Chapter 16

Strategic Planning, Goal-Setting, and Marketing

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc.

Objectives

Value of environmental assessment Explore planning process. Review mission statement, vision, value

statement. Assess the philosophy, goals, and objectives.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 2

Objectives (Cont.)

Apply goal-setting and strategic planning. Explain process of strategic planning in

establishing product line. Determine value of marketing plans in health

care.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 3

Strategic Planning

Envisioning future and developing procedures and operations to actualize the future

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 4

Strategic Planning (Cont.)

Proactive Vision directed Action oriented

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 5

Strategic Planning (Cont.)

Creative Innovative Oriented toward positive change

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 6

Strategic Planning (Cont.)

Assessment of the environment (internal and external)

Appraisal of the organization’s strengths and weaknesses

Develop and evaluate strategies to meet opportunities and threats.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 7

Strategic Planning (Cont.)

Revise mission, philosophy, goals, and objectives.

Select strategic option. Prepare strategy. Execute and evaluate the strategy.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 8

Phase 1: Assessment of the External and Internal Environment

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 9

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 Philosophy

Provides direction for the agency and/or department within it

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 10

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

Goals Involves the process of developing, negotiating,

and formalizing the targets or objectives of an organization

Objectives Involves the ability to write clear and concise

objectives

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 11

Smart Objectives

Specific Measurable Agreed on Realistic Time bound

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 12

Phase 3: Identification of Strategies

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 13

Phase 4: Implementation

Open communication with staff Formulation of revised policies and

procedures Formulation of area and individual objectives

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 14

Phase 5: Evaluation

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 15

Marketing

Assessment Planning Implementation Evaluation

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 16

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 17

Marketing Planning Process (Cont.)

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 18

Marketing Planning Process (Cont.)

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

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 19

Marketing Planning Process (Cont.)

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.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 20

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.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 21

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.

All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 22