Body of Knowledge

The SWOT Analysis - The SWOT analysis has become an increasingly common technique for assessing the position of a healthcare organization within its market. The SWOT analysis involves an examination of the organization, the environment, and the way the organization and environment interact. This is an important tool for strategists and marketers and one that has numerous applications in healthcare. The SWOT analysis can be done for departments within organizations as well as total organizations. Factors within the macro and competitive environments should be included in the SWOT analysis…

Case Study in Marketing Planning - SouthCoast Institute, a rehabilitation hospital with a historical focus on inpatient services, perceived an opportunity to expand its outpatient capabilities in response to various developments in its market. A shift toward outpatient services would require considerable reorientation on the part of the staff away from an inpatient mindset along with the planning and implementation of a number of new services…

Steps in the Strategic Planning Process - Strategic planning is a formal, on-going process for developing goals and implementing actions for positioning the organization in the market while matching available resources with market opportunities. This definition implies that planning is a “process” that involves both the development and the implementation of a systematic plan. This process focuses on “positioning”, indicating the important relationship between the organization and its environment. It also recognizes the importance of matching available resources to opportunities, as this is the ultimate goal of any planning exercise…

Applying Benchmarking to Physician Group Practices - The challenges facing a chief executive officer/chief medical officer of a group practice have never been greater than they are today. Practice management has become increasingly complex and now calls for a range of skills beyond those usually available to any one person. Apart from the stresses of day-to-day operations, physician-managers and administrators are increasingly being confronted with questions such as: Where will the practice be tomorrow, next month, or even at the end of the year? What must the practice do to adapt to changing reimbursement patterns? What are the implications of changing demographics within the market area?...

Using Internal Data for Marketing Research - Most health care organizations have immediate access to a “gold mine” of information–their own internal records. Health care organizations routinely generate a large amount of data as a by-product of their normal operations. Depending on the organization, data on patient characteristics, utilization trends, financial transactions, staffing, and a variety of other topics can be retrieved…

The Perfect Healthcare Storm - Will a chronically sick population, a fragile healthcare system, and the current economic decline create the perfect healthcare storm? Providing effective healthcare to the area’s population is an on-going challenge. Now, forces may be converging to make the challenge even greater. For example, Memphis, Tennessee has one of the “least healthy” populations in the nation, but the situation is about to become worse. The already frail health status of the population, an increasingly tenuous local healthcare system, and a grim economy have the potential to create a health crisis of unprecedented magnitude…