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BrandSmart Presentation by Dan Michelson - June 2011

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BrandSmart Presentation by Dan Michelson - June 2011

  1. 1. Welcome to Jazz Marketing June - 2011 Dan Michelson CMO Allscripts
  2. 2. What in the World Is It? Why Does It Matter Me? Welcome to Jazz Marketing
  3. 3. Our Reality in Marketing… <ul><li>No one has all of the answers anymore </li></ul><ul><li>The pace of change (and new things) intimidates us </li></ul><ul><li>We’re making it up as we go along </li></ul><ul><li>Our people often know more than we do </li></ul>It’s Time to Think VERY Differently X
  4. 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. 5. The way we were… <ul><li>Turn Your Back to Your Audience </li></ul><ul><li>The Leader is Elevated/Omniscient </li></ul><ul><li>Follow a Script/Song Sheet </li></ul><ul><li>Execute with Absolute Precision </li></ul><ul><li>Execute Anyone Who Makes a Mistake  </li></ul>
  6. 6. <ul><li>Leverage diversity, creativity and spontaneity </li></ul><ul><li>Exploit the unique potential of every person </li></ul><ul><li>Hold people accountable (but give them space to make mistakes ) </li></ul><ul><li>Inspire change and innovation (but maintain a sense of stability) </li></ul><ul><li>Leaders step aside at times to be followers themselves </li></ul>Leadership is like playing jazz…it's more art than science Marketing
  7. 8. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Putting Your Clients to Work…in Africa </li></ul>Jazz Marketing Examples from the Front Line
  8. 9. First a Little Context…
  9. 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.
  10. 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
  11. 12. About Allscripts… From a “Marketing” Perspective <ul><li>11 years </li></ul><ul><li>150 to 6,000 </li></ul><ul><li>$50 million to $1.5 billion </li></ul><ul><li>3 in 6 years </li></ul>CMO TENURE EMPLOYEE GROWTH REVENUE GROWTH RECENT MERGER VELOCITY
  12. 13. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Putting Your Clients to Work…in Africa </li></ul>Jazz Marketing Examples from the Front Line
  13. 14. Scenario: <ul><li>Two Companies (Competitors) are Merging: </li></ul><ul><li>Similar Size </li></ul><ul><li>Very Different Cultures </li></ul><ul><li>Hate Each Other </li></ul><ul><li>Each Thinks They Acquired the Other </li></ul>Challenge: How Do You Get 2 to Become1 in 20?
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  17. 22. <ul><li>Let’s Build it…Together. </li></ul>
  18. 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
  19. 31. <ul><li>the two minute drill to inform/inspire… </li></ul><ul><ul><ul><ul><li>2 Become 1 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>150,000/700/1 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The End of the Beginning… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>It’s Time to Connect to Health™ </li></ul></ul></ul></ul>
  20. 33. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Owning a Major Trade Show with a Blood Drive </li></ul>Jazz Marketing Examples from the Front Line
  21. 34. Scenario: <ul><li>Overlapping Products </li></ul><ul><li>Competing Sales Channels </li></ul>How to Immediately Move Past This Both Externally and Internally? Challenge:
  22. 38. Introducing… <ul><li>The Allscripts EHR Family </li></ul><ul><li>High Performance Now Comes in Three Versions… </li></ul>MyWay™ $325 Professional™ $445 Enterprise™ $595
  23. 40. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Putting Your Clients to Work…in Africa </li></ul>Jazz Marketing Examples from the Front Line
  24. 41. Scenario: <ul><li>$40bb in Federal Funding </li></ul><ul><li>Uncertainty on How it Will Work </li></ul><ul><li>Skepticism on Whether it is Real </li></ul>How Do You Become “the Trusted Choice”? Challenge:
  25. 42. <ul><li>In Uncertain Times, </li></ul><ul><li>He (or She!) Who Holds the Map, </li></ul><ul><li>Others Will Follow. </li></ul>
  26. 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.
  27. 48. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Owning a Major Trade Show with a Blood Drive </li></ul>Jazz Marketing Examples from the Front Line
  28. 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”
  29. 52. <ul><li>Merging Two Competitors in 20 Minutes </li></ul><ul><li>Fixing Channel Conflict with a BMW </li></ul><ul><li>Moving a Market with One Word (in the Wrong Color) </li></ul><ul><li>Capturing Mind Share with a Book </li></ul><ul><li>Putting Your Clients to Work…in Africa </li></ul>Jazz Marketing Examples from the Front Line
  30. 53. The Allscripts Client Experience 2002 130 3,300 2010 2009 2008 2007 2006 2005 2004 2003
  31. 54. Experience
  32. 55. “ You want $20,000?” “ OK, we’ll give you $30,000.” Experience
  33. 60. <ul><li>But Things Change… </li></ul>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.
  34. 63. What in the World Is It? Why Does It Matter Me? Jazz Marketing
  35. 64. Jazz Marketing <ul><li>Leverage diversity, creativity and spontaneity </li></ul><ul><li>Exploit the unique potential of every person </li></ul><ul><li>Hold people accountable (but give them space to make mistakes ) </li></ul><ul><li>Inspire change and innovation (but maintain a sense of stability) </li></ul><ul><li>Leaders step aside at times to be followers themselves </li></ul>
  36. 65. Welcome to Jazz Marketing June - 2011 Dan Michelson CMO Allscripts

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