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How Cassling Translates Cultural Success into Business Achievements

Cassling Sales TeamCQuence Health Group is a close-knit family of healthcare companies, all united toward the common goal of making a meaningful difference in healthcare.

One of the ways we achieve that goal is through an emphasis on our cultural beliefs. Over the past two years, we re-committed to those standards in a big way, and one of our companies, Cassling (where I also serve as president), has been able to achieve unprecedented success as a result.

Cassling is responsible for providing hospitals and clinics throughout the country with imaging equipment from Siemens Healthineers, as well as the service, marketing and consulting necessary to help facilities make the most of their investment. This year, the company is on pace to have a record-breaking year, with sales figures at their highest levels, as well as contract service revenue.

These achievements were made possible by refocusing on the basics—a calibration of sorts on the way we do business with our customers. Two years ago, at an annual company event we call State of the Union, CEO Mike Cassling and I stood in front of an employee audience and explained the new focus: “Cassling 2020.”

The tenets of Cassling 2020 basically outlined that we needed to do more for our customers than just connect them with the right equipment. We needed to become proactive thought leaders, able to understand our customers’ unique needs at an individual, departmental and organizational level. And we needed to act with integrity, humility and initiative every day—just as our founder did 35 years ago when he started Cassling. Only then would our account executives and service engineers be able to confidently reach out to explain what’s happening in the industry and offer solutions that customers know they can trust.

This journey hasn’t always been easy, particularly in our expansion areas, where the Cassling brand wasn’t as well-known. To them, Siemens Healthineers (Cassling’s imaging equipment partner) was who they were doing business with, and it seemed strange even for some of our own team members to introduce themselves as Cassling employees.

But in 2019, the fruits of these labors have begun to pay off. Cassling is being recognized as an organization that has its customers’ best interests at heart. More than just acting as an agent for a purchase, Cassling team members have successfully embraced their role as stewards for their customers. As a result, the company is uniquely positioned to educate and collaborate with healthcare professionals and facilities of all sizes.

This has happened at all levels of the company. Throughout all of CQuence Health Group, our team members conduct their work by putting the customer at the heart of everything we do. By embedding the customer experience within our company DNA, we ensure that we’re always doing our best work. At the executive level, we supplement this work by striving to improve the employee experience as well, knowing full well that when we give our team members the tools they need to conduct their work to the best of their abilities, they’ll be able to make a difference for our customers and our family of companies.

These cultural beliefs help us to understand that we all have a role to play in aiding our customers in their journeys. When someone notices an area of potential improvement, or an activity not getting done, these beliefs provide an avenue through which to address the issue rather than letting it fester or be allowed to turn into a major problem. Our team members are empowered to look at the big picture and all the little pieces that enable the organization to get there. What’s more, they have direct lines to their own managers and company executives to voice their feedback.

It’s this idea, of everyone working together on the customers’ behalf, that has allowed Cassling to achieve remarkable success in 2019. And we know this is only the beginning.

Kyle Salem
About Kyle Salem

Kyle Salem, Ph.D. serves on the Board of Directors for partner company, Ensocare. Dr. Salem has a passionate interest in the future model of care coordination, payment reform and new technologies in healthcare delivery. He routinely speaks to healthcare clinicians and professionals on topics related to the shifting healthcare landscape. Dr. Salem graduated summa cum laude from Case Western Reserve University with a degree in biomedical engineering. He earned his doctorate in 2002 from Case Western Reserve University and has completed the Kellogg Management Institute at the Kellogg School of Management at Northwestern University.

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