STRATEGIC PLANNING

STRATEGIC MANAGEMENT IN HEALTH CARE10 MARCH 2008

POLICY AND PROCEDURE

• POLICY– OFFICIALLY EXPRESSED GUIDELINES

AND SYSTEMS GOVERNING BEHAVIOR AND/OR DECISION MAKING

• PROCEDURE– GUIDES ACTIONS IN CARRYING OUT

POLICY

GOOD POLICY

• WELL THOUGHT OUT• FLEXIBLE• ETHICAL & LEGAL• CLEAR, COMMUNICATED,

UNDERSTOOD, ACCEPTED• CONSISTENT WITH OTHER POLICIES

PLANNING

• STRATEGIC PLANNING– BROAD - LONG RANGE– HIGH LEVEL

• OPERATIONAL PLANNING– NARROW - SHORT TERM– MIDDLE MANAGEMENT

STRATEGY

• LONG-TERM MAJOR PATTERNS OF ACTIVITY REQUIRING A SUBSTANTIAL COMMITMENT OF RESOURCES

GOALS

• YOUR MISSION AND VISION• PLANNING IS INTENDED TO COME UP

WITH WAYS OF FULFILLING GOALS

OUTCOMES OF PLANNING

• OBJECTIVES• STRATEGIES• OPERATIONAL PROGRAMS - TACTICS

APPROACHES TO PLANNING

• INDIVIDUAL - COMMITTEE• SYSTEMATIC - AD HOC• QUANTITATIVE - QUALITATIVE• DEVELOPMENTAL - INCREMENTAL• PROACTIVE - REACTIVE• ?GOOD - BAD?

STRATEGIC ISSUES MANAGEMENT

• SYSTEMATIC PROCESS OF INFLUENCING THE EXTERNAL ENVIRONMENT

• POLITICAL STRATEGY

ISSUE LIFE CYCLE

• ANTICIPATION• EMERGENCE• ENACTMENT• IMPLEMENTATION• (ASSESSMENT?)

TYPES OFSTRATEGIC PLANNING

• S-W-O-T ANALYSIS• COMPETITIVE STRATEGIES• PORTFOLIO ANALYSIS• LIFE CYCLE

S W O T ANALYSIS

• STRENGTHS• WEAKNESSES• OPPORTUNITIES• THREATS

COMPETITIVE STRATEGIES

• LOW-COST LEADER• DIFFERENTIATION• FOCUSED (NICHE)

PORTFOLIO ANALYSIS

• COWS - YIELD• HOGS - CONSUME• STARS - DEVELOPING

LIFE CYCLE

• EMERGENCE• GROWTH• MATURITY - REGENERATION• DECLINE - REGENERATION• DEATH - HARVEST OR ABANDON

MARKETING

• “MARKETING IS AN INTEGRAL PART OF STRATEGIC PLANNING”

• DO YOU AGREE?

CENTRAL CONCEPT OF MARKETING

• VOLUNTARY EXCHANGE OF SOMETHING OF VALUE

• WANTS, NEEDS, EXPECTATIONS, DEMANDS

ELEMENTS OF MARKETING

• PRODUCT SERVICE• PRICE CONSIDERATION• PLACE ACCESS• PROMOTION PROMOTION

TARGET MARKET

• PHYSICIANS• PATIENTS• INSURERS• EMPLOYERS• GOVERNMENT• CHARITY GROUPS

MARKETING AUDIT

• NEEDS OF TARGET MARKET• SATISFACTION OF CURRENT

CLIENTS• ANTICIPATED COMPETITION

RIVALRY VS COMPETITION

• RIVALRY– FOR ITS OWN SAKE– CAN BE VERY DESTRUCTIVE

• COMPETITION– CAN BE BENEFICIAL TO ALL PARTIES