April 2014 In Business Magazine

APR. 2014

The Valley’s Most Comprehensive Business Healthcare Services Guide

Healthcare Strategies and Your Bottom Line

Build Accountability into Company Culture Employee A itudes on Sickness Infect the Workplace How Not to Lose Sales Leads This Issue Scottsdale Chamber of Commerce National Association of Women Business Owners

Power Lunch By the Numbers Business Calendar $4.95 INBUSINESSMAG.COM

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APRIL 2014

www.inbusinessmag.com In Business Magazine is a collaboration of many business organizations and entities throughout the metropolitan Phoenix area and Arizona. Our mission is to inform and energize business in this community by communicating content that will build business and enrich the economic picture for all of us vested in commerce.

Partner Organizations

Rick Murray, CEO Arizona Small Business Association Central Office (602) 306-4000 Southern Arizona (520) 327-0222 www.asba.com

Steven G. Zylstra, President & CEO Arizona Technology Council One Renaissance Square (602) 343-8324 • www.aztechcouncil.org

Jackie Wszalek, President NAWBO Phoenix Metro Chapter (602) 772-4985 • www.nawbophx.org

Rick Kidder, President & CEO Scottsdale Area Chamber of Commerce (480) 355-2700 • www.scottsdalechamber.com

Mary Ann Miller, President & CEO Tempe Chamber of Commerce (480) 967-7891 • www.tempechamber.org Our Partner Organizations are vested business organizations focused on building and improving business in the Valley or throughout Arizona.

As Partners, each will receive three insert publications each year to showcase all that they are doing for business and businesspeople within our community. We encourage you to join these and other organizations to better your business opportunities. The members of these and other Associate Partner Organizations receive a subscription to In Business Magazine each month. For more information on becoming an Associate Partner, please contact our publisher at info@inbusinessmag.com.

Associate Partners Ahwatukee Foothills Chamber of Commerce www.ahwatukeechamber.com Arizona Chamber of Commerce & Industry www.azchamber.com

Conquest Training Systems is Giving Away

Arizona Hispanic Chamber of Commerce www.azhcc.com

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INBUSINE SSMAG.COM

WELLNESS AND THE NEW HEALTHCARE APRIL 2014 • inbusinessmag.com

20

APR. 2014

The Valley’s Most Comprehensive Business Healthcare Services Guide

APRIL 2014

IN BUSINESS MAGAZINE

CONTENTS

Healthcare Strategies and Your Bottom Line

Build Accountability into Company Culture Employee A itudes on Sickness Infect the Workplace How Not to Lose Sales Leads

How Healthcare Strategies Impact the Employer’s Bottom Line

Power Lunch By the Numbers Business Calendar

This Issue

Scottsdale Chamber of Commerce National Association of Women Business Owners

Wellness and prevention are becoming the new norm. Healthcare providers, insurers and consultants discuss with RaeAnne Marsh myriad options in cost, claims and delivery that affect the way employers offer healthcare benefits.

DEPARTMENTS

9 Guest Editor

Linda Hunt, president and CEO of Dignity Health, introduces the “Wellness & the New Healthcare” issue.

FEATURE

16 Accountability: Make It Stick

10 Feedback

Lax accountability to a company’s core values can have lasting effects. Julie Miller and Brian Bedford share strategies to build accountability into the company culture.

16

Noted business and community leaders Dodge Earnhardt, Dan King and Billy Malkovich respond to IBM’s burning business question of the month.

32

“Google Apps for Business,” “Small Business Research,” “Employee Verification Services,” “Law Firm Adds Business Training for Employees Turning Partner,” “Making Business Decisions with Confidence,” “Financial Awards and a Dynamic Search Engine Bolster GCU Entrepreneurship Initiatives,” “Co-Working and More in Office Space for Small Business” and “Retailer Puts On Hands-On Events”

Brandon Stuerke points out four common professional mistakes and discusses how to evaluate and optimize sales opportunities.

SPECIAL SECTIONS

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34 Assets

2015 GMC Yukon Denali Plus: Programs and devices for workplace security

35 Power Lunch

18 Trickle Up

66 Roundtable

View from the top looks at how Ori Eisen grew his Internet fraud-fighting company on the strength of carefully evaluated connections.

27 Legal

Page 7 Wome n’s Enterp – Joie de Vivre rise Foundation 2014 presen Page 8 Save the Date

Healthcare Services Guide

A P R I L 2014

2014

Rick Kidder

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Partner section

6

28 Nonprofit

15 By the Numbers

Attitudes vary among employees on coming to work sick.

SCOTTS

37 Scottsdale Area

The Valley’s most comprehensive guide to healthcare services for businesses

New releases offer strategies to enhance selling as a skill.

12 Briefs

32 Sales Leads: Lost by Mistake?

53 2014 Business

33 Books

Attorneys discuss compliance issues under the Patient Protection and Affordable Care Act.

Courtyard Café at the Heard Plus: Hamburger concepts

A question for employers to consider is whether to offer healthcare benefits to employees’ dependents.

ON THE AGENDA

29 Spotlight

In Business Magazine ‘Healthcare and Your Bottom Line’ VerdeXchange Arizona ‘Toward Greatness’

30 Calendar

Business events throughout the Valley

INBUSINE SSMAG.COM

APRIL 2014 • VOL. 5, NO. 4

VerdeXchange Arizona 2014 Toward Greatness: Growing Business and Creating a More Sustainable Community. May 1-2, 2014

Thursday, May 1 and Friday, May 2 VIP Receptions April 30 and May 1

Greg Stanton Phoenix Mayor

Sheraton Phoenix Downtown Hotel For more information:

Tap in and grow your business at this collaborative, regional and global conference.

VXArizona.com info@vxarizona.com 855-476-9845

Phoenix Mayor Greg Stanton welcomes over 100 speakers to the 2nd Annual VerdeXchange AZ featuring Google, Dell, Intel, Henkel, Yulex, Freeport McMoRan, SolarCity, Mayo Clinic, Maricopa Integrated Health Services, Local First Arizona, Canada, Mexico, Korea, Japan, State of Arizona, 25 Cities, and leading organizations.

“VerdeXchange offers a wonderful platform to collaborate and exchange ideas on boosting global competitiveness and economic prosperity while increasing trade and promoting sustainability."

—Arizona Governor Jan Brewer

Sponsors include:

PUBLISHER Rick McCartney

EDITOR RaeAnne Marsh

ART DIRECTOR Benjamin Little CONTRIBUTING WRITERS Joe Bardin Brian Bedford Sue Kern-Fleischer Mike Hunter Julie Miller Brandon Stuerke

CONTRIBUTING PHOTOGRAPHER

Taylor Peterson

Advertising

OPERATIONS Louise Ferrari

BUSINESS DEVELOPMENT

Louise Ferrari Alex J. Goff Craig Jeffries Maria Mabek Sara May Katie Pacioni Kelly Richards Cami Shore

EVENTS Amy Corben

YOU’RE INVITED

Join Rosie’s House for our annual Great Performers’ Concert featuring the dreams and musical feats of our award-winning students.

May 17, 2014 | Memorial Hall at Steele Indian School Park 300 E. Indian School Rd., Phoenix

4 p.m. Pre-Concert Hors d’oeuvres & Wine Reception 5 p.m. Great Performers’ Concert 6 p.m. Awards & Post-Concert Celebration Seating is limited, RSVP today at rosieshouse.org

GIVE MUSIC...GIVE A DREAM CAMPAIGN Campaign goal: To raise $40,000 for 400 students in 4 months Please support the students of Rosie’s House P.O. Box 13446, Phoenix, AZ 85002 602-252-8475 | rosieshouse.org

8

A P R I L 2014

More: Visit your one-stop resource for everything business at www.inbusinessmag.com. For a full monthly calendar of business-related events, please visit our website.

Inform Us: Send press releases and your editorial ideas to editor@inbusinessmag.com.

PRESIDENT & CEO Rick McCartney

EDITORIAL DIRECTOR RaeAnne Marsh

SENIOR ART DIRECTOR Benjamin Little

FINANCIAL MANAGER Donna C. Mitchell, CPA ACCOUNTING Bobbie Marciano

OFFICE MANAGER Matthew D. Whitmire

CORPORATE OFFICES 4455 E. Camelback Road Building C, Suite 135 Phoenix, AZ 85018 T: (480) 588-9505 F: (480) 584-3751 info@inmediacompany.com www.inmediacompany.com Vol. 5, No. 4. In Business Magazine is published 12 times per year by InMedia Company.

POSTMASTER: Send address changes to InMedia Company, 4455 E. Camelback Road, Building C, Suite 135, Phoenix, AZ 85018. To subscribe to In Business Magazine, please send check or money order for one-year subscription of $24.95 to InMedia Company, 4455 E. Camelback Road, Building C, Suite 135, Phoenix, AZ 85018 or visit inbusinessmag.com. We appreciate your editorial submissions, news and photos for review by our editorial staff. You may send to editor@inbusinessmag.com or mail to the address above. All letters sent to In Business Magazine will be treated as unconditionally assigned for publication, copyright purposes and use in any publication, website or brochure. InMedia accepts no responsibility for unsolicited manuscripts, photographs or other artwork. Submissions will not be returned unless accompanied by a self-addressed, stamped envelope. InMedia Company, LLC reserves the right to refuse certain advertising and is not liable for advertisers’ claims and/or errors. The opinions expressed herein are exclusively those of the writers and do not necessarily reflect the position of InMedia. InMedia Company considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur; consequently, readers using this information do so at their own risk. Each business opportunity and/or investment inherently contains certain risks, and it is suggested that the prospective investors consult their attorney and/or financial professional. © 2014 InMedia Company, LLC. All rights reserved. No part of this magazine may be reproduced or transmitted in any form or by any means without written permission by the publisher.

INBUSINE SSMAG.COM

LINDA HUNT, PRESIDENT AND CHIEF EXECUTIVE OFFICER, DIGNITY HEALTH ARIZONA

GUEST EDITOR

The Changing Face of Healthcare

LINDA HUNT IS the president and CEO of Dignity Health in Arizona. Hunt oversees the operations of the Arizona service area, which includes Barrow Neurological Institute, Chandler Regional Medical Center, Mercy Gilbert Medical Center, St. Joseph’s Hospital and Medical Center and several ambulatory services. Under Hunt’s leadership, Dignity Health’s Arizona hospitals have consistently received local and national recognition for high-quality care, innovative research, academic programs and supportive work environment.

WITH ALL THE debate over healthcare, an aspect that gets little attention is the role of the healthcare consumer. But the more engaged the individual, the better the health outcome should be — and when this is translated to the workplace, employers are finding that engaging employees in their healthcare impacts the company’s healthcare benefits cost.

The question is, how do you get employees more engaged? We all want to create happy, focused and loyal work forces. With the ACA regulations on prevention and wellness, our jobs in this area should be easier. At Dignity Health, we have implemented a number of wellness and prevention offerings that I hope employees see as an indication that they are extremely valued. But it is a noisy world and communicating these can be a challenge. It is incumbent on all of us as leaders to make sure that employees are informed and participating. We need to make it simple for them and make sure our employees thoroughly understand what is offered, what is covered and what is not covered. The new healthcare landscape is confusing for everyone, but if we can truly get our employees engaged, there will be real health benefits for them and significant financial benefits for our organizations.

This month’s cover story delves further into this subject. Healthcare insurance companies, employee benefits consultants, healthcare services providers and businesses share with In Business Magazine editor RaeAnne Marsh information on how today’s healthcare issues are affecting businesses’ bottom line.

In this issue’s “Sales” feature, Brandon Stuerke discusses common mistakes salespeople make in developing leads and how to overcome those mistakes. This issue also contains a “Management” feature on the importance of accountability, and Brian Bedford and Julie Miller offer strategies for business owners to maintain accountability among the work force to the company’s core values.

Healthcare is the focus of the “Legal” feature, as Sue Kern-Fleischer discusses how healthcare regulation and compliance matters can affect business. “Roundtable” offers up for discussion the small-business experience of finding in the new healthcare marketplace an affordable opportunity not previously available to offer healthcare benefits to employees.

The 2014 Business Healthcare Services Guide, a comprehensive reference for healthcare-related services in the Valley, is again provided for In Business Magazine readers in this April issue and will be available online for a full year.

In Business Magazine continues to develop and present content to help strengthen business and help our business community grow. I hope you enjoy this April issue of In Business Magazine.

Sincerely,

Connect with us: Linda Hunt President & Chief Executive Officer Dignity Health Arizona

Story Ideas/PR: editorial@inbusinessmag.com Business Events/Connections: businessevents@inbusinessmag.com Marketing/Exposure: advertise@inbusinessmag.com

Healthcare Can Be Best Tool AS WE SHAPED this healthcare issue of In Business Magazine, and as a business owner myself, I was struck by a comment that David Berg of Redirect Health made about how businesses should be using healthcare as a tool to build productivity and profits.

It dawned on me that we work so hard to motivate employees and sharpen best practices but almost never discuss healthcare INBUSINE SSMAG.COM

and the health of our employees as a way of doing just that.

In this issue, we explore this new notion, the effects that the Affordable Care Act is having on business and the impact to providers. Linda Hunt is one of the most experienced and expert healthcare executives in the region. We thank her for guiding this issue and for all of the work that she and Dignity Health are doing

Or visit us online at www.inbusinessmag.com

to work with businesses (and individuals) to better healthcare in Arizona. The impact that hospitals, insurers, providers, consultants and employers are having in changing costs for employees is scratching the surface. We hope this issue will spark debate — making healthcare a true benefit to business.

—Rick McCartney, Publisher A P R I L 2014

9

FEEDBACK

VALLEY LEADERS SOUND OFF

Executives Answer

What wellness programs have you had the greatest success with among your employees?

Dodge Earnhardt

Dan King

Owner Earnhardt Auto Centers Sector: Automobile Dealer EARNHARDT AUTO CENTERS has offered its employees onsite healthcare through an onsite healthcare program since October 2007. The decision to offer this benefit to our employees has proven to be one of the wisest business decisions

we have ever made.

We are particularly impressed with the convenience this offers to our employees. The service provider we use, Healthcare Solutions Centers, offers same-day appointments, quick diagnoses, no co-pay and medication onsite. The ability of our employees to get timely, inexpensive medical treatment has increased not only morale but also productivity. All of the nurse practitioners at our clinics are highly respected by our employees for their medical knowledge and caring attitude. The company also helps coordinate our wellness programs that include flu shot clinics, onsite mammograms and a health fair that offers free biometric screenings, health risk assessments and follow-up appointments with the nurse practitioners. Employees who participate can receive bonuses that include gift cards and monthly reductions in their insurance premiums. It’s a very cost-effective healthcare program for companies like ours and is a benefit that is greatly appreciated by our employees.

Chief Operations Officer Harmon Electric, Inc. Sector: Commercial Electrical/ Solar Contractor, Residential Solar Contractor YEAR OVER YEAR, Harmon’s healthcare costs were rising at an unsustainable rate.

It seemed to me kind of ridiculous how expensive it was becoming to take care of our employees. Two years ago, we chose a healthcare management company (Redirect Health), and, with its help, we lowered our costs a lot — and managed to have virtually no increase last year. The parts of the program that seem to have contributed the most toward keeping our work force healthy and keeping our costs from rising are very easy access to a provider network with many health center locations, including allowing our employees to have their doctors’ visits over the phone so they don’t have to miss work, and special attention and focus given to our sickest employees, so that they don’t get sicker and end up in the hospital.

I think that just making healthcare less complex and easier to get when it is needed has led to the greatest success toward keeping our employees and their families well.

Harmon Electric, Inc.

harmonelectriccorp.com

Earnhardt Auto Centers earnhardt.com

Harmon Solar harmonsolar.com

Dodge Earnhardt is in the third generation of the Earnhardt family automobile business, founded in 1951 by his grandfather, Tex Earnhardt. Expanded under Dodge’s leadership, the Earnhardt Auto group now includes 17 dealerships in Metro Phoenix and Prescott Valley, offering 15 brands of vehicles. Dodge’s education and experience in all aspects of auto dealership management have resulted in the implementation of many cost-cutting efficiencies and strategies for increasing sales and profitability.

A 1992 Northern Arizona University graduate with Bachelor of Science in Hotel Restaurant Management, Dan King had a successful career with Enterprise Rent-ACar through 2005 when he and his wife decided to purchase her parents’ business, Harmon Electric, Inc. In 2008, realizing the growth potential in the solar industry, Dan began developing Harmon Electric’s solar division, Harmon Solar. In less than three years, the organization went from an idea to the catalyst for the company’s tremendous growth.

Billy Malkovich Chief Executive Officer Mountainside Fitness Sector: Fitness MUCH LIKE THE success of an exercise routine, a successful internal wellness program requires a full commitment to the goal. What has proven to be successful for us at Mountainside Fitness is a real, corporate-level commitment that includes being supportive financially and from a time standpoint. We cover the cost of membership for our employees, with the expectation that they use our facilities.

We encourage them to use their memberships by offering flexible

10

A P R I L 2014

schedules that allow for the time they need to work out — whether it be in the early morning, at lunch time or in the evening. They are also given access to our nutritionists.

Aligning a healthy lifestyle with team-building by setting up a group fitness class or having the registered dietician come onsite to do a series of nutrition workshops is simple to do and proves to be beneficial — both internally and for our corporate partners. I believe if you give your team time away from work for themselves, you will see their level of productivity increase while at work.

Mountainside Fitness mountainsidefitness.com

Billy Malkovich is CEO of Mountainside Fitness. Over the course of 12 years, he has worked his way up from front desk attendant and personal trainer to his current role, and has led the company through the economic downturn to where it stands today at $30 million in revenue, 10 locations and nearly 1,000 people employed in Arizona.

INBUSINE SSMAG.COM

Healthcare: Suffer with it or make it your company’s competitive edge WEDNESDAY, APRIL 30, 2014

The New Healthcare

INSURANCE, PREVENTION & YOUR BOTTOM LINE

Hear from the experts: This is the most comprehensive event on the subject. As business owners and managers, it is important to get informed, forge partnerships and make Healthcare a true benefit to your employees and to your Bottom Line!

Some of the confirmed panelists:

David Berg, Chairman, Redirect Health

Bob Campbell,

Chief Strategy Officer, Phoenix Children’s Hospital

Chuck Lehn, CEO,

Banner Health Network

Don Smith, CEO, CopperPoint

Beth Soberg, CEO, UnitedHealthcare

Ted Simons, Host, Arizona Horizon

SAVE THE DATE: WEDNESDAY, APRIL 30, 2014 11:30 a.m.

Registration & VIP Reception 11:50 a.m. – 1:30 p.m.

Lunch & Panels Montelucia Resort

Individual Lunch: $65 Sponsor Table of 10: $1,000 Corporate Sponsorships Available For more information: Phone: 480-588-9505 x213 Email: info@inbusinessmag.com

Arizona

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is becoming

Mutual Insurance Company

Register today at inbusinessmag.com

BRIEFS

QUICK AND TO THE POINT

BYTES Google Apps for Business THIS IS A cloud-based productivity suite for business that helps the team connect and get work done from anywhere on any device. It’s simple to set up, use and manage, allowing users to work smarter and focus on what really matters. With Gmail, Calendar, Drive (storage), Docs, Sheets (spreadsheets) and Slides (presentations), it has all that is needed to communicate and pass things along. google.com/enterprise

Small Business Research EXPERIAN’S SMALLBUSINESS credit research reports make it easy to find a variety of information about any business in its database of more than 27 million active U.S. businesses. Its precise and unbiased credit reports offer the vital facts and figures required for making powerful business decisions, getting to know the clients’ credibility and more. experian.com/smallbusiness

Employee Verification Services THE WORK NUMBER, a State of Arizonarecommended vendor, can fulfill the verification requests a business receives, on its current and historical employee population, from banks, potential employers, apartment complexes and government agencies, just to name a few — allowing a business to comply and be secure in whom it hires. theworknumber.com

Law Firm Adds Business Training for Employees Turning Partner RUNNING A BUSINESS requires a broader view and skill set than just working for it. This is why a few of the newly named directors at the Phoenix office of Fennemore Craig decided to do something to better qualify themselves for their decision-making role as shareholders of the law firm.

“We go from law school to practicing law.

There’s no business education. Yet when we become partner, we’re expected to know how a business works,” says Chris Gooch, one of the Gen X/Yers who spearheaded Fennemore Craig’s innovative Director’s School. What started as informal conversation over lunch among a few of the younger, newer directors of the law firm has become a formalized educational program with the enthusiastic support of the firm’s management committee. The curriculum, taught by senior partners, includes how

a firm of its size puts together a budget, the ability to generate new business and create client-development opportunities, and understanding the different roles of leadership.

Video conferencing carries the program to attorneys in all six of the firm’s offices.

Gooch, who believes the program reflects the trait of Gens X and Y to be more collaborative, observes that the younger partners are coming into leadership of the multi-million-dollar business as the Baby Boomers prepare for retirement. The Director’s School helps the firm better secure its future because, instead of simply voting with the crowd, “We will understand better the impact of decisions on the operation and financial performance of the firm.”

—RaeAnne Marsh Fennemore Craig fclaw.com

VISUALIZE THIS

Seeing Is Believing Make Business Decisions with Confidence

MARC SACHNOFF, TWO-TIME Emmy-nominated TV

producer and founder of new Kirkland-based start-

Go online for more!

up ModernWisdom.com, offers a new video-based e-course aimed at helping managers and business leaders become more confident in their decision-making abilities in every aspect of their work and life. In

Visit our “Briefs” link online.

this 60-minute online workshop, Sachnoff shares an innovative process based on powerful techniques that brings together the best logical and rational techniques with heart-centered, intuitive approaches. modernwisdom.com

12

A P R I L 2014

INBUSINE SSMAG.COM

BRIEFS

by RaeAnne Marsh

QUICK AND TO THE POINT

Co-Working and More in Office Space for Small Business

Retailer Puts On Hands-On Events

ALTHOUGH FOUNDER JOHN Mahon describes EZ Spaces, recently opened in Gilbert, as an “environment to be successful without the overhead of an office,” he and co-owner Devon Dickinson designed the business to be more than a co-working space. Twice-monthly workshops are part of the plan, in addition to the site’s office amenities.

Offering day passes as well as membership of 10 days per month or unlimited, EZ Spaces provides a business address and mailbox, Wi-Fi, printers, conference rooms with state-of-the-art technology to accommodate wireless devices, a coffee station and a concierge service. It’s an open work environment, but there are four phone booths for private conversation, and lockers so members can leave their work rather than have to carry it back and forth. Like the space itself, the workshops cater to “the start-ups and one- to two-person companies taking the next step up from working from home or the corner coffee shop,” Mahon says. These workshops may cover Photoshop or Wordpress or what it means to effectively have one’s business website index with search engines.

Able to accommodate 60 people at a time, the co-working space creates a network of people who can correlate and collaborate with one another. “It’s fun to watch those relationships develop,” Mahon says. “In launching EZ Spaces, I created a solution to a problem that I had myself. The business world has revolutionized itself almost beyond recognition over the last several decades, and people are so plugged in today that many professionals, despite missing the social side of an office environment, no longer need to lease an expensive office space in order to conduct business efficiently.”

LOCAL GIFT AND home accessories boutique For the People, located in the Union at Biltmore Fashion Park, has planned special monthly hands-on events to connect more personally with its customers. “The type of customers who come into my store want to be invested,” says Lew Gallo, co-owner of the store.

Observing that independent, smaller merchants can’t rely solely on advertising, Gallo says, “We have to be more creative in the way we promote our business.”

The events will be held the first Fridaythrough-Sunday of the month. Gallo has planned them as a way of exposing people to the artwork in the store. April’s event, for instance, focuses on pottery, with a potter’s wheel demonstration on Sunday and several potters from all around North America attending on Friday night to talk about some of the attributes of their pottery. For June’s focus on the art of entertaining, Chef Aaron of the St. Francis restaurant in downtown Phoenix will share ideas on how to beautifully present the food — using home accessories available in the store. Other topics will be the Art of Travel (in May) and the Art of Functional Design (in July).

EZ Spaces ezspaces.com

For the People shopbiltmore.com

GRAND CANYON UNIVERSITY’S recently announced third Canyon Challenge Business Plan Competition awards are part of a focus on entrepreneurial initiatives the university is supporting with financial incentives. GCU has allocated $10,000 to award the winners, and invites alumni who are angel investors to take part in the judging.

The entrepreneurial initiatives also encompass the Innovation, Development and Entrepreneurship Association, or IDEA club.

“The purpose of the club is to be a conduit to help put the ideas of people within the GCU community into a constructive format

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that is presentable,” says Tim Kelley, assistant professor of entrepreneurship and economics, who is also an angel investor with the Entrepreneur Opportunity Fund and whose background includes founding several multimillion-dollar companies.

The IDEA club is a student-based organization, and Kelley says almost 300 members share their ideas on its website.

The site has a dynamic search function, so each member can load his own profile and, when another member uploads a business plan, the system can search and find an individual whose interests and/

or skills match the needs for the business plan. “Students with an interest and idea can collaborate with someone with a particular area of knowledge or interest,” he explains.

“It creates symbiotic relationships and networking on a virtual platform.”

More than 65 IDEA club members submitted their business plans to the Canyon Challenge, vying for the $7,000, $2,000 and $1,000 awarded to first-place, second-place and third-place winners, respectively, that they can use for start-up capital.

Grand Canyon University gcu.edu

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Photos courtesy of EZ Spaces

Financial Awards and a Dynamic Search Engine Bolster GCU Entrepreneurship Initiatives

QUICK AND TO THE POINT

BY THE NUMBERS In Sickness or in Work?

How do employees deal with the issue?

Which of the following precautions, if any, do you take when you come in contact with a sick co-worker?

The Sickness and Workplace Mix

Attitudes vary among employees on coming to work sick

by RaeAnne Marsh WHILE EMPLOYERS DEAL with issues of healthcare coverage and employee benefits, the workplace environment is also impacted by the actions and attitudes of the work force. Study after study supports the belief that productivity is impacted by employees’ health; that healthier employees are more productive. But do employees consider the effect of their healthcare choices on their place of work? This is a question the public health and safety organization NSF International, an independent, accredited organization, addressed in a recent survey of American workers.

NSF found that about a quarter of the workers (26 percent) always go to work when they are sick, but there is a great deal of variance among the other 74 percent as to how sick they are before they decide to stay home. “Doctor’s orders” accounts for the smallest percent (9 percent); forming the greatest percent (34 percent) are those who make the decision based on feeling they are suffering the full effect of symptoms such as fever and upset stomach.

Age and gender generate different responses to being sick. Men are nearly twice as likely as women to go to work when sick (33 percent compared to 17 percent). Concern over meeting deadlines or being able to dig out of work that would pile up are reasons cited more often by men than women (45 percent compared to 38 percent) for coming to work when sick. This is also the reason cited by Gen Xers, who, at 54 INBUSINE SSMAG.COM

percent, are more likely than other generations to come to work while sick.

How do the other employees feel about co-workers coming to work sick? Only 10 percent report no opinion. Of the 90 percent who do admit to judging their co-workers, a full two-thirds judge them positively, saying they come to work because they are hard workers. Fifty-seven percent view them with understanding, believing they can’t afford to miss work. Holding a negative view of workers who come to work sick are 16 percent who consider them selfish in not caring about the health of their colleagues and 13 percent who think they don’t trust their colleagues to do the job while they are out.

Nearly all workers (94 percent) take some form of precaution for their own health when they come in contact with a sick co-worker.

There is little difference by gender (96 percent of women and 92 percent of men), but both the number who take an action and type of precaution they use does vary by age. The likelihood of a worker to disinfect his or her work place after a sick co-worker leaves increases among the younger generations: 36 percent in the 45-52 age range, 42 percent in the 34-44 age range, and 53 percent in the 18-34 age range. Vitamin or supplement use follows a different pattern: 43 percent in the 35-44 age range, 39 percent in the 45-54 age range, and 32 percent in the 18-34 age range.

Take any precautions (Net)

94%

Use a hand sanitizer

68%

Take a vitamin or supplement

39%

Wash your hands

87%

Make an effort to not sit or stand near the sick co-worker

54%

Disinfect your workspace after the sick co-worker leaves

44%

Avoid eating in or using common areas, like break rooms, kitchens, cafeterias, etc.

32%

None of these/You don’t take any precautions when coming in contact with a sick employee

6%

Don’t know

1%

At what point do you decide to stay home due to an illness?

Don’t always go to work when sick (Net)

74%

When you start to feel the onset of symptoms

11%

When you experience the full effect of symptoms, such as cough, stuffy nose, fever, head cold, upset stomach, etc.

34%

When you’re sick enough to need to make an appointment with the doctor

19%

Only if the doctor tells you to stay home Always go to work through your illnesses or when you’re sick Don’t know

9% 26% 1%

Which of the following, if any, are reasons you go to work when you are sick?

Don’t always go to work when sick (Net)

74%

Your boss expects you to come to work no matter what

25%

You have deadlines or too much work to dig out of when you get back

42%

You can’t afford to be sick and miss work; for example, you don’t have paid sick days

37%

You don’t trust your colleagues to do the job while you’re out

16%

You always stay home when you’re sick

16%

Don’t know

10% Survey by NSF International, conducted in January 2014

NSF International nsf.org

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MANAGEMENT

DECISIONS THAT MATTER

Accountability: Make It Stick

Lax accountability to your company’s core values can have lasting effects

by Julie Miller and Brian Bedford

AS A LEADER at your organization, you like to think that you run a pretty tight ship. But if you’re being honest with yourself, you know that you let a few things slide. A missed deadline here and there. A few tiny white lies to clients. The fact that Mike in marketing often over-commits and under-delivers. Your own tendency to talk over others in meetings.

In other words, people (you included) haven’t always done what they know they’re supposed to do or behaved like they know they’re supposed to behave — and they’ve gotten away with it.

None of these transgressions have been deal-breakers. Yet you know if you don’t start holding yourself and your employees accountable for these little things, they’ll eventually lead to bigger, more damaging sins.

That’s why it’s important to pay attention to the A-word: accountability.

Accountability is a tricky business because it has different meanings for different people. A definition we learned that we like very much is “a personal willingness, after the fact, to answer for the results of your behaviors and actions.”

With that in mind, think about where you and your people have dropped the ball in terms of client relations, personal integrity and interactions with co-workers. More importantly, did any of you answer for these lapses? You can post core values on the company website and remind your employees about them via the company newsletter until you’re blue in the face. But if none of you are ever held accountable to these behaviors, you’ll just repeat these transgressions over and over again.

Of course, you might be thinking, “We’ve tried making accountability stick before, and all those initiatives just melted away over time.

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That’s what will happen this time.” Our experience working with many organizations continually shows that you can’t create an accountable organization in passing. Buy-in must come from everyone.

Accountability must be woven into the fabric of your organization. It has to become a part of every aspect of your business.

Drawing on concepts from our book, Culture Without Accountability, here’s an approach to create the perfect “make-it-stick” plan: Conduct an accountability post-mortem. Here’s a revelation for you: Despite the accountability failures the past, it’s very possible that no one at your organization thinks they’re doing anything wrong. Maybe they’ve never actually been told that they need to change how they do things. That’s why you should kick off your accountability revolution with a meeting of the minds.

Call your team together for an open discussion of the company’s core values and required behaviors and where you’ve dropped the ball.

Explain that no one will get in trouble for acknowledging their own shortcomings or even pointing out those of others. Ask people to share the negative effects they believe these behaviors had on the business and explain that those negatives will only get worse with time.

Set the stage by taking responsibility for your own transgressions.

This will encourage others to be honest in turn. Finally, explain that things are going to be done differently from this point forward. Use this meeting to get consensus on what the core values and behaviors need to be to support the company’s strategies and goals for the year, and emphasize that everyone, starting with the key leaders, will be held accountable for demonstrating them.

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Hold an accountability boot camp. It’s good to do this early in the year. However you go about making accountability stick at your organization, one thing is for sure: You and the other leaders at your company can’t simply decree an accountability mandate and then expect everyone to fall in line. You’ll need to implement a training and development plan to help employees understand why accountability is important and what accountable behavior looks like.

A boot camp-style training session is a great way to achieve this. In these sessions you should also establish how their accountability mindset and behaviors will affect their pay and progression in the organization.

Teach employees how to provide feedback to one another, since this is essential to developing a culture of accountability. For leaders, you’ll need specialized training and development programs that explain what accountability looks like for them and what they can do to be effective accountability role models. We’ve seen these kinds of programs work many times before. Through our consulting practice, we work with companies from around the world to tailor training plans specific to their needs — we don’t feel a standardized approach is as effective.

Start with a behavior statement. Everyone needs to understand that they will be held responsible not only for the results of their work, but also for how they go about their work, and their rewards will depend on both. If your most experienced salesperson has great sales numbers but bullies the shipping department every time he or she needs an order rushed, or if you have an employee whom clients love but who often misses internal targets, those transgressions must have consequences despite these employees’ successes in other areas.

One useful way to communicate this is to develop behavior statements that make it clear what you’re looking for. The statements will answer the fundamental question of what, precisely, you’re trying to fix, implement or eliminate. This is especially helpful in international companies, because accountability might mean different things in different countries, languages and cultures. So, for example, you might establish accountability behavior statements such as: ■■ Always do what you say you’ll do.

■■ Always tell the truth.

■■ Bring issues up as you discover them.

And then make those even clearer through “Dos and Don’ts.”

For example: ■■ DO be open, honest, and truthful.

■■ DON’T make excuses.

Once you’ve established accountability behavior statements and provided Dos and Don’ts, you can revisit them during performance reviews. They’ll help drive discussions with employees on how they are doing when it comes to meeting your company’s accountability standards.

Regularly meet up and talk it out. Do you hold regular communications meetings with your team or organization? We recommend it, because meetings provide an opportunity for management to highlight people who have demonstrated good accountability, as well as to show where things went wrong and what could have been done better.

This should be done in a way that instructs rather than punishes. Use every available communication tool to emphasize why accountability is important: electronic signs, business reviews, one-on-one meetings, emails, posters and more. If, by way of regular communication, you INBUSINE SSMAG.COM

reinforce the changes you want to see, you will drive the value deep into the organization.

Don’t promote accountability shirkers. A sure way to express the importance of accountability at your organization is to connect it to advancement. Promotions and salary increases should be considered only for people who demonstrate accountability as defined by the organization.

When your employees do well, reward and promote them. If they don’t do well, apply consequences and make sure they understand that their performance will limit their success and possible progression. Do not promote employees with problems with accountability, especially if they’ll be moving into a leadership position. If you do, rest assured that employee’s problems with accountability will become other employees’ problems with accountability.

Hire accountable people. Spice up your interviews and weed out the unaccountable by asking key questions during the interview process.

Instead of asking a job candidate about her strengths and weaknesses, ask, “If I asked your boss how you demonstrated accountability, what example would he or she give?” Or say, “Share with me a time where you made a big mistake and how you handled it.” If you’re interviewing a candidate for a leadership position, you might say, “Summarize a difficult conversation you had with an employee who had failed to meet a commitment” or “Describe a situation in which you very clearly held others accountable for their performance and it paid off. How did you do it and what was the outcome?”

More and more companies are using skill assessment tools and personality tests to screen potential candidates, so why not add behaviorbased questions to screen for accountability? Of course, hiring an employee and then training him to be accountable is possible. But hiring people who are already accountable is a better, less costly option.

Monitor your success and make adjustments as needed. Goals and metrics should be used to guide the business on an ongoing basis, not just at the beginning and end of the year. Use regular business meetings to establish an accountability drumbeat to keep goals and metrics on track so there is a better chance to achieve success.

Reviewing goals at the end of the year and hoping for success will likely end in tears.

When left unattended, the negative results that come from a lack of accountability will spread. Will your organization be able to survive that kind of plague? Maybe. Certainly, not all companies meet the fate of the Enrons and Lehman Brothers of the world. But in the end, what will your company look like? Will it be a place where great people want to work? Will it be able to provide great services or products to customers?

When you commit to making accountability stick, you improve your chances of becoming a great company. Make this the year you and your employees dedicate yourselves to accountability.

MillerBedford Executive Solutions millerbedford.com

In 2001, drawing on their respective years of experience in senior global leadership at Motorola, Julie Miller and Brian Bedford joined forces to establish MillerBedford Executive Solutions. MillerBedford helps businesses and organizations improve strategy, culture and leadership, while addressing issues that limit success. Their newly released book Culture Without Accountability— WTF? What’s the Fix? is full of real-life stories of what accountability looks like and what can go wrong in its absence, and offers a proven process for installing an accountability-based culture, a platform for success in business and in everyday life.

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TRICKLE UP

A VIEW FROM THE TOP

Ori Eisen: Sharing the Cure for Online Fraud Success also hinged on connecting with the right associates

IN TEN YEARS, Ori Eisen, founder of 41st Parameter, took his Internetfraud-fighting company from zero revenue to $25 million with $80 million worth of backlog orders already in place and a sale to Experian, the global information services conglomerate, for $324 million.

But the decision to go out on his own was not an easy one. As head of fraud detection at American Express, “I had the cushiest job in the world,” Eisen says. “I was working for one of the top 100 companies in the world and was making good money. But my soul did not find satisfaction.”

Eisen had led the development of particularly effective online fraud fighting methodologies. It frustrated him that these solutions could not be shared to companies throughout the online marketplace. “In 2004, 20 percent of Internet revenue was lost to fraud,” he says. Yet, because it was the merchants who took the hit, banks had no interest in helping them fight fraud more effectively. “It gnawed at me that I was doing something wrong,” he recalls. “I wanted to share the cure. I wanted many organizations to benefit from the solutions I’d developed.”

This was the premise for starting his own company. He found a unique source of support in Frank Abagnale, a former conman of great renown, and the real-life subject of the Steven Spielberg movie Catch Me if You Can. Eisen pursued Abagnale’s services to consult for American Express. But when he shared his vision with Abagnale, the ex-conman told him, “Quit your day job and I’ll support you.” And he meant it. Abagnale helped open doors for Eisen and even filmed a TV commercial for 41st Parameter.

Choosing the right people to associate with has been essential to Eisen’s success.

He counsels extreme patience when it comes to hiring. “It’s 20 million times better than hiring the wrong person, only to let them go later, with all the angst that comes with that.”

Eisen suggests being just as selective about investors. “Choose investors who are passionate and believe in what you are doing, who are not just interested in how quickly you can make them money.”

41st Parameter Vital Statistics

■■ Three Divisions: FraudNet, TrustInsight, AdTruth ■■ Approximately 200 employees ■■ Four main offices: Scottsdale, Silicon Valley, United Kingdom, Japan ■■ Acquired by Experian in October 2013, for $324 million ■■ Serving major financial institutions, e-Commerce merchants, travel industry and digital media players worldwide ■■ Previously backed by Kleiner-Perkins, Norwest Ventures, JAFCO, Georgian Partner and ITOCH

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To find the right people, Eisen advises, you have to be able to say no to the wrong ones. “You can’t be nice to everybody,” he says. “You have to know what your company is about and what it’s not about.”

He’s had to learn to say no to customers as well. A few years back, the biggest bank in the U.S. at the time approached 41st Parameter with a $3-million deal. They were so enthusiastic about their new partner’s capabilities that they wanted to promote the engagement to the public at large. But 41st Parameter always operates covertly. “What we do works because nobody knows we’re there,” Eisen explains.

Eisen refused the arrangement and the deal fell through, and “the next board meeting was a rough one,” he says, when he had to explain his decision to forego such a large piece of business. But about six months later, the organization that accepted that bank’s business and their terms had their fraud-fighting systems fundamentally compromised, and Eisen was vindicated.

Eisen advocates promoting from within whenever possible.

“Remember, Einstein started out as a patent clerk,” he says. Getting to know your people and their passions on a more personal level is essential for understanding their true potential, he suggests. “Identify your Einsteins, people who can do more than what you hired them for.”

He points out that businesses with this kind of culture of opportunity are much more likely to retain the talent they attract. “If they’re only working for salary and bonus, your people will leave when your competitors come after them,” Eisen says. “Spend time thinking about the culture of your company, the morale of your team. Ask yourself, ‘Are we a great place for people to work?’”

41st Parameter the41.com

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Photo courtesy of 41st Parameter

by Joe Bardin

Assessment & Valuation Service

for Small & Medium Size Businesses

Do you ever ask yourself questions like...

• What is my business worth today?

• How many different types of value are there and which are most important to me?

• What components drive value?

• What is the difference between an “asset sale” and a “stock sale”?

• How does my company compare to others in the same industry in terms of key performance indicators involving liquidity, solvency, activity and profitability?

At Beyer Management we’re passionate about Value Based Management. We find that when a business owner focuses on increasing the value of their company, they will naturally design the right strategies, implement the proper business model, and execute the best tactics to beat the competition and build a long term sustainable enterprise.

If you’ d like an expert valuation, or you’d like to learn more about Value Based Management, call us at (602)-633-5353 or visit our website at www.beyermanagement.com

4455 E. Camelback Road, Suite C135 Phoenix, AZ 85018

SEDAN SUV EXECUTIVE VAN LIMOUSINE SPRINTER MINI BUS MOTORCOACH

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How Healthcare Strategies Impact the Employer’s Bottom Line Claims participation grows as wellness and prevention become the new norm

by RaeAnne Marsh

WHILE DEBATE SWIRLS on healthcare as a political issue, companies must deal with it as an element of being in business. Decision makers factor in the different options available and how different choices affect the company’s profitability — making cost the central focus.

This leads to the most commonly heard question, “How do we control it?” But to David Berg, M.D. — whose healthcare management company, Redirect Health, owes its roots to his experience as an employer himself — that’s the wrong question. “The question should be, ‘How do we use it [healthcare] as a tool to grow our business?’” he says.

One of a company’s greatest assets is its work force, and productivity is tied to the health of that work force. “If the employee can’t produce in an efficient and consistent manner, you have a struggling company,” observes Jason Paul, founder and president of LifeCore Group, a company that offers wellness and other medical counseling programs.

“Wellness is [important to] protect the integrity of employees’ health as the No. 1 asset of the company.”

Wellness programs benefit the employer in multiple ways. Offering them benefits morale and retention, says Todd Newton, principal advisor with Reseco Insurance Advisors — who has 17 years’ experience not just designing and implementing insurance plans but designing the wellness component that goes in conjunction with the insurance plan — noting it shows employees that the employer cares. Berg points to the “exponential ripple effect” of taking care of employees because “a happy, healthy work force helps provide better service for customers.” And John Keats, M.D., market medical executive for Cigna HealthCare of Arizona, notes they result in reduced absenteeism and presenteeism (being physically at work but impaired and therefore not working at normal productivity) as well as reducing the need to spend money on sick care. It should be noted that all personal information on individual employees’ health is protected under the federal HIPAA privacy rules; the healthcare providers may share only aggregate information with the employers.

Before we discuss the types of programs, let’s look at how businesses are funding their healthcare benefits.

Fully-Funded vs Self-Funded Health Insurance Many employers have a fully funded health insurance program with an insurance company. In this traditional type of policy, every component is managed by the insurance company, and the policy holder pays the premium regardless of the claims. But there is growing interest in self-funded or partially self-funded healthcare insurance. With this type of policy, if a company’s claims are less than the premium paid out, the company keeps the difference.

Self-funded plans originated in Midwest when companies realized they were paying far more in premiums than their insurance company

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was paying in claims. The term has now become a catch-all that includes any type of participating claims contract, explains Reseco’s Newton. Companies with 10,000 employees or more can do full selfinsurance, but there are a lot of variations for partially self-funded health insurance. “Employers want to be able to participate in claims but limit their liability,” Newton says, explaining the appropriate contract will enable an employer to have predetermined cost that would limit liability. “I’ve created products that provide protection for smaller employers, down to 50 employees.”

Called “unbundling,” the strategy in between fully funded and selffunded insurance allows an employer to purchase health insurance from an insurer but purchase all the claims management services separately from other vendors. Companies may opt for an unbundled self-insurance policy that is managed by the employer with an insurance broker and a third-party administrator, or one that is purchased through a third-party administrator. In both, the third-party administrator handles payment of the claims, but in the first, there is a separate reinsurance carrier that insures the risk and company choice of provider network, while in the second, it is the administrator that is on the hook for the risk and the company must use the administrator’s provider network. According to Newton, partially self-funded policies are the fastest-growing segment of the health insurance marketplace for companies of 100 to 200 employees, “for at least the past five years.”

LifeCore’s Paul emphasizes the importance of a third party, who can engage, monitor, track and aggregate the employees’ health data. An aggregate assessment enables a company to make best decisions about what to offer, and data can be compared even if some employees go to the health exchange. Without the third-party participation, he notes, “if a company changes a component or an insurance entity, it would lose the wellness data.”

Providers Share in Claims Risk Another growing trend within the healthcare industry impacting the cost of healthcare for employers and individuals is the formation of accountable care organizations (ACOs) by doctors, hospitals and other healthcare providers who collaborate to achieve improved quality of care and improved patient experience with lower cost — and are held accountable to reach given goals. In an ACO, the healthcare providers themselves share in the risk of costly claims.

Formed in 2010, Cigna Medical Group was the first ACO in Maricopa County, according to Cigna’s Keats, who notes that an ACO is not an insurance product. He describes collaborative accountable care organizations (“CACs,” in Cigna’s terminology) as “one step on the journey” from the old paradigm of fee-for-service by which doctors were paid for everything done to the patient to rewarding

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Partially self-funded policies are the fastest-growing segment of the health insurance marketplace for companies of 100 to 200 employees.

doctors for doing what they want to do — keeping the patient healthy.

Comparing ACOs with the now-familiar HMOs, Mark Stephan, M.D., medical director for Quality and Utilization with one of the newer ACOs here, Arizona Care Network (ACN), says the HMOs of the ’90s were also a network of providers to take care of the patient, “but their leading mantra was ‘cost first,’ at the expense of quality.” The notable difference between the two types of network is the ACO is physician-governed.

“We put quality first, and expect that cost will follow if we do the right thing,” he says. In fact, he says the shared interest in quality is what underlies ACN’s successful partnering of a for-profit (Abrazo Health Care) and a not-for-profit (Dignity Health) delivery system. “It’s turning into a really beautiful relationship from a physician standpoint.”

ACN was initially formed around the Medicare Shared Savings Program but is now developing into a clinically integrated network that, Stephan says, is beginning to work on contracting directly with employers. “Most employers still have a commercial payer, so the employer is not managing the care, but needs a network of providers — physicians, specialists, urgent care, medical equipment — coordinated and integrated to deliver care.”

Higher quality care at a lower cost results from provider networks coming together and leveraging their collective resources and size.

ACOs allow investment in technology, pooling resources, establishing best practices and integrating care. Notes Stephan, “Traditionally, patients get lost in the transitions of care, moving from primary care to specialists to the surgical center.” Data would not follow effectively with the patient as to what had been done before. But an ACO enables healthcare providers to make data available in a HIPAA-compliant way to the people who are part of a patient’s care team and thus reduce duplication of services and unnecessary testing as well as better involve the patient to discuss the outcome he or she is looking for and what alternatives exist to get to that outcome.

Unlike the Cigna Medical Group, which is affiliated with its own insurance carrier, ACN is an independent provider network and must work with whatever commercial carrier the patient has a policy with. “The challenge with a diverse pool of commercial payers is to get quality measures to line up, so we’re not trying to perform to different quality expectations,” Stephan says. As a network, they can negotiate quality terms to meet payment expectations — and, although Stephan shares that they don’t line up 100 percent, “they do for the most part,” he says.

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“One of the big things that the Affordable Care Act did was allow this kind of physician network to form,” Stephan says, noting that previously, the Federal Trade Commission had not allowed physicians to work collectively. Now, he says, “You can work together and collectively negotiate, but it has to be based on quality and you have to report that quality.” Being able to leverage size and scale to invest in technology that allows for data sharing and better communication leads to better management of patient care — directly impacting ACOs’ goal of reducing the cost of healthcare.

Wellness Programs to Reduce Costs “Healthier employees cost less when it comes to healthcare,” states Cigna’s Keats. Supporting what may seem intuitively obvious, several studies in recent years put the return on investment in well-designed and well-implemented wellness programs at approximately three to one. Keats notes that interest by employers in offering wellness programs has been “clearly growing over the last two years” and says, “We’re gratified to see more and more employers are realizing the benefit of these programs.”

Cigna has an entire team devoted to helping businesses develop programs to keep their employees healthy. The starting point is having the employees of the client company fill out a health-risk assessment form and undergo biometric testing for such data as body mass

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and blood pressure to help assess where they are with their health.

A study Cigna conducted in 2012 found that, where an employer offered an employee assistance program (EAP) as part of an integrated behavioral health coverage (EAP, mental health and substance abuse, and medical coverage), 92 percent of participants for whom work productivity was a concern reported the employee assistance program had helped improve their productivity at work. Cigna’s Tobacco Cessation Program, one of its lifestyle management programs, had the success rate of 93 percent of those who completed the program remaining smoke-free for a year — with an estimated annual savings of future medical costs averaging $1,623. Through its “Your Health First” program, client company employees have access to a health coach who will address their entire range of concerns to help them reach their health goals — and nearly 90 percent credited the program with helping them take better care of their health.

For a company that is fully insured, wellness programs will help it reduce its claims for the insurance company but it will still pay its full premium; for a company that is self-funded, wellness programs will help it reduce its own claims. They are, however, a long-term strategy.

“Wellness programs impact claims over time,” Newton observes. “Their benefit is making employees healthier.”

Another approach to wellness is espoused by David Berg, chairman of Redirect Health. Rather than focusing on single health goals such as smoking cessation or weight loss, Berg says, “For us the key strategy is to make healthcare believably easy and affordable, especially for the people who use it most.”

Ninety percent of the cost of healthcare is incurred by only 10 to 15 percent of the population, Berg explains, and being proactive in the care of those individuals can make a significant impact on overall healthcare cost. “We identify, predictably and early — using predictive analytics — when something might happen, and not let it happen.” This might mean simply making sure a child with asthma goes into the weekend with a filled inhaler to lessen the likelihood of an emergency room visit, or providing appropriate support for someone with diabetes to help him or her avoid potential adverse health events.

The Redirect Health model is designed to help businesses redirect costs they incur back into their business, Berg explains. As CEO of Arrowhead Health Centers, he implemented what became the Redirect Health model in 2007 and, instead of paying what had been 20 to 25 percent premium increases every year, was able to lower the healthcare costs by 10 to 20 percent every year. “Our healthcare cost has not increased in six years, even though we’ve grown and have more employees,” he says.

A form of self-insurance, the plan is designed to make sure each employee gets the healthcare he or she wants. For the high-risk individual, there is the proactive involvement previously described.

For low-risk individuals, says Berg, “We can do a lot on the phone. We have their medical records, and we can do triage.” The goal is to catch

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problems at the pre-disease state. Although the high-risk people do get a lot of care, Berg notes it is in the less expensive procedures — “Not in the hospital, where it’s expensive.” The program can be implemented by businesses as small as 10 employees.

Blue Cross Blue Shield of Arizona also puts a focus on wellness programs for its customers. This ranges from disease management to helping those at a low to moderate risk maintain that status to providing an online wellness site with menu planning help, webinars and more.

“Employer groups approach us, and we provide information on what other groups are doing and how to make it part of their benefits program,” say Myrna Collins, health promotions executive, who works with the employer groups and says she’s seen increased interest as people realize quite a bit can be done in terms of chronic issues. She helps them assess the group’s needs and what to provide in terms of appropriate intervention, capture support of senior-level executives, and set up wellness teams. Key is to plan activities that employees can participate in. “We have more than 100 employer groups engaged in wellness. Our job is to guide the process,” Collins says.

Are the Employees On Board?

In any wellness plan, the crucial factor is employee participation.

“Employers should focus on how to engage employees in wellness versus it just being a health insurance benefit,” says LifeCore’s Paul. Unlike the old model in which the employer picks the programs to offer and hopes most employees fit into the programs picked, LifeCore Group develops boutique-type structures that work with a given insurance product to allow more flexibility and creates programs that allow employees to

INBUSINE SSMAG.COM

Several studies in recent years put the return on investment in well-designed and well-implemented wellness programs at approximately three to one.

engage in health-conscious activity based on their ability and interest.

In Collins’ experience, the level of employee engagement is also tied to senior leadership support. “Some groups have incredible buy-in — those where participation is modeled by the CEO,” she says. Another form of support is allowing time to be spent on strategy plans for the company, which can provide a level of programming it wouldn’t have otherwise.

Both factors play a role in the experience of CARF International, a Tucson-based company Collins works with that has about 100 employees in the United States.

CARF’s move to a larger office building in 2010, which already had shower rooms, prompted building out an onsite fitness center. Soon after moving into the new building, CARF employees organized a wellness program that includes annual health screenings. Employee response has been enthusiastic. CARF reports that 90 percent of its work force in its home office participates in onsite health screenings, and 75 percent companywide. “We wanted to focus first on helping our employees to be aware of their health and fitness levels,” says Cindy Johnson, CARF chief resource officer. “Our CEO believed so strongly in the value of health screenings that we schedule them to accommodate his busy travel schedule.

“Next, we wanted to offer opportunities for employees to become more engaged in physical activities and wellness educational programs,” Johnson says. A conference room in the building is used for employee fitness classes four days a week — including a Zumba class that an employee volunteers to teach. Onsite educational classes round out the company’s wellness program and cover topics suggested in employee surveys. CeCe Wilson, who coordinates CARF’s walking program, notes that an employee suggestion led to providing complimentary fruit on

INBUSINE SSMAG.COM

days when an outdoor walk is scheduled, to encourage participation.

The walking program now boasts an 85-percent retention rate.

“The idea of wellness is different to different people,” notes Paul.

How an employer defines it determines how and what the company will be doing throughout the year to address healthcare with its employees, whether it’s a short, once-a-year program or one that continuously evolves.

When he works with an employer, Paul starts by asking what level of health engagement the employer would like to see from the employees — 85 percent, 50 percent or 20 percent. He has found that most employers initially choose the 85 percent. “But then we explain what’s involved to achieve this. Generally, what they’re willing to do will only get them 20 percent.” Which is to just offer wellness information or offer to pay for a predetermined product or service.

For a program to be successful, the employer needs to create a structure, mind-set and cultural mind-shift in the company. “Wellness is part of protecting the company’s human capital.” Noting that it’s difficult to implement a program if leadership is not part of it, Paul says another key component is a financial structure. In Paul’s experience, 86 percent of employees say they are interested in wellness programs but don’t have time to participate — yet 70 percent of those people would be motivated by reduced cost or a financial reward. The crucial element — which a financial incentive encourages — is the attitude of making wellness a priority.

“If the employer can accommodate the employees onsite or with a flex schedule, it’s helpful in getting employees to engage in wellness activities,” Paul says, but notes, “True wellness is not achieved at the place of work.” For wellness that addresses an individual’s whole wellbeing, that person must look at the application of wellness in how he lives his life, which includes such things as working out as well as use of healthcare services.

Paul puts the focus, then, on effort rather than outcome, and works with groups to create a program that accommodates everyone’s ability, availability and interests. “We ask employees to do what they can to influence their health, and therefore control their cost and the employer’s cost,” he says. For the employee’s efforts, the employer pays for benefits — and employees who do not put out any effort pay more themselves for their benefits. “This empowers the employee to make a choice to influence his health and put forth effort. If he doesn’t make the effort, the effect would be him paying more.”

Convenience & Care: Onsite Clinics Frances Ducar, president of Healthcare Solutions Centers, says she has seen interest in onsite healthcare increase tremendously in the 12 years she has been working in wellness and preventive care. “It engages the employee to be excited about taking responsibility for his own

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“Employers should focus on how to engage employees in wellness versus it just being a health insurance benefit.”

from less time off needed to visit a doctor’s office as advantages in the growing trend of onsite clinics.

Additionally, he notes that companies with onsite clinics “don’t submit claims to an insurance company, because they are already paying a fixed cost for the clinic, so there is reduced claims cost.” It does require a private space, and there is an up-front cost, but he says statistics show they have success in reducing claims cost. “It probably pencils out cost-effective for companies of at least a couple hundred employees.”

Who, What, Where, When and How Much?

healthcare,” she says, pointing out that many find it hard to take time off work to visit a doctor.

Healthcare Solutions Centers offers onsite healthcare clinics for self-insured companies with at least 300 employees, providing nurse practitioners for primary care but also including specialists and lab work in its model and thus being able to streamline the number of visits over a traditional approach — saving both time and copays. Also, she notes, the onsite nurse practitioner can be an advocate for the employee, having time to work with him as a patient to both follow up and teach him how to deal with issues related to his healthcare. With wellness programs and disease management, Ducar notes, “You may not need a specialist if you get your health under control.”

The company can also work with companies as small as 40 employees, providing a visiting nurse practitioner onsite for a few hours a week — “We recommend four-hour blocks,” Ducar says — and allowing those employees to visit the clinic it maintains at its corporate office that also handles overflow and times when company clinics are closed. And HSC offers all established patients full-time access to telemedicine, through electronic records.

Reseco’s Newton also points to the more personalized interaction with the healthcare practitioner and the increase in productivity

Access to healthcare services is an issue that onsite clinics address. UnitedHealthcare has another approach.

MyEasyBook, which UnitedHealthcare piloted in Arizona last year, is a shopping service that offers information on a variety of factors, such as location, fees and hours. Focusing on health savings account (HSA) and health reimbursement arrangement (HRA) plans that have high deductibles, myEasyBook “empowers consumers so they have access to care,” says Beth Soberg, UnitedHealthcare’s president and CEO for employer and individual accounts. “Savings can pass through to the policy holder (the employer),” Soberg says, explaining that the service removes barriers by enabling employees to see a doctor at times and cost that work for them. “Increased usage for wellness and managing chronic conditions improves the claims experience for the employer.” Additionally, she notes, it encourages employees to “think like consumers, shopping providers and receiving discounts as they apply their HSA and HRA accounts.” As employees hit their deductible slower, it reduces claims — which impacts the insurance rate.

Many changes are taking place in how healthcare is consumed, how it’s delivered and how it’s paid for. But for the employer, says Berg, “Healthcare is not a negative expense that needs to be controlled but an investment to help grow the business.”

Arizona Care Network azcarenetwork.org Blue Cross Blue Shield of Arizona azblue.com CARF International carf.org Cigna HealthCare of Arizona cigna.com Cigna Medical Group cigna.com/cmgaz Healthcare Solutions Centers hcsonsite.com LifeCore Group lifecoregroup.com Redirect Health redirecthealth.com Reseco Insurance Advisors resecoadvisors.com UnitedHealthcare uhc.com

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INBUSINE SSMAG.COM

LEGAL MATTERS TO BUSINESS

LEGAL

Comply or Deny? Businesses Deal with Healthcare Mandates When the law is in flux, compliance is confusing

by Sue Kern-Fleischer Four months since the new Patient Protection and Affordable Care Act took effect, many Arizona business owners and managers are still struggling to understand how to comply with the law and embrace it in a way that makes sense economically. It continues to be a confusing time for employers, particularly since the Federal government has changed the deadlines and rules several times.

Compliance It’s easy to be confused when the deadlines keep changing. The employer mandate start date was initially pushed from January 2014 to January 2015.

That changed in February. “Now, employers with 50 to 99 full-time workers won’t be subject to the employer mandate until 2016, unless they make personnel adjustments for the purposes of squeezing below the 99 full-time worker threshold,” explains Rick Mahrle, attorney for Phoenix-based Gammage & Burnham. Employers with 100 or more employees are still under the mandate starting in 2015, but they avoid some penalties as long as they insure at least 70 percent of their workforce that first year and 95 percent of employees by 2016.

Thomas M. Murphy, attorney for Phoenix-based Gust Rosenfeld P.L.C., says rule changes also have been hard to keep track of. “There was a requirement of minimum coverage which included certain medical procedures and medications.

However, the government now says this requirement will not apply to those who currently have insurance, at least through 2016,” Murphy says.

Then there is the rule for large employers that coverage offered to full-time employees (30 or more hours per week) must be “affordable” and “minimal essential.” Coverage is “affordable” when the premium to be paid by the individual employee does not exceed 9.5 percent of the employee’s household income. “Minimal essential” means that the policy must cover 60 percent of the actuarial value of the cost of the benefits, and certain benefits are mandated. “It is the ‘minimal essential’ factor that has caused the ‘you will not lose your coverage’ flap. The policies that were, and in many cases still are, being cancelled do not meet the minimum essential criteria and so insurers were understandably cancelling these policies,” Mahrle says.

Ramifications The ramifications for noncompliance are equally confusing. Penalties can be imposed on employers with 50 or more full-time employees if the business does not provide health insurance coverage, if the coverage is not INBUSINE SSMAG.COM

deemed as minimum essential and affordable, and if at least one full-time employee receives a tax credit or subsidy through a state exchange. “Then the employer is subject to penalties levied by the IRS,” Mahrle says.

The penalty is $2,000 per year for each of the employer’s full-time employees, but in calculating the penalty, the first 30 full-time employees are not counted. For an employer with 50 full-time employees, then, the penalty is $40,000 — $2,000 times 20. If the employer provides minimum essential coverage but it is not affordable and one or more employees receives a tax credit or subsidy to purchase health insurance through an exchange, the employer is subject to a penalty equal to the lesser of: $2,000 a year for total number of employees minus 30, or $3,000 a year for each of the employer’s full-time employees who obtain a tax credit or subsidy through the exchange.

Murphy says it is important to keep good documentation regarding what is offered to employees.

“The ‘checking’ entity is the IRS, and no one wants to have a visit from the IRS,” he says. “The IRS will look for compliance with the law by determining the company’s size, and, whether the company is medium or large, whether the employer offers the required level of coverage and whether it is affordable.”

Mahrle notes that a long-standing practice among the majority of employers, wanting to attract and retain a high-quality work force, has been to offer employer-paid or at least employer-supported, group health insurance.

“That dynamic has not changed and is not likely to,” he says. Where change is being felt is in business sectors where group health insurance has been the exception rather than the rule — such as fast food, hospitality, farming and some retail; industries in which businesses have no need to offer health insurance as an incentive to attract or retain workers. “Now, under the employer mandate when it eventually phases in, employers in these industries with more than 50 full-time employees will be subject to the play-or-pay analysis,” he says.

For help in sorting it all out, Mahrle recommends businesses hire an experienced employment or benefits lawyer to determine what parts of the Affordable Care Act apply to their firm, and when. And, because full implementation of SHOP (Small Business Health Options Program) has been delayed, Mahrle says small businesses are better off working with a licensed independent insurance broker who can assist in canvassing the market for available coverage.

Gammage & Burnham P.L.C. gblaw.com Gust Rosenfeld P.L.C. gustlaw.com

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NONPROFIT

by RaeAnne Marsh

ACTIONS TO BUILD COMMUNITY

Chrysalis: Home Away from Abuse

SNAPSHOT

ONE OF CHRYSALIS’S core programs is a shelter, which can house women, children and male victims of domestic abuse. “‘Home’ is what encompasses safety,” says president and CEO Patricia Klahr. “They come to our home to escape the violence.” One in four women and one in seven men find themselves in an abusive situation. To celebrate the work that Chrysalis does in serving the victims and bringing awareness to the issue of abuse, the organization presents Chrysalis Honors the Home on April 25 at the Arizona Biltmore.

The event’s theme will be built around the famous line from The Wizard of Oz, “There’s no place like home.” “The Wizard of Oz

represents a lot of what we do,” Klahr says, noting abuse victims must have the strength and courage to leave home when needed.

The event will start with a cocktail hour, which guests can enjoy from the hotel patio overlooking the grass. Catering will emphasize comfort food to help conjure “fond memories of growing up.”

The organization expects about 350 people and hopes to raise $300,000 toward its $2.6-million annual budget. Funding support comes from the state government, local municipalities, special events and grants.

Chrysalis noabuse.org

■■ Staffed with master-level licensed family and child therapists, ■■ Chrysalis has been providing services for 33 years. It serves Chrysalis offers a clinical approach to families — providing about 1,500 people per year. counseling and help working on issues, case management and ■■ Among its programs are transitional housing and community assistance finding housing resources. outreach, which includes working with the court system and ■■ The organization’s 360-degree approach to the issue of abuse probation officers. Chrysalis also offers outpatient counseling, also includes an offender treatment program that works with more than 100 people every week. “We’re not here to say a person is bad,” explains Klahr. “We want to break the cycle.”

helping those who may find themselves in an abusive situation but not need shelter as well as family members seeking help for a relative.

Ryan House: Uplifting Refuge for Children with Life-Threatening Illness

SNAPSHOT

■■ In addition to overnight accommodations, the facility houses

music and art therapy rooms, a hydrotherapy pool, a sensory room and an adaptive playground.

Opened last October is the “Story of Me” room, with multimedia equipment that enables legacy-building for the family — creating what is possibly the last memory of their child and also offering the child an opportunity to enjoy a range of experiences from creating a music video to simulating a ride on a roller-coaster.

■■

alert as a caretaker, Bank says, “At Ryan House, the parent can be a mom or a dad.” Such respite care has come to be 80 percent of what Ryan House does, and Bank estimates there are about 5,000 families in Maricopa County alone who need its services. Serving all of Arizona, the organization provides its services for free and is supported entirely by donation.

Ryan House ryanhouse.org

■■ Ryan House staff is assisted by a variety of volunteers, from

those who make a four-hour-a-week in-house commitment to those who help with individual projects, join one of its auxiliary groups or, if younger than 18, become a Ryan House Kid. One of only two organizations in the country that provide this model of care, Ryan House is looked at as the model, helping other cities establish a similar organization.

■■

In business to do good for the community, nonprofits enrich the lives of those who contribute as well as those who receive. In Business Magazine showcases two nonprofits in each issue, focusing on their business organization and spotlighting an upcoming fundraising event.

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INBUSINE SSMAG.COM

Photos courtesy of Chrysalis (top), Ryan House (bottom)

“IF THIS IS the last moment, live life to the fullest” is the philosophy behind Ryan House, explains its executive director, Julie Bank. The organization offers children with life-threatening illness, and their family, a full range of respite, palliative and end-of-life care in an uplifting and child-friendly environment.

At the Ryan House Community Breakfast on May 7, being held at the Arizona Biltmore, families that have experienced Ryan House will share why they use Ryan House and what it means to them. The event offers attendees a chance to learn how to get involved — as a donor, volunteer or recipient of care.

Ryan House has eight children’s bedrooms and a professional medical team to take care of the child. A child’s family may stay in one of the three family suites. Noting that, at home, the parent must always be

WWW.INBUSINESSMAG.COM

April 2014

ON THE AGENDA

A listing of Greater Phoenix business organizations and their events. Visit www.inbusinessmag.com for an expanded monthly calendar of educational, networking and special business events.

In Business Magazine

VerdeXchange

The New Healthcare:

VerdeXchange Arizona — ‘Toward Greatness’

Insurance, Prevention and Your Bottom Line Wed., April 30 – 11:15a – 1:30p IN BUSINESS MAGAZINE is bringing together top healthcare professionals, providers, insurance companies and healthcare innovators to discuss what business owners can do to make healthcare work for them and not be a burden to them.

Photo courtesy of Jay Mark

With three panels all moderated by Ted Simons of KAET Channel Eight’s “Arizona Horizon,” attendees will hear from Valley experts on the subjects of: Panel 1 — “Healthcare Updated”: An overview on healthcare as we know it now and some of the key changes that are helping to lower costs for business. This panel includes Chuck Lehn, CEO of Banner Health Network; Bob Campbell, chief strategy officer of Phoenix Children’s Hospital; and others.

Panel 2 — “Wellness and a Productive Workforce”: Healthy employees and other measures can lower healthcare costs for businesses. Panelists Beth Soberg, CEO of United Healthcare; Don Smith, CEO of CopperPoint (formerly SCF Arizona); and others will speak about best practices, programs and services that will save business owners on premiums and grow profits.

Panel 3 — “Innovation and Healthcare as a Tool to Build Business”: This panel will focus on innovative options for businesspeople to improve their bottom line on healthcare through management practices and efficient healthcare services. David Berg, chairman of Redirect Health, and others will expand on new practices and services that are causing business owners to take a new tack on managing healthcare and employee health overall.

Taking place at the Montelucia Resort in Paradise Valley, this comprehensive event will include a gourmet lunch, many take-away products, guides and information meant to assist companies of all sizes in saving money and reworking management best practices to build business overall. Registration is $65.

—Mike Hunter In Business Magazine inbusinessmag.com

Wed., April 30 — 5:30p – 7:30p (VIP Reception)

Thurs. – Fri., May 1 – 2 — 8:00a – 3:00p (Conference)

Mayor Greg Stanton

VERDEXCHANGE ARIZONA FOCUSES on our region’s global future.

Attendees will hear from and connect with leaders from business, government, healthcare, real estate, sustainability and education, plus representatives from countries that are key trading partners.

Conference days will be filled with more than 20 sessions, with discussion of significant regional projects presented by more than 100 leaders of organizations that include Dell, Intel, Google, The Dial Corporation, Henkel Consumer Goods, Freeport McMoRan, Waste Management, Yulex, Solar City, Local First Arizona, Sundt Companies, Chanen Construction, Mayo Clinic, Dignity Health, VA Hospital, St. Luke’s Health Initiative, BBVA Compass, Grand Canyon University and Arizona State University as well as the State of Arizona, Canada and Mexico.

The conference is expanded to two days this year from last year’s one, with more time allotted for attendees to take advantage of networking opportunities. With confirmed participation from 25 of the region’s city mayors, the conference will feature an “Arizona Great Cities Lunch” on the second day. Conference sessions will be held at the Sheraton Phoenix Downtown Hotel. The opening VIP reception on Wednesday night will be held at the offices of DIRTT Environmental Solutions; the Mexican Consulate will host the VIP reception on Monday night.

It’s an opportunity, says Dave Bruhnke, whose organization Growth Nation is helping bring the event to Phoenix, to “see the future, connect with opportunities, and impact the growth and sustainability of your business and our community.”

Registration for both days and the opening VIP reception, including the mayors’ luncheon, is $345; not including the VIP reception, cost is $195.

For Day 1 only, registration is $125; for Day 2 only, $145; for the mayors’ luncheon only, $125.

—RaeAnne Marsh VerdeXchange Arizona vxarizona.com

Notable Dates This Month Tues., Apr. 15 Tax Day First Day of Passover Sun., Apr. 20

Easter

Tues., Apr. 22

Earth Day

Agenda events are submitted by the organizations and are subject to change. Please check with the organization to ensure accuracy. See more events online at www.inbusinessmag.com.

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A P R I L 2014

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ON THE AGENDA

APRIL 2014

ARIZONA CHAMBER OF COMMERCE AND INDUSTRY

Women’s Biz Connection

2014 Update from Capitol Hill Luncheon

The hardest part of being in business for yourself is the isolation…. ever find yourself saying that? Women’s Biz Connection is a networking group that provides an opportunity for women business owners to come together and build supportive relationships.

Free ASBA’s Business Education Center 4600 E. Washington St., Phoenix Victoria Trafton, vt@victoriatrafton.com

Fri., April 25 11:30p – 1:00p

U.S. Senator John McCain and U.S. Senator Jeff Flake will provide an update on their ongoing work at the Capitol on behalf of Arizona businesses and to answer your questions.

Members: $60; non-members: $75 Sheraton Phoenix Downtown Hotel 340 N. 3rd St., Phoenix Taylor McArthur, tmcarthur@azchamber.com

ARIZONA HISPANIC CHAMBER OF COMMERCE 10th Annual Bondurant Cup Sat., April 5 8:00a – 2:00p

The Bondurant Cup is a unique annual fundraiser hosted by United Cerebral Palsy (UCP) of Central Arizona and presented thanks to the generosity of Walmart. The event brings corporate and small business sponsors together for a day of fun competition, team building, and camaraderie.

Free Bondurant Racing Facility Firebird Raceway, Gate #3 20000 S. Maricopa Rd., Chandler (602) 540-5348

ARIZONA SMALL BUSINESS ASSOCIATION

Wed., April 9 3:00p – 4:30p

Lunch and Learn

Women in Business

LilliMedia’s Kameron Williams and Eileen Kane invite you to “The Truth About Search & Your Brand,” where they’ll discuss the most effective means of creating raving fans and lifelong customers online through the art of digital storytelling.

Members: free; non-members: $15 Eller College of Management 16425 N. Pima Rd., Scottsdale (602) 343-8324

Lunch features a different program each month.

Members: $25; guests: $35 Soho63 63 E. Boston, Chandler chandlerchamber.com

Thurs., April 3 11:30a – 1:00p

2nd Quarter VIP Networking Event Thurs., April 17 5:00p – 7:00p

The Arizona Technology Council and Telesphere host the quarterly VIP Networking Event. Food and drinks are included.

Members: $15; non-members: $25 Telesphere Headquarters 9237 E. Via de Ventura, Scottsdale aztechcouncil.org

Hundreds of exhibits committed to educating and bringing high-quality health-oriented products and services directly to Arizona’s consumers and exciting feature areas for all ages!

Free Peoria Sports Complex 16101 N. 83rd Ave., Peoria Kim Dyer, Kim@azhealthandfitnessexpo.com

“Improving Results in Your Organization through the Performance Excellence Program” is presented by Southwest Alliance for Excellence.

Members: free; non-members: $15 Eller College of Management 16425 N. Pima Rd., Scottsdale (602) 343-8324

Tues., April 8 1:45p – 3:00p

Get tips to develop an effective 30-second networking commercial in this hands-on workshop. After some pointers, we’ll work on creating your specific message. Put your 30-second commercial to practice immediately following this workshop at ASBA’s original Fast & Curious Speed Networking event.

Members: free; non-members: $10 ASBA’s Business Education Center 4600 E. Washington St., Phoenix Sarah Travis, stravis@asba.com

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Thurs., April 10 11:30a – 1:00p

ARIZONA TECHNOLOGY COUNCIL

Lunch and Learn

Creating Your Effective Networking Commercial

Technology Lunch Seminar Series A presenter from Infusionsoft and Gwen Taylor and Steve Black from Paragon 9 will discuss new strategies for customer/ client communications and service.

Bring your brownbag lunch and drink.

Free – please RSVP Chandler Chamber of Commerce 25 S. Arizona Pl., Chandler chandlerchamber.com

Arizona Health & Fitness Expo Sat. – Sun., April 6 – 7 10:00a – 5:00p

Free – please pre-register Chandler Chamber of Commerce 25 S. Arizona Pl., Chandler info@chandlerchamber.com

Thurs., April 17 11:30a – 1:00p

CENTRAL PHOENIX WOMEN Luncheon

Tues., April 22 11:30a – 1:30p

Tues., April 15 10:30a – 1:00p

Leadership Institute Issue Day Fri., April 18 7:45a – 3:00p

Monthly Issue Day of the Leadership Institute.

Free Chandler Chamber of Commerce 25 S. Arizona Pl., Chandler chandlerchamber.com

ECONOMIC CLUB OF PHOENIX Luncheon

Thurs., April 17 11:30a – 1:30p

Speaker is Dean’s Council Executive of the Year Jim Davidson, co-founder, managing partner and managing director of Silver Lake Partners.

Introductory members: $60; non-members: $75 Camelback Inn 5402 E. Lincoln Dr., Scottsdale wpcarey.asu.edu/economic-club

GLENDALE CHAMBER OF COMMERCE Business After Hours Thurs., April 17 5:00p – 7:00p

Presentation by Jay Parry, president & CEO of the Arizona Superbowl Host Committee. $35 The Ritz-Carlton, Phoenix 2401 E. Camelback Rd., Phoenix centralphoenixwomen.org

Refreshments, raffle prizes and excellent networking as well introduction of the Chamber’s newest members.

Members: free; future members: $25 Dillon’s Arrowhead 20585 N. 59th Ave., Glendale (623) 937-4754

CHANDLER CHAMBER OF COMMERCE

GREATER PHOENIX CHAMBER OF COMMERCE

What’s Trending in Business?

Business Showcase

This month’s topic is “How To Find Ideal Customers and Land Bigger Deals.”

High-energy mini tradeshow of products

Fri., April 4 8:45a – 10:30a

Thurs., April 24 7:30a – 9:00a

and services presented by fellow Chamber members.

Free Paradise Valley Mall 4568 E. Cactus Rd., Phoenix (602) 495-2198

Working Across The Aisle: Creating a Functioning Democracy Wed., April 30 11:00a – 1:30a

The O’Connor House Distinguished Speaker Series presents esteemed senators Sam Nunn and Alan Simpson, who will share their insight in an onstage conversation with Justice Sandra Day O’Connor. $75 Sheraton Phoenix Downtown Hotel 340 N. 3rd St., Phoenix (602) 495-2182

NATIONAL ASSOCIATION OF WOMEN BUSINESS OWNERS Hiking with the President Sat., April 12 7:00a – 9:00a

Free McDowell Sonoran Mountain Preserve 18333 N. Thompson Peak Rd., Scottsdale nawbophx.org

NORTH PHOENIX CHAMBER OF COMMERCE Business Resource and Networking Luncheon Tues., April 8 11:00a – 1:30p

This month’s topic is TBD. Members: $20; guests: $25; April 4 and after, and at the door: $30 Moon Valley Country Club 151 W. Moon Valley Dr., Phoenix northphoenixchamber.com

PEORIA CHAMBER OF COMMERCE Connecting the Chamber & Community Wed., April 16 5:30p – 6:30p

Free Toby Keith’s I Love This Bar & Grill 9824 W. Northern Ave., Peoria peoriachamber.com

SCOTTSDALE AREA CHAMBER OF COMMERCE Friday Forum

Fri., April 18 8:00 a – 9:30a

“Leveraging LinkedIn for YOUR Business – Beginners,” led by Valerie Marbach, eSpark Marketing WSI, will help beginners understand why all the fuss about this social networking site.

Free Scottsdale Area Chamber 7501 E. McCormick Pkwy., Scottsdale scottsdalechamber.com

INBUSINE SSMAG.COM

Please confirm, as dates & times are subject to change.

History Hall of Fame 2014 Tues., April 22 5:30p – 9:00p

The Past Presidents’ Council of the Scottsdale Area Chamber of Commerce invites you to join us as we honor four individuals and one nonprofit organization at our annual Scottsdale’s History Hall of Fame Dinner. Honorees are Les Conklin, Betty Drake, Lou Jekel, Jim Keeley and the Scottsdale Historical Society. $60 Chaparral Suites Resort & Conference Center 5001 N. Scottsdale Rd., Scottsdale Leslie Nyquist, lnyquist@ scottsdalechamber.com

Your Turn to Ask the Questions – Meet the 2014 City Council Candidates Wed., April 30 11:30a – 1:00p

This event will include moderated questions as well as questions from the audience.

Members: $25; non-members: $45 Maggiano’s Little Italy 16405 N. Scottsdale Rd., Scottsdale Nikki Hoffman, (480) 355-2712

SURPRISE REGIONAL CHAMBER OF COMMERCE Social Media: Establishing Trust Tues., April 29 7:30a – 10:00a

Marketing strategist and top-selling author Tom Trush presents a hands-on workshop about how to turn trust into a competitive advantage when marketing your business. $30 for one seat or $40 for two seats Holiday Inn Hotel by Surprise Ball Park 16540 N. Bullard Ave., Surprise Mary Orta, (623) 218-8202

WEST VALLEY WOMEN

TEMPE CHAMBER OF COMMERCE

WOMEN OF SCOTTSDALE

Networking @ Noon

Annual Hats Luncheon

“Speed dating for business” event.

Members: $25 in advance, $30 day of; non-members: $35 Location TBD Sachiyo Spires, sachiyo@tempechamber.org

$35 The Westin Kierland Resort & Spa. 6902 E. Greenway Pkwy., Scottsdale womenofscottsdale.org

Thurs., April 10 11:30a – 1:00p

Hot Topics and Lunch: Tempe Mayor Mark Mitchell Thurs., April 17 11:30a – 1:00p

Tempe Mayor Mark Mitchell shares his perspective on the social and economic climate of Tempe at this special luncheon.

Members: $25 in advance, $30 day of; non-members: $35 Sheraton Phoenix Airport Hotel/Tempe 1600 S. 52nd St., Tempe Sachiyo Spires, sachiyo@tempechamber.org

PLAN TO ATTEND

SMALL

Hats Contest & Luncheon Tues., April 1 11:30a – 1:00p

$35 Arizona Broadway Theatre 7701 W. Paradise Ln., Peoria westvalleywomen.org

Fri., April 25 11:30a – 1:30p

OTHER BUSINESS EVENTS Hot Slice of Global Business Mon., Apr. 7 7:15a – 9:00a

Presented by AZIGG, which organizes speakers highlighting the global business success of Arizona-based companies.

Speakers are Charles Bruce, president & CEO of Peter Piper Pizza, and Yadong Liu, executive director and general manager of CEFC Investment Holdings. $20

Full-day conference features:

•

21st Annual Enterprise Business Awards + VIP Reception

INBUSINE SSMAG.COM

•

This event will help business owners and managers get informed, forge partnerships and make healthcare a true benefit to the business’s employees and bottom line. $65 Montelucia Resort 4949 E. Lincoln Dr., Scottsdale inbusinessmag.com (See article on page 29.)

VerdeXchange Arizona Thurs. – Fri., May 1 – 2 8:00a – 3:00p

“Toward Greatness: Growing Business and Creating a More Sustainable Community” — a collaborative international conference on business, education, healthcare, technology, infrastructure, livability and sustainability in Arizona and the Southwest. $195 for both days; other options available Sheraton Phoenix Downtown Hotel 340 N. 3rd St., Phoenix vxarizona.com (See article on page 29.)

Visit azsmallbizcon.com or call 602.306.4000.

Scottsdale Princess Resort, 7575 E. Princess Drive, Scottsdale

•

Wed., April 30 11:15a – 1:30p

Join fellow Arizona small business owners and professionals from across the state this May for Small Business Month. Enjoy a power-packed day of timely discussions, relevant education, and meaningful interactions. #AZSMALLBIZCON

2014

A L L - D AY E X P O • S M A L L B U S I N E S S A W A R D S • E D U C AT I O N

Full-Day Business-to-Business EXPO

Healthcare and Your Bottom Line

Wednesday May 7, 2014 | 9:00am to 5:00pm

BIZCON

•

SkySong 1475 N. Scottsdale Rd., Scottsdale growthnation.com

Presented by:

State of Small Business Breakfast

EXHIBITOR OPPORTUNITIES Contact: Sandra Ahrens sahrens@asba.com call 602.306.4000

Educational Breakout Sessions for Small Business Owners

A P R I L 2014

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SALES

BUSINESS DEVELOPMENT

Sales Leads – Lost by Mistake?

Four common professional mistakes and how to fix them

by Brandon Stuerke

U.S. BUSINESSES SPEND billions of dollars generating sales leads every year only to lose more than 70 percent of them simply because they don’t make contact quickly enough or follow up consistently, according to one study.

But that’s not the only way they’re losing out on opportunities. A study of more than 600 companies by James Oldroyd, Ph.D., of MIT found the odds of a lead entering the sales process were 21 times greater if the business made contact within five minutes of generating the lead versus contact in 30 minutes. Another study, this one by the Harvard Business Review, found the average response time by businesses to a generated lead is 42 hours — and that’s just for responses that occurred within 30 days.

Generating sales leads is big business, with more than $23 billion spent on Internet leads alone. Financial advisors and other professionals also spend money on direct mail, invitations to seminars, TV commercials and/or print ads. How many leads are being generated, and at what cost per lead, only to have them be lost?

Working with companies as a financial advisor, I’ve found four ways professionals commonly lose sales leads. The good news is, they can all be fixed!

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Advertising calls to action that are all-or-nothing. Most sales people primarily lead with the offer of a face-to-face meeting or a telephone appointment as their call to action in their advertising.

But it’s important to understand that’s asking a lot of prospects who are simply exploring options and aren’t yet ready to engage in the sales process. Too many businesses treat all leads alike, approaching and attempting to immediately close every lead they generate. Most professionals have no system in place to determine a given lead’s particular buying stage. In fact, most don’t even understand that there are buying phases.

For a quick overview, consider the following phases that prospects almost always move through, beginning with the “cold” leads and progressing to “hot.” Most cold leads start at a stage I call “Unaware.”

There are many consumers a business may be marketing to that are unaware they even have a need. However, at some point they move to the point of awareness; they become aware that they need a particular product or service. Then they move into the research phase. There, they begin the initial process of looking for potential vendors or professionals who offer the products or services they need. After that, they move into comparison, which is where they begin comparing price, INBUSINE SSMAG.COM

BOOKS quality, providers, etc. Finally, they move into the action phase where they are ready to make a buying decision.

Too many companies and professionals market to everyone as if they are all in this final phase. The tragedy of this approach is, neither the business nor the consumer is served very well, as the lion’s share of the marketing dollars the company spends falls on deaf ears. And yet, for the professional thinking strategically, there is a silver lining: Those who will excel in today’s market are those who devise marketing plans to speak to all prospects at each of the different phases and learn to “cultivate” prospects as they move up the pyramid of engagement.

No lead capture on the website. This is a huge problem! Many sites have no strategy for capturing information about visitors to the site, such as an email address. As a result, businesses spend thousands of dollars driving traffic to their websites, but capture none of the prospects’ information. Prospects come to the site and leave, and the business never knows they were there.

A free report or series of reports or videos with useful information based on the professional’s expertise and the visitors’ interests make good lead-capture tools. Buyers today turn to the Web for information while doing research, so that’s what a business should be providing them. Offering free resources in exchange for a small bit of information for future follow-up is a great way to ensure a business maximizes the traffic it is driving to its site.

Indifference in interactions. No matter what the individual’s profession, it’s likely there is a lot of competition. For consumers, shopping includes researching, and they’re comparing services, expertise and experience before deciding who best deserves their patronage. If a businessperson’s interactions with prospects fail to “wow” them, they will quickly move on. But most professionals don’t have a storyboarded plan for giving prospects that experience, which is what is needed for consistent results. An automated system that delivers carefully planned interactions is a great way to achieve this.

Using social media without a plan. Many professionals have discovered that delivering consumer-friendly, useful content through social media is an effective means of attracting followers and cultivating prospects. However, one of the biggest problems with how businesses use social media is, they post a lot of high-level, oneway communication with no call to action. Having a call to action in the posts that lead prospects back to a website designed to capture leads is critical for producing tangible results through social media.

A lot of these issues stem from a common problem: businesses focusing on only the hottest leads — the people who are ready to buy today.

Instead of allowing those “cooler’’ leads to fall by the wayside, businesses should capture and cultivate them. Eventually, they’ll find that instead of constantly chasing leads, they’re harvesting new clients.

Advisors Edge Marketing, Inc. advisorsedgemarketing.com

Brandon Stuerke is a business coach and cutting-edge marketing strategist, specializing in innovative new tools that save professionals time while building their practices. He is the founder and president of Advisors Edge Marketing, Inc., which produces Automated Advisor (www.automatedadvisor.com), a new program that strategically streamlines prospect cultivation. He is also the creator and president of the Strategic Alliance Program “Winning with CPAs,” which teaches financial advisors how to build their practices by partnering with CPAs.

INBUSINE SSMAG.COM

SELLING AS A SKILL

Duct Tape Selling: Think Like a Marketer — Sell Like a Superstar IT’S NO LONGER enough to view a salesperson’s job as closing. Today’s superstars must attract, teach, convert, serve and measure while developing a personal brand that stands for trust and expertise.

In Duct Tape Selling, Jantsch shows how to tackle a changing sales environment, for both individuals and those charged with leading a sales team. Readers will learn to think like a marketer as they create an expert platform, become an authority in their field, mine networks to create critical relationships within their company and among their clients, build and utilize the Sales Hourglass, finish the sale and stay connected, and make referrals an automatic part of the process.

John Jantsch $27.95 • Portfolio Hardcover • May 2014

Authenticity: The Head, Heart, and Soul of Selling MOST SALES TRAINING focuses on getting to know the product, analyzing the market and identifying the competition, but there is more to sales success than that. Successful selling takes three types of preparation: the “what”: knowing the product, the industry and the competition; the “how”: applying the knowledge, enhancing social interaction, developing relationships and dealing with emotional ups and downs; and the “why”: understanding the customer’s purpose, intention, values, inner belief boundaries and self-value.

Emotional factors are powerful contributors to sales success. In this book, readers will go beyond the what to the how and why, and learn whole-being selling — selling that utilizes the head, heart and soul and brings mental, emotional, and spiritual forces together. Sales expert Ron Willingham shares new discoveries about the deeper causes of sales success or failure.

Ron Willingham $25 • Prentice Hall Press • May 2014

Pitch Perfect: How to Say It Right the First Time, Every Time MEDIA COACH AND Emmy Award-winning correspondent Bill McGowan shares his secrets of pitch-perfect communications, showing readers how to communicate with confidence. Saying the right thing the right way can make the difference between sealing the deal or losing the account, advancing one’s career or suffering a demotion. McGowan shows how to craft just the right message. Along the way, McGowan lays out his Seven Principles of Persuasion, including the Scorsese Principle (hold the audience’s attention with visual images and direct the film that plays in the listener’s mind) and the NoTailgating Principle (avoid verbal fender-benders and careerwrecking moments by maintaining a safe talking distance).

Bill McGowan $27.99 • HarperCollins Publishers • On shelves and online

A P R I L 2014

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ASSETS

by Mike Hunter

WE VALUE WHAT WE OWN

2015 GMC Yukon Denali THE ALL-NEW DESIGN is here. Luxury and improved performance and fuel economy were the impetus and this GM redesign seems to live up to the hype.

The Denali is equipped with an all-new V8 6.2-liter EcoTec3 engine delivering 420 horse power and 460 lb-ft of torque, with an advanced direct fuel injection for quieter and more improved efficiency. Fuel efficiencies include the Active Fuel Management technology that shuts down four of the eight cylinders based on load and demand to save on fuel. With an estimated 0-60 of 6.2 seconds, this latest edition is all about performance and stability, giving a smoother drive and increased agility and reliability when drivers demand it.

Being fully redesigned means it has a new look as well.

This latest generation SUV from General Motors is also carried over to the Chevrolet and Cadillac models. Sleek and boxy all at the same time, it has new features that include high-intensity discharge projector beams headlamps, full LED turn signals and daytime running lamps featuring the new GMC graphic light signature. The look is square and less advanced in its overall look, appearing to be less aerodynamic and agile despite claims that it is improved.

Perforated leather and genuine Java Burl poplar wood and aluminum trip make up this first-class cabin. Heated and cooled front seats and heated rear seats ensure comfort. The rear seats and third row now stow in the floor to offer level space, giving the cabin two fewer cubic feet of space.

The luxurious interior includes technological advances that are certain to improve convenience and connectivity. The customized driver display allows for personalized driver information and controls. The display is controlled on the steering wheel and includes audio, phone and navigation functions. The Bose Centerpoint Surround sound system is standard and emits incredibly clear audio and communications sounds. The newly enhanced GMC IntelliLink infotainment and Color Touch Navigation system is standard and is a notable change in media convenience for the driver, with voice recognition and smartphone integration.

The available Head-Up Display is a multicolored 2015 GMC Yukon Denali display that projects at eye level on the windshield City MPG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 for important data exposure, and offers a choice of Hwy MPG. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 four different views to suit the driver.

0-60 MPH. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.2 sec Transmission. . . . . . . . . . . . . . . 6-speed automatic MSRP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $62,680

GMC gmc.com

Be Secure in Business ON-THE-JOB SECURITY HAS become the norm for businesses everywhere, from high-traffic public business locations to the office park locations. Security and monitoring are an essential part of employee safety. Here are some of the latest gadgets making businesses safer.

ADT Pulse Business

One-touch controls can secure business premises through a fully mobile application from any Webenabled device. With video surveillance and automated alerts controlled from any device, the system is manageable and enhances response time and troubleshooting of on-property situations. adt.com/business/pulse

ESET Secure Enterprise

Businesses can deploy the maximum protection for their network of all computers, laptops, mobile devices and fileservers. It protects endpoints across all platforms, and implements perimeter protection by blocking email-borne threats at the email server and malicious FTP/ HTTP traffic at the Internet gateway. eset.com/us/business

Wearable cameras are standard in many police departments, but now VIEVU has created the HD version that is a highperformance, wearable HD video camera for use by security patrol and corporate applications. It is smaller, lighter and self-contained for easy use and wear-ability. vievu.com

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INBUSINE SSMAG.COM

Photos courtesy of General Motors (left), ADT, ESET, VIEVU (right, top to bottom)

LE3 by VIEVU

by Mike Hunter

MEALS THAT MATTER

POWER LUNCH

Burger and a Bun WITHOUT NOTICE, THE gourmet hamburger craze has become a niche foodie favorite in the Valley, with multiple burger-themed restaurants popping up everywhere. Old and new, here are our favorites in both concept and all-around best burger.

Hopdoddy Burger Bar

Built from the ground up, this Texas-based urban burger bar is all about walkin’ in and eatin’ burgers. Cooked to order with the best quality beef, these burgers get built by you. Order, sit and eat. Craft burgers go with craft beer — served at the beer bar.

Also eat salads, shakes and fries.

11055 N. Scottsdale Rd., Scottsdale (480) 348-2337 • hopdoddy.com

Giant Hamburgers

Classic and certainly all about the burger.

This diner-style joint in Mesa is a place to pull up, eat the best burgers ever and go away very happy. Hamburger, cheeseburger and few additions make this classic spot all about the traditional. Also get breakfast, fries and thick shakes.

2753 E. Broadway, Mesa (480) 733-6542 • gianthamburgers.com

Photos courtesy of Hopdoddy Burger Bar (left), Taylor Peterson (right, top and bottom)

The Stand Burgers & Tacos

Yes, burgers and tacos. Go for either as few go for both. The burgers are juicy and grilled with more flavor than one would expect from this small, remodeled shop. Shakes, fries and even a drive-thru make this hot spot a certain convenience for a great burger.

3538 E. Indian School Rd., Phoenix (602) 314-5259 • thestandbnt.com

Courtyard Café at the Heard

FULL OF LOCAL culture and Southwest-inspired food, this quaint hideaway café is the perfect lunch spot for a quick meeting for business or lunch with old friends, or to meet a member of the family and just enjoy.

Nestled in the main courtyard at the Heard Museum on Central Avenue, the Courtyard Café serves up fresh salads, sandwiches and entrées made with all Native American-influenced ingredients and locally resourced foods. Menus are seasonal, but include the Apple Harvest Salad with fresh apples, mesquite-smoked chicken, Maytag blue cheese, toasted walnuts and arugula tossed in pomegranate champagne vinaigrette. The famed artist Georgia O’Keefe’s Hatch Green Chile Cheese Enchiladas are flavorful and delicate with a three-cheese blend, green chile sauce, corn tortillas, sautéed carrots and potatoes, crema and a side green salad. Posolé, a soup made with roasted pulled pork, sautéed onions, tomatoes, pinto beans, hominy and cheddar cheese, is one of the café’s Southwest specialties and has been noted in Bon Appétit. Making for a heartier meal are sandwiches and wraps, such as the Heard Signature Patty Melt made with ground bison and ground beef and built with applewoodsmoked bacon, grilled onions, Swiss cheese, house-made smoky tomato jam and chipotle mayonnaise on grilled sourdough bread.

The setting is reminiscent of a Santa Barbara café. On cool, breezy, sunny days, it may very well be the best spot in town for lunch. Café tables, umbrellas and refined and friendly service make even the hot days pleasurable.

There is space inside as well, so be there yearround and enjoy the serene atmosphere. Stay for dessert and indulge in the signature fry bread sundae or the brownie ala mode. It’ll ensure a return visit.

Courtyard Café at the Heard Museum 2301 N. Central Ave., Phoenix (602) 251-0204

Hopdoddy Burger Bar

INBUSINE SSMAG.COM

heard.org

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SCOTTSDALECHAMBER.COM

MEMBER COMMUNIQUÉ APRIL 2014 - JULY 2014

Rick Kidder

A Busy Spring!

The Scottsdale Area Chamber of Commerce has had a most busy spring and it’s not over yet! The job of supporting the business community never really ends, but the springtime is a peak period for us in addressing our mission to build a vibrant and prosperous business community.

Whether addressing legislative issues at the State Capitol or promoting business-friendly approaches at the local level, the Chamber is actively engaged in public policy on behalf of the business community. Scottsdale is a special place and in so many ways the envy of communities around the nation, but it is also a community of conflicting visions where issues can become disproportionately magnified. In short, in Scottsdale we sometimes fight about the things that other communities fight to have. Such is the price of success, and the Chamber is often at the center of discussions affecting the future of our great city.

One of those issues is the Scottsdale General Plan. Communities in Arizona by state statute must produce a new

KIDDER — CONTINUED ON PAGE 2

Chamber Celebrates Two Great Women at Annual Women In Leadership Luncheon On February 12, the Scottsdale Area Chamber of Commerce hosted a signature event, the second annual Women In Leadership luncheon at Silverleaf Club. The sell-out crowd was treated to the remarkable and inspiring story of two of Scottsdale’s brightest stars, Sara O’Meara and Yvonne Fedderson, the founders of Childhelp USA, one of America’s premier nonprofits dedicated to the health, safety and well-being of children.

As these two dedicated leaders told their story and offered their advice about making a difference, there was not a dry eye in the room.

The following is the history of Childhelp USA from its official website, and of these remarkable women who have dedicated their lives and their resources to saving the lives of children.

Our community and our nation are lucky to have Sarah and Yvonne!

The Beginning of a Lifetime Commitment to Children…

Eleven half-American, half-Japanese orphans wandering homeless in Tokyo following a typhoon sparked a mission that has spanned internationally for nearly 55 years and impacted the lives of millions of children.

Hollywood actresses Sara Buckner (O’Meara) and Yvonne Lime (Fedderson) first met on the set of The Adventures of Ozzie & Harriet, when they played the girlfriends of Ricky and David Nelson. Their mission for children began in 1959 when they were sent on a governmentsponsored goodwill tour to visit troops in Japan.

On the streets of Tokyo after a typhoon, the actresses came upon a group of cold and frightened children huddled together for warmth. Learning they had no parents and were born from American troops during the Korean

CHILDHELP — CONTINUED ON PAGE 2

SCOTTSDALE@WORK - 1

General Plan with several required elements every 10 years. An important exercise in community vision and self-definition, this document must ultimately be adopted by the City Council and presented to the voters for ratification. The most recent iteration of this key document failed at the polls in 2012 for a variety of reasons, and now a task force appointed by the City Council has been hard at work since summer working on a new draft for presentation to the City Council.

As a member of that group of 25 citizens, I have witnessed first-hand how challenging the exercise of representing a community in a document can be.

Issues of economic growth, building heights and densities, and core issues of sustainability have become major points of contention. Sadly, some have walked away from the process rather than accept a lack of consensus on some key issues.

Feelings run high in Scottsdale regarding our future.

All in the discussion agree that there is an inevitability to change, and change does not always come easily nor is it always welcome. One thing is for certain: Our future must respect our community values without becoming so rooted in the past that we fail to move forward.

Where people of good will disagree is how Scottsdale will define that move forward. History tells us that few are able to predict what will happen 10 years from now, but if we have good leadership and strong values, we will also have a great community.

It is my fervent hope that the citizens of Scottsdale will review the General Plan draft that is now available, add their voices to the process and help our leaders present to the people a document that is embraced by the residents.

Sincerely,

Rick Kidder, President/CEO

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CHILDHELP — CONTINUED FROM PAGE 1 War, the young women took the children to their hotel room for the night with the idea of placing them into an orphanage the next day.

What they didn’t know then was that this was the beginning of a lifetime commitment to children.

They learned the youngsters had been turned away from orphanages because of their mixed heritage. They were told of a woman, Kin Horuchi, living in a one-room hut who kept several Japanese-American children.

She agreed to care for the 11 additional children and the ladies promised to send money to help the children. They thought the problem was settled, but word of what they were doing spread rapidly through the city. They suddenly became surrogate mothers to a brood of 100 Japanese-American children who were left on the doorstep of the hut, which now needed to become an orphanage.

Returning to California, the actresses began to raise funds among friends and their families, as well as the film community, to care for the children. From that beginning grew International Orphans Incorporated, an organization that eventually built four orphanages, caring for thousands of abandoned Japanese-American children.

America’s Best Kept Secret In 1966, the actresses were invited to

Washington to discuss the building of orphanages for Vietnamese-American children.

With the help of the Third Marine Amphibious Force, they established five orphanages, a hospital and a school for abandoned children in Vietnam. International Orphans Incorporated maintained the facilities until the American troops pulled out. In 1975, the two young women helped arrange Operation Baby Lift, flying thousands of children to waiting adoptive homes in America.

It was after a speech they made on International Orphans Incorporated that Nancy Reagan, then First Lady of California, asked that they turn their attention to “America’s best kept secret” — child abuse.

The Senate Subcommittee on Children and Youth had just released a study that child abuse had become epidemic in the United States and was the leading cause of death in young children. With encouragement of childcare experts in private and public sectors, International Orphans Incorporated began a campaign about child abuse, producing and airing the first television special on child abuse in America, and, in 1976, changed its name to Children’s Village USA. They began a program in the United States for abused and neglected children and called it a “village.” This was only the beginning of a life-long mission to help children in need.

Photographs courtesy of City of Scottsdale

KIDDER — CONTINUED FROM PAGE 1

Childhelp achievements include: 1959 - 1978 • In 1959, International Orphans is founded by Sara O’Meara and Yvonne Fedderson to support a nucleus of 11 Japanese-American children found wandering the streets of Tokyo, Japan. Within three weeks, the number of children they supported increased to more than 100.

• From 1960-1964, I.O.I. is incorporated and is instrumental in the establishment of nine orphanages, a school, and a hospital in Japan and Vietnam.

• In 1974, through collaboration with “Operation Baby Lift,” thousands of orphans are rescued from Vietnam and brought to the United States for adoption. Nancy Reagan suggests to Sara and Yvonne that I.O.I. address the problem of child abuse and neglect in the United States. Planning begins for a residential treatment center for abused children and their troubled families.

• In 1976, International Orphans, Inc. changes its name to Children’s Village USA. • In 1978, Childhelp developed a residential treatment facility exclusively for severely abused children: the Village of Childhelp West in Beaumont, Calif. (near Palm Springs). Along with its excellent therapeutic programs, the village incorporated innovative programs such as art and animal therapy, which continue today.

1980 - 2000 • Co-Founders Sara O’Meara and Yvonne Fedderson were instrumental in designating April as National Child Abuse Prevention Month. In 1980, they joined President Carter in signing the federal proclamation in the Oval Office.

• In the same year, the organization raised national awareness of child abuse and neglect through the first television special addressing the topic. Childhelp’s program “A Time for Love” was syndicated coast to coast.

• In 1982, Childhelp began operation of the Childhelp® National Child Abuse Hotline, 1-800-4-A-CHILD®, which operates 24 hours a day, seven days a week, and has received as many as 300,000 calls annually from throughout the United States, Canada, the U.S. Virgin Islands, Puerto Rico and Guam.

• Since 1980, Childhelp has continued to open new facilities and expand its programs, which directly serve severely abused and neglected children. These include group homes and specialized foster care programs in California and Virginia; a second residential treatment facility (Village) in Virginia, near Washington, D.C.; and child abuse advocacy centers in Tennessee, Virginia and Arizona.

Childhelp plans to continue growing its facilities nationwide.

• In 2000, Childhelp’s National Day of Hope® was initiated and is observed on the first Wednesday of April as part of National Child Abuse Prevention Month. The goal is to mobilize everyone across America to stop child abuse and neglect.

CHILDHELP — CONTINUED ON PAGE 4

IN BUSINESS MAGAZINE

SCOTTSDALE@WORK - 3

CHILDHELP — CONTINUED FROM PAGE 3 2001 - Present • In 2001, Childhelp dedicated the first mobile children’s advocacy center in the United States, serving children in rural areas.

• In June of 2002, the Childhelp Children’s Center of Virginia opened in Fairfax, serving Northern Virginia. The child-friendly facility provides a continuum of integrated programs, ranging from prevention programs to an advocacy center which provides assessment, investigation and treatment services to child abuse victims.

• In 2003, Sara and Yvonne authored Silence Broken: Moving from a Loss of Innocence to a World of Healing and Love.

• In 2004, the Childhelp Therapeutic Foster Care Program of Michigan officially opened.

• In 2005, the book, Silence Broken, was made into a Lifetime Network movie, For the Love of a Child, starring Peri Gilpin and Teri Polo. It aired throughout 2006 and 2007 and is one of the Network’s more highly rated movies to date.

• In 2005, 2006, 2007, 2008 and 2009: Sara and Yvonne were nominated for the Nobel Peace Prize, five years in a row.

• In 2005, Childhelp acquired the national Good-Touch/Bad-Touch® program, a school-based child abuse prevention and education program that reaches thousands of children across the nation. This program is now in more than 42 states nationwide.

• I n 2006, Sara and Yvonne saw their efforts to create a National Child Abuse Registry come to fruition when it passed into law as a key provision within the Adam Walsh Child Protection and Safety Act on July 27th. The registry set up a national database of abusers to aid authorities in identifying and tracking perpetrators across state lines.

• In 2007, Childhelp launched Childhelp Alert™ System, which alerts subscribers when a registered sex offender moves into their neighborhood.

• On average, 90 cents of every dollar donated goes to programs helping children. In nearly 55 years of operation, Childhelp Programs have helped more than 4 million children.

Today, Sara O’Meara and Yvonne Fedderson continue to actively lead the organization as Chairman/CEO and President, respectively. The organization’s hotline, residential treatment centers and advocacy centers are studied by professionals from around the world as examples of “best practices” related to child abuse investigation and treatment methods.

the freshest seafood s the finest prime steaks s exquisite wines genuine service s live entertainment 7 nights a week s private dining

mastro’s steakhouse

8852 pinnacle peak road, scottsdale 480.585.9500

mastro’s city hall steakhouse 6991 east camelback road, scottsdale 480.941.4700

mastro’s ocean club

15045 north kierland blvd., scottsdale 480.443.8555

www.mastrosrestaurants.com

4 - SCOTTSDALECHAMBER.COM

IN BUSINESS MAGAZINE

Scottsdale Forward Once Again Shows Business Leadership By the time of this magazine’s publication, the Chamber will have staged its signature event: Scottsdale Forward, sponsored by SRP. The annual economic development symposium attracts more than 200 Valley business leaders and tackles challenging and positive aspects of economic development in Scottsdale and the valley.

Scottsdale Forward sprang from the landmark initiative, coordinated by the Chamber and paid for by the business community, Which Way Scottsdale. Researched and written by the Morrison Institute for Public Policy, WWS highlighted many of the strengths and challenges for Scottsdale which frequently are the sources of conflicting visions within the city which we still see today in the General Plan discussion.

Now on an annual basis, the business community gathers to address issues of

Christine Jones

IN BUSINESS MAGAZINE

Ken Bennett

importance to the economic health of the community, the region and the state. This year, attendees will have heard a SWOT analysis of Scottsdale’s economic future from Jim Rounds of Elliott D. Pollack & Company and received information on the economic impact of athletics and special events like the Waste Management Open, Spring Training baseball from the Giants perspective, the Super Bowl and the Phoenix Coyotes.

After the morning break, the audience will have been presented with a unique “power panel” featuring five of the state’s gubernatorial candidates. All major candidates were invited to attend, but school vacation week captured one top candidate, Doug Ducey, who was unable to take part. Secretary of State Ken Bennett, former regent Fred Duval, former Go Daddy executive Christine Jones, State Senator Al Melvin and

Fred Duval

Mesa Mayor Scott Smith will have taken part in a moderated discussion on economic competitiveness for the State of Arizona.

The audience will also have heard reports from Chamber CEO Rick Kidder on the results from last year’s Scottsdale Forward, which spawned four groups that worked through the summer to address issues of importance to the economic health of the city.

This is a key time in Arizona history, when most of the state’s top leadership will turn over.

Voters will have the opportunity to elect a new Governor, a new Secretary of State (who would serve as Governor should the Governor depart office for any reason) and a new State Treasurer.

With these new faces, we can expect a fresh perspective on our state. This is an important election. We will report on Scottsdale Forward outcomes in a later issue.

Scott Smith

Al Melvin

SCOTTSDALE@WORK - 5

INFOCUS: GRAND OPENINGS!

All Care Pharmacy

Dierks Bentley’s Whiskey Row

Tuscany at McCormick Ranch

Sugar Sugar

Regus Financial Center III

Sogno Toscano Boutique

6 - SCOTTSDALECHAMBER.COM

IN BUSINESS MAGAZINE

Diamond Supplier

Kona Grill

Skyline Southwest

Nekter Juice Bar

Pomo Pizzeria

Great Wall Chinese Medicine and Accupuncture

State Farm – Kyle Vanlandigham

IN BUSINESS MAGAZINE

Hula Modern Tiki Scottsdale

SCOTTSDALE@WORK - 7

City of Scottsdale Launches New Business Attraction Web Site The City of Scottsdale’s Economic Development department has developed and launched a new Web presence called ChooseScottsdale.com, a comprehensive business attraction resource designed to help businesses and site selectors do the right thing — Choose Scottsdale!

The new website provides a vast array of data, narrative and images to help position Scottsdale as the place for quality businesses to call home. Scottsdale has emerged as the finest business address in the Valley. A Chamber group of volunteers met with the city’s Economic Development Director and her senior staff to help refine the site, and the result should show Scottsdale in the best possible light to those businesses seeking a new home.

Annual Chamber Open Golf Tournament a Sell-Out! Golf is alive and well in Scottsdale, Ariz. The Chamber’s annual golf tournament, sponsored

by Arizona Blinds, to be held on April 25th, sold out months in advance, taking the entire Pine Course at McCormick Ranch Golf Club.

A full 128 golfers will tee it up for the chance to conquer the field and, most importantly, claim bragging rights in this fun-filled event. In addition, there will be a tournament within the tournament, called the Corporate Challenge, where 10 teams will compete for the Henry & Horne Corporate Challenge Cup. In addition to their Corporate Challenge fees, each of these teams will put in an additional $100, with the proceeds going to the winning team’s charity of choice.

Look for the Scottsdale Area Chamber Open next spring when you will next have your chance to tee it up in the Valley’s best Chamber tournament!

BOARD OF DIRECTORS EXECUTIVE COMMITTEE RICK KIDDER PRESIDENT & CEO Scottsdale Area Chamber of Commerce rkidder@scottsdalechamber.com 7501 E. McCormick Pkwy, Suite 202-N Scottsdale, AZ 85258 Phone 480.355.2700 Fax 480.355.2710 www.scottsdalechamber.com

BOARD CHAIR Eric Larson, AVB Development Partners CHAIR-ELECT Bryce Lloyd, FirstBank of AZ IMMEDIATE PAST CHAIR Kurt Zitzer, Meagher & Geer, PLLP TREASURER Geoff Beer, Crescent Bay Holdings

ECONOMIC DEVELOPMENT ADVISORY COUNCIL Don Couvillion, ASU SkySong MEMBER VALUE ADVISORY COUNCIL Pam Kelly, Pro One Media AT LARGE MEMBERS Jennifer Bongiovanni Karas, The Karas Group Kurt Brueckner, Titus, Brueckner & Levine, PLC

PARTNER COUNCIL Kevin Sellers, First Fidelity Bank

Angela Creedon, Arizona State University

EMERGING ISSUES Bill Heckman, Heckman Marketing, Inc. PUBLIC POLICY ADVISORY COUNCIL Steve Helm, Scottsdale Fashion Square

Dale Fingersh, The Right Direction Rick Kidder, Scottsdale Area Chamber of Commerce

© 2014 Scottsdale Area Chamber of Commerce. A publication of the Scottsdale Area Chamber of Commerce. For more information or to join the Scottsdale Chamber, please contact us at www.scottsdalechamber.com. Section designed by InMedia Company, LLC.

8 - SCOTTSDALECHAMBER.COM

IN BUSINESS MAGAZINE

Celebrating 29 years of serving the women business owners of Phoenix

SPRING 2014 • nawbophx.org

The Power of Associations

About NAWBO

NAWBO® prides itself on being a global beacon for influence, ingenuity and action and is uniquely positioned to provide incisive commentary on issues of importance to women business owners.

NAWBO Phoenix propels women entrepreneurs into economic, social and political spheres of power.

Visit one of our FREE welcome meetings, held the second Wednesday of each month – for all new and prospective members. This casual, informational opportunity highlights both local and national benefits of NAWBO membership. This is a great place to determine if NAWBO is a fit for you and your business.

Take advantage of this great networking opportunity by bringing business cards and making connections.

For more information, please visit NAWBOphx.org.

Phoenix Metropolitan Chapter of the National Association of Women Business Owners 7949 E Acoma Dr., #207 Scottsdale, Arizona 85260 480-289-5768 info@NAWBOphx.org

As a business owner, it is easy to view your business as the center of the universe. With responsibility for managing finances to increasing revenue and beyond, the smallbusiness owner can easily become focused only on the business at hand.

Association membership, whether it is industry specific or a special-interest organization (like NAWBO), can help expand your view. Associations offer information, advocacy, public relations opportunities, professional development, and expanded resources to help your business grow in a cost-effective manner.

Information — NAWBO offers excellent information, including skills and inspiration, at our monthly meetings, at NAWBO University, and at Neighborhood NAWBOs. Professional speakers and expert members freely share information to help increase revenue and make life easier for business owners.

Advocacy — As part of a national organization, NAWBO members are kept current on legislative news that affects business growth. Advocacy for business (especially women business owners) are top of mind for NAWBO members. NAWBO was founded as a way to change laws (HR5050, which gave women access to capital).

At the local level, Public Policy Day is a chance to meet local legislators, to watch a session at the Capitol, and to discuss the issues with intelligence and civility. Last month’s program, “Politics in Your Pajamas: Change the World without Putting on Pants,” provided attendees with tools and techniques to effect change using websites that allow for interaction with local, state and national governments.

Opportunities — Many of our members are experts in their fields. NAWBO offers a platform for many of them to share their expertise. Our members have spoken at national conferences and expanded their reach beyond NAWBO members. We also offer marketing opportunities for members at little to no cost.

Continued on page 4

Jackie Wszalek President, NAWBO Phoenix

Jackie Wszalek, President, NAWBO-Phoenix 2013-2014 Despins Printing and Graphics 15770 N. Greenway Hayden Loop Suite 101 Scottsdale, AZ 85260 480-483-0166 phone www.despinsprinting.com Years in Business: 6 Years in NAWBO: 6

This issue Page 2

Page 5

Page 4

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Better Exposure through Involvement

Get Noticed and Make an Impact with Events

nawbophx.org

Corporate and Invidual Partner Spotlight

How to Integrate Marketing and Public Relations

Page 7

Women’s Enterprise Foundation presents – Joie de Vivre 2014

Page 8

Save the Date

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Better Exposure through Involvement

by Suzanne Lanctot, Certified Association Executive

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There are many reasons to join a professional association related to your industry or field of expertise. Some join to build their resume and increase their marketability. Others join to take advantage of professional development and members-only benefits. And still others join to network and connect with other professionals.

So after you’ve paid your membership dues, how do you leverage your membership to promote Suzanne Lanctot yourself and your business?

In my experience, the key to making the most of your membership in a professional association is involvement. You want to find opportunities to cultivate relationships and alliances within your professional association. By attending events and participating in social mixers, roundtable meetings, and mentoring programs, you have multiple occasions to network and connect with other members. When you meet new members, take advantage of the chance to let them know who you are and what your business does. Ask questions and communicate clearly. And remember to keep in touch with the members you meet by emailing them some information you come across that is relevant to their business or scheduling a time to meet to discuss an idea you have that may be mutually beneficial.

Use the social networking tools that are available through your association to become more involved. Join the LinkedIn group, comment on Facebook posts, and offer to contribute to a blog. Most associations have publications, such as journals or newsletters. Offer to contribute content to those publications. Contact the editor and find out how you can share your expertise on a particular topic. And if you are an expert on a particular subject, find out how you can contribute as a speaker or participate on a panel discussion.

Another great way to become involved is through volunteering.

Increase your visibility in the association by volunteering to serve on a committee, task force, or board. Not only will this expose you to more potential contacts for your business, but you will also gain valuable experience and build new skills. If you’re worried about the time commitment, volunteer to assist with a specific event instead of an ongoing role. Or offer to host an event at your place of business or volunteer to sponsor an event.

These are great ways to gain exposure for your business.

And if your professional association has an awards program, don’t forget to nominate Suzanne Lanctot, CAE yourself for an award. This is an Managing Director often-overlooked approach to SOS-Association promote yourself and highlight Management Solutions your accomplishments. And it’s (480) 289-5761 a great way for you and your suzanne@sossolutions.org business to get mentioned in a Years in Business: 19 press release.

Years in NAWBO: 2

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Get Noticed and Make an Impact with Events Do you need foot traffic in your business? Do you need more exposure? Do you want to become more active in your local community?

If you answered yes to any of these questions, then hosting an event may be a wise investment for you.

You might hold an event at your business in order to celebrate with your customers (such as Christie Cothrun for an anniversary or customer appreciation), as a business promotion, or by partnering with a charity for community exposure, to name just a few.

Creating your own event gives you the opportunity to be a gracious host, and perhaps show a side of yourself that your customers don’t usually get to see. It helps humanize the business and gives it a local feel. You can make existing customers feel valued, and get precious time with potential customers who might not have discovered you yet.

Hosting an event — and making it successful — requires an investment in time and money, so you need to be clear about your goals and figure out a reasonable budget. Keep in mind that a poorly advertised event may not give you the ROI you expect, so put as much thought and effort into publicizing the event as you put into the event itself. The financial commitment varies with the size of the event, type of advertising, payroll, and what type of food and beverage you are going to serve. (Keep in mind that people are more likely to come — and stay longer — if refreshments are served.)

The least expensive event is a happy hour or ice cream social held at times that don’t interfere with dinner. If you choose a happy hour, look for a bartending company or a bonded certified bartender to cut your liability. If you don’t want to serve alcohol, consider root beer floats and other awesome treats, or a doughnut and coffee gathering in the morning.

This works great if there is a community event happening close to you (marathon, parade, etc.).

Look for partners who are also looking for exposure who might cater, create decorations, help with advertising, etc. You might get things for free, or barter, or at least get a reduced rate. If space is limited at your location, seek out another business that you think would make a great location for events and start the ball rolling — you can plan it and still have it at another business, and you both win.

If you are planning to have an annual event, remember that each successful event helps ensure the next one will be well-attended. Take a lot of pictures at the first event and then, when you’re ready to promote next year’s event, use those photos to remind everyone how amazing it was. Do keep in mind that ROI on annual events is hard to measure and it might take a few years before you see the gain. Be patient — the goal is that everyone who comes has a great time and will share their experiences. Each event has the potential to make the next year’s event spectacular.

I have had events at Baisch & Skinner that cater to my clients, some that cater to the neighborhood our designer showroom is located in, and also to feature local artists and authors. We regularly have educational events to help our clients succeed. The cost varies based on the event. Getting people to know where we are and what we carry is essential because we’re not open to the public (though free membership is available to anyone with a business license, as well as schools, charities, churches, and other civic organizations).

Christie Cothrun AzMF If you have the resources and are Baisch & Skinner involved in the community, I highly (602) 318-0311 recommend you consider hosting an Years in Business: 62 event. Done right, it may provide just the Years in NAWBO: 3 boost your business needs.

Continued from page 1

Professional and personal development — Both are a great byproduct of active involvement in NAWBO or other associations.

Leadership roles can bring great growth both professionally and personally. The opportunities to be involved in a larger community offer many benefits.

Expanded Resources — Networking opportunities to meet amazing people exist regularly on the NAWBO calendar. Even more important are the opportunities to collaborate on community projects, corporate

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sponsor and alliance events, and national and global efforts through the national organization.

Strength in numbers is not just an expression. It is truly a reflection of the power of NAWBO. Check out our website and blog to get a taste of the opportunities available to business owners who are serious about growing their business and changing the world.

Wishing you continued success, Jackie Wszalek

Corporate Partner Spotlight Member name: Sharon Bondurant Business name: Tech Finders What this business offers: We offer customized staffing solutions for small to large companies throughout Arizona.

We find the staff talent that you can’t find on your own!

Whether the need is to find a short-term contract person to assist with a project, or a long-term direct-hire employee, we can find the right person for the job!

We have two staffing divisions, which are: • Information Technology — finding people with the following skill sets: developer, database administrator, help desk, Web designer, project manager, IT manager, business analyst, and more.

• Human Resources — Our HR division, HR Finders, can assist with any HR need, including: HR consultants, recruiters, HR generalists, HR directors, benefits and compensation, talent acquisition, and more.

Sharon Bondurant

Business contact info: 602-448-0987 Sharon@aztechfinders.com

What makes the business unique?

We are one of the largest boutique staffing firms in Arizona, with 12 recruiters on staff.

One of the keys to our success is that we focus on the inside out. To clarify, we focus on finding and retaining the best local recruiters in the market. Most of our staff have at least 10 years of local recruiting experience. Several of our recruiters have the prestigious CPC certification. We focus on quality of our candidates versus quantity and will only present our clients with the best of the best. Our philosophy is “once a client, you are client for life!”

Why should customers choose your product or service?

We focus on quality candidates versus quantity. We find the staff talent that our clients are not able to find on their own.

We are passionate and client / candidate focused. We service our clients with the goal to “wow” them each time we work with them. We have been named the No. 1 Technical Recruiting firm by Ranking AZ for 2013 AND 2014.

What is your biggest daily challenge?

It is currently a candidate market again. This means the best candidates are not looking for a job. We have to be very proactive in finding and seeking out the best talent.

What has worked better than you anticipated?

This is a hard question to answer because it has been everything that I anticipated it would be … a great organization made up of passionate people working to be the best they can be.

How long have you been a NAWBO Corporate Partner? 1 year

Why did you decide to become a NAWBO Corporate Partner?

The great people and the monthly presentations

Individual Partner Spotlight Member name: Sara Korn Business name: Marketing Communications Freelance Writer Sara Korn What your business offers: Marketing copy for both print and online. Website copy, blog posts, postcards, flyers — whatever you need. Graphic design, website audits, social media, and SEO services also provided where there’s a good fit with the project.

Business contact info: 2307 E. Pecan Road Phoenix AZ 85040 Tel: (602) 334-6734 Email: sara@sarakorn.com Website: SaraKorn.com

nawbophx.org

What makes your business unique?

I approach each project holistically, combining my writing skills with my graphic design and marketing expertise to make sure the whole project makes a positive impact with the intended customer.

What is your biggest daily challenge?

Balancing my time between current projects and keeping new work coming down the pipeline. In other words, working both in my business and on my business.

Why should customers choose your product or service?

In addition to being good at what I do, I’m easy to work with because I bring a positive attitude, strong communication skills, and a high degree of professionalism.

Why did you decide to become a NAWBO member?

I came as a guest and was warmly welcomed

by Melissa Debnar and the ladies I met on that first day. Usually, I feel awkward at networking events where I don’t know anyone, but I immediately felt right at home with the NAWBO ladies.

What has worked better than you anticipated?

Nothing! I have found starting my own business more difficult than anticipated, but still worth it.

OK, one thing has been easier than expected — networking at NAWBO events!

Do you have a tag line or slogan? If so, please share: I’m a WordSmith, forging connections with audiences online and offline.

How long have you been a NAWBO member?

This is my first year as a NAWBO member.

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NAWBO NEWS

How to Integrate Marketing and Public Relations

By Tara Michelle Hustedde, President & Founder of Pure Public Relations & Marketing Most businesses want to find a way to leverage the power of publicity. But before you click the “send” button on that email with your press release, you need to quiz yourself on your marketing readiness.

For example: • Do my employees understand the company brand, mission and vision?

• Has sales training been conducted?

Tara Michelle Hustedde • Is our website user-friendly?

• Are our print marketing materials consistent with the website?

• Are our electronic marketing materials consistent with our print materials?

• Do we have a method to acquire leads and convert them into prospects?

• Do we have a way to measure ROI (return on investment)?

If you answered “yes” to these questions, I’d say you have done your homework and are well on your way to marketing success. On the other hand, if you answered “no” to two or more of these questions, you need to create a more comprehensive marketing strategy before telling everybody who you are and what you do.

Marketing and PR go together

Gone are the days when a company sold itself just using radio, TV, billboards and newspapers. While those mediums are still relevant depending on the audience and the message, email, the Internet and social media have drastically changed the world of marketing and public relations.

Bottom line: If your messages aren’t consistent across all these communication platforms, and the look and feel of your marketing and PR themes aren’t the same, you will come across as disjointed or inconsistent.

While marketing is sales-based and public relations is image-based, both

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NAWBO NEWS

elements need to be integrated into your business promotions.

It’s critical that employees grasp this. When they understand the service you provide, the products you offer and their role in delivering them to customers, they will not only support the external marketing and publicity efforts, they will also complement them. Employees who are loyal to what you stand for and clear on how they contribute to the company’s success make the best salespeople.

Alignment isn’t just for cars

Will any of your employees be assigned to work trade shows, to serve as a community liaison, or to represent the company at sponsorship events? If so, they will be much more effective brand ambassadors if they are in sync with your company’s marketing strategy. Aligning employees with your strategy is much easier when it’s implemented consistently throughout the organization.

Increasing employee understanding and enthusiasm for your brand can be done in a number of ways, including frequent communications about the company’s operational goals and achievements, team-building exercises, and incentive campaigns.

So before you shoot off that first news release, be sure you’ve integrated your company’s marketing and PR efforts and messages — and that your employees are as ready for your company’s big debut as you are.

About the Author: Tara Michelle Hustedde is president and founder of Pure Public Relations & Marketing in Scottsdale, Ariz. For more than 15 years, she has guided nonprofits, small business, startups and a host of women-owned businesses on a path toward public and media relations success by helping them tell their story to those who need to hear it most through strategic media and public relations efforts. For more information, logon to www.pureprinc.com, call (480) 256-0265 or email tarahustedde@pureprinc.com.

Women’s Enterprise Foundation presents – Joie de Vivre 2014

By Julie Heiland, President A few weeks ago, the Women’s Enterprise Foundation hosted its spring fundraiser, Joie de Vivre. Designed to be an inspiring event bringing women business owners together to network and enjoy a wonderful evening, this year’s event did not disappoint.

We had the privilege of being the first group in Arizona to showcase the Savage Botanical fashion show. This fashion show features 10 dresses designed in the haute couture style of the late Alexander McQueen, a renegade British fashion designer known for producing some of the most provocative collections of the last two decades.

These permanent botanicals were created by hand, each taking hundreds of hours to complete.

They become living, breathing works of art as the models walk down the runway. It was awe inspiring to be a part of such beauty. Board member Melissa Blatt described the event as “an inspirational evening of art, fashion and amazing women.”

Future Savage Botanical fashion shows are scheduled at the Phoenix Art Museum in April as well as other venues nationwide.

Event sponsors included National Bank of Arizona at their corporate conference center, Spellbinders International, Kim Kyosaki of Rich Dad, Orchard Medical Consulting, Southwest Gas, DeMille Global, Easel Photography, and Bruce Brown Catering.

WEF is proud to be a recurring primary financial supporter of the Phoenix Metropolitan Chapter of the National Association of Women Business Owners (NAWBO) mentoring program. WEF’s mission is to support and inspire enterprising women business owners with grants and scholarships that enable them to further their education, leadership skills and opportunities to succeed.

I received a scholarship for NAWBO membership three years ago, and the relationships and education available are invaluable. I am now a more savvy businesswoman and confident leader with a thriving design business.

The Women’s Enterprise Foundation is helping women connect and grow to be the leaders of tomorrow. To learn more, go to www.wefphx.org

NAWBO member and Corporate Partner (TechFinders) Sharon Bondurant in a gown called “Tendular Fusion.”

The latest business news on inbusinessmag.com and on twitter @inbusinessmag

Follow us to build your small business

/inbusinessmag nawbophx.org

@inbusinessmag 7

NAWBO NEWS

SAVE THE DATES: NAWBO PHOENIX Corporate Partners Chairman Partner Grand Canyon University Presidential Partner National Bank of Arizona Salt River Project Strategic Partner Infusionsoft Executive Partner Border States Electric Kolbe Corp Newtek Orchard Medical Consulting Snell and Wilmer Southwest Gas AZ Tech Finders Wal-Mart Presidential Media Partner Galaxy Consulting Services Gravity Webworks Media 88 Strategic Media Partner Despins Printing & Graphics Independent Talk 1100KFNX NetworkingPhoenix.com Executive Media Partner CITYSun Times Easel Photography In Business Magazine Money Radio 1510 Business Partner AmTrust Bank Bank of Arizona Benjamin Franklin Plumbing Commerce Bank of Arizona Phoenix Country Club Schmeiser Olsen & Watts LLP State Farm Insurance UPS

NAWBO Annual Membership Drive

We don’t have to tell you there’s strength in numbers! Help NAWBO grow our membership during this year’s Annual Membership Drive, which runs through April 30th. There are more than 8 million women entrepreneurs in the U.S. today and every single one of them would benefit from joining NAWBO! New members take $25 off annual dues.

In addition to Phoenix Membership privileges (see www.nawbophx.org for the latest), these organizations provide benefits at the national level: American Express OPEN • Sage Payment Solutions • Discount on TurboTax® Products Maui Mastermind Coaching Program • Guardian Disability Income Insurance Berkshire Life Insurance Company of America NAWBO Communications including the NAWBO Focus monthly e-publication, Happening Now weekly e-Alert, SmartBrief (3x-weekly news for women business owners).

NAWBO Edition of Braddock’s The Winning Edge: How Government and Corporate Buyers Select a Small Business Supplier UPS® Shipping Discounts • Enterprising Women Magazine PR Newswire’s small business Web ReleasePLUS For more information, contact Membership Director Melissa Debnar, MS, CIE, Keller Williams Legacy One Realty, cell: 480-382-2837 or email: mdebnar@kw.com.

Upcoming Programs:

Wednesday, April 9, 2014 10:45 a.m. – 1:00 p.m.

The Power of Promotion (and Self-Promotion) Panel Local First AZ Founder Kimber Lanning Orchard Medical Consulting Founder Robin Orchard

Wednesday, May 12, 2014 10:45 a.m. – 1:00 p.m.

The Power of Social Media for Your Business Round table experts on YouTube, Facebook, Twitter, Blogging, LinkedIn

June - Desert Diamonds

SAVE THE DATE – Wednesday, June 11, 2014, 11:30 a.m. – 1:30 p.m.

Omni Scottsdale Resort & Spa at Montelucia (formerly the Montelucia Resort and Spa) Special Invited Guest Speaker: Dr. Ken Blanchard is a noted author, a prominent speaker and a highly sought-after business consultant. He currently serves as the Chief Spiritual Officer of The Ken Blanchard Companies, an international training and consulting firm he co-founded with his wife, Dr. Margie Blanchard, in 1979 in San Diego, California.

Ken Blanchard has authored or co-authored almost forty books, including the best-seller The One Minute Manager, which has sold over 13 million copies and has been translated into more than 37 languages. His most recent book is Leading at a Higher Level, Blanchard on Leadership and Creating High Performance Teams.

Ken has also earned numerous awards for his contributions in leadership, management and speaking.

Call for Nominations NAWBO Phoenix Proudly Presents the Annual Desert Diamonds Chapter Recognition Awards It’s that time of year again – the annual nomination and awards selection process is underway for the Phoenix Metro Chapter of the National Association of Women Business Owners (NAWBO).

Our local chapter has a large number of active and engaged members. For information on award categories and nomination for, contact info@nawbophx.org.

If you meet the criteria, we encourage you to nominate yourself.

Qualifications: All nominees must be current members of the NAWBO Phoenix Metro Chapter.

Special thanks to committee member Sara Korn for assistance with writing and editing this supplement.

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PRESENT

2014

Business Healthcare Services Guide

Associations & Government Employee Benefits Consultants Dental Insurance Individual & Group Health Insurance Hospitals Urgent Care Workplace Bundled Health Programs Workplace Wellness INBUSINE SSMAG.COM

Workplace Ergonomics A P R I L 2014 53

Choosing a top health system can make all the difference.

Banner Health has been chosen as a Top 15 Health System by Truven Analytics. Top health systems are recognized for saving more lives and causing fewer patient complications. Thanks to our dedicated team of experts, we’ve been recognized for the very attributes that fulfill our mission of making a difference in people’s lives through excellent patient care.

When selecting a hospital, choose one that can make all the difference.

www.BannerHealth.com Connect with us:

Business Healthcare Services Guide

The Health of Care For good reason, there is a great deal of interest in and emphasis on the role that the consumer can play to improve healthcare outcomes. An engaged consumer makes decisions and takes actions to improve his or her health. Not only does improved health enhance the quality of life, but, from the perspective of an employer, it can mean a healthier bottom line because healthcare costs are lower for healthier employees.

Of course, it’s not easy to improve the overall health of an employee population — but it can be done. This issue of In Business Magazine provides a lot of good information to employers who are seeking to improve the wellness and lower the costs of healthcare expenditures for employees.

I’d like you to also consider another action you can take that can improve care and lower costs: Complete a Living Will and a Medical Power of Attorney. In fact, I hope you’ll bring this issue to the attention of colleagues throughout your organization.

Peter Fine is president and CEO of Phoenix, Ariz.-based Banner Health, one of the nation’s largest secular, nonprofit healthcare organizations.

Banner operates 24 hospitals and other services in seven states, employs more than 36,000 people and has approximately $5 billion dollars in revenue. It is Arizona’s second-largest private employer.

I can tell you that every day in hospitals across the country, the lack of these documents contributes to divisive conflict within families huddled over dying loved ones. Yet, surveys indicate that only a third of adults in our country have done this.

Fine received his bachelor’s degree from Ohio University and his master’s degree in health care administration from George Washington University.

He is a fellow in the American College of Healthcare Executives, and continues to be active in community and industry organizations.

Media reported in 2010 that Medicare pays some $55 billion for care during the last two months of patients’ lives. I question how effective these significant expenditures were in supporting better patient care and quality of life.

Among Fine’s numerous honors from prestigious organizations are the 2010 CEO IT Achievement Award from Modern Healthcare and Healthcare Information and Management Systems Society and the National Healthcare Award in 2007 from B’nai B’rith International.

A significantly higher rate of completion of Living Will and a Medical Power of Attorney documents by adults of all ages will not only provide emotional relief for families but also provide financial relief for all of us who ultimately bear the costs of unnecessary care. I also have approached leaders in Washington and have asked them to consider making the completion of these documents part of the Medicare application process.

Any action consumers can take to improve care and lower costs can contribute to improving our health system.

Complete a living will and medical power of attorney.

Sincerely,

Peter S. Fine President and Chief Executive Officer Banner Health PRESENT

2014

Business Healthcare Serv ices

Guide

t Associations & Governmen Employee Benefits Consultants Dental Insurance Individual & Group Health Insurance Hospitals Urgent Care Workplace Bundled Health Programs Workplace Wellness

About this Guide With healthcare front and foremost on the minds of many business owners and executives, and recognizing that healthcare and wellness programs involve the whole community working together, the editorial staff of In Business Magazine has compiled the 2014 Business Healthcare Services Guide. Presented on the following pages are listings of companies in the healthcare industry, organized by category.

A P R I L 2014 53 Workplace Ergonomics INBUSINE SSMAG.COM

INBUSINE SSMAG.COM

A P R I L 2014

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Business Healthcare Services Guide Associations & Government Arizona Dental Association 3193 N. Drinkwater Blvd., Scottsdale (480) 344-5777 azda.org

Arizona Foundation for Medical Care 326 E. Coronado Rd., Phoenix (602) 252-4042 azfmc.com

Arizona Health Care Association 1440 E. Missouri Ave., Phoenix (602) 265-5331 azhca.org

Arizona Health Care Cost Containment System (AHCCCS) 801 E. Jefferson St., Phoenix (602) 417-4000 azahcccsa.gov

Arizona Hospital and Healthcare Association

Employee Benefits Consultants

(Many Offer Insurance) Arizona Benefit Consultants, LLC 6245 N. 24th Pkwy., Suite 201, Phoenix (602) 956-5515 abcllc.com

Benefits By Design 8631 S. Priest Dr., Tempe (480) 831-7700 benefitsbydesignaz.com

Blue Water Benefits Consulting 14301 N. 87th St., Suite 306, Scottsdale (480) 313-0910 employeebenefitcompliance.com

Breslau Insurance & Benefits Paul Breslau 8362 E. Via de Risa, Scottsdale (602) 692-6832 breslauinsurance.com

Connect Benefits

2800 N. Central Ave., Phoenix (602) 445-4300 azhha.org

1818 E. Southern Ave., Mesa (480) 985-2555 connect-benefits.com

Arizona Medical Association

Employee Benefits Exchange

810 W. Bethany Home Rd., Phoenix (602) 246-8901 azmed.org

1745 S. Alma School Rd., Suite 210, Mesa (480) 839-6100 ebxaz.com

Arizona Pharmacy Association

FBC Services, Inc.

1845 E. Southern Ave., Tempe (480) 838-3385 azpharmacy.org

14201 N. 87th St., Scottsdale (602) 277-8477 fbcserv.com

Maricopa County Medical Society

Focus Benefits Group

326 E. Coronado Rd., Phoenix (602) 252-2015 mcmsonline.com

4120 N. 20th St., Suite B, Phoenix (602) 381-9900 focusbenefits.com

Horizon Benefits Group 6245 N. 24th Pkwy., Suite 216, Phoenix (602) 957-3755 horizonbenefits.com

Dental Insurance American Dental Plan 1645 E. Bethany Home Rd., Phoenix (602) 265-6677 arizdental.com

Benefits By Design 8631 S. Priest Dr., Tempe (480) 831-7700 benefitsbydesignaz.com

Breslau Insurance & Benefits Paul Breslau 8362 E. Via de Risa, Scottsdale (602) 692-6832 breslauinsurance.com

Delta Dental of Arizona 5656 W. Talavi Blvd., Glendale (602) 938-3131 deltadentalaz.com

JDH Insurance Brokerage Services Health Insurance Express, Inc. Superstition Marketplace 1155 S. Power Rd., Mesa (480) 654-1200 healthinsurance-express.com

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Heather Wunderle 20403 N. Lake Pleasant Rd., Suite 117-234, Peoria (623) 594-0926 jhdinsurance.com

»

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A P R I L 2014

57

Business Healthcare Services Guide Dental Insurance (con’t) Matsock & Associates 2400 E. Arizona Biltmore Circle, Phoenix (602) 955-0200 matsock.com

Powers-Leavitt Insurance 14301 N. 87th St., Suite 209, Scottsdale (480) 348-1100 powers-leavitt.com

Southwest Dental Group 6601 S. Rural Rd., Tempe (480) 456-0821 southwestdentalgroup.com

Individual & Group Health Insurance Aetna 4645 E. Cotton Center Blvd., Phoenix (800) 225-3375 aetna.com

Amenda Insurance Associates Ltd 15230 N. 75th St., Suite 2031, Scottsdale (480) 284-6400 douglasamenda.com

American Family Insurance Multiple Agents Valley-wide (877) 777-4804 amfam.com

Benefits By Design 8631 S. Priest Dr., Tempe (480) 831-7700 benefitsbydesignaz.com

Blue Cross Blue Shield of Arizona 2444 W. Las Palmaritas Dr., Phoenix (602) 864-4899 azblue.com

Bowman & Associates 16042 N. 32nd St., Bldg. A, Phoenix (602) 482-3300 bowmaninsurance.com

Breslau Insurance & Benefits

Powers-Leavitt Insurance Agency

Paul Breslau 8362 E. Via de Risa, Scottsdale (602) 692-6832 breslauinsurance.com

Charlene Powers 14301 N. 87th St., Suite 209, Scottsdale (480) 348-1100 powers-leavitt.com

Cigna

Reseco Insurance Advisors

21020 N. 19th Ave., Phoenix (623) 516-7000 cigna.com

Todd Newton 7901 N. 16th St., Suite 100, Phoenix (602) 509-5757 resecoadvisors.com

Farmers Insurance Group Kara Anspach 15849 N. 71st St., Suite 255, Scottsdale (480) 998-8070 farmersagent.com/kanspach

State Farm Arizona

Glass Financial Group

UnitedHealthcare

4455 E Camelback Rd., Suite 260D, Phoenix (602) 952-1202 glassfinancialgroup.com

1 E. Washington St., Suite 1700, Phoenix (800) 985-2356 uhc.com

HealthNet 1230 W. Washington St., Suite 401, Tempe (800) 289-2818 healthnet.com

Humana Health Insurance of Phoenix 20860 N. Tatum Blvd., Suite 400, Phoenix (480) 515-6400 humana.com

JDH Insurance Brokerage Services Heather Wunderle 20403 N. Lake Pleasant Rd., Suite 117-234, Peoria (623) 594-0926

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Multiple Agents Valley-wide (877) 331-8261 statefarm.com

Hospitals Arizona Heart Hospital 1930 E. Thomas Rd., Phoenix (602) 532-1000 abrazohealth.com

Arrowhead Hospital 18701 N. 67th Ave., Glendale (623) 561-1000 arrowheadhospital.org

Banner Baywood Medical Center 6644 E. Baywood Ave., Mesa (480) 321-2000 bannerhealth.com/baywood

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A P R I L 2014

59

Business Healthcare Services Guide Hospitals (con’t)

Banner Heart Hospital

Gilbert Hospital

Banner Boswell Medical Center

6750 E. Baywood Ave., Mesa (480) 854-5000 bannerhealth.com

5656 S. Power Rd., Gilbert (480) 984-2000 gilberter.com

Banner Ironwood Medical Center

John C. Lincoln Deer Valley Hospital

37000 N. Gantzel Rd., San Tan Valley (480) 394-4000 bannerhealth.com/ironwood

19829 N. 27th Ave., Phoenix (623) 879-6100 jcl.com

Banner MD Anderson Cancer Center

John C. Lincoln North

2946 E. Banner Gateway Dr., Gilbert (480) 256-6444 bannerhealth.com

Mountain Hospital 250 E. Dunlap Avenue, Phoenix (602) 943-2381 jcl.com

10401 W. Thunderbird Blvd., Sun City (623) 832-4000 bannerhealth.com/boswell

Banner Del E. Webb Medical Center 14502 W. Meeker Blvd., Sun City West (623) 524-4000 bannerhealth.com

Banner Desert Medical Center 1400 S. Dobson Rd., Mesa (480) 412-3000 bannerhealth.com/desert

Banner Estrella Medical Center 9201 W. Thomas Rd., Phoenix (623) 327-4000 bannerhealth.com

Banner Gateway Medical Center 1900 N. Higley Rd., Gilbert (480) 543-2000 bannerhealth.com

Banner Good Samaritan Medical Center 1111 E. McDowell Rd., Phoenix (602) 839-2000 bannerhealth.com

Banner Thunderbird Medical Center 5555 W. Thunderbird Rd., Glendale (602) 865-5555 bannerhealth.com

Maricopa Medical Center 2601 E. Roosevelt St., Phoenix (602) 344-5011 mihs.org

Cancer Treatment Centers of America at Western Regional Medical Center

Maryvale Hospital

14200 Celebrate Life Way, Goodyear (623) 207-3000 cancercenter.com

5102 W. Campbell Ave., Phoenix (623) 848-5000 maryvalehospital.com

Cardon Children’s Medical Center

Mayo Clinic Hospital

1400 S. Dobson Rd., Mesa (480) 412-5437 bannerhealth.com

5777 E. Mayo Blvd., Phoenix (480) 515-6296 mayoclinic.org

Chandler Regional Medical Center

Mercy Gilbert Medical Center

1955 W. Frye Rd., Chandler (480) 728-3000 chandlerregional.org

3555 S. Val Vista Dr., Gilbert (480) 728-8000 mercygilbert.org

Mountain Vista Medical Center 1301 S. Crismon Rd., Mesa (480) 358-6100 mvmedicalcenter.com

Paradise Valley Hospital 3929 E. Bell Rd., Phoenix (602) 923-5000 paradisevalleyhospital.com

Phoenix Baptist Hospital 2000 W. Bethany Home Rd., Phoenix (602) 249-0212 phoenixbaptisthospital.com

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»

INBUSINE SSMAG.COM

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Brown & Brown Insurance of Arizona, Inc. is your hometown, full-service insurance broker. With specialists in all lines of coverage, we protect the investments of individuals and multi-million-dollar businesses alike. As a national, publicly traded insurance brokerage, we can access virtually any market, allowing us the competitive versatility and leverage not found with smaller brokers. The decentralized culture of Brown & Brown Insurance gives us the local controls necessary to remain nimble and decisive, bringing you the coverage and service you deserve. We will identify and measure all risk exposures before recommending and providing the most advantageous solutions. At Brown & Brown Insurance of Arizona, we represent you, the client, first.

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Business Healthcare Services Guide Hospitals (con’t)

Urgent Care

Phoenix Children’s Hospital

Advanced Urgent Care

1919 E. Thomas Rd., Phoenix (602) 933-1000 phoenixchildrens.com

6 Valley Locations (877) 943-8935 aucgroup.com

St. Joseph’s Hospital & Medical Center

Alliance Urgent Care

350 W. Thomas Rd., Phoenix (602) 406-3000 stjosephs-phx.org

7 Valley Locations (855) 887-4368 allianceurgentcare.com

St. Luke’s Medical Center

FastMed Urgent Care

1800 E. Van Buren St., Phoenix (602) 251-8100 stlukesmedcenter.com

Multiple Valley Locations (480) 545.2787 fastmed.com

Scottsdale Healthcare

NextCare Urgent Care

Shea Medical Center 9003 E. Shea Blvd., Scottsdale (480) 323-3000 shc.org

Multiple Valley Locations (888) 381-4858 nextcare,com

Scottsdale Healthcare Osborn Medical Center 7400 E. Osborn Rd., Scottsdale (480) 882-4000 shc.org

Phoenix Children’s Hospital Urgent Care 4 Valley Locations (480) 922-5437 phoenixchildrens.com/urgent-care

Healthcare Solutions Centers 4831 N. 11th St., Phoenix (602) 424-2101 hcsonsite.com

LifeCore Group P.O. Box 10264, Glendale (602) 235-2800 myhealthdividends.com

Orchard Medical Consulting

Urgent Care Extra

Robin Orchard 3033 N. Central Ave., Phoenix (602) 472-4700 orchardmed.com

Multiple Valley Locations urgentcareextra.com

Redirect Health

Workplace Bundled Health Programs Arrowhead Health Centers Multiple locations (623) 334-4000 arrowheadhealth.com

16222 N. 59th Ave., Suite A-100, Glendale (623) 521-9406 redirecthealth.com

Workplace Ergonomics Ergoguys Products

Surgical Specialty Hospital 6501 N. 19th Ave., Phoenix (602) 795-6020 sshaz.com

5622 W. Orchid Ln., Chandler (602) 354-4190 ergoguys.com

ESI Ergnomic Solutions

Workplace Wellness Absolute Health 8360 E. Raintree Dr., Suite 135, Scottsdale (480) 991-9945 absolutehealthaz.com

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4030 E. Quenton Dr., Suite 101, Mesa (480) 517.1871 esoergo.com

Goodmans Interior Structures 1400 E. Indian School Rd., Phoenix (602) 263-1110 goodmansinc.com

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INDEX Index by Name

Fine, Peter S., 55

Klahr, Patricia, 28

O’Meara, Sara, 37

Bank, Julie, 28

Gallo, Lew, 14

Korn, Sara, 49

Paul, Jason, 20

Bedford, Brian, 16

Gooch, Chris, 12

Lanctot, Suzanne, 46

Sachnoff, Marc, 12

Berg, David, 20

Heiland, Julie, 51

Leafman, Alan, 66

Smith, Lynne King, 66

Bondurant, Sharon, 49

Hunt, Linda, 9

Mahon, John, 14

Soberg, Beth, 20

Bruhnke, Doug, 29

Hustedde, Tara Michelle, 50

Mahrle, Rick, 27

Stephan, Mark, 20

Collins, Myrna, 20

Jantsch, John, 33

Malkovich, Billy, 10

Stuerke, Brandon, 32

Cothrun, Christie, 48

Johnson, Cindy, 20

McGowan, Bill, 33

Willingham, Ron, 33

Ducar, Frances, 20

Keats, John, 20

Miller, Julie, 16

Wilson, CeCe, 20

Earnhardt, Dodge, 10

Kelley, Tim, 14

Mulloy, Peg, 53

Wszalek, Jackie, 45

Eisen, Ori, 18

Kidder, Rick, 37

Murphy, Thomas M., 27

Fedderson, Yvonne, 37

King, Dan, 10

Newton, Todd, 20

Index by Company

For the People, 14

Reseco Insurance Advisors, 20

Tech Finders, 49

41st Parameter, 18

Galaxy Consulting Services, 53

Rosie’s House, 8

Tempe Chamber of Commerce, 31

ADT, 34

Gammage & Burnham P.L.C., 27

Ryan House, 28

Thrive@55, 36

Advisors Edge Marketing, 33

Giant Hamburgers, 35

SCF Arizona, 3

TicketForce, 66

Alerus Financial, 5

Glendale Chamber of Commerce, 30

Scottsdale Area

UnitedHealthcare, 20, 68

Arizona Care Network, 20

GMC, 34

Arizona Chamber of Commerce and Industry, 30 Arizona Diamondbacks, 13 Arizona Hispanic Chamber of Commerce, 30 Arizona Small Business Association, 30, 31 Arizona Technology Council, 30 Baisch & Skinner, 48

Google, 12

VIEVU, 34

Grand Canyon University, 14

Sonora Quest Laboratories, 57

West Valley Women, 31

Greater Phoenix Chamber of

SOS Association

Women of Scottsdale, 31

Commerce, 30

Stand, The, 35

Harmon Electric, Inc., 10

Surprise Regional

Health Insurance Express, Inc., 66 Centers, LLC, 20, 59 KTAR News Talk 92.3, 67

Central Phoenix Women, 30 Chandler Chamber of Commerce, 30 Childhelp USA, 37 Chrysalis, 28 Cigna HealthCare of Arizona, 20 Cigna Medical Group, 20 Conquest Training Systems, Inc., 4 CopperPoint, 3

Mastro’s Steakhouse, 40 MillerBedford Executive Solutions, 17 ModernWisdom.com, 12

/inbusinessmagphx

@inbusinessmag

Mountainside Fitness, 10 National Association of Women Business Owners, 30, 45 North Phoenix Chamber of Commerce, 30 Peoria Chamber of Commerce, 30

It's THE Hub to Building Business

Phoenix Children’s Care Network, 64

Driver Provider, The, 19

Phoenix Children’s Hospital, 64

Earnhardt Auto Centers, 10

Phoenix Children’s Urgent Care, 64

ESET, 34

Phoenix Suns, 2

Experian, 12, 18

Pure Public Relations & Marketing, 50

EZ Spaces, 14

Redirect Health, 20, 59

Fennemore Craig, 12

Regus, 19

INBUSINE SSMAG.COM

Check Out

Mastro’s Ocean Club, 40

NSF International, 15

Economic Club of Phoenix, 30

this issue of In Business Magazine.

Mastro’s City Hall Steakhouse, 40

Courtyard Café at the Dignity Health, 9

Bold listings are advertisers supporting

Chamber of Commerce, 31

LifeCore Group, 20

Core Institute, The, 63 Heard Museum, 35

Work Number, The, 12

Healthcare Solutions

Blue Cross Blue Shield

CARF International, 20

Management Solutions, 47

Gust Rosenfeld P.L.C., 27

Hopdoddy Burger Bar, 35

Brown & Brown Insurance, 61

VerdeXchange, 8

Snell & Wilmer, 7

Banner Health, 54, 55 of Arizona, 20, 57

Chamber of Commerce, 30, 37

A P R I L 2014

65

ROUNDTABLE

A CANDID FORUM

Health Insurance: Balancing Benefits Small businesses weigh value to employees and their dependents separately

by RaeAnne Marsh HEALTHCARE COVERAGE REQUIREMENTS on small businesses is a hot topic, no less so with the recent extension on the start date for employers to provide health insurance to their employees. For some, health insurance is an unwelcome expense that cuts into company profits. For others, it’s an investment in company productivity.

And in some cases, through changes that have followed in the wake of the Patient Protection and Affordable Care Act (known simply as the Affordable Care Act, or colloquially as Obamacare), it’s enabled a welcome opportunity.

“As of February first — as soon as it was available — we got coverage for all 13 of our employees,” says Lynne King Smith, CEO of Mesa-based ticketing company TicketForce, explaining that health insurance had previously been too expensive. In the 11 years she and her husband had owned the business, in fact, finding insurance just for themselves had been expensive and difficult. And not being able to afford to offer insurance to employees, she feels, made it difficult to recruit employees. “I felt like we were being punished for being a small employer, yet we — small businesses — are the backbone of the economy.”

The insurance Smith has now taken out for the company costs $4,000 per month, and the company pays half. Comparing the $2,000 per month for coverage for everyone in the company with the $1,200-$1,500 per month she had been paying for her family alone, Smith says, “We happily take on the expense to attract employees and make it a better place to work.”

Additionally, as a business with fewer than 25 employees, TicketForce is able to take advantage of the small business health care tax credit. Phased-in gradually from the initial rate of 25 percent, it reached the maximum this year: up to 50 percent of what the company pays in health insurance premiums, using a formula based on the average earnings of the employees and the level of the company’s contribution. Says Alan Leafman, president of Mesa-based Health Insurance Express, Inc., “This puts employee benefits in the reach of many more, particularly smaller, employers.”

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TicketForce offers health insurance to its employees only — not to their families. The advantage to the business is obvious, but employees may well find it benefits them as well.

This is because, explains Leafman, employers subsidize their employees’ health insurance but are not required to subsidize health insurance for their employees’ dependants — and those dependents may qualify for a subsidy through the government health exchange, but only if they do not have affordable health insurance offered to them elsewhere.

Prior to PPACA’s mandate to insurance companies to ignore pre-existing conditions in setting premiums, employers faced the choice of offering potentially expensive dependant coverage they couldn’t afford to subsidize or casting employees’ dependants into the private marketplace where they would “risk rejection or very, very high premiums,” Leafman says.

Including an option for employees to cover their dependants through the company’s policy became an important element for many. “But today, they can offer coverage only to their employees, and put the dependants into the marketplace — and if the family’s household

income merits it, they can get subsidization.”

While the health insurance offered through the employer must meet the requirement to be “affordable,” a subsidized policy through the health exchange may cost the family less than one offered by the employer for which the family had to pay the full amount.

The best plan for a family — the one that will give it the most value — depends on how it consumes healthcare. This involves such factors as routine check-ups, anticipation of need for medical procedures, and whether prescriptions would be filled with generic or brand-name medicines. And even existing relationships with clinics or physicians. “We can steer them toward plans that include them,” Leafman says, observing there are more than 100 different plans available. “Even for small businesses, many carriers will offer two to three plans,” he says, relating, “Lynne was pleasantly surprised at how affordable it was to offer her employees a choice of three plans.”

Health Insurance Express, Inc. healthinsurance-express.com TicketForce ticketforce.com

INBUSINE SSMAG.COM

Stepping up

to recognize Arizona businesses

Your business succeeds when you take care of your people.

We succeed when we take care of you.

UnitedHealthcare provides a broad portfolio of health care plans developed with the needs of Arizona businesses in mind. And our plans include services and extras to help businesses and their employees make the most of their time and money. We are proud to be a sponsor of In Business Magazine’s The New Healthcare forum.

Š2014 United HealthCare Services, Inc. Insurance coverage provided by or through UnitedHealthcare Insurance Company or its affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates. Health Plan coverage provided by or through a UnitedHealthcare company. UHCAZ690199-000