Advancing Your Career Essential Skills (schmoozing not included) for essentials leaders by Jim Tobalski

Your Brand Is A Mental Box

A brand is much like a “box” in someone’s head. As

information about the company, product or person is

received, a consumer will file it away in the box labeled

Southwest or Crest or Oprah or Jim. After time passes,

little detail in the box might be retrievable. The consumer

knows, however, if it is heavy or light. He or she also

knows in which room it is stored – the room with the

positive boxes (that is, objects that have earned positive

feelings and attitudes) or the room with the negative boxes.

My Job History

• Strawberry picker

• Newspaper delivery kid

• Gas station attendant

• Lumberjack

• Attendant at indoor tennis club

• Packer & mover

• Seller of my own red blood cells

My Job History

• Hospital Intern

• Medical Writer/Photographer (part-time while in college)

• Community Relations Associate

• Public Relations Coordinator

• Public Relations Director

• Division Director Marketing & Public Relations

• Vice President

• Senior Vice President of a Hospital

• Senior Vice President of a Health System

Not on Today’s Agenda

Be Memorable Don’t be afraid to be the “Pickle Guy”

Leaving behind an image

You can’t create a pickle

by squirting a little vinegar

on a cucumber.

You have to soak it!

What builds a company’s

brand?

1. Personal experience

2. Personal experience of others

3. Recommendation of trusted opinion leaders

4. What the world is saying about us

5. What the company is saying about itself

Educate Other Leaders

For tangible product companies,

like soda or toilet paper,

brand is 90% of their performance.

For service organizations,

like a hospital or physician clinic,

performance is 90% of their brand.

Celebrate & Honor

• National Print Shop Day

• Accounting

• Delivering baked goods

• Hosting a lunch

• Emailing their VP

Clarify All Vagueness Your decision rights. The support you need

for corporate actions.

Clarify All Vagueness

• Sponsorships: three actions

• Billboard across from competitor hospital

• Cut advertising

• Availability of top leaders for media

• Review process of “stuff”

Comfort Zone Work out of it, embrace new challenges

outside of your wheelhouse

New Challenges

Government relations

• I was apathetic

• Politics made me squirm and feel squishy

• I had never talked to an elected official

• I was an inconsistent voter

• All I cared about was proper hiking trail maintenance in our

national parks

• I didn’t know the name of my state or federal representatives

• I didn’t know the three requirements to hold the office of President

of the United States of America

New Challenges

• Government Relations

• Print Shop

• Volunteer Services

• Women’s Health

• Occupational Health

• AV

• Planning

• Community Benefit Analysis

• Senior Leader Recruitment “Closer”

• Conflict of Interest

• Neurosurgery

You, the Critic Put your top five projects under a microscope

every year.

This defines a career

• Put your most expensive or labor intensive projects under

a microscope

• Involve your team

• Communicate what’s working and what’s not

• Admit mistakes

• Explain that PR and marketing can’t turn a bad idea or

service into a good one

Yellow Pages

Social media

Digital (SEO & Key Words)

Mass Media Advertising

daily newspaper advertising & radio

TV & Billboard

Direct to Consumer

Marketing Trends

Cutting with Enthusiasm Embrace it as a creative challenge. Your

organization’s success may depend upon it.

This defines a career

• Reducing expenses (budget cuts) IS a creative challenge.

Embrace it.

• Communicate the consequences, positively

• Remember that marketing/PR’s budget is almost opposite

of other corporate departments: finance, HR, purchasing,

IT, education.

2011 Budget

Salary/Ben

All Other

$0

$2

$4

$6

$8

$10

$12

$14

$16

$18

$20

Millions

0

25

50

75

100

Marktg Bus Dev CH HR Others

23%

67%

90%

76% 80%

77%

33%

10%

24% 20%

Budget Components

S/B

Non S/B

Study Your Industry …..Not Just Your Profession

Role of the Trustee

Duty of good faith requires the undivided loyalty

of corporate directors or trustees to the corporation.

Directors are fiduciaries and may not use their

position of trust for their own personal gain to the

detriment of the corporation.

(1) 2012 results exclude net payments from the Medicaid GAP program of $97M.

(2) Operating income excludes impairment charges of $18M in 2012 and $44M in 2011.

Operating Results December 2012

29

(in millions) YTD December Budget YTD December

2012(1)

2012 2011

Operating Revenues 3,372$ 3,423$ 3,269$

Operating Cash Flow 365$ 332$ 332$

Operating Income(2)

104$ 50$ 64$

Non-operating Income 101$ 44$ (19)$

Net Income 205$ 94$ 45$

OCF Margin % 10.8% 9.7% 10.2%

Operating Margin % 3.1% 1.5% 2.0%

Total Margin % 5.9% 2.7% 1.4%

Intellectual Incest Develop a plan built upon your weaknesses

and your organization’s strengths

Avoid Intellectual Incest

• Finance

• Legal

• I.T.

• Purchasing (strategic sourcing)

• Medicine

• Nursing

• Managed Care

Choosing a “Shadowee”

• A profession that helps you accomplish work (AV,

planning, education, HR, facilities)

• A critical profession

• A fascinating profession

What can you accomplish

by shadowing someone?

• Enlightenment

• A Buzz

• Respect from Peers

• Efficiency by Creating Work Products

• Making an Organization Better

• Colleagues & Friends

Recognize what your

company needs And sell your leader on why. And insist on

CEO support.

40

41

Use & Improve Your

Company’s Products Never pass up a personal opportunity to

mystery shop your organization.

You, the employee

You, the customer

“In particular, one person delivered an exceptional level of care. She made our experience remarkable. My wife and I still talk about her.

“Carol works in the Echo Lab. She is a certified cardiac sonographer, with a lot of experience doing my particular exam. I know that because she told me before starting my exam, not by bragging, but by simply reassuring me that I was in good hands. No one else during my visit shared their credentials or their conviction that they would provide me with excellent care.

“She also boldly proclaimed that I was in the right place, well before she became aware that I worked at Memorial Hospital. She told my wife and me that Memorial has a great staff and great heart doctors. She left no doubt. She said it with certainty.”

You, the employee

You, the customer

• Mold on the external sign

• Receptionist offered me a glass of water

• My daughter had her spine x-rayed

• Registration clerk never looked at me

• Confusing signage

• Everyone asking me to verify I’m me

Take Risks Not reckless ones, just bold ones

52

High Standard of Quality Nosocomial MRSA - Rate per 1,000 patient days

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Novant Health Employee Survey

2005 Pre-

Campaign Launch

6 Month

18 Month

% Excellent

Would you say [hospital name] is “Excellent/Very Good/Good/Fair/Poor” in terms of emphasizing the importance of proper hand washing and hand hygiene to its employees?

53%

65%

74%

80%

2 Year

82%

3 Year

Import Other Industries Adapt strategies that succeed in unlike businesses

Add a Skill On your own time, on your organization’s

nickel, make yourself more versatile

Add a Skill

• Photography

• Social Media/Digital

• Opinion Research (focus group facilitator)

• Supervision

• Graphic Design

• Data Analytics

• Mystery Shopper

• Government relations

• Write for the CEO

For Pete Sake,

Have Fun! It’s sorely needed in today’s business environment.

Be a Storyteller It’s a lost art that’s making a comeback

Questions