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Differentiating our Service and Positioning our Product

Differentiating our Service and Positioning our Product. Presented by Sharon Goodwin, VP Quality & Risk and Chief Practice Executive and Fran ç ois Couillard, COO at the Leadership Forum 2009. Purpose. To understand what differentiates the VON in the market. Setting the Context.

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Differentiating our Service and Positioning our Product

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  1. Differentiating our Service and Positioning our Product Presented by Sharon Goodwin, VP Quality & Risk and Chief Practice Executive and François Couillard, COO at the Leadership Forum 2009 Forging Excellence Together, Every Voice Counts

  2. Purpose To understand what differentiates the VON in the market Forging Excellence Together, Every Voice Counts

  3. Setting the Context Care and Service is our Product Forging Excellence Together, Every Voice Counts

  4. Quick Questions At your table take 5 minutes to brainstorm answers to the following: Thinking of other large organizations that deliver similar services (e.g. St. Elizabeth, Bayshore), how is the VON Visiting Nursing Program different? Forging Excellence Together, Every Voice Counts

  5. Positioning - Value Proposition Service : Visiting Nursing Market Segment: Ontario – CCAC Market VON St. Eliz WeCare Perceived quality Practice excellence Customer service KPI results Range of services Price e-health Forging Excellence Together, Every Voice Counts

  6. Strategy Achieving alignment: Forging Excellence Together, Every Voice Counts

  7. Positioning Is the art of designing an organization’s products or services to fit a given place in the customer’s mind Forging Excellence Together, Every Voice Counts

  8. Starbucks vs. Tim’s Value map Price Convenience Food Perceived Snob Selection Quality Appeal Forging Excellence Together, Every Voice Counts

  9. Strategic Positioning ‘means performing different activities from rivals or performing similar activities in different ways’ Michael Porter Forging Excellence Together, Every Voice Counts

  10. Competition - Strategy “Competition based on operational effectiveness alone is mutually destructive … Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value”. Michael Porter Forging Excellence Together, Every Voice Counts

  11. Value Proposition Flow Select Target Market Define Positioning (Value Proposition) Drives Priorities (Implications) Forging Excellence Together, Every Voice Counts

  12. Implications Could include: • Where we spend our $$ • Structure • Business alignment • Resources • Etc. Forging Excellence Together, Every Voice Counts

  13. A client segmentation model is emerging for home healthcare in Western Canada Forging Excellence Together, Every Voice Counts

  14. Keep in mind … … to achieve competitive advantage the organization must perform one or more value creating activities in a way that creates more overall value than do competitors. Superior value is created through lower costs or superior benefits to the consumer (differentiation). Forging Excellence Together, Every Voice Counts

  15. Why do we seek to differentiate? • It will enable us to: • define clear and explicit strategy • have a common guide against which we make choices, trade off’s • prioritize • better meet needs of clients and funders • understand how we differentiate ourselves – ensure we continue to be relevant • improve financial results Forging Excellence Together, Every Voice Counts

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