STRATEGIC PLANNING

STRATEGIC MANAGEMENT IN HEALTH CARE

15 MARCH 2005

POLICY AND PROCEDURE

• POLICY– OFFICIALLY EXPRESSED GUIDELINES

AND SYSTEMS GOVERNING BEHAVIOR AND/OR DECISION MAKING

• PROCEDURE– GUIDES ACTIONS IN SPECIFIC

SITUATIONS

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 THESE

OUTCOMES OF PLANNING

• OBJECTIVES

• STRATEGIES

• OPERATIONAL PROGRAMS

APPROACHES TO PLANNING

• INDIVIDUAL - COMMITTEE

• SYSTEMATIC - AD HOC

• QUANTITATIVE - QUALITATIVE

• DEVELOPMENTAL - INCREMENTAL

• PROACTIVE - REACTIVE

• ?GOOD - BAD?

STRATEGIC 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 (MANY GROUPS)

• INSURERS

• EMPLOYERS

• GOVERNMENT

• CHARITY GROUPS

MARKETING AUDIT

• NEEDS OF TARGET MARKET

• SATISFACTION OF CURRENT CLIENTS

• COMPETITION

RIVALRY VS COMPETITION

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

• COMPETITION– CAN BE BENEFICIAL TO ALL PARTIES

STRATEGIC ISSUES MANAGEMENT

• SYSTEMATIC PROCESS OF INFLUENCING THE EXTERNAL ENVIRONMENT

• POLITICAL STRATEGY

ISSUE LIFE CYCLE

• ANTICIPATION

• EMERGENCE

• ENACTMENT

• IMPLEMENTATION

STRATEGIC PLANNING EXAMPLE