Chapter 16

Strategic Planning, Goal-Setting, and Marketing

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

Objectives

Value of environmental assessment Explore planning process. Review mission statement, philosophy, goals, and objectives.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

Objectives (contd)

Apply goal-setting and strategic planning. Explain process of strategic planning in establishing product line. Determine value of marketing plans in health care.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

Strategic Planning
Envisioning future and developing procedures and operations to actualize the future.

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Strategic Planning (contd)

Proactive Vision directed Action oriented

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Strategic Planning (contd)

Creative Innovative Oriented toward positive change

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Strategic Planning (contd)

Assessment of the environment (internal and external) Appraisal of the organizations strengths and weaknesses Develop and evaluate strategies to meet opportunities and threats.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

Strategic Planning (contd)

Revise mission, philosophy, goals, and objectives. Select strategic option. Prepare strategy. Execute and evaluate the strategy.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

External Environment Assesses the impact of opportunities and threats within the environment Examples: economic and demographic factors Internal Environment Reviews effectiveness of an organization Examples: structure, size, human resources

Phase 1: Assessment of the External and Internal Environment

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

Phase 2: Review of Mission Statement, Philosophy, Goals, and Objectives

Mission Statement

Reflects the purpose and direction of the healthcare agency or a department in it Provides direction for the agency and/or department within it

Philosophy

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Phase 2: Review of Mission Statement, Philosophy, Goals, and Objectives (contd) Goals

Involves the process of developing, negotiating, and formalizing the targets or objectives of an organization Involves the ability to write clear and concise objectives

Objectives

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Smart Objectives

Specific Measurable Agreed on Realistic Time bound

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Phase 3: Identification of Strategies

Detailed plan of action Short- and long-term objectives Formulation of department objectives Allocation of resources Preparation of budgets

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Phase 4: Implementation

Open communication with staff Formulation of revised policies and procedures Formulation of area and individual objectives

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Phase 5: Evaluation

Review of strategic plan to determine whether the goals, objectives, and activities are on target

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Marketing

Assessment Planning Implementation Evaluation

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Marketing Planning Process

Assessment Determining organization-level missions, objectives, and goals Analyzing organizational strengths and weaknesses Analyzing external threats and opportunities Setting marketing missions, objectives, and goals

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Marketing Planning Process

(contd)
Planning Development of a marketing plan Plan Outline Service or program to be provided Detailed budget-cost analysis Promotional activities designed to promote the program

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

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Marketing Planning Process (contd)

Implementation Establishes programs and activities designed to communicate to patients the benefits of the service or program Use of multiple methods of promotion such as media releases, brochures, and pamphlets

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

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Marketing Planning Process

(contd)
Evaluation Assesses reasons why clients are not using the service, program, or product Be aware that procedures may include satisfaction surveys and interviews with clients.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

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Tips

Be clear about mission and vision. Read and listen to sources of data. Be clear about role in organization. Think about messages others need to hear.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

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Summary

The effectiveness of any organization depends on strategic planning and marketing. The planning process is necessary to survive ongoing change and restructuring of the healthcare system. Marketing strategies play a vital role in healthcare settings to provide services and programs to the public.

Copyright 2011 by Mosby, Inc., an affiliate of Elsevier Inc.

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