2012 North American Clinical Laboratory Competitive Strategy Leadership Award
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1 North American Clinical Laboratory Competitive Strategy Leadership Award 2012 Frost & Sullivan 1 We Accelerate Growth
2 Competitive Strategy Leadership Award Clinical Laboratory, North America, 2012 Frost & Sullivan s Global Research Platform Frost & Sullivan is in its 50th year in business with a global research organization of 1,800 analysts and consultants who monitor more than 300 industries and 250,000 companies. The company s research philosophy originates with the CEO s 360-Degree Perspective, which serves as the foundation of its TEAM Research methodology. This unique approach enables us to determine how best-in-class companies worldwide manage growth, innovation and leadership. Based on the findings of this Best Practices research, Frost & Sullivan is proud to present the 2012 North American Competitive Strategy Leadership Award in the Clinical Laboratory market to Mayo Medical Laboratories (MML). Significance of the Competitive Strategy Leadership Award Key Industry Challenges Addressed by Competitive Strategy Leadership The United States clinical laboratory market resides in a dysfunctional healthcare system. The outlook for the clinical laboratory market is grim as reimbursement levels continue to fall. The growing trend of retail clinics further shuttle test revenues away from these laboratories. To make matters worse, the highly competitive clinical laboratory market is a mature market that has seen considerable consolidation in the last decade. The result of this M&A has resulted in two primary market leaders with a combined market share of more than 20 percent. The dominance of these national laboratories produces challenging market dynamics that make it difficult for any market participant to sustain growth. In mature markets, it becomes critical to provide value to the customer at a competitive advantage. In other words, a profitable clinical laboratory needs a competitive strategy that maintains and communicates differentiated value relative to competitors. Impact of Competitive Strategy Leadership Award on Key Stakeholders The Competitive Strategy Leadership Award is a prestigious recognition of Mayo Medical Laboratories accomplishments in the clinical laboratory market. An unbiased, third-party recognition can provide a profound impact in enhancing the brand value and accelerating MML s growth. As captured in Chart 1 below, by researching, ranking, and recognizing those who deliver excellence and best practices in their respective endeavors, Frost & Sullivan hopes to inspire, influence, and impact three specific constituencies: Investors Investors and shareholders always welcome unbiased and impartial third-party recognition. Similarly, prospective investors and shareholders are drawn to companies with a well-established reputation for excellence. Unbiased validation is the best and most credible way to showcase an organization worthy of investment Frost & Sullivan 2 We Accelerate Growth
3 Customers Third-party industry recognition has been proven to be the most effective way to assure customers that they are partnering with an organization that is leading in its field. Employees This Award represents the creativity and dedication of MML s executive team and employees. Such public recognition can boost morale and inspire your team to continue its best-in-class pursuit of a strong competitive position for MML. Chart 1: Best Practices Leverage for Growth Acceleration Key Benchmarking Criteria for Competitive Strategy Leadership Award For the Competitive Strategy Leadership Award, the following criteria were used to benchmark MML s performance against key competitors: Leverage of Competitive Intelligence Execution of Competitive Strategy Impact on Market Share Competitive Brand Positioning (brand strength and unique market position) Impact on Customer Satisfaction/Value 2012 Frost & Sullivan 3 We Accelerate Growth
4 Decision Support Matrix and Measurement Criteria To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Matrix (DSM). The DSM is an analytical tool that compares companies performance relative to each other with an integration of quantitative and qualitative metrics. The DSM features criteria unique to each Award category and ranks importance by assigning weights to each criterion. The relative weighting reflects current market conditions and illustrates the associated importance of each criterion according to Frost & Sullivan. Fundamentally, each DSM is distinct for each market and Award category. The DSM allows our research and consulting teams to objectively analyze each company's performance on each criterion relative to its top competitors and assign performance ratings on that basis. The DSM follows a 10-point scale that allows for nuances in performance evaluation; ratings guidelines are shown in Chart 2. Chart 2: Performance-Based Ratings for Decision Support Matrix This exercise encompasses all criteria, leading to a weighted average ranking of each company. Researchers can then easily identify the company with the highest ranking. As a final step, the research team confirms the veracity of the model by ensuring that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies. Chart 3: Frost & Sullivan s 10-Step Process for Identifying Award Recipients 2012 Frost & Sullivan 4 We Accelerate Growth
5 Best Practice Award Analysis for Mayo Medical Laboratories The Decision Support Matrix, shown in Chart 4, illustrates the relative importance of each criterion for the Competitive Strategy Leadership Award and the ratings for each company under evaluation. To remain unbiased while also protecting the interests of the other organizations reviewed, we have chosen to refer to the other key players as Competitor 1 and Competitor 2. Chart 4: Decision Support Matrix for Competitive Strategy Leadership Award Measurement of 1 10 (1 = lowest; 10 = highest) Award Criteria Leverage of Competitive Intelligence Execution of Competitive Strategy Impact on Market Share Competitive Brand Positioning Impact on Customer Satisfaction/Value Weighted Rating Relative Weight (%) 20% 20% 20% 20% 20% 100% Mayo Medical Laboratories Competitor Competitor Criterion 1: Leverage of Competitive Intelligence The most recent annual conference for the Association of Molecular Pathology (AMP) in 2011 showed an interesting phenomenon within clinical laboratories. There were more clinical laboratories from major hospitals with exhibitor booths than ever before. While these hospital laboratories have only started their business development and marketing functions in the last year, Mayo Medical Laboratories (MML) has had a marketing research and strategy group for years, putting MML ahead of its hospital laboratory peers in the market. MML s effective use of competitive intelligence has produced successful programs on hospital outreach, regional distribution, and new product development that have led to increased market value, compared to the high-volume laboratories in the clinical laboratory space. Criterion 2: Execution of Competitive Strategy Mayo Medical Laboratories has experienced growth in 2011, although that was not the case for many hospital laboratories in the United States. MML held a strong competitive position 2012 Frost & Sullivan 5 We Accelerate Growth
6 by expanding test services and support to its clients nationally, guiding strategies with competitive intelligence, investing in innovative clinical research, the addition of a new Information Technology infrastructure, and emphasizing its strong reputation in patient care and customer outreach. In this multifaceted approach, MML achieved top-line growth in a year when visits to the doctor dropped 6 percent. MML performs at a level that its top competitors strive to achieve. MML s execution of a keen competitive strategy kept this laboratory unscathed by the difficult market in Criterion 3: Impact on Market Share The highly competitive clinical laboratory market is a mature market that has seen considerable consolidation in the last decade. The result of this M&A has resulted in two primary market leaders with a combined market share of more than 40 percent. The dominance of these national laboratories produces challenging market dynamics. MML s continued growth and planned approach in assisting hospital laboratories develop and grow their outreach practices is a real threat to the market leaders in the clinical laboratory market. The ability to compete with the market leaders is extraordinary for any market participant, but even more impressive for MML, which is guided by Mayo Clinic s primary value and mission of patient care and support for the local delivery of laboratory services. Criterion 4: Competitive Brand Positioning One unique element of Mayo Medical Laboratories competitive strategy is to invest in research and development. While MML is operated as a for-profit entity, it also has no obligation to investors like its publicly traded competitors. Rather than having to pay earnings to investors, MML reinvests its profits on R&D. One recent example of R&D money well-spent is the collaboration with the company Exact Sciences. The clinical results were recently published for a new DNA-based test that is more accurate at early detection of colon cancer compared to comparable tests. Additionally, the test analyzes DNA in stool, which is easier to collect than a blood specimen, thereby improving patient compliance. From this value standpoint, MML can also maintain profitability. MML has a recognized record of involvement in cutting-edge medicine and MML s strong commitment to publishing more than 650 scientific clinical research papers annually ensures the development of new tests that will have a positive impact on patient care. Criterion 5: Impact on Customer Satisfaction/Value Mayo Clinic is known globally for its excellence in patient care, and the hospital has been top-ranked among the nation s hospitals. This is helped by Mayo Clinic s patient outreach programs that are unrivaled in the industry. Patient satisfaction with Mayo Clinic s services translates easily to its associated Mayo Medical Laboratories. MML also provides community hospitals and physicians with valuable access to Mayo Clinic expertise by offering the benefit of multidisciplinary experts working together for the best patient outcome. MML s successful 2012 Frost & Sullivan 6 We Accelerate Growth
7 model of leveraging patient and physician relationships is emulated in the clinical laboratory industry. Conclusion The highly competitive clinical laboratory market is a mature market that has seen considerable consolidation in the last decade. Mayo Medical Laboratories effective use of competitive intelligence has produced successful programs on hospital outreach, regional distribution, and new product development that have led to growth in the clinical laboratory space. MML s continued growth is a real threat to the market leaders in the clinical laboratory market. MML has a recognized record of involvement in cutting-edge medicine and MML s strong commitment to scientific clinical research ensures the development of new tests that will have a positive impact on patient care. Furthermore, MML s successful model of leveraging patient and physician relationships is studied and emulated in the clinical laboratory industry. For these achievements in 2011, Frost & Sullivan recognizes Mayo Medical Lab with the 2012 North American award for Competitive Strategy Leadership in clinical laboratory markets. The CEO 360-Degree Perspective TM - Visionary Platform for Growth Strategies The CEO 360-Degree Perspective model provides a clear illustration of the complex business universe in which CEOs and their management teams live today. It represents the foundation of Frost & Sullivan's global research organization and provides the basis on which companies can gain a visionary and strategic understanding of the market. The CEO 360-Degree Perspective is also a must-have requirement for the identification and analysis of best-practice performance by industry leaders. The CEO 360-Degree Perspective model enables our clients to gain a comprehensive, action-oriented understanding of market evolution and its implications for their companies growth strategies. As illustrated in Chart 5 below, the following six-step process outlines how our researchers and consultants embed the CEO 360-Degree Perspective into their analyses and recommendations Frost & Sullivan 7 We Accelerate Growth
8 Chart 5: The CEO's 360-Degree Perspective Model Critical Importance of TEAM Research Frost & Sullivan s TEAM Research methodology represents the analytical rigor of our research process. It offers a 360 degree view of industry challenges, trends, and issues by integrating all seven of Frost & Sullivan's research methodologies. Our experience has shown over the years that companies too often make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Frost & Sullivan contends that successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. In that vein, the letters T, E, A and M reflect our core technical, economic, applied (financial and best practices) and market analyses. The integration of these research disciplines into the TEAM Research methodology provides an evaluation platform for benchmarking industry players and for creating high-potential growth strategies for our clients Frost & Sullivan 8 We Accelerate Growth
9 Chart 6: Benchmarking Performance with TEAM Research About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 9 We Accelerate Growth
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