Health Care Market Strategy / Edition 4

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More About This Textbook


Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings.

In this new edition, you’ll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations.

The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.

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Product Details

  • ISBN-13: 9780763789282
  • Publisher: Jones & Bartlett Learning
  • Publication date: 7/6/2012
  • Edition description: 4
  • Edition number: 4
  • Pages: 358
  • Sales rank: 116,114
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Table of Contents

Preface xi

About the Authors xvii

Chapter 1 Strategy Development and the Strategic Mindset 1

What You Will Learn 1

What Is Strategy? 1

Development of the Strategic Mindset 8

Clear Vision, Focused Strategy, and Understanding by the Leadership 9

Focus on the Customer 9

Change Is Relentless 13

Search for a Better Way 13

Decision-Making Role of the Marketplace 14

Need for a Champion 15

Tradeoffs in Courses of Action 16

Beware of Growing and Shrinking at the Same Time-Market Share Is the Key 16

Force and Focus 18

Unique Selling Proposition 22

Creating Barriers for Competitors' Entry and Minimizing Barriers for Self Exit 29

Diversion and Dissuasion 30

Growth in the Present Market 30

Fall on Your Sword 31

Summary 32

Questions for Discussion 33

Notes 34

Chapter 2 Understanding the Strategic, Business, and Marketing Planning Process 36

What You Will Learn 36

Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan 36

Strategic Plan 37

Business Plan 39

Marketing Plan 42

The Process of Starting a New Venture-What It Might Look Like 48

When the Customer View Is Different From Your View 51

The Overall Strategic and Marketing Model 53

Summary 55

Questions for Discussion 56

Notes 56

Chapter 3 The Challenge of a Competitive Marketplace 57

What You Will Learn 57

The External Environment 57

Environmental Trends 58

The Growing Use of Technology 68

The Increase in Competition 71

Shifts in the Corporate Market 79

Summary 81

Questions for Discussion 82

Notes 82

Chapter 4 Step 1: Conducting the Internal/External Assessment 86

What You Will Learn 86

The Assessment Process 86

The Environment 93

The Market and Its Needs 97

The Competition 101

Internal Capability 106

Marketing Activities 108

Market Research 113

Summary 127

Questions for Discussion 129

Notes 129

Chapter 5 Step 2: Creating the Mission, Vision, and Critical Success Factors 130

What You Will Learn 130

Establishing the Context 130

Constituent Participation 131

Understanding the Difference Between Vision and Mission 133

Should We Create Broad or Narrow Strategy? 136

Stating the Mission 141

Defining the Vision 143

Tools to Work Through the Vision Conversation 143

What Should a Good Vision Statement Look Like? 150

Critical Success Factors 152

What Next? Who Does What? 153

Summary 154

Questions for Discussion 155

Notes 156

Further Reading 156

Chapter 6 Step 3: The Strategy/Action Match 157

What You Will Learn 157

Perspectives on Strategy 157

Developing the Strategy/Action Match 165

Strategy Options 176

Setting Marketing Objectives 193

Summary 194

Questions for Discussion 196

Notes 196

Chapter 7 Step 4: Determining Marketing Actions 198

What You Will Learn 198

Devising Tactics 198

Product/Service 200

Distribution 214

Pricing 224

Promotion 234

Advertising 238

Sales 250

Summary 261

Questions for Discussion 262

Notes 263

Chapter 8 Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan 268

What You Will Learn 268

The Necessity of Integration 268

Integration of Plans with Other Management Functions 269

Integration Within the Organization's Portfolio 273

Summary 275

Questions for Discussion 275

Chapter 9 Step 6: The Approval and Monitoring Process 276

What You Will Learn 276

An End and a Beginning 276

Approval Process: Establishing Guidelines for Selecting Among Alternative Plans 276

Monitoring Systems 283

The Balanced Scorecard 287

The Need for Contingency Plans 290

Planning for Next Year 290

Summary 291

Questions for Discussion 291

Notes 291

Further Reading 292

Chapter 10 Conclusion 293

What You Will Learn 293

Strategy versus Tactics 293

Planning Issues 294

The Future of Strategy and Marketing 300

Questions for Discussion 306

Notes 306

Appendix A Consolidated List of Key Questions to Ask in Analysis 307

Consolidation of Key Questions Used in Conducting an Internal/External Analysis 307

The Environment and the Market 307

The Competitive Environment 308

Internal Capability 309

Marketing Activities 310

Products and Services 311

Pricing Strategy 311

Sales Force 312

Promotion Strategy 312

Distribution Strategy 313

Conclusion 313

Appendix B Sample Strategic and Marketing Plan 314

Case Study: The Metz Clinic in the Community of Greentree 314

Background Situation 314

External and Internal Data 317

Summary of Data Important to the Metz Clinic Strategy Process as Voted on by the Physician Owners 323

Metz Clinic Five Forces Exercise 324

Metz Clinic Strategic Plan 325

The Metz Clinic Marketing Plan 2012 328

Case Questions for Discussion 332

Appendix C Model Short-Form Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations 333

Metz Clinic Combined Strategic and Business Plan 334

Metz Clinic Strategic Plan 334

Metz Clinic Business Plan 334

Index 336

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