Why Cooperative Marketing

1
Why Cooperative Marketing

• Fairview is a community based health care
  organization.
• You can accomplish so much more through
  collaboration and teamwork.
• Fairviews culture encourages partnerships.

2
Fairviews Mission

• Fairview's mission is to improve the health of
  the communities we serve. We commit our skills
  and resources to the benefit of the whole person
  by providing the finest in health care, while
  addressing the physical, emotional and spiritual
  needs of individuals and their families. We
  further pledge to support the research and
  education efforts of our partner, the University
  of Minnesota, and its tradition of excellence.

3
How Should the Cooperative Relationshipbe
Developed?

• Open, honest dialogue.
• Be very clear about benefits desired by the
  partners, ie. name visibility, new
  customers, increased traffic, referrals,
  credibility, etc,
• Identify, acknowledge and respect each others
  strengths.
• Establish clear objectives.

4
Key Ingredients for Success

• Select the right partner(s)
• Similar or compatible missions
• Similar corporate values
• Compatible community image
• Both parties have the same definition of good
  taste
• Develop clear goals and expectations
• Realistic
• Achievable
• Measurable
• Easily understood
• Communicated
• Create a win/win situation for each party
• Shared visibility and credit

5
Measurement of Success

• Decide ahead of time the criteria for success -
  probably will be different for each partner.
• Decide appropriate measurement techniques.
• Agree on the length of time required before
  measuring success.

6
Cooperative Marketing through Strategic
Partnerships Planning

• University of Minnesota Academic Health Center
• University of Minnesota Cancer Center
• University of Minnesota Center for Spirituality
  and Healing
• PreferredOne
• WCCO - AM Radio
• Kool 108 and KDWB - Culligan and Old Home Foods
• Midwest Coca Cola Bottling and Coca Cola, Inc.
• Lunds Food Holding Inc.
• Half Priced Books
• Minnesota Twins
• Minnesota Vikings
• Camp Heartland
• Border to Border - Poweraid and Hoigaards
• Minneapolis Park and Recreation Board