Oct. 7, 2008 at 1:26pm

Coming soon: A blue ocean in Michigan

Posted by Shari Campbell in Branding
No comments

It’s been a few weeks since I hopped a plane from San Francisco, site of the Society for Healthcare Strategy and Market Development’s (SHSMD) annual conference. With dozens of topics and tracks to select from, I always find this annual event to be helpful and thought-provoking.

Last month’s conference was no exception.

The most inspiring seminar for me? “Taking Health and Healing Beyond the Boundaries of Imagination,” offered up as a best practice/emerging issue topic. It’s still difficult for me to pin down what was most inspirational — I took several pages of notes — but here are a few things that continue to wow me:

Gerard van Grinsven. He’s the president and CEO of the new Henry Ford West Bloomfield Hospital slated to open in the spring of 2009. In addition to his engaging style, delightful accent and amazing leadership abilities, van Grinsven defies the stereotype of a healthcare CEO. He’s a former Ritz Carlton executive, and building and opening the newest Ford System hospital is his first stint in the world of hospitals and health care. He brings refreshing new insights — insights that have the power to transform hospital care — and a passion for making health care better.

No fries? No pop? Oh no, oh my! van Grinsven pointed out that Michigan is the leading state for obesity. The last thing a hospital should do, he suggested, is offer patients, visitors and its own employees unhealthy foods. West Bloomfield Hospital won’t have fryers, won’t serve pop and will only serve organic food. Initially, the hospital will purchase most of its organic fruits and vegetables from a local farm, but long-term plans call for West Bloomfield to grow enough organic foods to supply all the Henry Ford hospitals.

Part of making health care better, van Grinsven said, will be creating a “healthy food culture” at West Bloomfield. Or, as he tells his peers and business colleagues, “wellness equals less sickness.”

Service is just the beginning. If you’ve ever stayed at a Ritz Carlton, then you know that exceptional service is one of its hallmarks. van Grinsven is clearly bringing that philosophy with him to West Bloomfield Hospital. But he’s also bringing much more: a culinary school, biking and walking paths, health coaches, cooking classes, wellness stores, a community center for well-being and experiences as memorable as a stay at the Ritz Carlton.

For health care marketing and communications professionals, a key to van Grinsven’s vision is found in the book he recommended, “Blue Ocean Strategy.” In short, van Grinsven suggests hospitals should quit competing head-to-head for the same market share. His idea: develop the uncontested market space and make the competition irrelevant.

Several audience members at the seminar were skeptical about this maverick CEO and his new ideas. But with a few thousand applications for employment sitting in the HR department well before any positions have been posted, I think the guy may be onto something.

Comments (0)

Add your comment below