STRATEGIC PLANNING

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STRATEGIC PLANNING

• STRATEGIC MANAGEMENT IN HEALTH CARE
• 16 FEBRUARY 2006

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POLICY AND PROCEDURE

• POLICY
• OFFICIALLY EXPRESSED GUIDELINES AND SYSTEMS
  GOVERNING BEHAVIOR AND/OR DECISION MAKING
• PROCEDURE
• GUIDES ACTIONS IN SPECIFIC SITUATIONS

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GOOD POLICY

• WELL THOUGHT OUT
• FLEXIBLE
• ETHICAL LEGAL
• CLEAR, COMMUNICATED, UNDERSTOOD, ACCEPTED
• CONSISTENT WITH OTHER POLICIES

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PLANNING

• STRATEGIC PLANNING
• BROAD - LONG RANGE
• HIGH LEVEL
• OPERATIONAL PLANNING
• NARROW - SHORT TERM
• MIDDLE MANAGEMENT

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STRATEGY

• LONG-TERM MAJOR PATTERNS OF ACTIVITY REQUIRING A
  SUBSTANTIAL COMMITMENT OF RESOURCES

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GOALS

• YOUR MISSION AND VISION
• PLANNING IS INTENDED TO COME UP WITH WAYS OF
  FULFILLING THESE

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OUTCOMES OF PLANNING

• OBJECTIVES
• STRATEGIES
• OPERATIONAL PROGRAMS

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APPROACHES TO PLANNING

• INDIVIDUAL - COMMITTEE
• SYSTEMATIC - AD HOC
• QUANTITATIVE - QUALITATIVE
• DEVELOPMENTAL - INCREMENTAL
• PROACTIVE - REACTIVE
• ?GOOD - BAD?

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STRATEGIC PLANNING

• S-W-O-T ANALYSIS
• COMPETITIVE STRATEGIES
• PORTFOLIO ANALYSIS
• LIFE CYCLE

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S W O T ANALYSIS

• STRENGTHS
• WEAKNESSES
• OPPORTUNITIES
• THREATS

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COMPETITIVE STRATEGIES

• LOW-COST LEADER
• DIFFERENTIATION
• FOCUSED (NICHE)

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PORTFOLIO ANALYSIS

• COWS - YIELD
• HOGS - CONSUME
• STARS - DEVELOPING

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LIFE CYCLE

• EMERGENCE
• GROWTH
• MATURITY - REGENERATION
• DECLINE - REGENERATION
• DEATH - HARVEST OR ABANDON

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MARKETING

• MARKETING IS AN INTEGRAL PART OF STRATEGIC
  PLANNING
• DO YOU AGREE?

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CENTRAL CONCEPT OF MARKETING

• VOLUNTARY EXCHANGE OF SOMETHING OF VALUE
• WANTS, NEEDS, EXPECTATIONS, DEMANDS

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ELEMENTS OF MARKETING

• PRODUCT SERVICE
• PRICE CONSIDERATION
• PLACE ACCESS
• PROMOTION PROMOTION

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TARGET MARKET

• PHYSICIANS
• PATIENTS (MANY GROUPS)
• INSURERS
• EMPLOYERS
• GOVERNMENT
• CHARITY GROUPS

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MARKETING AUDIT

• NEEDS OF TARGET MARKET
• SATISFACTION OF CURRENT CLIENTS
• COMPETITION

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RIVALRY VS COMPETITION

• RIVALRY
• FOR ITS OWN SAKE
• CAN BE VERY DESTRUCTIVE
• COMPETITION
• CAN BE BENEFICIAL TO ALL PARTIES

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STRATEGIC ISSUES MANAGEMENT

• SYSTEMATIC PROCESS OF INFLUENCING THE EXTERNAL
  ENVIRONMENT
• POLITICAL STRATEGY

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ISSUE LIFE CYCLE

• ANTICIPATION
• EMERGENCE
• ENACTMENT
• IMPLEMENTATION

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STRATEGIC PLANNING EXAMPLE