$5-Assgn

Readings

· Course Text: Managing Health Care Business Strategy

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. Chapter 2, "Internal Audit of Strategic Assets: Resources and Competencies" As part of the strategic-planning process, organizations conduct an internal audit to assess their strengths and weaknesses. This chapter addresses financial performance, resources and competencies, and internal value chain analysis.

. Chapter 3, "External Environmental Assessment: Law, Economics, Demographics, Technology" The text categorizes components of the external environment, which are addressed in Chapters 3, 4, and 5. Chapter 3 begins by explaining why assessment of external environment is important and how it informs strategic planning decisions. It then delves into the categories of political/government, legal, profession/industry, economic, sociocultural, demographics, and technology.

. Chapter 4, "External Environmental Assessment: Market and Customers" This chapter examines how an organization identifies segments of the market to target as part of their strategic-planning efforts.

. Chapter 5, "External Environmental Assessment: Industry and Competitors" This chapter identifies industry characteristics that need to be considered during an external environmental assessment. It addresses how an organization might use analysis to learn about competitors’ strategies.

. Chapter 6, "Defining Future Direction of the Organization" Formulating the mission, vision, values, and strategic objectives of an organization are essential elements of strategic planning. As you read this chapter, focus on mission, vision, and values; strategic objectives will be explored in greater depth in Week 3.

· Course Text: Berkowitz, E. N. (2011). Essentials of health care marketing (3rd ed.). Sudbury, MA: Jones and Bartlett.

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. Chapter 1, "The Meaning of Marketing" The term marketing reflects an organization’s focus on the consumer (e.g., a patient, a physician). Today’s health care organizations need to be proactive in promoting customer satisfaction and ensuring that customers choose their organization over their competitors. As you read this chapter, think about how this customer focus relates to the information on strategic planning that is reflected in the other Learning Resources. Pay particular attention to how the nonmarketing-driven planning process differs from the marketing-driven planning process.

Read all of the following case studies; you will select one to focus on for the Discussion.

· Case Study: Zuckerman, A. M. (2008). What would you do? Affiliate, merge, or stay independent? hfm (Healthcare Financial Management), 62(8), 118–120. Retrieved from http://ezp.waldenulibrary.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=33958275&site=ehost-live&scope=site

· Case Study: Zuckerman, A. M. (2008). What would you do?: Is it too late to develop a comprehensive community hospital cardiovascular program? hfm (Healthcare Financial Management), 62(4), 116–118. Retrieved from http://ezp.waldenulibrary.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=31885646&site=ehost-live&scope=site

· Case Study: Zuckerman, A. M. (2007). What would you do? Are freestanding emergency centers an idea whose time has come? hfm (Healthcare Financial Management), 61(8), 114–116. Retrieved from http://ezp.waldenulibrary.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=26609432&site=ehost-live&scope=site

Optional Resources

· Course Text: Essentials of Health Care Marketing 

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. Chapter 2, "Marketing Strategy"

. Chapter 3, "The Environment of Marketing Strategy" These chapters provide additional context to supplement the information presented in the required chapters of the course texts.

· Article: Seymour, D. (2009). Mergers, acquisitions and partnerships: Lessons from the 1990s. Healthcare Executive, 24(4), 56–59. Retrieved fromhttp://ezp.waldenulibrary.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=42873065&site=ehost-live&scope=site

· Article: Collins, J. C., & Porras, J. I. (1996). Building your company’s vision. Harvard Business Review, 74(5), 65–77. Retrieved fromhttp://ezp.waldenulibrary.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=9609167704&site=ehost-live&scope=site

· Article: SWOT analysis. (2010). Retrieved from http://www.mindtools.com/pages/article/newTMC_05.htm