Gelb Consulting Group An Endeavor Management Company

Healthcare Capabilities Review

www.endeavormgmt.com/healthcare

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Contents

Background Philosophy Healthcare Capabilities

• Experience Management

• Culture Design

• Brand Management

• Strategic Marketing Planning

• Performance Dashboards

About Us

BACKGROUND

1

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Our Experience

We work with other nationally-recognized Institutions:

• 5 “Honor Roll” institutions

• 3 out of the top 5 cancer programs

• 2 out of the top 4 pediatric hospitals

National Benchmarking Studies:

• Patient experience management

• Marketing practices

• Physician relations programs

• International programs

Barnes-Jewish Hospital

Cleveland Clinic

Cincinnati Children’s Hospital

Duke Medicine

Froedtert Health

Mayo Clinic

MD Anderson Cancer Center

Memorial Sloan Kettering

Menninger Clinic

Texas Children’s Hospital

The Ohio State University

University of Colorado

University of Michigan

University of Chicago

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Deep Knowledge in Healthcare We understand the nuances of healthcare having worked with some of the largest and

most respected organizations in the country. Our healthcare marketing professionals lead

stakeholders to make best use of market information to build and execute sound marketing

strategies.

Our approaches recognize the unique relationships between referring physicians, faculty,

staff, patients, families, business leaders, and donors. We uncover attitudes and

expectations to develop a common understanding of the current situation and form

consensus around which opportunities to pursue.

Among the most frequent requests made of Gelb:

• Assess and improve patient or physician experiences to

increase market share

• Monitor the patient experience for immediate service

recovery with an experience dashboard

• Build a healthcare brand that’s an asset of increasing value

• Define marketing strategies to get ahead of the competition

• Develop and commercialize new products and services

• Demonstrate marketing performance through brand

dashboards

50% of our clients are in healthcare,

mainly academic medical centers

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Market Knowledge

Our strategic planning processes maximizes the

value of your existing market information and

marketing research.

We describe market segments and identify

opportunities. By creating market segment

profiles, we can lead your team through a series of

discussions to prioritize those segments based on

your business strengths and the attractiveness of

the segment.

We then provide recommendations, based on our

knowledge of the market segments, as to how to

best influence selection decisions.

We have surveyed several thousand

referring physicians and patients

about healthcare brands, experience

and services

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Red Zone Management

The Playbook for today’s troubled

business environment…when all

businesses find themselves in the Red

Zone. The Principles of Red Zone

Management clearly spell out the proven

management roadmap for making

changes during these turbulent times.

Change is the Rule

This book is considered by many

to be the most useful and practical

explanation of how changes are

managed in the modern

organization.

Thought Revolution

Demonstrates how to tap into the right

brain – the place where intuition and

creativity exist – in a simple, easy and

dramatic fashion.

Change Management Toolkit

Purchased by more than 200 firms for

use in guiding their Change

Management projects. Including

detailed, proven and tested tools and

templates to ensure change success.

Thought Leadership

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Strategic Issues

How do I improve my ability

to execute?

How do I sustain or

increase growth?

Should I enter new

markets?

How do I transition

from my current

strategy to a new

one?

How do I grow

customer

relationships?

How do I improve

operational efficiency?

How do I successfully

deploy technology for

stronger business

performance?

How do I remake our

organization into a

continually innovating one?

How do I find, attract, keep

and motivate talent to

create a competitive

advantage?

How do I renew our

organization after a

dramatic downturn?

How do I make our business

more resilient to new or

unpredictable

risks/sustainability?

How do I strengthen

our competitive

position?

OUR PHILOSOPHY

2

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Overview

We believe that ordinary people can accomplish extraordinary results when

they share a passion for a common goal and have executive support along with

the resources necessary to plan and pursue their objectives.

We are committed to serving our clients by accomplishing goals and achieving

results that set them apart in their market.

We provide the necessary expertise and support to serve as a catalyst for your

teams to confidently architect and implement innovative yet practical solutions

to your strategic business challenges.

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Realizing Value from Strategic Transformation

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Today’s

Business

Model

Future

Business

Model

Experience Management

Culture Design

Operations

Strategic Marketing

The Red Zone

Transformations Move through Red Zones

Our experience indicates that organizations go through

a transformational growth curve; a lifecycle through

which each moves based on its ability to define the

desired future state, motivate the workforce to share

the vision, energize activities to achieve success

quickly and provide support systems to stay the course.

We call these transitory states Red Zones.

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Today’s

Business

Model

Future

Business

Model

The Red Zone

Red Zones Require Concurrent Action

Run

Employees Transformational

Leaders

Managers

“We must continue doing

business today while

simultaneously changing

the way we do business.”

HEALTHCARE CAPABILITIES

3

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Healthcare Capabilities

Experience

Management

Culture Design

Brand Management

Strategic Marketing

Planning

Performance

Dashboards

EXPERIENCE

MANAGEMENT

3.1

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Experience Management

Experience Management Tools:

•Experience Mapping

•Persona Development

•Decision Factors

•Contact Center Review

•Experience Design

•Target Operating Model

When you provide exceptional experiences,

increased advocacy and revenues are your

reward.

We recognize the difference between loyalty

(customers recommend you when asked) and

enchantment (the highest order of advocacy –

customers become part of making your

business a success).

We have developed unique methods to

demonstrate how each interaction with you

impacts customer experiences.

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Enchantment Requires Alignment

Culture and your brand promise are

linked through the experience delivered.

Leaders translate customer

expectations to the organization and

reinforce desired employee behaviors.

This alignment creates an exceptional

experience and a sustainable

competitive advantage

We call this desired state

enchantment.

EXPERIENCE

EXPECTED BEHAVIORS

Cultural

Alignment

Transformational

Leadership

Brand

Promise

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How Enchantment is Different

Satisfied and might use again

• Will recommend you if asked

• But won’t give you a second chance

• Have minimum investment in your future

• See you as a choice among many

Loyal Customers Raving Fans and Spread the Word

• Go out of their way to recommend you

• They forgive you for missteps

• Demonstrate a strong commitment

• They are part of your future

Enchanted Customers

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Experience Mapping

• Opportunities to positively influence referral and choice are often developed outside of actual treatment – from how physicians/patients perceive you and how they make choices

• Intimate knowledge of their experience is essential for making key strategic decisions around the facility, processes and services offered

• Experience mapping increases your understanding and ability to fulfill both functional needs and emotional needs, build stronger relationships and create advocates

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Persona Development

• Uncover the goals, behaviors and needs of your patients and physicians

• When diverse segments are studied, the personae of each segment is assessed and outlined based on their direct input

• Verbatim comments and data are aggregated to determine attitudes to reinforce and attitudes to overcome in order to maximize opportunities

• This insight provides a rich understanding of who you influence and serve

Specialist

Primary Care

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Chooser

Decision Factors

Assisted

Chooser Non – Chooser

Patient Requests

Patient Chose With

Physician Input

Patient

Accepts Patient

Requests

Alternative

Referral

Doctor Refers

• Quantify the influences over patients for better use of resources

• Determine patient willingness to travel and what is in the considered set for

different types of patients

• Gauge how frequently patient insurance coverage impacts where a patient will

go and what factors influence their decisions to circumvent existing pathways

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Contact Center Review

Job Design

Sourcing

and

Screening

Employee

Retention

Employee

Compensation

• Designing the right positions to meet customer expectations

• Structuring the optimal organization and reporting structure to help your business

run smoothly and cost-effectively

• Defining the necessary skill sets to fill your key positions

• Identifying the right way to reach the employees you need

• Determining the right questions when screening applicants

• Ensuring the appropriate salary levels for your employees

• Creating bonus structures and plans that motivate and reward performance

• Identifying what matters to your employees

• Defining the right strategies to create an environment that motivates and retains your

best employees

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Competitive Pressure

Satisfied

Performance

Needs

Enchanted

High

Satisfaction

Dissatisfaction

Experience Design

Quality

The Kano model shows how tangible customer needs, wants, and suggestions can be segregated into 3 separate requirement categories:

Basic Requirements

Meet these requirements quickly and

with the lowest cost possible

Performance Requirements

Selectively meet these requirements to

achieve highest ROI

Enchantment Requirements

Meet these requirements to achieve

elite status

Enchantment Needs

Unexpected and unspoken,

adds value but not required

Basic Needs

Expected, minimum

requirements

communication coordination care

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Target Operating Model

The Target Operating Model Storyboard enables:

•Business identification of what they need to do to prepare for the changes

•Visibility of projects “fitting” together

•Identification of “hotspots” & overlapping of projects

•Preview of resource demands as projects roll out

FOM Marketing

Front Office

Planning Trading Mov ing and

Tracking Settling

Controlling

Trading

Controlling the

Business

Managing the

Business

Mid Office

Back Office

2014 Marketing

Front Office

Planning Trading Mov ing and

Tracking Settling

Controlling

Trading

Controlling the

Business

Managing the

Business

Mid Office

Back Office

2013 Marketing

Front Office

Planning Trading Mov ing and

Tracking Settling

Controlling

Trading

Controlling the

Business

Managing the

Business

Mid Office

Back Office

2012 Marketing

Front Office

Planning Trading Mov ing and

Tracking Settling

Controlling

Trading

Controlling the

Business

Managing the

Business

Mid Office

Back Office

COM Marketing

Front Office

Planning Trading Mov ing and

Tracking Settling

Controlling

Trading

Controlling the

Business

Managing the

Business

Mid Office

Back Office

The outcome is business

confidence that the

projects support the

business strategy

COM = Current Operating Model

FOM = Future Operating Model

CULTURE DESIGN

3.2

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Organizational Culture

• Your culture is an expression of your brand.

• It is deeply intertwined with the customer experience and often described as “How we do things around here” and “How we really do things around here.”

• This can be a source of strength for growth or a constraint on strategy and change.

Culture Design Tools:

•Benchmarking

•Measuring and Evaluating Culture

•Understanding the Employee Experience

•Transformational Leadership

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Cultural Design Methodology

enable

energize

engage

envision 1. Create a common

cultural framework 2. Establish cultural baseline

3. Define and design future culture

4. Identify and prioritize critical culture change solutions

5. Define enterprise cultural transition strategy

6. Define and execute cultural transition initiatives and celebrate success

8. Provide leadership development for cultural stewardship

7. Measure cultural change progress and provide ongoing feedback

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Assess Maturity through Benchmarking

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Our research tools are designed to determine the relative effectiveness and

value of organizational cultural change and transformation initiatives.

Measure Culture

Cultural measurement and evaluation involves assessing the cultural enablers

and barriers of specific change initiatives. This information can be used to

measure drivers of culture (programs, strategies, activities or tactics), impact of

culture (perceptions/attitudes) and outcomes of change of initiatives against a

predetermined set of objectives.

Evaluate Culture Evolution and it’s Impact

In the long-term, organizational culture evaluation involves assessing the

evolution of culture over time and the success or failure of broader

transformational efforts.

Questions we seek to answer:

• Will the cultural transformational efforts initiated actually have an effect in moving

culture in the right direction and, if so, how can we support and document that from

a research perspective?

• Will the activities we implement actually change what people know, what they think

and feel, and how they actually act?

• What impact will culture change initiatives have in supporting strategy and changing

culture over the long term?

Measuring and Evaluating Culture

Structure

Process

People

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Through the use of the SLOCI and our discovery framework, we can deconstruct culture and distill the

organizational drivers that have the strongest impact on shared assumptions while identifying the resultant

individual behaviors. Our integrated assessment approach probes:

CULTURAL DRIVERS

DESIRED ATTITUDES

DESIRED BEHAVIOR

What activities, systems and processes does

the organization currently have in place that

impact culture?

What specific culture change programs are

currently in place and how effective are

they?

ORGANIZATION How does the organization’s current activities,

systems and process affect the shared

attitudes and perceptions of the individuals?

What are the attitudinal change points that

create or reinforce shared

assumptions/perceptions?

SHARED ASSUMPTIONS How do shared assumptions affect individual

behavior and performance?

What mechanisms or levers can be utilized

to impact individual behavior and

performance?

INDIVIDUAL BEHAVIOR

Discovery Framework

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Understanding the Employee Experience

Discovers hidden assumptions and attitudinal

change points using data to probe:

• What people say (their verbal expressions)

• What they know and think (their mental or

cognitive predispositions)

• What they feel (their emotions)

• How they're inclined to act (their

motivational or drive tendencies)

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Transformational Leadership

We recognize that most managers possess many of the skills and behaviors required, but it is often the case there are leadership developmental needs to successfully apply such. Leadership development is an important component in business strategy, as well as a risk management issue at the executive level. Each year, corporations launch mission-critical projects involving millions of dollars in capital investments plus significant requirements for project-savvy human capital. Preparing people to succeed in executing their designated roles is a critical success factor for all strategic projects. We have certified coaches to perform this task.

BRAND

MANAGEMENT

3.3

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Brand Management

• Customers move toward brands they find trustworthy – expressing a promise they understand and value.

• A trusted brand is one that your customers, employees and other stakeholders will enthusiastically recommend to others.

• Our brand strategy design approach focuses on a thorough understanding of market perceptions, identifying opportunities for growth, and developing effective ways manage all brand touchpoints to achieve brand trust.

Brand Management Tools:

•Measuring Brand Equity

•Brand Tracker

•Campaign Evaluation

•Affiliation Branding

•Message Mapping

•Engagement Mapping

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Measuring and Strengthening Brand Equity

A trusted brand consistently delivers superior value compared to competing brands

Familiarity is required for consumers to recognize and choose brands

Brand Equity = Familiarity X Preference (CV + CD + CE)

300

The quality of the experience delivered by the organization; how well the brand

lives up to its promise

The criteria used by decision makers to establish the considered set

The attributes used to distinguish one

product/services company from another

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Measurement System

Brand Tracker Campaign

Evaluation Affiliation Branding

What Does It Do?

Tracks brand equity

among consumers

over time

Looks at a particular

media execution in a

specific market

Analyzes co-brands,

parent brands, sub-

brands & partnerships

What Is It For?

Benchmarking vs.

competition, brand

health monitoring,

goal setting

Evaluating the lift and

impact of a marketing

program

Determining the value

added by each

element of a

compound brand

When Does It

Happen?

Continuous tracking,

typically either

monthly or quarterly

reads

“Pre/Post” reads of a

market just before and

during or just after a

media investment

A single point in time

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Message Mapping

We facilitate a session to gather for

collective thinking regarding key

elements of the message map as

noted.

Messages will be driven by the brand

strategy, but serve of the purpose of

reinforcing key initiatives.

Activities will include introduction and

purpose, brief of research conducted,

create master message map, identify

key touchpoints and organize action

items (if any) for the group.

How they see us

today

How we want

them to see us

How we will

convince them

Decision Drivers

Attitudes to

Overcome

Attitudes to

Reinforce

Positioning concept

Primary

Differentiating

Messages

Reasons to Believe

Aligned Messaging

Touchpoint

Management

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Engagement Mapping

We identify key touchpoints through which to reinforce your brand promise. This discipline will assist in building the business case for investments in key communications and program development. In addition, it continually reinforces that this type of brand management is not only a marketing activity, but is reflected in every interaction. These are then translated into your longer term program and will be measured in the future.

Brand

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BrandHub A Healthcare Brand Management System

BrandActive has adapted its leading

brand management system,

BrandHub, to create a solution with a

functional set, workflows, and a user

interface tailored to the unique needs

of hospitals and healthcare systems –

all supported by a business case for

change.

It’s simple to implement and manage

– while remaining flexible and

adaptive – meaning it will get adopted,

get used, and remain relevant.

•Online guidelines, specifications, and technical drawings

•Enterprise leading digital asset management

•Collaboration, online proofing/mark-up, and approvals

•Online templates and web2print

•Project management and campaign management

•Physical asset management and vendor integration/control

•As much control as you wish over site layout, content, and admin

STRATEGIC

MARKETING

PLANNING

3.4

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Strategic Marketing Planning

• Strategic planning represents a deep, holistic look at your organization’s ambitions.

• Strategic planning serves as the foundation for achieving growth goals and a strong portfolio strategy to improve, change and grow.

• We work closely with team to challenge existing assumptions, define objectives and build an actionable plan.

• We help you decide where to focus, where to compete and how to allocate resources.

Strategic Marketing

Planning Tools:

•Growth PlayBook

•Vision Mapping

•Marketing Benchmarking

•Segmentation

•Concept Development

•Concept Assessment/Positioning

•Site Analysis

•Alternative Analysis

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Growth PlayBook

The Growth PlayBook is our strategic

marketing planning tool that provides focus

for business priorities and segments.

It is intended to capture information about

the market, document strategic objectives,

prioritize opportunities, and develop launch

plans specific to your company and

industry.

A Growth PlayBook can be used during

product launch, market expansion, brand

launch or as part of an annual

strategic marketing process.

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Vision Mapping

Who do we want our CUSTOMERS to

be?

“Is our target market changing shape?”

Who will our OTHER STAKEHOLDERS

be?

Where do we want to stand in relation to

our COMPETITORS?

How de we want to ORGANIZE the

breakdown of our activities?

What SKILLS & TECHNOLOGIES will we

need?

What PRODUCTS/SERVICES do we want to

sell or offer?

What level of FINANCIAL VIABILITY/

GROWTH do we wish to achieve?

How do we want to behave towards our

STAFF?

How do we want to be perceived by

our CUSTOMERS?

WHERE do we want to sell?

“How powerful and compatible will our other stakeholders be?”

“How will we coordinate and control what we do?”

“What level of flexibility do we want?”

“What will be our competitive strategy?”

“How different will our products and services be from our competitors?”

“What will be important to us as an organization?”

“What public responsibilities do we want?”

“What kind of returns are acceptable?”

“How important will a geographic focus be?”

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Marketing Performance Benchmarking

Our Sales and Marketing Readiness

Assessment and Resource Tool (SMART)

uses best practice benchmarking, derived

from academic research and established

maturity models, as a frame to determine

current and desired states

Within each key area, we rate the client’s

capabilities

• Senior Leadership

• Business Strategy

• Marketing

• Physician Strategy

• Service Delivery

Scores on the left (1-2) represent the

greatest opportunity for improvement, while

scores on the right (3-4) indicate good

performance in that particularly capability

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Market Segmentation

Through primary and secondary research, we

support marketing teams to identify and

prioritize market segments.

What are the potential segments?

What are their key buying factors?

What is their buying process?

What types of products/services do they buy?

What key needs do they have? (satisfied or not)

What is their business strategy? (e.g.,

leadership)

What are the segment sizes?

What are our corresponding business strengths?

Demographics

Psychographics

Behaviors

Attitudes

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Product / Service Concept Development

Our proven methodology for the development of

product concepts provides a process to transform a

loose affiliation of ideas to a well-defined, testable

concept.

Our concept development techniques include: • Ideation, Brainstorming, Force Field Analysis, SCAMPER

• Process / Experience Mapping for Needs Identification

• Competitive Analysis and Analogs

• Product Concept Design Criteria

• Design of Sustainable Ideation Techniques based on

Benchmarking

We employ a variety of research techniques to refine,

test and validate a concept, some of which include: • Qualitative interviews

• Lead user interviews

• Contextual observation

• Conjoint analysis for feature optimization

• Concept testing with or without pricing

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Concept Assessment and Positioning

We utilize “gold standard” research techniques to assess concepts to determine appeal,

purchase intent and identify attractive market segments.

Our tools include:

We use a market simulator that captures trade-offs between price, features, benefits, and

brand. To This will help identify relevant product/service benefits and points of differentiation

relative to specific market segments,

• Discrete choice modeling

• Relevance, value, uniqueness

• Fit with brand measurement

• Maximum difference scaling

• Price-sensitivity modeling

• Market simulator to identify attractive market

segments

• Immersion techniques with simulated models or

physical demonstrations

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Site Analysis

•Use census information to develop market insight • Demographics (meeting your segment criteria)

• Number of competitors in area

• Growth of population

• Disease incidence

• Traffic patterns

•Regress the current patient volumes against these criteria

for existing locations • Helpful to have satellites in place

• Weight the criteria

• Among these data, what is highly correlated with current success

(to narrow list)

•Estimate the volume, update the model • Site modeling will provide an estimated as to expected volumes

based on previous experience

• Can help when choosing among locations or setting targets

•Can also use this to determine best referral opportunities

Source: AnySite

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Alternatives Analysis

Strategic decision process to structure a decision

and analytically compare alternatives under

uncertainty to select a recommended strategy

Inputs from previous steps will be used to frame

the strategy, create alternatives, and identify

sources of risk

This process:

• Involves implementers in the strategic decision

• Uses analysis to focus brainstorming on key

issues to mitigate risk and realize upside value

• Evaluates trade-offs between added resources

and value

• Is utilized to help make major implementation

decisions

PERFORMANCE

DASHBOARDS

3.5

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Performance Dashboards

• Data is important, but the key to success is what you do with your information.

• We have pioneered the active monitoring of the metrics that drive real-time business decisions and demonstrate the return on your investments.

• We work with you to design information capture tools that align with existing workflows to guide better decision making and realize better results.

Performance Dashboard Tools:

•Experience Dashboard

•Culture Dashboard

•Customer Insights Dashboard

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Data

Information

Knowledge

Action -- Profitable

-- Useful

-- Educational

-- Interesting

Translates Data into Action

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Experience Dashboard

Real-time feedback for service recovery

Measures key interactions such as:

• Call center performance

• Marketing campaign impact

• Physician referral process

• Patient satisfaction

• Donor / development

Replaces periodic surveys to put

measure in context of the experience

Results in better feedback, actionable results

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Culture Dashboard Schweiger-Larkey Organizational Culture Index

We bring highly engaging, next generation

culture change methods to bridge the gap

between strategy, leadership and

behavior.

How we differ:

• We Incorporate an internal and external

view of corporate culture

• We use experience mapping to perform a

deep level of analysis and undercover tacit

assumptions and unspoken rules

• We monitor culture change in real time

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Customer Insights Dashboard

Integrates all research results in one,

searchable, secure portal. Provides

a portal for the entire organization to

utilize results.

Search capabilities allow users to find

individual pages or full reports.

Reports can be stored in native

format for easy integration with other

presentations.

Users can also save bookmarks to

their favorite reports.

Also allows users to comment/share

opinions regarding customer insights.

PAGE 57

Endeavor Management is a management consulting firm that leads

clients to achieve real value from their strategic transformational

initiatives. Endeavor serves as a catalyst by providing the energy to

maintain the dual perspective of running the business while changing the

business through the application of key leadership principles and

business strategy.

The firm’s 40 year heritage has produced a substantial portfolio of proven

methodologies, enabling Endeavor consultants to deliver top-tier

transformational strategies, operational excellence, organizational

change management, leadership development and decision support.

Endeavor’s deep operational insight and broad industry experience

enables our team to quickly understand the dynamics of client companies

and markets.

In 2012, Gelb Consulting became an Endeavor Management Company.

Combined with our Gelb Consulting experience (founded in 1965) we

also offer clients unique capabilities that focus their marketing initiatives

by fully understanding and shaping the customer experience through

proven strategic frameworks to guide marketing strategies, build trusted

brands, deliver exceptional customer experiences and launch new

products. Our experienced consultants and analysts use advanced

marketing research techniques to identify customer needs and spot high

potential market opportunities.

Endeavor strives to collaborate effectively at all levels of the client

organization to deliver targeted outcomes and achieve real results. Our

collaborative approach also enables clients to build capabilities within

their own organizations to sustain enduring relationships. For more

information, visit www.endeavormgmt.com and www.gelbconsulting.com

2700 Post Oak Blvd., Suite 1400

Houston, TX 77056

+800 846-4051

www.endeavormgmt.com