Let

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Lets Focus on
You

• For the South Dakota Health Care Association
• September 17, 2008

Anthony Cirillo, FACHE, ABC www.4wardfast.com
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Sometimes Youre the Windshield.Sometimes Youre
the Bug!
Lessons in Self-Promotion and Career Positioning
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Shameless Self-promotion

• If you done it, it aint braggin. Will Rogers
  
• If you dont blow your own horn, someone else
  will use it as a spittoon. Anonymous

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• What is Branding?

• A promise or a trust
• A commitment to performance and quality
• Conveys a perceived value to the consumer
• A set of expectations made tangible
• Promise met satisfied customer
• Promise met time and again brand loyalty

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A sum of all touch points
Evaluation
Admission
Inquiry
Tour
Nurse assessment Orientation Interest and
activities Room selection Move in
Calling on the phone. Going to the web. Showing
up unannounced. Referral source calls.
Visit CMS state sites. Google facility. Ask for
references. Talk to referral sources. Talk to
caregiver groups, families, employees.
Scheduling Greeting Tour touch points Questions Me
et ED Follow Up
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2 cents a cup 20 cents a cup 1cup
The Experience Economy B. Joseph Pine II,
James Gilmore
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• Branding

Promoting
Packaging
Position
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• Be the Author of Your Own Identity

• What skills and traits do youwant people to
  associatewith you?
• Do you care about othersperceptions of you?
• Are you capable of changing your image?

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• A position that is.

Unique Credible Compelling Consistent Broad
based Impenetrable
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Brand Power
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• Packaging and Promotion

• Name
• Logo
• Corporate look
• Brand platform
• Tagline
• Communications/messages/mediums
• Consumer expectations
• Delivery on the promise

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Nike Just do it
McDonalds Im Lovin It
Intel Intel Inside
GE Imagination at Work
HP Invent
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Why a Brand is Important in Business
A Brand Bought Emotional Bond High
Visibility Unique Worth More Evolves Creates
Buzz Relevant
A Product Sold Emotionally Neutral One among
many Ordinary No perceived extra
value Stagnant No Buzz Little Relevance
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Why a Brand is Important in Your Career

• Mindset of a personal brand
• Work for yourself
• Internal security
• Marketing plan
• Market
• Differentiating
• Strategy
• Relationships
• Network
• Long-term plan
• Sound bites
• Packaging
• Visible
• Self-measurement

• Other mere mortals
• Work for a boss
• External benchmarks
• Resume
• Clients, co-workers, mgt.
• Fitting In
• Hard work
• Transactions
• Solo
• Short-term reactionary
• Business jargon
• Clothes
• Low profile
• Performance review

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Own an Attribute
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Individuals Have a Brand!
Don't recognize the fact that we are a brand.
Do not take the time or make the effort to
think about how we communicate our brand
personalities to others.
Lets take the brand attribute test!
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Individuals Have a Brand!
Take what you shared with us and share it with
colleagues, customers, etc. Obtain
feedback. What attributes matter to
them? Inject them into what you do then
reassess.
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• A position that is.

Unique Credible Compelling Consistent Broad
based Impenetrable
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Assessing Your Brand - SWOT
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Account for
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Positioning Possibilities
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Build on Strengths

• Go from good to outstanding, incredible, amazing
• Know strengths
• Which ones will help you reach your goals
• Build a plan to maximize strengths
• Integrate into everything

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Take the Anti-Position
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To Stimulate
Look outside your industry Look deeper into your
profession Know industry beyond what you serve
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Build a 5 Year Career Plan
Goalactivity coordinator to activity director to
admissions director to executive
director SWOT Strategy education and
experience more to come Market Time
Frame Tactics Measure
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Forget the Ladder Its a Ramp
You have to get rid of the ladder metaphor and
view your career climb as a ramp. When you're
ascending a ramp, you don't stop and relaxyou're
constantly advancing in perpetual motion toward
your professional goals. You don't wait for a
trigger to move you to your next step in your
career. You manage that movement yourself,
every day of your life with everything you
doevery campaign you manage, every meeting you
attend, every phone call you place.
William Arruda and Kirsten Dixson
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Unique Credible Compelling Consistent Broad
based Impenetrable
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The Package
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Whats in a Name?
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Whats in a Look?
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Whats in a Look?
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Whats in a Look?
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What Did You Say?
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What Did You Say?
The more they talk, the more interested in you
they will be.
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What Did You Say?
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Interaction
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A sum of all touch points
Evaluation
Admission
Inquiry
Tour
Nurse assessment Orientation Interest and
activities Room selection Move in
Calling on the phone. Going to the web. Showing
up unannounced. Referral source calls.
Visit CMS state sites. Google facility. Ask for
references. Talk to referral sources. Talk to
caregiver groups, families, employees.
Scheduling Greeting Tour touch points Questions Me
et ED Follow Up
42
A sum of your touch points
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Your Network
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Mastermind Group
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Visibility
Youre no one unless your googled.
Web site, blog, My Space, U Tube, Squidoo,
speaking, writing, board, Facebook, LinkedIn,
Zoom Info, Ziggs, review books, Yahoo and Google
groups
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Visibility
Healthcare speaking writing invited to
Dubai international practice
LTC wrote a book became an expert featured
on TV professional speaker
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Three Greatest Successes

• You were outstanding.
• What were the results?
• Esther
• Writing a book
• Using my talents in a new way

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Shameless Self-promotion

• Weave your accomplishments into casual
  conversations.
• Listen to the conversations you have with
  others.
• Be discovered.
• Praise others. Everyone likes a team player.

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Document

• Keep a file of letters, e-mails, annual reviews,
  notes from bosses and others, and other proofs
  that youre doing a good job.
• Submit the evidence create a report that tracks
  your major achievements.
• Citing successes to your boss during a review, in
  a meeting when you are pressing a point or to a
  prospective employer is not only acceptable, its
  strategic.

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Job Security

• Building Job Security Strategies for Becoming a
  Highly Valued Contributor
• Broscio/Scherer, Journal of Healthcare
  Management, Vol. 48, No. 3, May/June 2003
• Keep a change journal of new and different things
  taking place at your organization.
• Develop a strong internal network.
• Find a mentor.
• Ask for feedback.
• Ask yourself do I produce value everyday?
• How you conduct yourself is as important as the
  results you get.
• Adapt / Learn / Create new roles.
• Know how to interpret and meet vaguely
  articulated expectations.
• Uncover unmet needs and solve them in your area
  and others.

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How Do You Like Me Now?
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Questions
Anthony Cirillo1-704-992-6005 cirillo_at_4wardfast.c
om www.4wardfast.com www.anthonyssong.com http//a
nthonyssong.blogspot.com/ http//sickoh.blogspot.c
om/