The 5P Pyramid

“Okay, Mr. Continuity, last week we discussed branding, and it looks as if you have some sort of pyramid in mind for today. The two topics must be related somehow in your brain, but I fail to see the connection.”

“At the moment, Jaded Julie, I envision a logical connection, but we’d better get it onto paper quickly before I forget what it is. One’s personal brand, which we talked about last week, is largely developed during his or her preschool years. ‘Share your toys.’ ‘Don’t hit people.’ ‘Don’t throw sand.’ These early admonitions help to develop the basic elements of your personal brand, and barring significant emotional events, they should stick with you for the rest of your life.”

“I presume you could cite a reference for that gem of knowledge, but you probably read it 50 years ago.”

“Right, Julie. Now let’s fast-forward 20 years. The service and compassion elements of your personal brand have led you into a profession in health care. When considering employment, you recognize that the Philosophy of Affinity Health System, ‘To live out the healing ministry of Christ,’ is also a good fit with your personal brand. So here we are, at the first ‘P,’ Philosophy, on the base of the 5P Pyramid, better known as the Affinity 5P Model of Excellence (1). Welcome to Affinity, newly graduated Nurse Jaded Julie.”

“You did it, Curmudge! You made the link between personal brands and the 5P Pyramid. And, Old Guy, you did it before your morning nap.”

“Now our job is to climb the pyramid—learning as we go—just as we did over a year ago on Liker’s 4P Toyota Way pyramid.”

“At least we’re not climbing in the dead of winter like we did last year.”

“The next level is Promise. It is Affinity’s contribution to the pyramid. Promise is the additional ‘P’ that makes the pyramid 5 P’s high.”

“I’ve read where the central feature of Affinity’s Promise is Personalized Care. This must mean that when a patient comes to Affinity, we promise to give them personalized care, whatever that is.”

“What it is, Julie, is defined by our Affinity Promise Statement, ‘We promise to provide personalized care by listening, treating you with respect, and putting your needs and interests first.’ We bring the Promise Statement to life for our patients by assuring that their experiences with Affinity encompass these six elements:
· They are seen within a few days of requesting an appointment.
· They spend more time with nurses.
· They spend more time with doctors.
· They receive quality clinical care close to home.
· We help the patient develop a partnership with their caregivers.
· They will not feel herded through their visits to Affinity.”

“You know, Curmudge, if we could help everyone at Affinity append these elements to their personal brand and then put them into practice with every patient, we’d have an unbeatable corporate brand.”

“Exactly, Julie. When a person needs health care, they would think of Affinity first. It would be just like thinking of a drink in a coke bottle-shaped bottle when you are thirsty.”

“Curmudge, I owe you an apology. I shouldn’t have doubted your ability to link personal branding to the 5P pyramid.”

“Julie, as one of John Wayne’s characters once said, ‘Never apologize; it’s a sign of weakness.’”

“Who’s John Wayne?”

Affinity’s Kaizen Curmudgeon

(1) The 5P Model of Excellence may be found in the Affinity Brand Tool Kit in the right margin of the Affinity Intranet Homepage.