This document provides an agenda and presentation on how to win in a competitive healthcare marketplace. It discusses the changing healthcare landscape, assessing competitors and opportunities. Key points include understanding the market and competitors, differentiating services, leveraging partnerships, avoiding pitfalls like disparaging others, and continuously learning from various information sources. The presentation aims to help organizations effectively plan their course of action in competitive environments.

1. How to win in a competitive
marketplace
AAPL Conference June 2014
Seattle
James T. Finnen
Baylor Scott & White Health

2. 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

3. 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 landscape
3
89% 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

5. Seattle’s best

6. 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”

7. And knowledge is critical
• Know yourself
• Know your opponent
• Know the terrain

8. How do you stack up?
• Can you deliver?
• What can you fix?
• What are your strengths and
weakness?

9. 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

10. Healthcare options abound

11. Partnering opportunities exist
• Acknowledge differences
• Identify areas where you
can partner
• Changes can open and
close doors
• Revisit agreements

12. Staying focus is important
• Have a plan
• Leverage key tools
• Guide your organization

13. Reach out to others
• Everyone sells
• Team with others
– Leverage your ROCK STAR
Providers
– Wait times
– Call Center responsiveness

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

15. 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

16. 15

17. 78.6% of sales people using social media to sell out
performed those who weren’t using social media. -
Forbes 2012 Jim Kenan

18. 17
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

19. 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
18
• 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

20. Contact information
James Finnen
jfinnen@sw.org
512.940.3513