1. CLEVELAND CLINIC:
HEALTHCARE BEYOND INSTITUTIONAL BOUNDARIES

2. COMPETITIVE
INTRODUCTION DIAGNOSTIC
EDGE
BRAND DNA
EVALUATION
SUCCESS FAILURES
CRITERIA
NEW CANYON CANADA ABU DHABI
INITIATIVES RANCH CLINIC CLINIC
WHAT WE OTHER
RECOMMEND INITIATIVES
CONCLUSIONS
Q&A SESSION
ANATOMY

3. Cleveland Clinic Traditional Hospitals
Multidisciplinary Approach to Individual Medical Departments
Curing Diseases Work Independently
Patients Enjoy One-Stop Patients are Referred to Different
Coordinated Care Divisions that Work Separately
Financial Incentives Removed for Doctors are Financially Motivated
Doctors to Provide Expensive Care
Doctors Focus on Delivering World Doctors Focus on Productivity and
Class Health Care for Patients Tenure
DIAGNOSTICS

4. COMPETITIVE EDGE

5. BRAND DNA

6. Focus on Areas Organizational Understand
with Structure the Market Brand
Competitive Must Fit (Patients & Consistency
Edge Culture Government)
EVALUATION CRITERIA

7. Very
Specialty
Successful
Institute
Outcomes.
Partnerships
Why?
Competitive Organizational Understand Brand
Edge Structure the Market Consistency
120/80

8. Major
CLEVELAND
Financial
CLINIC
Losses.
FLORIDA
Why?
Competitive Organizational Understand Brand
Edge Structure the Market Consistency
FLATLINE

9. CANYON RANCH ARIZONA

10. THE EXECUTIVE PROGRAM

11. The Executive
Program
Cleveland Clinic’s Canyon Ranch’s
Offering Offering
Diagnostic Wellness
Expertise Expertise
Preventative
Medicine
CANYON RANCH

12. Threats
• Consumer Expectations
About Pre-Care
Opportunities • May Change Brand Image
(Elite Clients)
• Brand Extension: End-to-End
Health Care
• Improve the Care Team’s
Capability
• Research and New
Perspectives
CANYON RANCH

13. POST CARE
TREATMENT
PRE-CARE
Competitive Organizational Understand Brand
Edge Structure the Market Consistency
CANYON RANCH

14. CLEVELAND CLINIC CANADA

15. POST CARE
• Many Canadians Go
to the States for
Reason 1 Surgery and Would
Like to Come Home
for Post-Op Care.
• Decrease Rate of
Reason 2 Complications After
Surgery
CANADA CLINIC

16. TREATMENT
• Long Wait Times in Canada
Reasons • No Existing High Quality
Health Care
• Ontario had NOT yet lifted
the ban, however it was
anticipated it would since
Caution Points many provinces were
adopting this private /
public health care.
CANADA CLINIC

17. Opportunities
1. International Exposure 1. Not Sure if the Market Will
2. Correct Mistakes from Florida Open and How Long
3. Similar Cultural Demographics 2. Large Need for Privatized
Health Care?
4. Close in Distance to Cleveland
3. Many People in Canada are
5. Can Raise the Bar for Quality Used to the Public System
and Service of Health Care in
Canada 4. Not Familiar with Making
Claims Through Insurance
Providers
Threats
CANADA CLINIC

18. Post-Op Care Open Post-Op Care
Centers Centers First.
Treatment As Legislation Passes, Open
Centers Disease Specific Clinics
Step in Internationalizing the Cleveland Clinic
International
Brand by Giving them Exposure and Experience
Exposure from Working in Different Countries
Competitive Organizational Understand Brand
Edge Structure the Market Consistency
CANADA CLINIC

19. CLEVELAND CLINIC ABU DHABI

20. Opportunities
1. Government Heavily Invest 1. Skill and Cultural Fit of
in Health Care Doctors in Abu Dhabi
2. An Opportunity to Cater to 2. Effort and Costs
All of Asia 3. No Experience of Setting Up
3. Opportunities to Research Operations in New Country
and Treat Different Diseases
4. Make the Brand Global
Threats
ABU DHABI

21. Incidence of Infant Mortality
Tuberculosis Rate
150 20
15.6
98 15
100
10 7
6
50 24 5
3
0 0
USA UAE Global USA UAE Global
Cardiovascular Disease Life Expectancy At age 60
Mortality 23 22.6
300 243 261.6 22
179 21
200 21 20.6
100 20
0 19
USA UAE Global USA UAE Global

22. • Study the Abu Dhabi Market Before
Implementing the American
Cleveland Clinic Model in Abu Dhabi
Recommendations • Open Specialty Clinics First and then
Expand to Other Healthcare Areas
• Train Potential Doctors in Cleveland
First Before Going to Abu Dhabi
ABU DHABI

23. Continued
Specialty
Opportunities
Institute
to Expand in
Partnerships
USA
Competitive Organizational Understand Brand
Edge Structure the Market Consistency
SPECIALTY CLINICS

24. Consulting
Potential Risks
BUT
Innovative
Techniques
IT Systems Reputation
Patient Value
Diversification
Quality
CONSULTING

25. RECOMMENDATIONS

26. BRAND CONSOLIDATION
Specialty Centers: Patients First, Innovation
Consulting: Patients First, Innovation, Education
SECURING USA

27. BRAND EXPANSION
Canada Post-Care: Patients First, Education
Canada Expansion: Brand Quality Risks
Abu Dhabi: Brand Quality Risks (Proceed with Caution)
NEW MARKETS

28. BRAND EXTENSION
Canyon Ranch: Patients First, Education
Brand Risks in Patient Targeting but can be Overcome
END-TO-END CARE

29. Thank You for Your Time
Q&A SESSION

30. GAME OVER
BROUGHT TO YOU BY THE WINNERS OF LINKS SIMULATION
Q&A SESSION