Category Archives: MHA 626

MHA 626 Week 1 Discussion 1 Business and Strategic Planning NEW

MHA 626 Week 1 Discussion 1 Business and Strategic Planning NEW

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MHA 626 Week 1 Discussion 1 Business and Strategic Planning NEW

Week 1

Discussions

To participate in the following discussions, go to this week’s Discussion link in the left navigation.

Business and Strategic Planning

 

The business plan of a healthcare organization describes the purpose of the HCO and lends structure to its organizational goals. The strategic plan is used as a directional guide; in other words, how the organization will fulfill its purpose and put ideas into action. The strategic plan also prioritizes the organization’s resources as a means to fulfill the business plan. Simply put, the business plan is the “what,” and the strategic plan is the “how.”

To prepare for this assignment, read Chapters 1 and 2 in the course text as well as the required article by Varkey and Bennett (2010). You may also want to review the recommended article by Williams (2008). For your initial post, answer the following questions in the discussion forum:

What is the difference between a healthcare organization’s business and strategic plan? Be sure to include the purpose of each plan and how they relate to one another.

Why is it important for a healthcare organization to develop a strategic plan?

Support your initial post with in-text citations and references for at least two scholarly sources.

MHA 626 Week 1 Discussion 2 Strategic Planning and Marketing NEW

MHA 626 Week 1 Discussion 2 Strategic Planning and Marketing NEW

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MHA 626 Week 1 Discussion 2 Strategic Planning and Marketing NEW

Strategic Planning and Marketing

Figure 1.1 in the course text illustrates how various functional plans for a healthcare organization support the overall strategic plan.

Figure 1.1: Relationship of overall strategic plan to business unit plans. Adapted from Strategic Planning and Marketing in Healthcare Organizations by R. Stevens and L. S. Silver, 2015, section 1.2: “The Importance of Strategic Planning and Marketing – Strategic Planning Process Overview.” Copyright 2015 by Bridgepoint Education, Inc.

The healthcare delivery system is often described as a service-driven industry. Therefore, it is vitally important for healthcare organizations to define the services that they are providing; however, it is equally important to determine the demographics or customer base that requires the specific service.

The strategic planning process supports the healthcare organization by prioritizing objectives and detailing the actions needed to fulfil the goals of the business plan. Specific actions are unique and depend on the healthcare organization’s services, goals, and mission. Not all objectives outlined in the strategic plan require marketing plans (e.g., purchasing land, equipment, and buildings). Other objectives may require a marketing plan (e.g., providing physical therapy targeted toward a specific demographic).

To prepare for this discussion, read Chapters 1 and 2 of the course text. You may also want to review the recommended article by Yang (2010). Then read the scenario below and construct your initial post based on the directives that follow.

Scenario

The marketing director for Happy Valley long-term care center looks at the organization’s strategic plan to differentiate marketable objectives from non-marketable objectives. Objectives found in the healthcare organization’s strategic plan include the following:

Purchasing medical equipment

Purchasing more land

Acquiring financial capital

Acquiring physical resources

Providing elder day care to Alzheimer’s patients

Providing physical therapy

Providing social activities such as bingo

Promoting product awareness such as: marketing in a manor to improve the public’s perception of the HCO’s product or service

Providing shuttle service to medical appointments

Increasing sales

Creating a brand

Establishing the organization as a leader in the long-term care industry

Initial Post: Based on the Happy Valley scenario detailed above and the information presented in Chapters 1 and 2 of the course text, construct an initial post in which you

Differentiate between the organization’s stated objectives as to whether they are marketable or non-marketable objectives.

Select the marketable objectives (i.e., those you would recommend developing in a marketing plan), and explain why you consider those objectives marketable.

Explain why the marketing plan objectives should be in line with the objectives in the healthcare organization’s strategic plan.

MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Banner Health Organization) NEW

MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Banner Health Organization) NEW

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MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Banner Health Organization) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

Vision, Mission, and Values Statements

The course is structured so that each week you will work on specific segments of your marketing plan for the Final Project that is due in Week Six. This week you will choose a specific healthcare organization (HCO) and begin examining the products and services found in the HCO’s strategic plan. For this assignment, read Chapter 3 in the course text, which addresses the importance of the mission, vision, and values statements to organizations. Why is it important for an organization to have these statements? What purpose do they serve?

Next, research and choose a specific healthcare organization for your marketing plan. You could select the organization your currently work for, one you are familiar with, or one you would like to work for in the future. After selecting your HCO, conduct research online to locate the organization’s strategic plan and read its vision, mission, and values statements. Add the term strategic plan after the HCO’s name in the search engine box (e.g., Sharp Healthcare strategic plan) to narrow your search results.

In your assignment

State your choice of HCO and explain why it interests you.

State the organization’s vision, mission, and values statements

Discuss whether the organization’s purpose and priorities are clearly defined

Discuss whether the mission statement clearly separates the HCO from competing organizations.

Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.

Discuss whether the current vision statement correctly describes the HCO’s path as it implements the strategic plan.

Could the current vision statement be utilized to motivate the organization’s workforce?

If not, how would you reword the vision statement to better reflect high ideals and aspirations to fulfill the HCO’s strategic plan?

Discuss whether the current values statement takes into consideration the values of multiple participants such as the community, employees, shareholders, and customers.

How would you reword the current value statement to better reflect priorities found within the HCO’s strategic plan?

MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Department of Defense military medicine) NEW

MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Department of Defense military medicine) NEW

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MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Department of Defense military medicine) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

Vision, Mission, and Values Statements

The course is structured so that each week you will work on specific segments of your marketing plan for the Final Project that is due in Week Six. This week you will choose a specific healthcare organization (HCO) and begin examining the products and services found in the HCO’s strategic plan. For this assignment, read Chapter 3 in the course text, which addresses the importance of the mission, vision, and values statements to organizations. Why is it important for an organization to have these statements? What purpose do they serve?

Next, research and choose a specific healthcare organization for your marketing plan. You could select the organization your currently work for, one you are familiar with, or one you would like to work for in the future. After selecting your HCO, conduct research online to locate the organization’s strategic plan and read its vision, mission, and values statements. Add the term strategic plan after the HCO’s name in the search engine box (e.g., Sharp Healthcare strategic plan) to narrow your search results.

In your assignment

State your choice of HCO and explain why it interests you.

State the organization’s vision, mission, and values statements

Discuss whether the organization’s purpose and priorities are clearly defined

Discuss whether the mission statement clearly separates the HCO from competing organizations.

Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.

Discuss whether the current vision statement correctly describes the HCO’s path as it implements the strategic plan.

Could the current vision statement be utilized to motivate the organization’s workforce?

If not, how would you reword the vision statement to better reflect high ideals and aspirations to fulfill the HCO’s strategic plan?

Discuss whether the current values statement takes into consideration the values of multiple participants such as the community, employees, shareholders, and customers.

How would you reword the current value statement to better reflect priorities found within the HCO’s strategic plan?

MHA 626 Week 2 Assignment SWOT Analysis Department of Defense military medicine NEW

MHA 626 Week 2 Assignment SWOT Analysis Department of Defense military medicine NEW

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MHA 626 Week 2 Assignment SWOT Analysis (Department of Defense military medicine) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

SWOT Analysis

This week’s assignment will allow you to generate content that you will incorporate into the Market Analysis section of your Final Project. To prepare for this assignment, read Chapter 4 of the course text and the article by Simoneaux and Stroud (2011). You may also want to review the recommended article by Valentin (2001).

During the analysis stage, you consider external factors that pose possible threats to or provide opportunities for your organization and compare these factors against your HCO’s internal operation to diagnose its strengths and weaknesses. Many HCOs have found it useful to conduct a SWOT analysis. SWOT is an acronym for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses refer to elements that are internal to the organization; opportunities and threats are external to the organization. An effective SWOT analysis helps the marketing team determine the healthcare organization’s position in a particular market place as well as the positions of its competitors. By analyzing the current market and the deficiencies of the HCO’s competitors, and by assessing the HCO’s internal strengths and weaknesses, the marketing team can reposition the organization to meet and exceed the needs of its customers.

For this assignment, you will conduct a detailed SWOT analysis of your chosen healthcare organization for your Final Project. Discuss your selected organization’s strengths, weaknesses, opportunities, and possible threats.

The SWOT analysis should include the following five components:

Strengths – An organization’s resources and capabilities that can be used as a basis for developing a competitive advantage.

Weaknesses – Limitations of an organization to meet the needs of its determined customer base.

Opportunities – External conditions that may reveal certain new opportunities regarding profit and growth.

Threats – Factors or changes in the external environment that may present threats to the organization.

Summary/Recommendations – After conducting your SWOT analysis, write a paragraph in which you provide your recommendations to the CEO of your chosen healthcare organization. Also state how you will use this information to create a marketing plan that will ensure the following:

The organization’s resources are not wasted

Time is well spent

Marketing efficiently is improved

MHA 626 Week 2 Assignment SWOT Analysis Banner Health Organization NEW

MHA 626 Week 2 Assignment SWOT Analysis Banner Health Organization NEW

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MHA 626 Week 2 Assignment SWOT Analysis (Banner Health Organization) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

SWOT Analysis

This week’s assignment will allow you to generate content that you will incorporate into the Market Analysis section of your Final Project. To prepare for this assignment, read Chapter 4 of the course text and the article by Simoneaux and Stroud (2011). You may also want to review the recommended article by Valentin (2001).

During the analysis stage, you consider external factors that pose possible threats to or provide opportunities for your organization and compare these factors against your HCO’s internal operation to diagnose its strengths and weaknesses. Many HCOs have found it useful to conduct a SWOT analysis. SWOT is an acronym for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses refer to elements that are internal to the organization; opportunities and threats are external to the organization. An effective SWOT analysis helps the marketing team determine the healthcare organization’s position in a particular market place as well as the positions of its competitors. By analyzing the current market and the deficiencies of the HCO’s competitors, and by assessing the HCO’s internal strengths and weaknesses, the marketing team can reposition the organization to meet and exceed the needs of its customers.

For this assignment, you will conduct a detailed SWOT analysis of your chosen healthcare organization for your Final Project. Discuss your selected organization’s strengths, weaknesses, opportunities, and possible threats.

The SWOT analysis should include the following five components:

Strengths – An organization’s resources and capabilities that can be used as a basis for developing a competitive advantage.

Weaknesses – Limitations of an organization to meet the needs of its determined customer base.

Opportunities – External conditions that may reveal certain new opportunities regarding profit and growth.

Threats – Factors or changes in the external environment that may present threats to the organization.

Summary/Recommendations – After conducting your SWOT analysis, write a paragraph in which you provide your recommendations to the CEO of your chosen healthcare organization. Also state how you will use this information to create a marketing plan that will ensure the following:

The organization’s resources are not wasted

Time is well spent

Marketing efficiently is improved

MHA 626 Week 2 Discussion 1 Patient-Centered Marketing NEW

MHA 626 Week 2 Discussion 1 Patient-Centered Marketing NEW

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MHA 626 Week 2 Discussion 1 Patient-Centered Marketing NEW

Patient-Centered Marketing

This discussion will allow you to generate content for your Final Project regarding your chosen healthcare organization’s customers and demographics. As mentioned in Chapter 7 of the course text, “marketing involves both the creation and distribution of goods and services” (Stevens, R., & Silver, L. S., 2015, section 7.1: “What is Marketing,” para. 4). Marketing departments should be concerned with customer needs and meeting those needs in the market place. The marketing concept for HCOs, therefore, is patient-centered. However, marketing concerns within a HCO should not be focused on patients in general, but on patients who are part of a pre-selected market segment (i.e., specific customers with specific needs). To prepare for this discussion, read Chapter 7 of the course text and the Rao (2012) article, “Generating Growth Through Patient-Centered Commercial Strategies.” Then read the scenario below and address the points that follow.

Scenario:

The Happy Valley long-term care director notes that past marketing directors and marketing teams made assumptions concerning patient expectations and offered a limited degree of amenities. However, current research indicates that the baby boomer generation will expect a far greater degree of amenities such as TVs in rooms and private bathrooms. In the future, HCOs and marketing teams will focus on analytical tools to gain a more accurate degree of knowledge concerning patients’ actual expectations and needs. The marketing director for Happy Valley long-term care facility decided to perform a qualitative analysis. The marketing team interviewed patients and their families as a means to determine patient needs and expectations. The outcomes of the analysis provided the marketing team with data that could be applied to the development of marketing objectives and strategies to support the strategic plan.

Patient-centered marketing focuses on knowing what specific patients need and expect. Needs and expectations can vary, based on the type of care (e.g., long-term care, hospice, palliative care, renal care, and physical therapy).

In your initial post:

Discuss why patient-centered marketing is an important aspect of your chosen HCO’s marketing plan.

Explain how patient-centered marketing would help support the goals of your chosen HCO’s marketing plan.

Support your claims with citations and references from the course text and at least one scholarly source.

MHA 626 Week 2 Discussion 2 Selecting Marketing Strategies NEW

MHA 626 Week 2 Discussion 2 Selecting Marketing Strategies NEW

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MHA 626 Week 2 Discussion 2 Selecting Marketing Strategies NEW

Selecting Marketing Strategies

This discussion will allow you to create content for your Final Project regarding the use of an appropriate marketing strategy. Marketing strategies provide direction for marketing efforts that support the goals of the strategic plan. As described in Chapter 7, there are three basic marketing strategies:

Undifferentiated Strategy

Focus Market Strategy

Segmented Strategy

For this discussion, you will select an appropriate marketing strategy for each of the following long-term care organizations:

Happy Valley Health Care is an 80-bed, rural long-term care organization with little to no competition. Over the years, the organization has been able to meet the needs of its marginalized customer base and provide long-term care, skilled care, and physical therapy to its patients.

Sunny Valley Health Care is a 150-bed, urban long-term care organization that specializes in renal care, cardiac patients, and skilled care for orthopedic patients undergoing knee and hip replacement surgery.

Green Acres Health Care is a 300-bed, inner city long-term care organization that specializes in caring for elderly patients with dementia often associated with Alzheimer’s disease and traumatic brain injuries.

For your initial post, Select one specific marketing strategy for each of the long-term care organizations noted above. In your post, explain the following:

Why you chose the strategy for that long-term care organization

Which of the three marketing strategies would best fit the goals of your chosen HCO

How the strategy would be applied to your marketing plan

MHA 626 Week 3 Assignment The Importance of Marketable Objectives (Banner Health Organization) NEW

MHA 626 Week 3 Assignment The Importance of Marketable Objectives (Banner Health Organization) NEW

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MHA 626 Week 3 Assignment The Importance of Marketable Objectives (Banner Health Organization) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

The Importance of Marketable Objectives

This week’s assignment will provide information regarding marketable objectives found within the strategic plan for your chosen HCO. The information can be applied to the Introduction portion of the marketing plan for your Final Project. After reading Chapter 7 and reviewing the strategic plan of your chosen healthcare organization, construct a three- to four-page paper in which you discuss the following:

The key marketing objectives found in your chosen HCO’s strategic plan

Why the objectives fit the role of the health care organization

What key marketing objectives a marketing director should focus on when developing a marketing plan (Explain your reasoning.)

The paper

Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Ashford Writing Center.

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

MHA 626 Week 3 Assignment The Importance of Marketable Objectives Department of Defense military medicine)NEW

MHA 626 Week 3 Assignment The Importance of Marketable Objectives Department of Defense military medicine)NEW

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MHA 626 Week 3 Assignment The Importance of Marketable Objectives (Department of Defense military medicine) NEW

Assignment

To complete the following assignment, go to this week’s Assignment link in the left navigation.

The Importance of Marketable Objectives

This week’s assignment will provide information regarding marketable objectives found within the strategic plan for your chosen HCO. The information can be applied to the Introduction portion of the marketing plan for your Final Project. After reading Chapter 7 and reviewing the strategic plan of your chosen healthcare organization, construct a three- to four-page paper in which you discuss the following:

The key marketing objectives found in your chosen HCO’s strategic plan

Why the objectives fit the role of the health care organization

What key marketing objectives a marketing director should focus on when developing a marketing plan (Explain your reasoning.)

The paper

Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Ashford Writing Center.

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted