Health Services Marketing 1-3 Discussions
chynadll23
chapter5slides.pptChapter 5
Strategy and Market Planning
*
This chapter is an introduction to the concept of marketing and health care.
LEARNING OBJECTIVES
What are the main steps in building a strategic plan for a health care organization?
What goes into conducting an environmental analysis?
How can SWOT analysis and Five Forces Analysis enrich the strategic planning process?
What contents must be included in a marketing plan?
LO1. What are the main steps in building a strategic plan for a health care organization?
- Business Definition
- History of aims, policies, and achievements
- Current preferences of owners and management
- Market environment
- Resources
- Distinctive competencies
*
Key Words:
LO1. What are the main steps in building a strategic plan for a health care organization? (cont)
- Customer identification - internal and external
- Identify the users
- Prioritize customer categories
- Those most affected - current
- Those wished to be affected - expand
- Those to help further the business
- Define service area
- Define segments to be served
*
Key Words: customer, internal customer, external customer, products, user
LO1. What are the main steps in building a strategic plan for a health care organization? (cont)
- Value proposition
- Decide on appropriate mix of cost, quality, and access
- Manage a value chain
- Conduct core business processes
- Market sensing
- New offering realization
- Channel bonding
- Customer acquisition
- Customer relationship management
- Fulfillment management
*
Key Words: value chain, core business processes, market sensing, new offering realization, channel bonding, customer acquisition, customer relationship management, fulfillment management,
LO1. What are the main steps in building a strategic plan for a health care organization? (cont)
- Goal setting
- Goals must be clearly tied to the mission statement.
- Goals must be clearly defined.
- Goals must be measurable.
- Goals must be prioritized.
- Goal setting must include a target time by which they must be achieved.
*
Key Words:
LO1. What are the main steps in building a strategic plan for a health care organization? (cont)
- Strategy - four steps
- environmental assessment (internal and external) and planning
- Implementation of the strategy
- Evaluation of the strategy’s success
- Reassessment
- Strategy - four levels
- Corporate
- Division
- Strategic business unit (SBU)
- Product
*
Key Words: SBU, marketing plan, strategic marketing plan, tactical marketing plan
LO2. What goes into conducting an environmental analysis?
- SWOT
- Strengths - resources and capabilities
- Weaknesses - resources and capabilities
- Opportunities - environmental activities
- Threats - current and projected
*
Key Words: performance capabilities, human resource capabilities, intensive growth, integrative growth, diversification growth
LO2. What goes into conducting an environmental analysis?
- Five Forces Analysis
- Internal Rivalry
- Threat of New Entrants
- Threat of Substitute Products
- Buying Power
- Supplier Power
*
Key Words: internal rivalry, non-price competition, price competition, excess capacity, undifferentiated products or services, economies of scale and scope, direct buying power, indirect buying power, supplier power
LO3. How can SWOT analysis and Five Forces Analysis enrich the strategic planning process?
- SWOT evaluates the environment
- Five Forces Analysis provides an approach to strategic implementation
- Use them to decide on appropriate marketing strategies
- Changing forces
- Segmentation
- Positioning
*
Key Words: changing forces, segmentation, positioning
LO4. What contents must be included in a marketing plan?
- Executive summary and table of contents
- Environmental analysis
- Opportunity and issue analysis
- Objectives
- Marketing strategy
- Action programs
- Financial projections
- Implementation controls
*
Key Words: product leadership, customer intimacy, operational excellence
Conclusion
- The marketing process involves an exploration of creating, communicating, and delivering superior value.
- Market-oriented strategic planning establishes the framework to develop corporate strategy at all levels.
- The plan is one of the most important outputs of the marketing process.
*
Key Words:
