HA425 Unit 7 Seminar Option 2
Transformation and the Learning Organization and CQI use in Marketing
HA425 Operational Analysis and Quality Improvement
Unit 7 Seminar
Quote of the week
Donald Norman “To me, error analysis is the sweet spot for improvement. “
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Remember the motivation
What is your Motivator?
https://www.youtube.com/watch?v=H14bBuluwB8
Last week…
Let’s start with a review!
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Week 6 Objectives
Summarize the risk management models
Examine the role information technology in health care
Describe the counter measure used to reduce medical errors
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Week 6 Discussion
For last week’s discussion you were asked to respond to one of the three assigned questions
Key Takeaways:
Quality improvements means different things in different industries. It is important to know what quality means in the field you want to work in.
Some of the CQI tools used are the PDSA model, Six Sigma, and Lean Methodology
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Why it matters
It is important to understand what quality means to your profession. Without an understanding of this, there is no way for you to develop a coherent quality improvement plan. For example, those working in the telecommunications focus on improving things such as cell service. This is completely irrelevant to healthcare as we focus on things such as eliminating medical errors. You must understand what quality means in the industry in which you work for.
Risk management is an important part of healthcare as the risks such as patient falls or pressure ulcers can result in medical malpractice suits. Even if the organization wins the case – there are still extensive legal fees.
This week…
Identify the strategies for learning
Describe the transformational model and how it differs from the professional model
List the elements of social marketing
Examine the application of social marketing in health care CQI
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What we will read
In chapter 8 you will be looking at continuous quality improvement and how we can quantify quality gaps. This will focus primarily on analyzing financial performance and patient outcomes.
What we will do…
Complete the weekly assignment – you are asked to prepare a 15-20 slide PowerPoint presentation discussing the need to improve customer satisfaction, penalties and incentives for the ACA, how your suggestions will satisfy stakeholders, and how your change will meet patient needs
Engage in the weekly discussion – you are asked to respond to one of the three assigned questions
Complete seminar option 2 – only if you are watching the recording or did not engage in tonight’s session
Writing Tips, Resources & Such
Persist – don’t give up when you don’t understand something – do more research!
Consider the big picture – think about your words and paragraphs flow together as a whole.
Make a rough draft
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Words are a lens to focus one’s mind. – Ayn Rand
http://www.writingcenter.uci.edu/resources/resources-for-students/
BIG IDEAS
Todd’s 30,000 foot view of the material…and other random observations, thoughts, and experiences…
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Background and Definitions
Social marketing is a behavioural change approach grounded in commercial marketing theory (see Kotler and Lee)
It emerged in the 1970s and has undergone significant change and refinement since then
Not the same as social media campaigns
Basic concepts include product, price, place, promotion (4 P’s)
Like CQI, focus is on customers for change
Hallmarks of Social Marketing
Social marketing focuses on clients for change in more detail than traditional health
It borrows ideas from commercial marketing that have been shown to elicit change
The focus is less about buying a product and more on buying into beneficial behavioural changes
Motivational approach is less coercive, fear or threat based and aims to facilitate ‘easy’ change
Aim is social and individual benefit not consumption
Figure 8.1: Basic Marketing Principles
Know your AUDIENCE (really!) and put them at the center of every decision you make.
It’s about ACTION.
There must be an EXCHANGE.
COMPETITION always exists.
Keep ‘THE FOUR P’s of Marketing [PRODUCT, PRICE, PLACE, PROMOTION],” and policy, in mind.
(SOURCE: Social Marketing National Excellence Collaborative, 2002)
A Social Marketing Approach to CQI Initiatives in Health Care
Why adopt social marketing approaches?
CQI and social marketing share some parallels as indicated earlier
Social marketing focuses on a framework for behavioural change
It emphasizes positive change for positive outcomes
It is data driven like CQI
Social marketing complements CQI with its emphasis on qualitative and quantitative customer data
It emphasizes a planned and responsive approach
Social Marketing Planning 1
1. Describe the plan – background, purpose, focus
2. Conduct a situational analysis
3. Select target markets
4. Set objectives and goals
5. Identify competition, barriers and motivators
6. Craft a desired positioning (of the product)
Social Marketing Planning 2
7. Develop a strategic marketing mix (4 P’s)
8. Outline a plan for monitoring and evaluation
9. Establish budgets and identify funding sources
10. Complete plan
11. Implement your social marketing plan!
Applying Social Marketing to Health Care CQI Initiatives
A focus on reducing medical errors by linking CQI and social marketing
Social marketing well-accepted in public health but fairly new in patient safety
If a new drug had the effect surgery checklists do there would be a national campaign to use it (Gawande, 2007)
Video Fieldtrip
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Todd’s Take
Quality is not just about good patient outcomes – it is about the patient’s experience
Simply talking to patients can go along way – it shows empathy
https://www.youtube.com/watch?v=8BKN7RFhdq4
https://www.youtube.com/watch?v=8BKN7RFhdq4
Week Seven Deep Dive
DB Review
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Assignment Review
Discussion
| Due By | Word Count | Research Requirements | |
| Initial Post | Saturday 11:59pm Eastern Time | 200 - recommended | 1 - minimum |
| Follow Up Posts (2) | Tuesday 11:59pm Eastern Time | 50 - recommended | As Needed |
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Read the book and do the research BEFORE posting. We are all watching!
Use In Text Citations or you cannot receive credit for the research- no exceptions. What you think matters but that alone cannot meet the expectations of analysis and critical thinking at the college level.
Discussion Tips
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You are asked to respond to one of the following questions:
Describe how marketing can be used with health care CQI.
Define the business case for quality.
Explain how performance targets could be set.
Do not forget your citations. If you do not have citations then I have no way of knowing how you used the reference(s) listed.
Start with the announcement. I have provided three additional resources for this discussion. Marketing is not discussed in the reading, but I have provided a great resource on what this is.
In healthcare we see marketing in the form of social marketing.
Assignment
| Due By | Slide Requirement | Research Requirements | |
| Assignment | Tuesday 11:59pm Eastern Time | 15-20 | 5 minimum |
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Use the outline!
Start by defining customer satisfaction. What does customer satisfaction mean to healthcare providers and facilities?
Next, describe some of the challenges that facilities may face with customer satisfaction. Provide some real-world examples. Some of these include communication delays, wait times, quality of care received, cleanliness of facilities, etc.
You will then describe the efforts that have been historically used to improve customer satisfaction. This includes things such as CQI, patient surveys, process improvement plans, etc.
Finally, you will then discuss what the facility could be doing to continue to improve customer satisfaction challenges. For example, if wait times are an issue you might cover hiring more staff or revising policies for improved effeciency and effectiveness.
Assignment Resource
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Did you review my announcement?
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3047732/ - This article discusses the importance of patient satisfaction.
http://npalliance.org/wp-content/uploads/NPA-ACA.Quick_.Guide_.for_.Physicians.041311.pdf - This article discusses what the Affordable Care Act means for physician's.
http://friendsnrc.org/continuous-quality-improvement - This article discusses CQI and some of the models used in CQI..
In my announcement I have shared several articles with you that helps to answer the questions.
You need to define what the current efforts are to drive customer satisfaction and how to improve them. This can be fictional as long as they are realistic. Research what facilities are doing to today to drive these efforts
You must have slide notes. Please do not confuse the text on your slide with your actual notes.
TIME MANAGEMENT TIP
Sometimes you may need to say no to certain events or activities that you want to attend – stick to your schedule and prioritize!
Know when to say no!
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Make a professional profile!
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CAREER CONNECT
Does your resume include a professional profile? If not – it should!
Place your screenshot here
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LEADERSHIP & YOU
Dr. Kotter discusses how stories can be an important leadership tool – what is your story?
https://www.youtube.com/watch?v=8M9a9iHFczQ
Let’s review…
Instructions!
Please carefully read the instructions
Follow the Late Policy- I do!
Work can be accepted up to 14 days with a 10% penalty for the first 7 days it is late and a 20% penalty if it is 8-14 days late.
Random Thought
If you don’t understand a term – do more research!
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Discussion
For this week’s discussion you will respond to one of three assigned questions.
Assignment
For this week’s assignment you will be preparing a 15-20 slide presentation with speaker notes and 5 sources minimum
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THANKS!
Any questions?
You can connect with me at 505.908.1979 &
Credits
Special thanks to all the people who made and released these awesome resources for free:
Presentation template by SlidesCarnival
Photographs by Startupstockphotos
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