Download - Communicating the Deal Unit 1
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Unit 1
SHSMD University
August 13, 2013
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• Healthcare public affairs firm
• Solely focused on the provider industry
• Assisted in $15 billion in announced transactions in 2012
• www.jarrardinc.com
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• Introductions
– What’s on your mind?
• Ground Rules
– Let’s make this a conversation
– Questions, please, during and after
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• Next four sessions
– Deal basics (Session 1)
• Structure
• Timeline
• Political thinking
– Ten Rules for Healthcare M&A
• The Campaign Strategy (Session 2)
• The Campaign Plan and Efforts (Session 3)
– Troubleshooting the Tough Spots (Session 4)
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Thinking about a partnership
More partnerships than ever before
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• Median net annual revenue base of merger partner– 2010 - $97.7 million
– 2012 - $137.0 million
– 38% increase
• Merger partner wealth– At least one partner with >$1 billion
• 2010 – 3
• 2012 – 8
– At least one partner with > $2 billion• 2010-2011 = 3
• 2012 = 4
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• Partnerships
– Acquisitions, alliances, collaborations
• Ownership structures
• Shares resources
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• Types of Deals
• Terms to Know
• Typical Deal Timeline
• Who Runs the Deal/ The Campaign Team
• Thinking Politically
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• Acquisition
• Affiliation
• Merger
• Joint Venture
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• Full integration and change of control
• Proceeds remain in the charitable stream
• Can offer scale, efficiencies, market strength
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• Two organizations agree contribute most, if not all, of their assets and liabilities
• Produces new company
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• Ownership, and sometimes control, is shared
• Common JV structure today: “80/20”– Acquiring
hospital/company owns 80%
– Hospital itself retains 20%
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• Conversion
• Due Diligence
• Reverse Due Diligence
• Letter of Intent
• Definitive Agreement
• Term Sheet
• Close
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• This is an emotional, political event in the life of your health system
• Defines your organization
– On paper
– In the hearts and minds of your audiences
• More than money and operations
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• Cultures have to match
• Mismatched cultures is the number 1 deal killer
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Source:
Don Seymour &
Associates
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• Well-orchestrated campaigns
– Energize teams and organizations
– Keep the message straight
– Excite patients and turn them to advocates
– Discourage competition and neutralize opponents
• Put your political strength to work for you
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• Active and visible leadership puts a face on your hospital
• Remember: people follow people
• Commitment is fundamental for success
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• Represents the following interests:
– Clinical
– Financial
– Operational
– Media
– Political and community interests
– Regulations
• Must be a coordinated approach
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• Sets the stage for “why” the partnership is necessary
• Define the vision for the future
• Transforms technical benefits into a solution
• Calls advocates to action
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• Relationships matter
• Dissect your audiences
– Internal versus external
– Internally: nurses vs. physicians, new vs. old
– Externally: supporters, opposing, neutral, reporters
• Identify advocates and opposition
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• Transactions are disruptive to a community
• Opposition has many sources
– Inside
– Outside
• Expect, plan for and quickly engage when resistance appears
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• It’s a campaign, not a news flash
• Takes many months of steady action
• Keep the “win” in mind
• It’s not over when it’s over
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Online questions for discussion• How might you approach a partnership communication
differently when highly or less integrated?• What are benefits of positioning your hospital as the
“candidate” of your campaign?• How does a long term campaign differ from a single
announcement? How does this perspective change in terms of resources, tactics, message?
• Talk about a point of view that needs to be brought to a Campaign Team, and what value that perspective brings to the conversation.
• Talk about why culture can kill a deal?
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• The first 5 Rules: Campaign Strategy
• Prep for it:
– Review the Health Leaders Media Intelligence Report, M&A: Hospitals Take Control
– http://content.hcpro.com/pdf/content/275032.pdf
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