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hsa505-w10-p1.pptxHealth Services Strategic Marketing HSA505
Kaplan & Norton’s Strategy Map
Welcome to Health Services Strategic Marketing.
In this lesson we will discuss Kaplan & Norton’s Strategy Map.
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Topics
Kaplan and Norton’s Strategy Map
Constructing a Strategy Map
The following topics will be covered in this lesson:
Kaplan and Norton’s Strategy Map; and
Constructing a Strategy Map.
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Kaplan and Norton’s Strategy Map
Global Perspective and Environment Complexity
Strategic Perspectives
Due to their global perspective of the healthcare marketplace and its vast array of components, healthcare marketers are frequently charged with strategic management responsibilities. Such responsibilities are important in any institution, but they are especially vital in those that operate within environments of great complexity.
One tool that can provide assistance to healthcare marketers in carrying out strategic responsibilities is known as the Kaplan & Norton's Strategy Map. The Strategy Map is essentially an enhanced illustration of the Balanced Scorecard that depicts the vision and strategy of an organization along with complying financial, customer, internal business process, and learning and growth perspectives. The Strategy Map depicts the strategic perspectives of organizations and their impact and influence on the achievement of the overall vision and strategy of associated entities.
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Constructing a Strategy Map
Identify Vision
Formulate Costs
Draw Arrows for Linkages
To design a Strategy Map, marketers must do the following:
Identify the vision of the associated entity and the overall strategy for achieving the vision, placing these items at the top of the Strategy Map;
Formulate applicable goals and objectives for financial, customer, internal business process, and learning and growth perspectives, placing this information on descending levels of the Strategy Map; and
Draw arrows indicating appropriate linkages to demonstrate the cause-and-effect relationship leading to the achievement of the identified institutional strategy, and ultimately vision fulfillment.
The resulting Strategy Map is then utilized to facilitate strategic management endeavors.
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Check Your Understanding
Summary
Kaplan and Norton’s Strategy Map
Constructing a Strategy Map
We have reached the end of this lesson. Let’s take a look at what we’ve covered.
We started our discussion by describing the Kaplan and Norton’s Strategy Map. The Strategy Map depicts the strategic perspectives of organizations and their impact and influence on the achievement of the overall vision and strategy of associated entities.
Finally, we reviewed how to construct a Strategy Map. To design a Strategy Map, marketers must do the followings: Identify the vision, formulate applicable goals and objectives, and Draw arrows indicating appropriate linkages.
This completes this lesson.
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PROPERTIES
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