Conference Archives

2013 Fall Conference


How To Create a Winning Value Proposition?

November 5 – 7, 2013
OMNI Chicago Hotel
Chicago, IL

The focus of the HMMC Fall Conference this year will be on creating and managing customer value propositions. The interactive workshop will be conducted by Dr. James Anderson, William L. Ford Distinguished Professor of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University. Dr. Anderson has worked creating value propositions with medical products companies and co-authored articles on the subject for the Harvard Business Review so you don’t want to miss this 6 hour course.

The opening speaker, Mark Mayfield, is known as “The Corporate Comedian” and educates as well as entertains. Mark speaks annually to a wide variety of Fortune 500 companies, has shared the stage with celebrities like Paul Newman, Peter Frampton, Colin Powell and Bob Newhart. Other speakers include David Hargraves, V.P. Clinical Services and Supply Chain, University of Pittsburgh Medical Center, and Bill McLaughlin of IMCO.

Come see why HMMC’s popular new conference format has made it the “gold standard” in education for health care manufacturer executives. And as always, the networking is as good as it gets!

General Manufacturer Member = $795.00
General Manufacturer Guest = $995.00
Service Partner Member = $1,195.00 (includes silver level sponsorship)
Service Partner Guest = $1,395.00 (includes silver level sponsorship)
Spouse = $200.00

Register Now

Click Here to Download Registration Form

Hotel Reservations: OMNI Chicago Hotel:
Group Room Rate of $199.00 + taxes (Standard- single) $219.00 (Double)
Deadline for reservations is Monday, October 14, 2013.
Phone reservations – Call Toll free: 1-800-THE-OMNI Mention the HMMC Fall Conference

Conference Cancellation Policy:
30 days prior to meeting 100% refund
14 day prior to meeting 50% refund


Tuesday, November 5, 2013

7:00 – 9:00 PM Opening Reception – 4th Floor – Picasso Ballroom
Cocktails, Hors d’oeuvres and Dinner

Wednesday, November 6, 2013

7:15 – 8:00 AM Breakfast – 3rd Floor – Van Gogh Room

8:00 – 8:15 AM Education Sessions – 4th Floor – Picasso Ballroom
Welcome to the 2013 Fall Manufacturers Executive Conference
Richard Schmidt – President, HMMC

8:15 – 10:00 AM “The Glass Ain’t Half Empty, It’s Just Too Big – Managing Change Through Creativity”
Mark Mayfield, Professional Speaker, Author, Comedian – known as ‘The Corporate Comedian’, The Speaker Agency, Marina Del Rey, CA,
Mark will help you manage change in this high octane, hilarious keynote presentation. He’ll do this while you’re laughing at his off-beat, observational comedy because his philosophy is simple…say it with humor and people will take the message home. You’ll learn how creativity is the key component to “thrive during change’. This program is guaranteed to make you laugh and make you think.

10:00 – 10:30 AM Morning Break

10:30 – 12:00 noon “HMMC Customer Value Proposition Workshop”
Dr. James C. Anderson, William L. Ford Professor of Marketing and Wholesale Distribution, Kellogg School of Management, Northwestern University

Customer Value Management in Business Markets and Constructing Persuasive Customer Value Propositions in Business Markets are presentations, each lasting 90 minutes. We will then use the Kunst 1600 case to illustrate gathering evidence of superior value and building customer value models. Moreover, participants will gain firsthand experience in using the evidence of superior value to construct value propositions that resonate with target customers.

“Customer Value Management in Business Markets”
Customer value management is a progressive, practical approach to managing business markets. In its essence, customer value management has two basic goals:
• Deliver superior value to targeted market segments and customer firms.
• Get an equitable return on the value delivered.
Customer value management relies upon customer value assessment to gain an understanding of customer requirements and preferences, and what it is worth in monetary terms to fulfill them. Although firms may be able to accomplish the first goal without any formal assessment of customer value, it is increasingly unlikely that they will be able to accomplish the second goal without it. Simply put, to gain an equitable or fair return on the value their offerings deliver, suppliers must be able to persuasively provide evidence of the superior value they provide customers relative to the next-best-alternative for those customers. In this session, the philosophy, concepts, process, and tools of customer value management are presented. Particular emphasis is given to building customer value models, which are data-driven estimates of what a present or prospective market offering is worth in monetary terms to targeted customers relative to the next-best-alternative offering.

12:00 – 1:30 PM Lunch – 3rd Floor – Van Gogh Room
HMMC General Meeting

1:30 – 3:00 PM “Crafting Persuasive Customer Value Propositions in Business Markets”
Dr. James C. Anderson, William L. Ford Professor of Marketing and Wholesale Distribution, Kellogg School of Management, Northwestern University
A persuasive value proposition earns a supplier the chance to engage the customer in a conversation about its market offering, with the aim of convincing the customer to try the offering. Increasingly, supplier value propositions take the generic form, “Our product will save you money!” Because most of these claims are made without credible support or detailed understanding of the customer’s business, they are met justifiably with skepticism and disbelief by customer managers. This session focuses on how suppliers can set themselves apart from their competitors in crafting value propositions that customer managers will find persuasive. The session begins with the concepts and practice of positioning in business markets. Next, three alternative kinds of customer value propositions are explored, with consideration of what is required to construct them and have the sales force deliver them. The session ends with discussing the use of customer value management to provide the knowledge and substance for crafting a persuasive value proposition. Value case histories and value calculators are essential tools for enabling the sales force to successfully deliver and support the value proposition. A best-practice case shows how customer value propositions can be the cornerstone and guiding beacon for superior business performance.

3:00 – 3:30 PM Afternoon Break

3:30 – 4:45 PM “Building Customer Value Models in Practice: The Kunst 1600 Case”
Dr. James C. Anderson, William L. Ford Professor of Marketing and Wholesale Distribution, Kellogg School of Management, Northwestern University
This session gives participants experience in building customer value models, using a proprietary case. Participants learn how to construct value word equations to persuasively capture points of difference between two offerings. Value word equations express in words and simple mathematical operators (e.g., +, ) how to assess the differences in functionality and performance on a value element and what those differences are worth in monetary terms. Participants learn how to gather data to estimate the value word equations. Participants also learn how to gain estimates in monetary terms for value placeholders, which are value elements that a supplier believes are worth something to customers but either are too difficult to obtain data for or are social elements. Finally, participants learn how to use customer value model results to select target market segments and construct customer value propositions for them.

4:45 – 5:00 PM “Announcements To Conclude the Day”
Richard Schmidt

5:30 – 10:00 PM “Bet you haven’t done this!”
Dinner, entertainment and networking! We will meet in the lower lobby of the hotel (ground floor) at 5:30 and board buses to our destination. Dress warmly (warm jacket, gloves, scarves, no long overcoat) and wear comfortable shoes. Ladies, no heels – please! Not even boots with heels! It’s a Chicago experience with Chicago food. We’ll have you back at the hotel by 10:00 PM. Don’t miss it – something new and different!

Thursday, November 7, 2013

7:15 – 8:00 AM Breakfast – 3rd Floor – Van Gogh Room

8:00 – 9:30 AM “Hospital Consolidation & Integration and the Impact on Medical Supply Markets” -4th Floor – Picasso Ballroom
David A. Hargraves, V.P. Clinical Services and Supply Chain, University of Pittsburg Medical Center (UPMC)
Hospital and healthcare system consolidation and integration is accelerating in response to healthcare reform and changes in reimbursement. Many analysts predict that the healthcare provider landscape will be permanently altered by these changes as smaller regional providers seek the security and efficiency offered through integration into a larger health system. This session will reflect on the development of one of the nation’s top healthcare systems while also looking forward into how their direction might change in response to the Affordable Care Act and the expected provider consolidation. Attendees will learn directly from an industry practitioner with proven experience in successful integration of healthcare facilities how self-distribution, self-contracting, GPO’s and regional purchasing coalitions are impacting medical supply markets.

9:30 – 10:00 AM Morning Break

10:00 – 11:00 AM “Independents Day”
Bob McCart, VP of National Accounts, IMCO
Angie Euston, Director of Member Relations, IMCO
In the changing landscape of healthcare, independent distributors are in the pole position to quickly adapt to serve the needs of the customer focused on improved outcomes and efficiencies. In this session, learn what Independent Medical Co-op (IMCO) does to help their distributors serve healthcare customers, today and in the future, as well as why partnerships with independent distributors are essential to maintaining a profitable bottom line for caregivers, vendors and strategic partners.

11:00 – 11:30 “Questions and Answer Period”
Bob McCart, VP of National Accounts, IMCO
Angie Euston, Director of Member Relations, IMCO

11:30 AM Adjourn

See you at the OMNI Royal Orleans Hotel, April 8 – 10, 2014 for the Spring Conference!
Mark your calendars now!

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