Chapter 16

Chapter 16 Chapter 16

Strategic Planning, Goal-Setting, and Strategic Planning, Goal-Setting, and MarketingMarketing

Copyright © 2011 by Mosby, Inc., an affiliate of Elsevier Inc.Copyright © 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

22Copyright © 2011 by Mosby, Inc., an affiliate of Elsevier Inc.Copyright © 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

ObjectivesObjectives

Value of environmental assessmentValue of environmental assessment Explore planning process.Explore planning process. Review mission statement, philosophy, goals, Review mission statement, philosophy, goals,

and objectives.and objectives.


Objectives Objectives (cont’d)(cont’d)

Apply goal-setting and strategic planning.Apply goal-setting and strategic planning. Explain process of strategic planning in Explain process of strategic planning in

establishing product line.establishing product line. Determine value of marketing plans in health Determine value of marketing plans in health

care.care.


Strategic PlanningStrategic Planning

Envisioning future and developing procedures Envisioning future and developing procedures and operations to actualize the future.and operations to actualize the future.


Strategic Planning Strategic Planning (cont’d)(cont’d)

ProactiveProactive Vision directedVision directed Action orientedAction oriented



CreativeCreative InnovativeInnovative Oriented toward positive changeOriented toward positive change



Assessment of the environment (internal and Assessment of the environment (internal and external) external)

Appraisal of the organization’s strengths and Appraisal of the organization’s strengths and weaknessesweaknesses

Develop and evaluate strategies to meet Develop and evaluate strategies to meet opportunities and threats.opportunities and threats.



Revise mission, philosophy, goals, and Revise mission, philosophy, goals, and objectives.objectives.

Select strategic option.Select strategic option. Prepare strategy.Prepare strategy. Execute and evaluate the strategy.Execute and evaluate the strategy.


Phase 1: Assessment of the Phase 1: Assessment of the External and Internal External and Internal

EnvironmentEnvironmentExternal EnvironmentExternal Environment Assesses the impact of opportunities and Assesses the impact of opportunities and

threats within the environmentthreats within the environment Examples: economic and demographic Examples: economic and demographic

factorsfactorsInternal EnvironmentInternal Environment Reviews effectiveness of an organizationReviews effectiveness of an organization Examples: structure, size, human resourcesExamples: structure, size, human resources


Phase 2: Review of Mission Phase 2: Review of Mission Statement, Philosophy, Goals, Statement, Philosophy, Goals,

and Objectivesand Objectives Mission StatementMission Statement

Reflects the purpose and direction of the Reflects the purpose and direction of the healthcare agency or a department in ithealthcare agency or a department in it

PhilosophyPhilosophy Provides direction for the agency and/or Provides direction for the agency and/or

department within itdepartment within it


Phase 2: Review of Mission Phase 2: Review of Mission Statement, Philosophy, Goals, and Statement, Philosophy, Goals, and

Objectives Objectives (cont’d)(cont’d) GoalsGoals

Involves the process of developing, negotiating, Involves the process of developing, negotiating, and formalizing the targets or objectives of an and formalizing the targets or objectives of an organizationorganization

ObjectivesObjectives Involves the ability to write clear and concise Involves the ability to write clear and concise

objectives objectives


Smart ObjectivesSmart Objectives

SSpecificpecific MMeasurableeasurable AAgreed ongreed on RRealisticealistic TTime boundime bound


Phase 3: Identification of Phase 3: Identification of StrategiesStrategies

Detailed plan of actionDetailed plan of action Short- and long-term objectivesShort- and long-term objectives Formulation of department objectivesFormulation of department objectives Allocation of resourcesAllocation of resources Preparation of budgetsPreparation of budgets


Phase 4: ImplementationPhase 4: Implementation

Open communication with staff Open communication with staff Formulation of revised policies and Formulation of revised policies and

proceduresprocedures Formulation of area and individual objectivesFormulation of area and individual objectives


Phase 5: EvaluationPhase 5: Evaluation

Review of strategic plan to determine whether Review of strategic plan to determine whether the goals, objectives, and activities are on the goals, objectives, and activities are on targettarget


MarketingMarketing

AssessmentAssessment PlanningPlanning ImplementationImplementation EvaluationEvaluation


Marketing Planning ProcessMarketing Planning Process

AssessmentAssessment Determining organization-level missions, Determining organization-level missions,

objectives, and goalsobjectives, and goals Analyzing organizational strengths and Analyzing organizational strengths and

weaknessesweaknesses Analyzing external threats and opportunitiesAnalyzing external threats and opportunities Setting marketing missions, objectives, and Setting marketing missions, objectives, and

goalsgoals


Marketing Planning Process Marketing Planning Process (cont’d)(cont’d)

PlanningPlanning Development of a marketing planDevelopment of a marketing planPlan OutlinePlan Outline Service or program to be providedService or program to be provided Detailed budget-cost analysisDetailed budget-cost analysis Promotional activities designed to promote the Promotional activities designed to promote the

programprogram



ImplementationImplementation Establishes programs and activities designed Establishes programs and activities designed

to communicate to patients the benefits of the to communicate to patients the benefits of the service or programservice or program

Use of multiple methods of promotion such as Use of multiple methods of promotion such as media releases, brochures, and pamphletsmedia releases, brochures, and pamphlets



EvaluationEvaluation Assesses reasons why clients are not using Assesses reasons why clients are not using

the service, program, or productthe service, program, or product Be aware that procedures may include Be aware that procedures may include

satisfaction surveys and interviews with satisfaction surveys and interviews with clients.clients.


TipsTips

Be clear about mission and vision.Be clear about mission and vision. Read and listen to sources of data.Read and listen to sources of data. Be clear about role in organization.Be clear about role in organization. Think about messages others need to hear.Think about messages others need to hear.


SummarySummary

The effectiveness of any organization The effectiveness of any organization depends on strategic planning and marketing.depends on strategic planning and marketing.

The planning process is necessary to survive The planning process is necessary to survive ongoing change and restructuring of the ongoing change and restructuring of the healthcare system.healthcare system.

Marketing strategies play a vital role in Marketing strategies play a vital role in healthcare settings to provide services and healthcare settings to provide services and programs to the public.programs to the public.

Chapter 16

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