Corporate Rebranding Project Brand Development Process EMPLOYEE INTERVIEWS

Corporate Rebranding Project

Brand Development Process EMPLOYEE INTERVIEWS EMPLOYEE FEEDBACK GROUPS HEALTH SYSTEM PURCHASING INTERVIEWS HEALTH SYSTEM C-SUITE INTERVIEWS VENDOR/SUPPLIER INTERVIEWS

Current Corporate Structure FOR-PROFIT RRHA JOINT VENTURES CORPORATION SEAGATE ALLIANCE NOT-FOR-PROFIT ROCHESTER REGIONAL HEALTHCARE ASSOCIATION ROCHESTER REGIONAL HEALTHCARE ADVOCATES

ROCHESTER REGIONAL HEALTHCARE ASSOCIATION No longer relevant as the organization serves a wider geography and has the opportunity to serve even more. This is an appropriate nod to the expanded geography, yet still doesn’t define what that is. The industry in which the organization operates and serves as an important identifier for the not-for-profit side of the business as it is the true focus of the group. Defined as an organization with a common purpose and having a formal structure. The name doesn’t say anything about what we do.

A Fragmented Story A national GPO of which Seagate is an owner, but it’s also a competitor. And they may call on a member with you or directly. A regional GPO that is an owner of Premier but that also competes against them. All Seagate members are also members of RRHA JVC. Originally intended to execute contracts at the local level, but they can execute outside of this market, too. All Seagate members are part of the JVC, but not all JVC members belong to Seagate.

Findings: The Need for Separation Lack of clarity regarding mission and purpose Desired definition ADVOCACY RRHA ASSOCIATION RRHA JVC SEAGATE ALLIANCE PREMIER ADVOCACY PURCHASING

Findings: The Need for New Structure “OVERARCHING” ORGANIZATION FOR-PROFIT GPO NOT-FOR-PROFIT CONSULTING ASSOCIATION/ADVOCACY

The Pandion Optimization Alliance is grounded in virtues of progress. Our track record, expertise, and ability to harness the collective power of our members enable our partners to exceed their goals. Sourcing and Purchasing | Consulting | Healthcare: Education & Advocacy

SOURCING & PURCHASING CONSULTING HEATHCARE: EDUCATION & ADVOCACY Leveraging billions of aggregated spend, we vet and negotiate best-in-class contracts at the local, regional, and national levels to save our members time and money. Superior customer service and a reputation for excellence form the foundation of our rich legacy. Providing subject-matter experts who perform outside validation and detailed reviews of policies, procedures, and purchasing files ensures best practices, expense reduction, and streamlined solutions. Utilizing our collective strength through our not-for-profits, we convene regional healthcare leaders; provide critical access to peers, lawmakers, thought leaders and educational resources. Synthesizing best practices through data analytics, robustly advocating for members and partnering with regional, state and national players ensures your success.

HEALTHCARE: EDUCATION & ADVOCACY KEY STRATEGY Utilize collective strength through our non -profits to enable the highest quality care at the lowest possible cost. INNOVATE Non-Acute Services Expansion • Transitions of Care • RASCA Expansion of Healthcare Innovations Conference to a multi-day, multi-discipline event Credentialing Services Workforce Recruitment & Development Further Regional Collaboration • Western New York • Central New York • Western Pennsylvania • Eastern Ohio Increase awareness and communications though newly designed website

Brand Rollout

*Official Launch: January 1