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Chapter 16
Strategic Planning, Goal-Setting, and Marketing
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Objectives
Value of environmental assessment Explore planning process. Review mission statement, vision, value
statement. Assess the philosophy, goals, and objectives.
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Objectives (Cont.)
Apply goal-setting and strategic planning. Explain process of strategic planning in
establishing product line. Determine value of marketing plans in health
care.
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Strategic Planning
Envisioning future and developing procedures and operations to actualize the future
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Strategic Planning (Cont.)
Proactive Vision directed Action oriented
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Strategic Planning (Cont.)
Creative Innovative Oriented toward positive change
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Strategic Planning (Cont.)
Assessment of the environment (internal and external)
Appraisal of the organization’s strengths and weaknesses
Develop and evaluate strategies to meet opportunities and threats.
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Strategic Planning (Cont.)
Revise mission, philosophy, goals, and objectives.
Select strategic option. Prepare strategy. Execute and evaluate the strategy.
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Phase 1: Assessment of the External and Internal Environment
External Environment Assesses the impact of opportunities and threats
within the environment Examples: economic and demographic factors
Internal Environment Reviews effectiveness of an organization Examples: structure, size, human resources
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Phase 2: Review of Mission Statement, Philosophy, Goals, and Objectives
Mission Statement Reflects the purpose and direction of the
healthcare agency or a department in it Philosophy
Provides direction for the agency and/or department within it
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Phase 2: Review of Mission Statement, Philosophy, Goals, and Objectives (Cont.)
Goals Involves the process of developing, negotiating,
and formalizing the targets or objectives of an organization
Objectives Involves the ability to write clear and concise
objectives
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Smart Objectives
Specific Measurable Agreed on Realistic Time bound
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Phase 3: Identification of Strategies
Detailed plan of action Short- and long-term objectives Formulation of department objectives Allocation of resources Preparation of budgets
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Phase 4: Implementation
Open communication with staff Formulation of revised policies and
procedures Formulation of area and individual objectives
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Phase 5: Evaluation
Review of strategic plan to determine whether the goals, objectives, and activities are on target
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Marketing
Assessment Planning Implementation Evaluation
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Marketing Planning Process
Assessment Determining organization-level missions, objectives, and
goals Analyzing organizational strengths and weaknesses Analyzing external threats and opportunities Setting marketing missions, objectives, and goals
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Marketing Planning Process (Cont.)
Planning Development of a marketing plan
Plan Outline Service or program to be provided Detailed budget-cost analysis Promotional activities designed to promote the program
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Marketing Planning Process (Cont.)
Implementation Establishes programs and activities designed to
communicate to patients the benefits of the service or program
Use of multiple methods of promotion such as media releases, brochures, and pamphlets
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Marketing Planning Process (Cont.)
Evaluation Assesses reasons why clients are not using the
service, program, or product Be aware that procedures may include satisfaction
surveys and interviews with clients.
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Tips
Be clear about mission and vision. Read and listen to sources of data. Be clear about role in organization. Think about messages others need to hear.
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Summary
The effectiveness of any organization depends on strategic planning and marketing.
The planning process is necessary to survive ongoing change and restructuring of the healthcare system.
Marketing strategies play a vital role in healthcare settings to provide services and programs to the public.
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