at the end of the day, i’m a problem solver and
TRANSCRIPT
At the end of the day, I’m a problem solver and opportunity finder. Here are some of those solutions.
FastCare: Recognizing emerging trends. Developing new products.
I led its development and launch. The problems
we were addressing were many, including how
to take pressure off overcrowded emergency
rooms, how to reduce costs for employers,
how to support primary care, how to create an
additional referral channel and how to increase
revenue.
We accomplished all these things, including the
creation of a brand that is now syndicated and
one of the fastest growing retail health providers
in the country.
FastCare has become the nation’s number one provider-owned retail health company.
The Cancer Team: Building a brand to capture marketshare.
The temptation was to build a brand that felt familiar
and safe because it touted the same features and
messaging as everyone else in its category. However,
consumer research was leading us down a different
path. And we took it.
The Cancer Team and its commitment to delivering
on an untapped brand promise made an immediate
impact on the marketplace.
By the ninth month of operation, it had reached
Year Four projections in both volume and revenue.
It currently is the number one preferred provider in
the region.
See more of the solution at bellincancerteam.org.
The task was to become relevant and competitive in an arena that was over-served.
Healthy View: Reaching rural markets.
It created good will and excitement. It educated.
What do you do when you have a market that has only
a few media choices, none of which are particularly
good? You create your own. And along the way you
build a vehicle that not only reaches people, but
also reaches out to your most important group of
all, your physicians—making it easy for them to be
your marketing partner. This is Healthy View. And it
works. It allowed us to extend the time consumers
spent with our brand. It allowed us to create content
that could be repurposed on
the web. And best of all, it was FREE.
Because Team Works:Leveraging physician/provider relationships
You help them solve their problems first and make sure the solution
is not only beneficial to your own organization, but to the consumer
above all else. Research shows that the concept of TEAM is powerful
medicine to patients and their families. They equate teamwork with
safety and security. We created an entire program around this concept
and made our physicians the messengers and recipients of value.
How do you unite a loose confederation of oftentimes competing specialists and turn them into loyal assets of your brand?
PRIMARY CARE
Bellin Medical Group
ALGOMA
Family PracticeRob Anderson, MDTina Schmidt, PAPediatricsW. Joseph Kellner, MD1510 Fremont St.Algoma, WI 54201920-487-3676
ASHWAUBENON
Family PracticeJames Ebben, MDJames Gast, MDDaniel Grossman, MDJames Jerzak, MDDaniel Lemkuil, MDRobert Mead, MDMaureen Phillips, MDWilliam Reynders, MDJason Wurth, MD1630 Commanche Ave.Green Bay, WI 54313920-430-4700
BONDUEL
Family PracticeMichael Conard, PA-CKaren Clapp, NP401 West Mill St.Bonduel, WI 54107715-758-2167
BRILLION
Family PracticeChristopher Sipple, MDPatricia Polfus, NP133 Wisconsin Ave.Brillion, WI 54110920-756-2055
DENMARK
Family PracticeBradley Wozney, MDMark Dehnel, PA-C595 Cty Trunk RDenmark, WI 54208920-863-2005
DE PERE - EAST
Family PracticeHarold Boccheciamp, MDSteven Novotny, DOPatricia Polfus, NP920-338-6870Internal MedicineBozena Biernat, MD920-338-6870
PediatricsKaren Camilli, MDSherri Hoyman, DOW. Joseph Kellner, MDScott Zahn, MD555 Redbird Cir.De Pere, WI 54115920-338-6820
DE PERE - WEST
Family PracticeCynthia Laseski, MDGary Leong, MDJessica Lutz, MDMichael Meyer, MD1800 Lawrence Dr.De Pere, WI 54115920-983-3220
GREEN BAY – SIEGLER ST.PediatricsEdward Bongiorno, DOJane Danowit, MDStaci Karbon, MDKaren Lane, DO920-497-7771Internal MedicineEdward Bongiorno, DOFrancis Lee, DO124 Siegler St.Green Bay, WI 54303920-497-7771
GREEN BAY – WEBSTER AVENUE
Family PracticeSabeeha Bedi, MDThomas Boyd, MDSteven Halsey, MDMichael Mchenry, MD
Jean Riquelme, MDJean O’connell, FNPInternal MedicineMazen Al Khalisy, MD725 S. Webster Ave.Green Bay, WI 54301920-433-3456
HOWARD
Family PracticeIzabela Ditchen, MDLoren Fuglestad, MDCathy Fries, FNPInternal MedicineDonald Hartig, MD2714 Riverview Dr.Green Bay, WI 54313920-430-4760
KEWAUNEE
Family PracticeThomas Zenner, MDMark Fuss, PABonnie Mueller-Waigand, PA575 4th St.Kewaunee, WI 54216920-388-4640
LUXEMBURG
Family PracticeRob Anderson, MDCheryl Rentmeester, FNP140 B School Creek Trl.Luxemburg, WI 54217920-845-1370
OCONTO
Family PracticeAndrew Wentzel, DOAmanda Kettner, PA-C203 Smith Ave.Oconto, WI 54153920-834-8833
OCONTO FALLS
Family PracticeTracey Befay, PA-CInternal MedicineWilliam Wittman, MD833 S. Main St.Oconto Falls, WI 54154920-846-3092
PULASKI
Family PracticeTomasz Miaskowski, MDKaren Clapp, NPDeborah Hoffman, NP331 W. Green Bay St.Pulaski, WI 54162920-822-1100
SEYMOUR
Family PracticeTomasz Miaskowksi, MDKaren Clapp, NPCheryl Rentmeester, FNP405 Commercial St.Seymour, WI 54165920-833-2318
SURING
Family PracticeJean Riquelme, MDAndrew Wentzel, DOAmanda Kettner, PA-C307 Manor Dr.Suring, WI 54174920-842-2144
WRIGHTSTOWN
Family PracticeBradley Wozney, MDMark Dehnel, PA-CDeborah Hoffman, NP555 Quality Ct.Wrightstown, WI 54180920-532-6320
FASTCARE – BAY PARK
Karen Clapp, NPCorina Gerczak, PAElaine Smith, PA301 Park Park Sq.Green Bay, WI 54304920-445-7373
FASTCARE – EAST TOWN
Karen Clapp, NPCorina Gerczak, PAElaine Smith, PAAmanda Ziegeweid, PA2430 E. Mason St.Green Bay, WI 54302920-445-7373
FASTCARE - MANITOWOC
David Pencikowski, NP3415 Calumet Ave.Manitowoc, WI 54220888-899-9935
EXECUTIVE HEALTH
Daniel Koster, MD744 S. Webster Ave.Green Bay, WI 54301920-433-3486
Northreach Clinics
CRIVITZ MEDICAL CENTER
Kevin Butterfield, DOPeter Curio, MDJessica Borchert, PA218 S. Hwy 141Crivitz, WI 54114715-854-7477
DAGGETT MEDICAL CLINIC
Lisa Staber, MD106 S. School Rd.Daggett, Mi 49821906-753-2155
CALVIN NOGLER, MD2026 County QPound, WI 54161920-897-2331
FAMILY CARE MEDICAL CLINIC
James Opien, MDJohn Simmons, MDBeth Goetzman, FNP-C3123 Shore Dr.; Ste 202Marinette, WI 54143715-732-4120
FAMILY DOCTORS OF MARINETTE
James Thill, MD2720 Cahill Rd.Marinette, WI 54143715-732-0330
LINDA WERNER, MD &ASSOCIATES
Linda J. Werner, MDLynda Bahde, APNP2935 Shore Dr.Marinette, WI 54143715-732-9193
NORTHREACH INTERNAL MEDICINE
Saki Chakrabarti, MDMiguel Escobar, MDNicole Hiniker, MD
Gerald McCarthy, MDElwyn Mantei, MDEmmanuel Rodriguez, MDMary Gatzke, GNP3123 Shore Dr.; Ste 102Marineete, WI 54143715-732-2299
NORTHREACH PEDIATRICS
Sandra Macarthur, MDJeffrey Urban, MD1106 University Dr.Marinette, WI 54143715-735-5272
PESHTIGO FAMILY PRACTICE
Rodney Story, MDCarol Owrig, FNP-C441 French St.Peshtigo, WI 54157715-582-9949
Independent
DOUSMAN CLINIC, SCMark Jenson, MDJulie Magnin, MDThomas Miller, MDBertram Milson, MDPaul Rosenthal, DO
Anita Foster, APNP1745 Dousman St.Green Bay, WI 54303920-494-9661
FRED WALBRUN, MDInternal Medicine2714 Riverview Dr.Green Bay, WI 54313920-434-7570
EAST SIDE FAMILY PRACTICE
Joseph Dobson, DO424 S. Monroe,; Ste 106Green Bay, WI 54301920-437-4366
FAMILY PRACTICE ASSOCIATES
OF GREEN BAY
Luke Warpinski, MD2100 Riverside Dr.; Ste 103Green Bay, WI 54301920-435-5500
EMERGENCY &HOSPITALISTS
Bellin Hospital
BELLIN HOSPITAL CENTER
IntensivistR. Dale Davis, MD -Advanced CareAdult HospitalistsHerb Danowit, MDAmy James, MDLee Klemens, MDJames Lisowski, MDJohn Macdonald, MDChris Williams, MDPediatric HospitalistsNaja Afifi, MDMichal Chiu, MDTania Hassler, MD744 S. Webster Ave.Green Bay, WI 54301920-433-3500
GREEN BAY EMERGENCY
Medicine Services, SCGilbert Burgstede, MDPaul Casey, MDJill Harman, MDDavid Hoyer, MDBeth Anne Lux, MDKeith Sano, MDJudith Everson, APNPAlisha Maly, PA-CJacqueline Moe, NP744 S. Webster Ave.Green Bay, WI 54301920-433-3633
Bond Health Center
EMERGENCY DEPARTMENT
Robert Bivins, MDJon Honish, MDAndrew Wentzel, DOMichael Conard, PAMark Fuss, PA-CToomas Heinmets, PA-CBernard Kennedy, PA-C820 Arbutus Ave.Oconto, WI 54153920-835-1100Nurse Health Line920-835-1105
Shawano Medical Center
EMERGENCY DEPARTMENT
Paul Casey, MDRobert Eastman, MDRaj Hanmiah, MDScott Hathaway, DOGeorge Vidalakis, MD309 W. Barlette St.Shawano, WI 54166715-526-2111
CONVENIENT CLINC
Kshamata Shalini, MD309 W. Barlette St.Shawano, WI 54166715-526-2111
SPECIALISTS
Allergy
CENTER FOR ASTHMA
& ALLERGY
James R. Warpinksi, MD519 S. Monroe Ave.Green Bay, WI 54301920-435-6601
GREEN BAY ASTHMA, ALLERGY
& IMMUNOLOGY
Alan James, MD555 Redbird Cir.; Ste 100De Pere, WI 54115920-336-5620And203 Smith AvenueOconto, WI 54153920-834-8833
Anesthesia
BELLIN ANESTHESIA ASSOCIATES
Saied Assef, MDJohn Danner, MDStephen Foster, MDFranz Igler, MDMarshall Longnecker, MDThomas Marshall, MDWalter Ratschan, MDRichard Tschoeke, MD744 S. Webster Ave.Green Bay, WI 54301920-431-5582
BariatricsBARIATRIC TREATMENT CENTER
Tamara Brown, MA, FNPC, RN744 S. Webster Ave.Green Bay, WI 54301920-433-7862
Cardiology
BELLIN HEALTH HEART &VASCULAR CLINIC
Eric Rosenkrantz, MD1711 S, Stephenson Ave., Suite 300Iron Mountain, MI906-776-0550and1328 Us Highway 2Crystal Falls, MI877-906-0550
CARDIOLOGY ASSOCIATES
Sarah Fenton, MDTimothy Freeman, MDMatthias Fuchs, MDMohammed Jazayeri, MDDonald Jenny, MDBharat Pathakjee, MDRichard Timmons, MDRahul Verma, MDNina Wokhlu, MDSharon Adleman, NPKatie Hampton, NPSara Picard, NPDiane Recker, NPAnne Vogt, NP704 S. Webster Ave.Green Bay, WI 54301920-433-3640
Cardiothoracic Surgery
GREEN BAY CARDIOTHORACIC/VASCULAR
Thomas Cain, MDSteven Gerndt, MDKevin Greer, MD720 S. Van Buren St.; Ste 303Green Bay, WI 54301920-433-9621
Chest & Infectious Disease
GREEN BAY CHEST &INFECTIOUS DISESASE
R. Dale Davis, MD704 S. Webster Ave.Green Bay, WI 54301920-433-7516
Dermatology
DERMATOLOGY CLINIC, SCKolleen Zimmermann, MDLaura Marusinec, MD (Pediatrics Only)715 Superior Rd.; Ste 120Green Bay, WI 54311920-406-9803
Electophysiology
NEW PACE
Mohammad Jazayeri, MD704 S. Webster Ave.Green Bay, WI 54301920-433-3640
Endrocrinology
ENDOCRINOLOGY ASSOCIATES
Pamela Baeten, MDGayle Kasdorf, MD
Jerald Marifke, MD704 S. Webster Ave.Green Bay, WI 54301920-468-9588
Gastroenterology
GASTROENTEROLOGY ASSOCIATES
Narayan Amarnani, MDKanwar Arora, MDTimothy Roarty, MDDavid Stampfl, MD725 S. Webster Ave.Green Bay, WI 54301920-431-5650
General/Vascular Surgery
GENERAL & VASCULAR
CONSULTANTS
Richard Mcnutt, MD720 S. Van Buren St.; Ste 101Green Bay, WI 54301920-430-8113
GENERAL & VASCULAR SURGERY
OF GREEN BAY
Stewart Gifford, MD704 S. Webster Ave.Green Bay, WI 54301920-433-7463
GREEN BAY SURGICAL CENTER
704 S. Webster Ave.Green Bay, WI 54301920-432-7433
NEW SURGICAL ASSOCIATES, SCPeter Davis, MDPeter Falk, MDJames Kemmerling, MDScott Ruggles, MD670 Cormier Rd.Green Bay, WI 54304920-494-9685
SURGERY SPECIALISTS OF GREEN BAY
Cynthia Geocaris, MDThomas Geocaris, MDMarcelo Grazziotin, MD720 S. Van Buren St.Green Bay, WI 54301920-438-7155
Integrative Medicine
BELLIN HEALTH CENTER FOR
HEALTH & HEALING
Mary Connelly, MDRandi Burnham, WHCNP2020 S. Webster Ave.Green Bay, WI 54301920-445-7295
Laser
LASER & AESTHETICS OF GREEN BAY
Cynthia Geocaris, MDMarcello Grazziotin, MDDaniel Lemkuil, MD720 S. Van Buren, Ste. 202Green Bay, WI 54301920-965-2011
Maternal Fetal MedicineN.E.W. MOMS
Allahyar Jazayeri, MD, PHDKaren Burr, FNP-CMary Jazayeri, FNP-C704 S. Webster Ave.Green Bay, WI 54301920-431-0200
Neurology
NEUROLOGY CONSULTANTS
OF NE WI, LTD.Celeste Case, MDDavid Heverly, MDDavid Kaufman, MDConception Santillan, MD720 S. Vanburen, St.; Ste 201Green Bay, WI 54301920-430-7111
Neuropsychology
NEUROPSYCHOLOGY OF GREEN BAY
William Hitch, PHD, ABPP2020 Riverside Dr., 1st FloorGreen Bay, WI 54301920-435-1508
Neurosurgery
NEUROSCIENCE GROUP
OF NE WISumon Bhattacharjee, MDRandall Johnson, MDPhilip Yazbak, MDMartha Kralovec, PAC704 S. Webster Ave.Green Bay, WI 54301920-433-7995
OB/GYNNORTHREACH TWIN CITIES OB-GYNJ Michael Arnold, MDSharon Fellion, WHNP3130 Shore Dr.; Ste 106Marinette, WI 54143715-735-0544
NORTHREACH WOMEN’S SPECIALTY CARE -MARINETTE
John Briody, MDMichael Massee, MDSharon Fellion, WHNP3123 Shore Dr., Ste 201Marineete, WI 54143715-735-6263
OB-GYN ASSOCIATES OF GREEN BAY, LTDRobert Cavanaugh, MDYoon Chun, MDRobert Demott, MDHerbert Sandmire, MDC. Danae Steele, MDClark Stevens, MDLinda Haen, FNP-CPam Pamperin, RncSarah Pierre, PA-CKim Shefchik, PA-C704 S. Webster Ave.Green Bay, WI 54301920-468-3444
WOMEN’S HEALTH CARE OB-GYN, SCKathlene Kusiv, DONicky Plementosh, MDAngela Lamack, PAAnne Derge, RNC, WHCNP1537 Park Place; Ste 200Green Bay, WI 54304920-498-8650
WOMAN’S SPECIALTY CARE, SCHerb Coussons, MDMichael O’toole, MDEdward Vogel, MDRandi Burnham, WHCHPPam Niles, WHCNPKimberly Williams, WHCNPCarmen Tust, RN, Fertility Coordinator2641 Development Dr.Green Bay, WI 54311920-338-6868
WOMEN’S SPECIALTY CARE, SCMegan Temp, MD833 S. Main St.Oconto Falls, WI 54154920-846-0351
Occupational MedicineBELLIN HEALTH OCCUPATIONALSOLUTIONS - EAST
Mark Ringwelski, DO215 N. Webster Ave.Green Bay, WI 54301920-433-3448
BELLIN HEALTH OCCUPATIONAL
SOLUTIONS - WEST
Reynolds Brissenden, MDPenny Cornelius, PA-C1630 Commanche Ave.Green Bay, WI 54313920-499-1802
Oncology
GREEN BAY ONCOLOGY
Gerald Bayer, MDJules Blank, MDDavid Groteluschen, MDChristopher Lewis, MDMichael Volk, MDJerry Winkler, MD835 S. Van Buren St.Green Bay, WI 54301920-432-6049
GREEN BAY ONCOLOGY
Anthony Jaslowski, MDThomas Saphner, MDRuth Bloesl, NP1726 Shawano Ave.Green Bay, WI 54303920-884-3135
Opthalmology
EYE ASSOCIATIES OF GREEN BAY, SCAnatol Stankevych, MDNatalie Stankevych, OD923 Eliza St.Green Bay, WI 54301920-965-4700
PAMELA DOBSON, DO211 N. Broadway St.; Ste 103Green Bay, WI 54303920-445-0660
TOWER CLOCK EYE CENTER
Karl Schwiesow, MDKurt Schwiesow, MDTyson Schwiesow, MD1087 W. Mason St.Green Bay, WI 54303920-499-3102
WISCONSIN OCULOPLASTICS, LTDDaniel Dale, MD1525 Park PlaceGreen Bay, WI 54304920-965-1234
OptometryEYE & VISION CLINICS
David Dufeck, ODJon Caldwell, OD301 N. BroadwayDe Pere, WI 54115920-336-7700and140 School Creek Trl.Luxemburg, WI 54217920-845-5555
Orthopedics
GREEN BAY ORTHOPEDICS, LTDJames Grace, MDRichard Horak, MDJason Klein, MDWayne Mohr, MDThomas Sullivan, MDMichael Tressler, MD720 S. Van Buren St.; Ste 101Green Bay, WI 54301920-430-8113
GREEN BAY ORTHOPEDICS, LTDJames Grace, MDJason Klein, MD1630 Commanche Ave.; Ste 201Green Bay, WI 54313920-430-8113
ORTHOPAEDIC ASSOCIATES
OF GREEN BAY, S.C.Marc Anderson, MDDaniel Linehan, MDPatrick Mckenxie, MDJames Spears, MDKevin Nelson, PA-C1630 Commanche Ave.; Ste 101Green Bay, WI 54313920-468-0246
Otolaryngology
NEW ENT, SCJennifer Lynch, MDMark Reinke, MDFrederic Schmidt, MDLinda Zaffke, MS, CCC-ASusan Kennery, MS, CCC-ALorie Dorn, MS, CCC-A923 Eliza St.Green Bay, WI 54301920-965-4800
Pain Management
BELLIN HEALTH
BRAIN, SPINE
& PAIN CENTER
Sumon Bhattacharjee, MDBrenda Dierschke, MDRandall Johnson, MD, PHDPhilip Yazbak, MDAmy Yeatman, DODoug Yeatman, MDRodney Webster, PA704 S. Webster Ave.Green Bay, WI 54301920-433-7995
Pathology
PATHOLOGY CONSULTANTS
GREEN BAY, SCJohn Brady, MDJiaxin Cia, MDThomas Fredeen, MDZiwen Guo, MDDenise Kennedy, MDNathaniel Kieler, MD744 S. Webster Ave.Green Bay, WI 54301920-433-3653
Plastic/Reconstructive
GREEN BAY PLASTIC SURGICAL
ASSOCIATES, SCWilliam J. Dierberg, MDJames Lee, MDEugene H. Schmitt, III, MD704 S. Webster Ave.Green Bay, WI 54301920-432-7000
WISCONSIN OCULOPLASTICS, LTDDaniel Dale, MD1525 Park PlaceGreen Bay, WI 54304920-965-1234
Podiatry
HEEL AND TOE CLINIC
Henry Pryzlucki, DPM2345 E. Mason St.Green Bay, WI 54302920-469-8888
STEPHEN ARBES, DPM, FACFAS1779 Main St.Green Bay, WI 54302920-465-0181
GLENN HANSEN, DPM2331 S. Oneida St.Green Bay, WI 54304920-499-1177
EDWARD VANBEEK, DPM1771 Allouez Ave.Green Bay, WI 54311920-469-5522
Psychiatry/Psychology
BELLIN HEALTH BEHAVIORAL HEALTH
Ashraf Ahmed, MDDenise Brachmann, MDPaul Burney, MD
Carlos Castillo, MDJohn Charles, MDPaulina Kitcher, MDAnthony Marchlewski, MDBrain Cagle, PSYDKim Lasecki, PHDJohn Teske, PSYDDavid Bell, MSJolayne Boehmke, MSPamela Clough, MSWJoni Delwiche, DMWPaula Depner, CADC111Mary Gibson, MSLynette Harris, MSWMary Hill, MSWLaura J. Hillescheim, MHREric Lavarda, MSEMary Mckay, CADC111Ruth Myers, MSDonna Rasmussen, MSWTony Renier, MSEMaureeen Sinkler, MSJayne Stefanic, MSWAnn Marie Verlare, MSWLori Wathall, MSWJennifer Warner, M.S. LPC301 St. Joseph St.Green Bay, WI 54301920-433-6073
NEIL FULLAN, MD1325 Angel’s PathDe Pere, WI 54115920-338-2855
CHARLES GROVES, PSYD1325 Angel’s PathDe Pere, WI 54115920-338-2855
RIVERSIDE PSYCHIATRIC
Howard Davis, MDChris Larson, MDJohn Stamm, MDJonathan Thomas, MDTamara Singh, PSYDMark Eklund, LCSWRosemary Knapp, LCSWJane Koeferl, LCSW, LMFT, CADCTerrance Mapes, LCSWCarole St Laurent, CPC1325 Angel’s PathDe Pere, WI 54115920-338-2855
Pulmonology
BELLIN HEALTH
R. Dale Davis, MDAdvanced Care744 S. Webster Ave.Green Bay, WI 54301920-433-3500
Radiology
RADIOLOGY CHARTERED
CT IMAGING, LLCPatrick Carrigan, MDDouglas J. Coyle, MDJohn Gassner, MDGregory Grewe, MDWilliam Hingten, MDRobert Monette, MDMichael Ross, MD1789 Shawano Ave.Green Bay, WI 54303920-499-1428
Rheumatology
GREEN BAY ORTHOPEDICS, LTDMark Davis, DO720 S. Van Buren St.; Ste 101Green Bay, WI 54301920-430-8113
Sleep MedicineBELLIN HEALTH SLEEP CENTER
744 S. Webster Ave.Green Bay, WI 54301920-433-7451
Urology
UROLOGY ASSOCIATES
OF GREEN BAY
Hamayun Mian, MDWen Yap, MDWilliam Conrad, PA-CKevin Scott, MD (Iron Mt.)Kirk Susott, MD (Iron Mt.)720 S. Van Buren St.; Ste 301Green Bay, WI 54301920-433-9400
2007 Team Directory
Nurse On Call & Physician Referral Line 920 445-7373 • 888 758-7373
OVER
200Every major specialty.Working as a team.
physicians.
Social Media: Building brand credibility, creating engagement, and gaining insights.
But, when used correctly it’s also powerful.
This includes recognizing that one of social’s
most important and undervalued uses is to
listen. Social provides insight and knowledge.
Knowledge you can use to respond to customer
wants and needs in a powerful way.
Case in point: We created a social platform
to monitor conversations for one of our
largest clients, and to do service recovery
and engagement. As a result, we were able to
create advocates from the mildly satisfied and
dissatisfied. Those advocates became big time
recruiters to the program. And that has value.
Social media is not magic. It’s just a tactic…a vehicle, a channel, if you will.
Internal Communications: Creating a shared vision and culture of execution and accountability.
9 of 11 players would in some way be competing against their own team.
At Alta Resources, I was able to implement an internal communication and planning platform that
unified the vision, fostered understanding and created a team where there wasn’t one.
In Stephen Covey’s book, The 8th Habit, he references
the results of a survey in which thousands of employees
in companies across the country were asked if they
understood their company’s brand, goals, mission…and
how well they understood their own personal roles in
bringing their companies to life.
He THen compaReD IT all To SocceR.
If your company was a soccer team, only 4 of 11 players
would know which goal is theirs. Only 2 of 11 would care.
Only 2 of 11 would know what position they play, and
what they are supposed to do.
Sponsorships: Turning community pride into community service.
Green Bay, Wisconsin has a football team. And,
needless to say, every business in the state
would like to find a way to capitalize on the
Packers’ brand. But, is co-branding for the mere
sake of brand association enough? Not when
you’re a health system with a vision devoted
to improving the health of an entire region.
At Bellin Health, we were able to extend the
benefits of being the healthcare partner of
the Packers beyond brand linkage and into
innovative programs that raised awareness of
key health initiatives, one of which brought
recognition to First Responder heroes and
educated the public on the need to dial 911
when faced with a medical emergency.
Is co-branding for the mere sake of brand association enough?
Women’s Health: creating access and an excellent experience.
Women’s healthcare, at best, is complicated and
fragmented. There are heart disease programs
for women, breast and cancer programs, ob/gyn
programs. The challenge is to integrate these
services and to provide women with the opportunity
to be treated holistically. An even greater challenge
is to provide a myriad of programmatically dissimilar
services in a way that is seamless and encourages
a predictable, repeatable, desirable experience for
patients. Welcome to Her Health. Her Health was not
a women’s program. It was a channel of healthcare
that promised help with a comprehensive array of
healthcare needs and challenges from heart and
cancer care to mental health, to fertility to sexual
dysfunction, all delivered in a safe, nurturing,
seamless environment. Perhaps the biggest
achievement in building the program was to create
support and teamwork among a disparate group of
physicians, creating cooperation and support that
translated into a better patient experience.
Retail: Maintaining an outstanding patient experience in a retail environment.
While at Bellin Health, I was part of a team charged
with developing a retail component to traditional
healthcare services. Our goal was to extend help
and support to patients and the community
by providing convenient, affordable access to
pharmacy, home health and specialty-care items —
like the type of things that cancer patients would
need.
The result was a series of on-campus and in-clinic
stores focused on different needs and services, but
functioning as a single brand that in turn supported
the Bellin brand.
The Business Team: When business is the consumer.
The process of building a successful b2b offering
is really no different than creating solutions for
consumers or any other group. It starts with a thorough
understanding of what the corporate customer wants
and needs. Next it requires taking your own organization
through some demanding exercises to determine what
programs and services you can offer that will provide
a sustainable, competitive advantage, and create
demand in the marketplace. This is brand building at
it’s best—the last part being the creation of messaging
that successfully communicates the brand promise.
The real story of The Business Team is that we took the
time to find the holes in the market, and we filled them
with strong products that solved real problems, even
though doing so required the buy-in and participation
of virtually every service line in the system.
Heart & Vascular:Defending market leadership.
Bellin Health is known in Northeast Wisconsin
as “the heart hospital”. For years, that position
was uncontested, and then the competitive
environment changed and Bellin found itself
under assault from every competitor in the
region. The response was to continue to act
the role of a leader, continue to be innovative,
and make sure our brand messaging focused
on those things that can truly impact
preference and behavior for those in need of
cardiovascular services. The result — Bellin
is the most preferred provider of Heart and
Vascular services in the region.
Bellin found itself under assault from every competitor in the region.
athletic performance: Developing a product for a niche market.
Bellin Health has long been a supporter of wellness and
has a history of providing services to the community
that would benefit everyone from the deconditioned
to the serious athlete. But we needed to reach youth.
So we created XL. As the program grew, so did the
need for an integrated approach that took advantage
of Bellin Health’s turnkey offering that included
world-class orthopods, outstanding physical therapy
and rehab services, and the addition of a leading-
edge training facility that has room for the young, old,
weekend warrior, and elite athlete.
A leading-edge training facility that has room for the young, old, weekend warrior, and elite athlete.
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