Running head: CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC. 1
Change Management in Community Healthcare, Inc.
Name
Institution Affiliation
Date
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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Executive Summary
Change management determines the outcome of an intended change within a given
organization. It is the key factor that makes an organization to achieve the objectives of a
specific change. In the health care industry, which is very dynamic, it spells of the process which
should be followed whenever there are changes. There are different factors that lead to change,
including advances in technology, aging population, change in healthcare policies, among others.
In this field activity, various changes will be examined to determine whether ABC Inc. met the
intended objectives and if not, what was the challenge experienced. Also, the general overview
of the organization is as well analyzed and related to the result of changes intended. In this
regard, ABC Inc.'s effective change management enhances cost-control, increase IT usage, and
expands the level of services. As outlined in the recommendation section at the end, the field
activity established that organizations need to focus on a series of efforts that are evidence-based
to achieve sustainable development from the change management efforts. The change should
also be continuous, and all stakeholders involved. Overall, the change management effort in the
organization must be fulfilled within the scope of planning, and implementation of solutions as
informed through an active evaluation process.
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Introduction
Change management is a critical operation in the healthcare industry. A critical change in
the US healthcare systems significantly affects ABC Inc.’s ability to deliver optimum healthcare
services (Khankhoje, 2016). In the US, advances in technology, aging population, change in
healthcare policies, and immigration reforms are among the key factors that influence the need
for change. For non-profit healthcare organizations like ABC Inc, effective change management
enhances cost-control, increase IT usage, and expands the level of services (Khankhoje, 2016).
The organization has different competencies that influence the ability to enhance change.
Limitations in healthcare organizations such as insufficient funds, limited workforce skills are a
key obstacle to an effective change process. ABC Inc has the vision to deliver quality healthcare
services to people in all economic and social groups. One ethical question for ABC Inc is
whether humanitarian healthcare delivery needs to meet high standards as the paid medical
services. This paper is a field activity on the change management effort in ABC Inc to improve
the quality of healthcare services. This research aims to promote an evidence-based change
management initiative for ABC Inc and other non-profit healthcare organizations. The
recommendations made in this research focus on helping the company bridge the gap between
the current situations and the desired value to patients. ABC Inc has achieved some significant
milestones in the change management efforts focusing on integrating technology to improve
healthcare delivery services and improve patient satisfaction. However, the company can adopt
the use of change management models like Kotter 8 model to ensure maximum effort on
achieving the desired healthcare quality while maintaining low costs for the patients since the
majority is economically disadvantaged.
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Overview of the Activity
The field activity involves data collection on ABC Inc as a case study for its change
management efforts. The results in this field reflect the strategic and operational efforts in the
healthcare organization. As one of the non-profit healthcare organizations seeking to deliver
quality healthcare services to low-income patients and those without insurance coverage, the
activity has significant social benefits. We are taught that compassion is an important virtue for
organizations. In John chapter 12, verse 8, Jesus taught that the poor you will always have with
you. It is significant that as for-profit healthcare organizations utilize advanced technology and
research to deliver high-quality healthcare services to those who can afford it, the poor in the US
should not be left behind. In 21 days, the following activities are performed to understand the
organization's key goals, the strategic process, competencies, and outcomes that influence the
delivery of healthcare services to communities.
Identification of Change Efforts in The Organization
The first activity in the field study was to explore the potential areas of change that are
most critical to the organization. The activity took place within three days utilizing different
sources, including the organization website and interview sessions with a few staff in the
organization through an online platform. The following information on the organization was
collected from different sources. First, it is good to note that ABC Inc is committed to change the
way healthcare services are delivered in the US. Particularly the most critical area of change in
the organization is research and innovation to integrate technology and other evidence-based
practices in the care process.
There is the increased popularity of telehealth services in ABC Inc within different areas
of medical services. The focus of the organization is to increase patient access to virtual services
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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using cloud meeting services. This initiative is focused on improving patient satisfaction with
healthcare services by saving time in the waiting room or visiting the organization premises. The
organization also serves a large population despite limited finances relying heavily on
government funding as its main source of revenue. Implementing the use of technology to
deliver healthcare services is prioritized as an important initiative for the organization. It was
also realized that the organization is committed to increasing the time that patients have with the
doctors to address all their healthcare needs. The organization is committed to using technology
as the mechanism for improving healthcare delivery services to reach out to many people in a
more flexible approach.
Analysis of the Change Management Efforts
The next field activity was to determine change management efforts in the organization.
The focus of this process was to answer the question 'how.' This was made in light of having a
systematic process for managing the change effort to realize positive outcomes. A qualitative
design was utilized to achieve a broad view of the initiative used by the organization to promote
change efforts. Particularly we focus on how the organization was integrating the use of
advanced medical technology in the care process. Some key questions include; (1) Participants
involved in the process of change? (2) How is the change process integrated into regular
healthcare services? (3) Does the organization utilize any evidence-based change model? (4)
How is the cost of change controlled?
The following information was collected through an assessment of strategic efforts and
interviewing different administration staff at ABC Inc. The change management efforts in ABC
Inc involve case managers. The organization seeks to implement each change process through
case managers hired to implement the plan. For instance, when the company is seeking to install
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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a software program for monitoring the patient, a case manager is hired to lead a team. The case
managers hire their team to implement the program and to train the healthcare providers on how
to use the technology. The organization utilizes this approach as a mechanism to control
operations costs. Also, the mechanism helps the organization seek funds for fulfilling a particular
project of interests over the focus to overheads.
SWOT Analysis
A SWOT analysis for ABC Inc was also completed to determine its capacity to fulfill
different change management efforts. SWOT Analysis is one of the most effective tools used by
an organization to determine the strategic initiative. This includes strengths, weaknesses,
opportunities, and threats. The information on the strengths and weaknesses explores the internal
competencies and barriers that can enhance or hinder effective change management efforts. The
weaknesses and opportunities were focused on external factors that can influence the outcomes
of the change management efforts.
Kabue and Kilika's (2016) competencies can refer to the skills and experiences an
organization has that help the company achieve a competitive advantage. There are different
dimensions used in this activity to define the competencies of an organization. First is the
potential of the organization to operate technology infrastructure that relates to the market
requirements. Second is the level of benefit the organization can deliver in establishing a
telehealth system. Finally, it is determining how unique the company skills are to help achieve a
competitive advantage.
The results show that the organization has created established systems for the use of
technology in its operation, and it has upgraded its electronic information systems. The
organization uses cost-effective internal systems within a stringent budget. The organization has
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a skilled workforce that provides quality and reliable services to a large population in the
community. The organization attracts patients or clients in a larger scope than the competitors as
they case a humanitarian influence. The cost of healthcare services in the US is high, and despite
the implementation of ACA, the number of Americans who cannot access quality healthcare
services is high. The major weakness in ABC Inc is limited funds as the company operates
within a stringent budget.
There are major opportunities for the organization to advance its operations. The
popularity of telehealth in increasing patient satisfaction is a critical opportunity for the
organization (Kruse et al., 2017). The information and communication technologies available for
healthcare organizations enhance the sharing of information on diagnosis to leverage a
community's health and individuals. There are critical changes in the healthcare delivery process,
and the non-profit organization is less efficient to compete with for-profit healthcare organization
(Freeman, Nam-Speers, & Tokac, 2020).
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Description of Resources for Change Management Efforts
This activity involved reviewing the resources available in the organization for enhancing
change management. One of the key factors for effective change is organizational culture.
Another key resource explored is the finances used for achieving the change effort. In this
activity, one effort was to explore whether the human resource in ABC Inc has the right attitude,
beliefs, values, and behaviors to enhance change. In this activity, some of the key questions were
whether the physicians, nurses, and other healthcare providers in the organization are agents of
change. In an organization where there is a hierarchy, change is more feasible since the
management communicates the change process to the healthcare workers fast and efficient.
Alternatively, through interviews with key administrative staff in the organization, information
was collected on fund development effort in the implementation of key projects.
The following results were collected in the activity from primary and secondary sources.
ABC Inc has a hierarchical structure with leaders committed and able to monitor the conduct of
the employees throughout the change process. Ensuring each staff's behavior that is well inclined
with the company values enhances the quick fulfillment of the desired humanitarian objectives in
healthcare delivery. This was defined as important, and although the innovation is welcomed to
improve the quality of care, reckless experimentation cannot be allowed. The reasons are that it
involves people's lives, rules governing privacy and security of information, and the organization
works within a stringent budget where all the financial resources are accounted for (Liberati,
Peerally, & Dixon-Woods, 2018). The company utilizes the hierarchical structure as an
instrument for change in different projects, especially those that involve innovations in
healthcare delivery. Telehealth was explained to rely heavily on the hierarchical structure to
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ensure all the privacy and security regulations are adhered to before establishing any significant
change.
Financial resources are critical in enhancing change management in the healthcare sector.
ABC Inc depends on grants from the government and other private donors to fulfill its core
capital investments. The organization is strategically positioned to receive funding from a
different initiative in the country. These funds are often restricted to the fulfillment of the
specific obligations for which they are assigned. For instance, ABC Inc received $3.2 million to
establish and maintain a training program for nurses from the Health Resources and Service
Administration (HRSA) (CHC, 2019, June 26). In most instances, the organization uses the
funds from the federal grants to launch particular programs and then seek funds from private
donors to fulfill important milestones on the project. The company also finances its project from
loans and retained earnings.
Analysis of Change Management Outcomes
This field activity also involved measuring the change management outcomes in the
organization. Particularly the field activity involved a qualitative review of the organization's
performance in the use of technology in service delivery. Change management outcomes are a
sophisticated phenomenon that should account for short-term and long-term objectives.
However, this activity assessment focused on the immediate effect of delivering quality
healthcare services to the patients. The overall focus is whether there has been any significant
improvement in the organization's service delivery following the change efforts. One of the key
questions in the analysis was; (1) has there been any significant reduction in patient waiting
time? (2) Has patient satisfaction being improved? (3) Is the number of patients acquiring
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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services within a particular duration being improved? (4) Are there major conflicts in the
organization associated with the change? Information to answer these questions was collected
from a qualitative assessment of the company operation and interview with administrative staff
in the organization.
ABC Inc has achieved a key milestone in adopting advanced technology in the delivery
of healthcare services. Telehealth is now listed as one of the key services in the organization. The
technology has been made easy to use, and all patients can access the services using
smartphones. The technology currently used is the Zoom cloud meeting app, which is supported
by both smartphones and tablets. This increases the flexibility in the delivery of healthcare
services, increasing satisfaction. Patients are required to make a telehealth appointment, which is
approved by emails and SMS. The use of this technology to deliver healthcare services to the
patients is critical and has helped improve patient satisfaction since they have control over the
care process. The process of change in the organization has been limited, and the healthcare
delivery systems are not as sophisticated as in other healthcare organizations.
Review of Areas of Improvement in the Organization
The field activity also involved reviewing areas in the organization change management,
which require improvement. These were defined as areas not explored in the current change
management plan that is not correctly explored. This activity involved an assessment of the
organization change management process and defining key areas that require improvement to
achieve the desired outcomes. Although the organization has adopted a form of case
management initiative to enhance the successful completion of projects, there are key areas of
improvement to achieve the desired results. In the case management process, the organization
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has to balance the delivery of quality services to the patients and control costs (Hudon et al.,
2018). In this approach, the focus is also on individual patients and not on the average
characteristics of patients. For instance, the company web site's information is clearly defined for
an average patient with a support system to use technology.
Healthcare services in the community require a firm to respond to all average patients'
needs, including those with limited knowledge of technology use. However, the organization has
well-defined telehealth that includes visual images to guide patients to use the technology.
Equally, there is phone contact with a support team for assistance to the users on how to
download and set up the mobile application. The telehealth infrastructure is typical of a basic
infrastructure established by the organization, particularly to increase telehealth services amidst
the COVID-19 pandemic. The organization needs to have a more comprehensive change
management initiative that utilizes technology in a wide scope, including care transition, and
case management for aging patients and those with disability. Implementing the technologies in
the organization's technologies has a strategic standpoint where the organization creates an
internal capacity to proactively assess the change needs, implement solutions, and evaluate
outcomes for continuous improvement. The change process in healthcare systems has a
significant impact on healthcare providers' healthcare interventions. Utilizing case management
is critical for an organization to maximize efforts in areas where it is most productive and defines
improvement in the long-term (Hudon et al., 2018). The organization could improve the change
management outcome in this area by utilizing evidence-based change management models that
promote a proactive change process.
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Field Activity Contribution to The Organization Social Responsibility Initiative
This field activity is significant in contributing to corporate social responsibility (CSR).
CSR refers to an organizational approach and commitment to achieving sustainable
development, improving societal conditions, and responding to different stakeholders' concerns.
A CSR based approach to healthcare services fulfills the ethical and societal expectations beyond
the legal framework within the particular jurisdiction. The initiative to enhance the appropriate
use of healthcare resources to promote quality healthcare services is beneficial to the community
in different ways (Knight et al., 2017). Patient treatment sustainable practices in the non-profit
organization are as important as the cost of healthcare services in the US remains high. This field
activity is focused on ensuring the organization adopts healthcare practices utilized in the for-
profit organization to improve efficiency.
ABC Inc's Vision is to ensure people who are barred from receiving healthcare services
from other organizations can access quality services at a low cost. This field activity focuses on
explaining how a healthcare organization can achieve cost management goals in their effort to
implement various projects that are capital intensive. Growth of an organization cost structure
has significant implications in the fees charged for services in non-profit since the minimum fees
focus on at least achieving a break-even position. The field activity shed light on fund
development efforts and how they can enhance stabilizing the costs of ABC Inc and henceforth
the fees charged for services.
CSR in the health sector is a critical factor as organizations move from fulfilling socially
responsible behavior into being socially responsible organizations (Russo, 2016). For healthcare
organizations to be socially responsible, they must consolidate their market knowledge to their
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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mission to ensure consistently responding to their needs. This field activity focuses on an
organization's operational paradigm that is established. The focus is to ensure case management
efforts for individual patients are well defined and articulated to the organization's healthcare
services plan. One of CSR's key dimensions in the health sector is defining the social impact of
the organization's operations. Increasing the scope of services that can be accessed by
populations in the community is hence an important CSR initiative.
This field activity also focuses on the non-profit healthcare organization, which has a
unique CSR orientation compared to a for-profit healthcare organization. Non-profit hospitals are
more attuned to the CSR, and hence leveraging ABC Inc efforts will increase competitive
advantage and increase the value to the community (Russo, 2016). Increased competition
between different non-profit organizations leads to increased CSR agenda within the healthcare
industries. Indeed since ABC Inc is desirable to many clients based on its humanitarian
approach, this field activity enhances the delivery of quality services to low-income households
at a relatively low cost.
Strategic Impact on a Healthcare Organization
This field activity has a significant strategic impact on the healthcare organization. The
healthcare sector has faced increasing pressure to respond to the changing environment and to
balance its capacity to the demand of healthcare services (Ginter, Duncan, & Swayne, 2018).
Although an organization can have clearly defined strategic goals, the incorporation of emergent
thinking in the planning process is critical for success. This field activity emphasizes on how
ABC Inc can effectively attain its strategic goals by having an effective change management
process. This is significant due to the technological breakthrough achieved in the industry. For
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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instance, the initiative promotes balancing cost management and leveraging the quality of
services to the patients. A strategic position for an organization is centrally dependent on
increasing a competitive advantage within the competitive industry. In the healthcare sector, cost
leadership and provision of quality services that increase patient satisfaction is a major source of
competitive advantage (Ginter et al., 2018). Failing to have a strategic initiative by ABC would
lead to poor quality of life in the community, mediocrity, and failure for the organization. There
is a critical change in the delivery of healthcare services.
One of the key operational strategies is case management, which includes care transition,
integration of efforts of multidisciplinary teams, care coordination, among others. Healthcare
organization has discovered how technology can enhance care coordination. This is applicable in
different healthcare services, including mental health. Indeed technology has significantly
changed the healthcare process. The use of videoconferencing mobile apps is now completing
consultations that are traditionally preserved in the primary care setting. The scope of healthcare
delivery by the use of technology has also been extended to wearable devices for assessing
different medical conditions, which are automatically monitored by the clinicians. Electronic
health records (EHR) are most frequently used in care coordination in mental health services
(Falconer, Kho, & Docherty, 2018). The use of EHR for care coordination is common in both
primary care centers and community health centers. ABC's healthcare model is attractive within
a wide geographic scope, and distance can challenge the patients' access to quality services.
Depression has become one of the most critical health challenges in the community and which
can potentially be addressed by the use of technology. However, the usability of healthcare
technology and high costs are significant limitations in the maximum use of technology. One of
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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the strategic objectives for a healthcare organization is to integrate technology into routine
healthcare operations.
Care coordination is enhanced by technology through the improvement of
communication between the patient and the healthcare provider. This field activity explains how
the organization can overcome the key barriers to care coordination by leveraging the technology
infrastructure (Falconer et al., 2018). Some of the significant barriers to care coordination are
insufficient funds for health information technology. The technology systems require huge
capital investment in hardware, software, and information officers to create strategic value. The
SWOT analysis in this field activity identifies a stringent budget as one of the key weaknesses of
ABC Inc. The emphasis of the field activity analysis is for the organization to overturn the
weakness into a strength. This can be achieved through a fund development plan when making a
capital investment. For instance, as the organization increases its capacity, it is easy to access
capital investment loans. The program positions the company to qualify for funds in different
private initiatives.
A major threat of ABC identified in this field activity is increased competition in the
healthcare sector in the US from both profit and non-profit organizations. ABC's competitive
advantage in the healthcare industry depends on achieving great value to be considered a master
of renewal (Ginter et al., 2018). This position can only be achieved through an effective change
management plan. Particularly this field activity seeks to reinforce ABC Inc's strategic
management through knowledge on how to continually manage change by adapting the
strategies, bureaucracies, cultures, services, and products in a way that enhances surviving shock
and succeeds through forces that decimate other healthcare organizations. An increase in
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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insurance premiums due to advanced diagnostic techniques used in healthcare organizations is a
loss of competitive advantage for many healthcare organizations in the US.
Recommendations to the Organization
For the organization to achieve sustainable development from the change management
efforts, there is a need to focus a series of efforts that are evidence-based. ABC can utilize the
Kotter’s 8 step process as the primary strategy for change management and emphasize on the
value of leadership in advocating for change (Khankhoje, 2016). The focus is to ensure that the
change process is continuous, and all the stakeholders are well equipped to administer the change
process (Lamé, Jouini, & Stal-Le Cardinal, 2017, May). The organization needs to build an
internal competence to control the complexity which occurs in the change process. Overall, the
change management effort in the organization must be fulfilled within the scope of planning, and
implementation of solutions as informed through an active evaluation process (Kumah,
Ankomah, & Antwi, 2016). The chronological process of managing change, as explained by the
Kotters 8 model, is described in the steps below. The Kotter 8 model of change is structured into
three major components. These include establishing a climate of change in the organization,
engaging the entire organization to the process of change, and initiating change and sustaining it
(Carman et al., 2019). The Kotter 8 model has proved as an effective framework to guide change
in the organization.
Create a Sense of Urgency
ABC Inc needs to motivate the key stakeholders to provide a solution to a specific
solution. In this case, the organization will recognize the need to control healthcare costs and
improve the quality of services and patient satisfaction (Small et al., 2016). ABC Inc
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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administration also needs to create the relevance of achieving the transformation in the use of
technology as an appropriate intervention for addressing the cost and quality problem. The sense
of urgency can be communicated by showing the staff how the organization would lose
competitive advantage to profit and non-profit healthcare organization (Wheeler, & Holmes,
2017). As stakeholders evaluate the effect of low patient satisfaction and unsustainable
development, they will be motivated toward change.
Form a Guiding Coalition
ABC Inc would need to select a leader for the change process, thereby referred to as the
change leader. The change leader will persuade others why change is important and the
available solution's effectiveness in addressing the problem. The coalition group needs to include
all the key sectors as an information officer, physician, nurse, administrative supervisor, etc. The
emphasis of the organization is to ensure a high level of inclusion (Khankhoje, 2016). The
coalition will educate other key stakeholders on the Kotters 8 model approach to ensure
maximum engagement. Since this, an organizational level of change, the CEO can be the overall
leader to initiate the change process (Carman et al., 2019). Other executive directors, including
the Chief financial officer and the Chief Information Officer (CIO), can play a vital role in
change. The team selected will be cohesive to create a vision for the change process.
Create a Vision
The change leader and the cohesive team selected once confirmed by the CEO, CFO, or
any senior leader will project a vision and initiate the strategic initiatives that are relevant to
achieve the vision. For instance, a change vision can be the most competitive healthcare
organization in the community by providing high-quality services at a low cost (Baloh, Zhu, &
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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Ward, 2018). The change vision must not necessarily be the same as the organization's vision,
although it should be an important milestone to achieve the overall vision. The guiding vision
can be pulled from the organization's core values or an effective effort in the market among
competing healthcare organizations.
Communicate the Vision
The fourth step in the change model is to share the message with other stakeholders who
will execute the plan. A top-down approach of communication is involved and can be enhanced
through a different process, including written and verbal messages. The message can be shared
through emails, and the individuals can also be engaged through staff meetings and education
processes (Khankhoje, 2016; Small et al., 2016).
Empower Others to Act on The Vision
The change leader and other key members need to educate the organization staff about
the vision and its effort to achieve it. The process involves enhancing an adaption to the vision as
the key factor influencing actions. The process also involves building key employees' skills and
competencies (Carman et al., 2019). For instance, the staff is empowered to use the technology
to deliver healthcare services to the patients.
Create Quick Win
The change team is required to have a clear and visible win in their effort. For instance,
the staff can support the patient with an appointment and complete a video call. The change
leader and other team leaders must highlight the short-term win to build and maintain the
momentum of the change process (Khankhoje, 2016). The quick win is a key indicator that the
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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organization has reached an appropriate level to fully implement the change effort (Carman et
al., 2019).
Build on the Change
The organization needs to support the change effort; promote innovation while
maintaining the innovation (Khankhoje, 2016). In this case, the staff may feel overwhelmed
more tasks than they are used to perform. For instance, a healthcare provider could have
telehealth appointments alongside other physical meetings, which would make the task more
overwhelming. However, the change effort will make the work performed less and more
efficiently.
Institutionalize the Change
This process involves solidifying the vision to be part of the organization's culture. The
high-quality healthcare services and the increased reliance on telehealth are made significant
factors within the organization's routine process (Carman et al., 2019). Efforts include
responding to the resistance and rewarding high performance in the new model.
Conclusion
Change management is an important process in the healthcare organization. This field
activity identified ABC Inc as having a clearly defined change purpose but without a structured
change process. While the organization has promoted the use of technology in the delivery of
healthcare services and included case management initiative, the outcome is relatively low. For
the organization to achieve a balance between quality healthcare services and low cost, there is a
need to uphold inclusion, education and demonstration are vital elements of change. The use of
CHANGE MANAGEMENT IN COMMUNITY HEALTHCARE INC
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Kotter 8 model of change management provides a well-structured model for the fulfillment of
these objectives.
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