CLEVELAND CLINIC: HEALTHCARE BEYOND INSTITUTIONAL BOUNDARIES

INTRODUCTION DIAGNOSTIC COMPETITIVE

EDGE BRAND DNA

EVALUATION CRITERIA

SUCCESS FAILURES

NEW INITIATIVES

CANYON RANCH

CANADA CLINIC

ABU DHABI CLINIC

WHAT WE RECOMMEND

OTHER INITIATIVES

CONCLUSIONS

Q&A SESSION

ANATOMY

DIAGNOSTICS

Cleveland Clinic

Multidisciplinary Approach to Curing Diseases

Patients Enjoy One-Stop Coordinated Care

Financial Incentives Removed for Doctors

Doctors Focus on Delivering World Class Health Care for Patients

Traditional Hospitals

Individual Medical Departments Work Independently

Patients are Referred to Different Divisions that Work Separately

Doctors are Financially Motivated to Provide Expensive Care

Doctors Focus on Productivity and Tenure

COMPETITIVE EDGE

BRAND DNA

Focus on Areas with

Competitive Edge

Organizational Structure Must Fit Culture

Understand the Market (Patients &

Government)

Brand Consistency

EVALUATION CRITERIA

Competitive Edge

Organizational Structure

Understand the Market

Brand Consistency

Specialty Institute

Partnerships

Very Successful Outcomes.

Why?

120/80

FLATLINE

Competitive Edge

Organizational Structure

Understand the Market

Brand Consistency

CLEVELAND CLINIC

FLORIDA

Major Financial Losses. Why?

CANYON RANCH ARIZONA

THE EXECUTIVE PROGRAM

The Executive Program

Cleveland Clinic’s Offering

Diagnostic Expertise

Preventative Medicine

Canyon Ranch’s Offering

Wellness Expertise

CANYON RANCH

CANYON RANCH

Opportunities

• Brand Extension: End-to-End Health Care

• Improve the Care Team’s Capability

• Research and New Perspectives

Threats

• Consumer Expectations About Pre-Care

• May Change Brand Image (Elite Clients)

PRE-CARE

TREATMENT

POST CARE

Competitive Edge

Organizational Structure

Understand the Market

Brand Consistency

CANYON RANCH

CLEVELAND CLINIC CANADA

Reason 1

Reason 2

• Many Canadians Go to the States for Surgery and Would Like to Come Home for Post-Op Care.

• Decrease Rate of Complications After Surgery

CANADA CLINIC

POST CARE

Reasons

Caution Points

• Long Wait Times in Canada

• No Existing High Quality Health Care

• Ontario had NOT yet lifted the ban, however it was anticipated it would since many provinces were adopting this private / public health care.

CANADA CLINIC

TREATMENT

CANADA CLINIC

1. International Exposure

2. Correct Mistakes from Florida

3. Similar Cultural Demographics

4. Close in Distance to Cleveland

5. Can Raise the Bar for Quality and Service of Health Care in Canada

1. Not Sure if the Market Will Open and How Long

2. Large Need for Privatized Health Care?

3. Many People in Canada are Used to the Public System

4. Not Familiar with Making Claims Through Insurance Providers

Op

po

rtu

nit

ies

Thre

ats

Post-Op Care Centers

Open Post-Op Care Centers First.

Treatment Centers

As Legislation Passes, Open Disease Specific Clinics

International Exposure

Step in Internationalizing the Cleveland Clinic Brand by Giving them Exposure and Experience

from Working in Different Countries

CANADA CLINIC

Competitive Edge

Organizational Structure

Understand the Market

Brand Consistency

CLEVELAND CLINIC ABU DHABI

ABU DHABI

1. Government Heavily Invest in Health Care

2. An Opportunity to Cater to All of Asia

3. Opportunities to Research and Treat Different Diseases

4. Make the Brand Global

1. Skill and Cultural Fit of Doctors in Abu Dhabi

2. Effort and Costs

3. No Experience of Setting Up Operations in New Country

Op

po

rtu

nit

ies

Thre

ats

3 24

98

0

50

100

150

USA UAE Global

Incidence of Tuberculosis

6 7

15.6

0

5

10

15

20

USA UAE Global

Infant Mortality Rate

22.6

21 20.6

19

20

21

22

23

USA UAE Global

Life Expectancy At age 60

179

243 261.6

0

100

200

300

USA UAE Global

Cardiovascular Disease Mortality

ABU DHABI

• Study the Abu Dhabi Market Before Implementing the American Cleveland Clinic Model in Abu Dhabi

• Open Specialty Clinics First and then Expand to Other Healthcare Areas

• Train Potential Doctors in Cleveland First Before Going to Abu Dhabi

Recommendations

Competitive Edge

Organizational Structure

Understand the Market

Brand Consistency

Specialty Institute

Partnerships

Continued Opportunities to Expand in

USA

SPECIALTY CLINICS

Consulting

IT Systems

Quality

Innovative Techniques

CONSULTING

Potential Risks

BUT

Reputation Patient Value Diversification

RECOMMENDATIONS

SECURING USA

Specialty Centers: Patients First, Innovation

Consulting: Patients First, Innovation, Education

BRAND CONSOLIDATION

NEW MARKETS

Canada Post-Care: Patients First, Education

Canada Expansion: Brand Quality Risks

Abu Dhabi: Brand Quality Risks (Proceed with Caution)

BRAND EXPANSION

END-TO-END CARE

Canyon Ranch: Patients First, Education

Brand Risks in Patient Targeting but can be Overcome

BRAND EXTENSION

Thank You for Your Time

Q&A SESSION

GAME OVER

Q&A SESSION

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