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Objectives
Value of environmental assessment Explore planning process. Review mission statement, philosophy, goals, and objectives.
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.
Strategic Planning
Envisioning future and developing procedures and operations to actualize the future.
Assessment of the environment (internal and external) Appraisal of the organizations strengths and weaknesses Develop and evaluate strategies to meet opportunities and threats.
Revise mission, philosophy, goals, and objectives. Select strategic option. Prepare strategy. Execute and evaluate the strategy.
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
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
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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
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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.
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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.
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