

“The unexamined life is not worth living” “The unexamined market cannot be won”

And knowledge is critical

• Know yourself • Know your opponent • Know the terrain

How do you stack up?

• Can you deliver?• What can you fix?• What are your strengths and weakness?

Who ARE your competitors?

• Types of competitors– Health Systems– Independent practices– Solo providers– Retail – Urgent Care

• Who is calling on them?– Pharmaceutical – Medical Device – Other

• Status Quo

Healthcare options abound

Partnering opportunities exist

• Acknowledge differences

• Identify areas where you can partner

• Changes can open and close doors

• Revisit agreements

Staying focus is important

• Have a plan• Leverage key tools• Guide your organization

Reach out to others

• Everyone sells • Team with others

– Leverage your ROCK STAR Providers

– Wait times– Call Center

responsiveness

Have an investigative mindset

• Be aware of the surroundings• Gather clues • Find a common ground• Ask questions • Capture insights fast• Have fun!

Differentiate yourself

• Serve don’t sell • Find out where the practice needs

help• How to differentiate

– Seize opportunities – timing– Take Control– Be Persistent – Tell a story

• Beware of BAU (Business As Usual)

“Differentiation of your services begins with first differentiating yourself” Kathleen Harkins

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78.6% of sales people using social media to sell out performed those who weren’t using social media. - Forbes 2012 Jim Kenan

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Avoiding competitive Pitfalls

Don’t Do• Disparage the competition• Avoid traditional

competitive offices/organizations/people

• Wing it • Myopic view • Ignore reality • Keep your thoughts to

yourself

• Educate them on facts• Figure out ways to add

value and reach commonalities

• Prepare , understand and plan

• Exam the big picture • Acknowledge and educate • Share insights with

leadership and create a team approach

Information sources & Inspiration

• Harkins Associates• Barlow McCarthy• Stewart Gandolf - CEO of Healthcare Success

Strategies• Aberdeen Group • Jill Rowley – Social Selling • Brian Burns – Maverick Selling Author and Host of

The Brutal Truth About Sales & Selling PodCast• Michael Harris – Storytelling • Dan Dunlop – • Jackson Healthcare – national survey April 2013 • Scott & White Physician Relations team• Vision Critical – US survey 2013 How Patients

Choose Specialist • Competitive Strategy: Techniques for Analyzing

Industries and Competitors Michael E. Porter

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• Good to Great: Why Some Companies Make the Leap...And Others Don't by Jim Collins

• The Power of Habit: Why We Do What We Do in Life and Business by Charles Duhigg

• Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath

• The Profit Zone: How Strategic Business Design Will Lead You to Tomorrow's Profits by Adrian J. Slywotzky

• The Art of War by Sun Tzu• The Attitude Is Everything Workbook: Strategies

and Tools for Developing Personal and Professional Success by Keith Harrell

• The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. Covey

Contact information

James Finnenjfinnen@sw.org512.940.3513