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BrandSmart Presentation by Dan Michelson - June 2011
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BrandSmart Presentation by Dan Michelson - June 2011

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  • Hello
    How are you
    today?
    I wish you
    will have the
    desire to write
    me back through
    my email at samirajamal3@yahoo.com for
    easiest communication.
    from miss samira.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • Ideas should be stolen…I mean borrowed 
  • Remember all of that great stuff I told you about the Color red? “ everyone is seeing red?” Think red. Be Red. R + e3 + D Brought in a team of color consultants called EI Tone
  • Have all of the Allscripts people stand up – say “Red is Dead”
  • Purple – Turns out it works for banking, but it just doesn’t work in healthcare. Not my words, words of the consultant (and I will hide behind that). Despite a huge and very aggressive and effective branding effort over the last 1.5 years from Misys, the consultant sat us down and told us to say “Good bye purple”.
  • So, all of the Misys Healthcare folks stand up. If nothing else, you have just learned something that the Red folks have known for years - I will without hesitation, shamelessly exploit my children for my our personal gain. So, on the count of three, please join me in saying “Goodbye Purple!”
  • “ Infinity” = without boundaries There are no limits to what can and will do to bring health to healthcare.
  • So, we challenged ourselves to what’s called the “two minute drill” – which is “telling our story” in 120 seconds. Telling in a way that informs and inspires. A story of two companies coming together. A story of connecting and, therefore, transforming healthcare. We partnered with the animation team at Second City (the birthplace of SNL) to bring our brand and our story to life. . And away we go…
  • Effort aimed to educate 500,000 physicians across the nation on opportunities aligned with the American Recovery and Reinvestment Act (ARRA) of 2009. Nationwide tour delivers education through a series of seminars, webcasts and other resources to help physicians navigate new federal incentives for electronic healthcare. Session Highlights: Stimulus Seminar: Review of Legislation and Incentives Stimulus “Jeopardy” Game EHR client presentation Personalized Stimulus Packages, complete with ROI calculators Follow-up and leads are passed along to our Solutions Consultants team
  • Key Objectives: Move the Market Clearly Separate Stimulus Efforts from the Competition Generate Actionable Sales Leads, Enable Sales, & Convert to Pipeline/Bookings Integrated Campaign Across Multiple Vehicles Tour Stops EHR Stimulus Seminars (physical) Stimulus Webcast Series (virtual) Tradeshows, Regional Meetings and Open Houses Website Direct Mail Telemarketing PR Tour Branding
  • THIS WEEK WE WILL HELP WALK YOU DOWN THE PATH TO MEANINGFUL USE YOU WILL EACH RECEIVE WHAT I AM HOLDING NOW [HOLD UP THE FOLD-OUT AND HAVE THE CAMERA ZOOM IN] A PATHWAY TO MOVE YOUR ORGANZIATION TO MEANINGFUL USE THE SESSIONS THIS WEEK THAT WILL HELP GUIDE YOU TO WHERE YOU NEED TO GO FROM BETTER UNDERSTANDING THE STIMULUS TO ASSESSING YOUR GAPS, DESIGN YOUR WORKFLOWS, AND THE OTHER STEPS YOU NEED TO TAKE ALL THE WAY THROUGH REPORTING AND RECEIVING YOUR PAYMENT FOR MEANINGFUL USE
  • AND CHANGE IS COMING FAST [SHOW 2002 - ASK ANYONE WHO WAS THERE TO STAND UP – THERE WON’T BE MANY WHO DO] EVERY 2 YEARS SINCE THEN, ATTENDANCE HAS DOUBLED [LAST CLICK IS 2010] WE EXPECT WITH OUR PROPOSED MERGER WITH ECLIPSYS WE WILL DOUBLE THE SIZE OF ACE AGAIN IN 2 YEARS TO OVER 6000 TOTAL ATTENDEES THIS IS YOUR CONFERENCE…AND IT IS AMAZING TO STEP BACK AND LOOK AT WHERE WE’VE BEEN AND WHERE WE ARE TODAY AS WELL AS WHERE WE ARE GOING
  • AND CHANGE IS COMING FAST [SHOW 2002 - ASK ANYONE WHO WAS THERE TO STAND UP – THERE WON’T BE MANY WHO DO] EVERY 2 YEARS SINCE THEN, ATTENDANCE HAS DOUBLED [LAST CLICK IS 2010] WE EXPECT WITH OUR PROPOSED MERGER WITH ECLIPSYS WE WILL DOUBLE THE SIZE OF ACE AGAIN IN 2 YEARS TO OVER 6000 TOTAL ATTENDEES THIS IS YOUR CONFERENCE…AND IT IS AMAZING TO STEP BACK AND LOOK AT WHERE WE’VE BEEN AND WHERE WE ARE TODAY AS WELL AS WHERE WE ARE GOING
  • AND CHANGE IS COMING FAST [SHOW 2002 - ASK ANYONE WHO WAS THERE TO STAND UP – THERE WON’T BE MANY WHO DO] EVERY 2 YEARS SINCE THEN, ATTENDANCE HAS DOUBLED [LAST CLICK IS 2010] WE EXPECT WITH OUR PROPOSED MERGER WITH ECLIPSYS WE WILL DOUBLE THE SIZE OF ACE AGAIN IN 2 YEARS TO OVER 6000 TOTAL ATTENDEES THIS IS YOUR CONFERENCE…AND IT IS AMAZING TO STEP BACK AND LOOK AT WHERE WE’VE BEEN AND WHERE WE ARE TODAY AS WELL AS WHERE WE ARE GOING
  • AND THAT ONE PERSON WAS DR. LUKE BONNET FROM A 1 PHYSICIAN CLINIC IN SOUTH CAROLINA. OUR COMMITMENT WAS TO PROVIDE THE FUNDING FOR DR. BONNETT TO WORK FOR TWO WEEKS IN THE CLINIC; HIS COMMITMENT WAS TO TURN HIS LIFE UPSIDE DOWN TO GO… HE’S RECENTLY RETURNED FROM 2 WEEKS IN LWALA WOKRING SIDE BY SIDE WITH FRED AND MILTON… AND THROUGH THE GENEREROUS DONATION OF OUR AV COMPANY OVATION, WE’VE MADE A DOCUMENTARY OF THE EXPERIENCE WE ARE LAUNCHING LATER TODAY AT WWW.ALLSCRIPTS.COM/LWALA OR ON YOUTUBE BUT WE WANTED YOU TO BE THE FIRST TO SEE IT – SO, HERE ARE A FEW SHORT EXCERPTS, AN AMAZING STORY…ALL BECAUSE DR LUKE BONNET STOOD UP
  • Transcript

    • 1. Welcome to Jazz Marketing June - 2011 Dan Michelson CMO Allscripts
    • 2. What in the World Is It? Why Does It Matter Me? Welcome to Jazz Marketing
    • 3. Our Reality in Marketing…
      • No one has all of the answers anymore
      • The pace of change (and new things) intimidates us
      • We’re making it up as we go along
      • Our people often know more than we do
      It’s Time to Think VERY Differently X
    • 4. “ One of the best books I have ever read in my life on the subject of leadership and business management philosophy.” - Sam Walton, Founder of Wal-Mart
    • 5. The way we were…
      • Turn Your Back to Your Audience
      • The Leader is Elevated/Omniscient
      • Follow a Script/Song Sheet
      • Execute with Absolute Precision
      • Execute Anyone Who Makes a Mistake 
    • 6.
      • Leverage diversity, creativity and spontaneity
      • Exploit the unique potential of every person
      • Hold people accountable (but give them space to make mistakes )
      • Inspire change and innovation (but maintain a sense of stability)
      • Leaders step aside at times to be followers themselves
      Leadership is like playing jazz…it's more art than science Marketing
    • 7.  
    • 8.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Putting Your Clients to Work…in Africa
      Jazz Marketing Examples from the Front Line
    • 9. First a Little Context…
    • 10. History: Allergies Problems Medications Immunizations Information: Best Practices Clinical Trials Actions: Prescription Lab Order Referral Communication: Education Rx Renewal Lab Results On-Line Bill Pay Schedule Appt.
    • 11. Allscripts Market Capitalization ($MM) July 1999 - Present Market capitalization reflects shares outstanding multiplied by price per share. Allscripts Value ~$300 MM Allscripts Value ~$3.6 BB
    • 12. About Allscripts… From a “Marketing” Perspective
      • 11 years
      • 150 to 6,000
      • $50 million to $1.5 billion
      • 3 in 6 years
      CMO TENURE EMPLOYEE GROWTH REVENUE GROWTH RECENT MERGER VELOCITY
    • 13.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Putting Your Clients to Work…in Africa
      Jazz Marketing Examples from the Front Line
    • 14. Scenario:
      • Two Companies (Competitors) are Merging:
      • Similar Size
      • Very Different Cultures
      • Hate Each Other
      • Each Thinks They Acquired the Other
      Challenge: How Do You Get 2 to Become1 in 20?
    • 15.
    • 16.
    • 17.  
    • 18.  
    • 19.
    • 20.  
    • 21.  
    • 22.
      • Let’s Build it…Together.
    • 23.  
    • 24.  
    • 25.  
    • 26.  
    • 27.  
    • 28.  
    • 29. Two companies coming together to form a single, dynamic organization “ A” for Allscripts and an “M” for Misys, interconnected into a new symbol to reflect our past, but signal a new, singular direction Connecting Healthcare Help physicians and providers shift from a disconnected ‘healthcare’ silos into a connected system of ‘health
    • 30.  
    • 31.
      • the two minute drill to inform/inspire…
            • 2 Become 1
            • 150,000/700/1
            • The End of the Beginning…
            • It’s Time to Connect to Health™
    • 32.  
    • 33.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Owning a Major Trade Show with a Blood Drive
      Jazz Marketing Examples from the Front Line
    • 34. Scenario:
      • Overlapping Products
      • Competing Sales Channels
      How to Immediately Move Past This Both Externally and Internally? Challenge:
    • 35.  
    • 36.  
    • 37.  
    • 38. Introducing…
      • The Allscripts EHR Family
      • High Performance Now Comes in Three Versions…
      MyWay™ $325 Professional™ $445 Enterprise™ $595
    • 39.  
    • 40.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Putting Your Clients to Work…in Africa
      Jazz Marketing Examples from the Front Line
    • 41. Scenario:
      • $40bb in Federal Funding
      • Uncertainty on How it Will Work
      • Skepticism on Whether it is Real
      How Do You Become “the Trusted Choice”? Challenge:
    • 42.
      • In Uncertain Times,
      • He (or She!) Who Holds the Map,
      • Others Will Follow.
    • 43. News Release Allscripts Applauds Economic Stimulus Incentives Rewarding Physicians for Using Electronic Health Records Client Survey Results Point to Rapid Adoption CHICAGO, Feb 17, 2009 /PRNewswire-FirstCall via COMTEX/ -- In letters sent today to President Obama and members of the United States Congress, Allscripts congratulated the President and the leadership of Congress on the enactment of the American Recovery and Reinvestment Act of 2009, which for the first time provides financial incentives to physicians who adopt and use Electronic Health Record technology (EHR) to improve both the quality and cost- effectiveness of patient care. Studies demonstrate that effective use of Electronic Health Records reduces medical errors, improves clinical quality and leads to better patient outcomes by enabling real-time access to patient records, medical information and best practices, and electronic connectivity to all healthcare stakeholders, including patients. In addition to its other components focused on economic stimulus, the law provides $20 billion in health information technology funding. The total includes $2 billion in discretionary funds and $18 billion for investments and incentives through Medicare and Medicaid to ensure widespread adoption and use of interoperable healthcare IT systems such as the Electronic Health Record. Physicians who have not adopted certified Electronic Health Record systems by 2014 will have their Medicare reimbursements reduced by up to 3 percent beginning in 2015. With the stimulus, the Centers for Medicare and Medicaid Services (CMS) will pay physicians between $44,000 and $64,000 over five years, beginning in 2011, for deploying and using a certified Electronic Health Record to care for patients. The stimulus package is expected to ignite significant job growth in the information technology sector and, according to a Congressional Budget Office review of the legislation's impact, drive up to 90 percent of US physicians to adopt Electronic Health Records in the next decade. A recent Allscripts survey of 1,888 healthcare professionals revealed that 98 percent of physician practices would take advantage of the incentives or would be closely evaluating the opportunity.
    • 44.  
    • 45.  
    • 46.  
    • 47.  
    • 48.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Owning a Major Trade Show with a Blood Drive
      Jazz Marketing Examples from the Front Line
    • 49.  
    • 50.  
    • 51. Mind Share Ambulatory EMR: WIN RATES, REPLACEMENTS, AND PROVIDER LOYALTY– February 2011: N = 387 Responses Which Vendor Are You Most Likely to Select? Allscripts has leading “mind share”
    • 52.
      • Merging Two Competitors in 20 Minutes
      • Fixing Channel Conflict with a BMW
      • Moving a Market with One Word (in the Wrong Color)
      • Capturing Mind Share with a Book
      • Putting Your Clients to Work…in Africa
      Jazz Marketing Examples from the Front Line
    • 53. The Allscripts Client Experience 2002 130 3,300 2010 2009 2008 2007 2006 2005 2004 2003
    • 54. Experience
    • 55. “ You want $20,000?” “ OK, we’ll give you $30,000.” Experience
    • 56.  
    • 57.  
    • 58.  
    • 59.  
    • 60.
      • But Things Change…
      Time to Improvise…Again  News Release Allscripts and Eclipsys to Merge, Creating New Healthcare Information Technology Leader CHICAGO and ATLANTA, June 9, 2010 /PRNewswire via COMTEX/ --Allscripts (Nasdaq: MDRX), the leading provider of clinical software, information and connectivity solutions for physicians, and Eclipsys (Nasdaq: ECLP), a leading enterprise provider of solutions and services for hospitals and clinicians, today announced a definitive agreement to merge in an all-stock transaction valued at approximately $1.3 billion. The combination of Allscripts and Eclipsys will create a clear leader in healthcare information technology, with the most comprehensive solution offering for healthcare organizations of every size and setting. Under terms of the merger agreement, Eclipsys stockholders will receive 1.2 shares of Allscripts for each share of Eclipsys, a 19 percent premium based on the June 8th closing price. By combining the leading physician-office and post-acute care solutions from Allscripts with Eclipsys's leading enterprise solutions for hospitals and health systems, the combined company will offer a single platform of clinical, financial, connectivity and information solutions. The combined company's client base will include over 180,000 U.S. physicians, 1,500 hospitals, and nearly 10,000 nursing homes, hospices, home care and other post-acute organizations. The combined company will be positioned to connect physicians, other care providers and patients wherever care is provided-in the hospital, in small or large physician practices, in extended care facilities, or in a patient's home - resulting in the unique ability to deliver a single patient record and a seamless patient experience.
    • 61.  
    • 62.  
    • 63. What in the World Is It? Why Does It Matter Me? Jazz Marketing
    • 64. Jazz Marketing
      • Leverage diversity, creativity and spontaneity
      • Exploit the unique potential of every person
      • Hold people accountable (but give them space to make mistakes )
      • Inspire change and innovation (but maintain a sense of stability)
      • Leaders step aside at times to be followers themselves
    • 65. Welcome to Jazz Marketing June - 2011 Dan Michelson CMO Allscripts