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The Campaign Strategy
Rules 1-5
• First Five Rules of Hospital M&A
• Theme:The Campaign Strategy
– Get Smart. Stay Smart. Be a “Reporter.”
– BeTransparent
– Think Like the Opposition
– Be Nimble
– Don’t Dance to Someone Else’s Music
• Must commit to these before getting tactical
2
• Your Role: Be a Reporter
• Perspectives that matter:
– Finance
– Clinical
– Operational
– Political
– Community
– Regulators
– Competitors
• The Goal: OneTeam. One Strategy.
3
• What is the vision for the partnership?
• What is the transaction process?
• What are the terms of the transaction?
• How will the news be received?
• Will there be resistance?
• What happens to employee
jobs/benefits?
• What communications vehicles will be
best received?
4
• Partnership team must commit to
transparency:
– Among the CampaignTeam
– With the public
• It’s about telling the
right information at
the right time
5
• The benefits of transparency:
– Set the stage
– Establish trust
– Engage
– Quiet competitors
– Stay in control
6
• Sources of opposition
– Internal
• Staff who is fearful
• Physicians seeking control
– External
• Competition hungry for
market share
• Politician eager to lead on
the issue
7
• Develop a plan for each
potential opposition
source:
– What will their messages
be?
– How will they act?
– Who will they work
hardest to influence?
– How are they likely to be
most effective?
8
• Opposition is not a matter
of “if” – it’s a matter of
when and from where?
• Don’t be tone deaf
• Don’t live for every “if-
then” scenario
• Shift tactics, but don’t
stray from the message
• Listening is your best tool
9
• Challenges and criticisms
should not dictate what you
say, and how and when you
say it
• Be proactive, not reactive
• Keep everyday campaigns
going
• Fill the communications
vacuum
– Before opposition can
– Even if your update isn’t really
an update at all
10

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Communicating the Deal: Ten Rules for Successful Healthcare M&A (Part One)

  • 2. • First Five Rules of Hospital M&A • Theme:The Campaign Strategy – Get Smart. Stay Smart. Be a “Reporter.” – BeTransparent – Think Like the Opposition – Be Nimble – Don’t Dance to Someone Else’s Music • Must commit to these before getting tactical 2
  • 3. • Your Role: Be a Reporter • Perspectives that matter: – Finance – Clinical – Operational – Political – Community – Regulators – Competitors • The Goal: OneTeam. One Strategy. 3
  • 4. • What is the vision for the partnership? • What is the transaction process? • What are the terms of the transaction? • How will the news be received? • Will there be resistance? • What happens to employee jobs/benefits? • What communications vehicles will be best received? 4
  • 5. • Partnership team must commit to transparency: – Among the CampaignTeam – With the public • It’s about telling the right information at the right time 5
  • 6. • The benefits of transparency: – Set the stage – Establish trust – Engage – Quiet competitors – Stay in control 6
  • 7. • Sources of opposition – Internal • Staff who is fearful • Physicians seeking control – External • Competition hungry for market share • Politician eager to lead on the issue 7
  • 8. • Develop a plan for each potential opposition source: – What will their messages be? – How will they act? – Who will they work hardest to influence? – How are they likely to be most effective? 8
  • 9. • Opposition is not a matter of “if” – it’s a matter of when and from where? • Don’t be tone deaf • Don’t live for every “if- then” scenario • Shift tactics, but don’t stray from the message • Listening is your best tool 9
  • 10. • Challenges and criticisms should not dictate what you say, and how and when you say it • Be proactive, not reactive • Keep everyday campaigns going • Fill the communications vacuum – Before opposition can – Even if your update isn’t really an update at all 10