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STRATEGIC PLANNING
STRATEGIC MANAGEMENT IN HEALTH CARE
10 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