Workshop for lay people interested in pathology

Workshop for lay people interested in pathology

10th May, 2012

Elizabeth Williams

Welcome, housekeeping

& introductions

Business Case

• A business case details the benefits and costs of consolidating service

• We are in the process of drafting this document• We will be writing out to all interested patient groups to

gather feedback on our proposals (June 2012)• This feedback will be taken into consideration in our

planning

Jamie Methuen

Commercial strategy and our new website

WWW.SevernPathology.com

Break

What is Business Strategy

A Simple Definition of Business StrategyStrategy is an integrated set of actions to . . .

orA strategy tells us how we will compete in a market

‘Integrated’ Joined up / aligned / bought in

‘Actions’ Pointless unless we do something

Pages & Lifts How Many Pages to Make a Good Business Strategy?

The Elevator PitchCommunicate Your Value over a 3 floor rideSituation: “Our market (or customer, etc.) is .a, b & c”So What?: “So we must do n, o, and p”Actions: “So we will execute key initiatives x, y, z”

Strategy is ultimately ‘how do I grow my business’

• Identify some question – the problems that need solving:– Identify as many key business questions that you think

need answers; engage your staff, mentors, advisers to help.

– Highlight 3-5 questions that you believe can have the most impact on the growth of the business

Questions for Severn Pathology

Study Your Market

• Studies & Market Research• Lay Events & Market Testing (Focus Groups)• Customers & Consumers (Research & Feedback)• Different pieces of information relate to each other

The Realities

What Must we ACHIEVE’

and so

What Must we DO

Examples – Must Achieve

Must maintain clear product leadership in local retail market for key product-line

Must create a clear “need to treat” mindset of key surgeons for unicondular disease

Examples – Must Do

Must consistently beat competition to introduce latest product innovations in key product-line

Must give people suffering from the medical condition an opportunity to tell their story to seek treatment

Execution – Knocking Down Dominos

It’s a matter of choosing which one - And being brave

enough to do it

Its not how good you are, but how good you want to be

Disney Strategy

1. Dreamer

2. Critic

3. Realist

• 3 chairs, - anchored in a location• Time in each• No 2 will be contrary to No1• No 3 will generate a project list using the known resources and

trends

The Battle of Britain

• How the two opposing forces differed in their approach

• The outcome• Lots of difference but focus on the main

objective

The StrategyLuftwaffe

Munitions (Bombs)

Bomb RAF airfields to prevent planes taking off and landing

Shoot down any RAF fighter that took off (counting on its advantage on number of planes over the RAF- 4:1)

RAF

Radar

Identify competitors

Plot their course

Compete (attack!)

Thus maximize the effectiveness of their smaller fighter fleet

Strategy Options

Air Chief Marshall Sir Keith Park

Air Chief Marshal

Sir Trafford Leigh-Mallory

Air Chief Marshal

Sir Hugh Dowding

Strategy Option 2

Air Chief Marshall Sir Keith Park

Commanded 11 Group - defended London & its environs

Small squads of fighters to disrupt bombing raids

Once German bombers were out of formation, use fighters to ‘pick off’

Strategy – Option 1

Air Chief Marshal Sir Trafford Leigh-Mallory

Commanded 12 Group - defended Norfolk, Midlands, North Wales & Lincolnshire

All out, big fighter wings (developed with Barder)

Superiority in Fighter Numbers & Big Fights

Strategist

Air Chief Marshal Sir Hugh Dowding

Chief of Fighter Command

Delays in assembling volume for big wing led him to support Park

Game

Any Questions?

Thank you for coming

Please help us improve future workshops by completing an evaluation

form before you go