ࡱ> '` YkbjbjLULU 8.?.?2c&YYY8ZZ2[:["\\\\\\  $h%0nn\\nnnn0\\EvvvnnX\\ vnn vvx\[ t):fYn"$d[0F@bsH \bvfDji\\\00rvX\\\nnnnnnnn$UYY Department of Health Administration and Human Resources College of Professional Studies University of Scranton HAD 515 HEALTH CARE PLANNING AND MARKETING Fall 2011, Thursday 4:30 PM 7:10 PM McGurrin Hall Room 402 Robert J. Spinelli, MBA, MPH, DBA 423 McGurrin Hall Phones: 941-5872(W) 969-6033(H) Email: HYPERLINK "mailto:spinellir2@UofS.edu"spinellir2@scranton.edu Office Hours: M-W 1:00 PM 2:00 PM Tuesday 12 Noon -1:00PM Thursday 2:30 PM 4:30 PM By Appointment Course Description The purpose, function, and application of planning and marketing in health care administration are studied. Content includes strategic planning, situational analysis, strategy formulation, action planning, exchange/buyer behavior, segmentation, market research, product/services pricing, distribution, promotion, and marketing control. The role and responsibility of health system governance in marketing fundamentals and ethics is examined. This course provides for a framework to identify the customer of health care and how an organization would structure and position itself within a specific market. Selected theoretical concepts are drawn from disciplines such as economics, organizational theory, psychology, and sociology. Perquisites are HAD 500, HAD 501, HAD 505, and HAD 519, or permission from the instructor. Course Objectives During this course, students will: define marketing and strategic planning demonstrate knowledge and skills in health care marketing and planning learn strategic planning theories, principles, concepts, terms, methods, tactics, and tools learn marketing theories, principles, concepts, terms, methods, tactics, and tools develop competencies, interests, and viewpoints in health services planning and marketing apply knowledge, theories, models, methods, processes, tools, and skills of planning and marketing for decision making and problem solving analyze applications of planning and marketing in health care apply the strategic planning process to a health care organization define how strategic planning guides an organization position itself in its defined market discuss and define the position of the marketing function within the overall organizational structure of a health care system formulate a health services marketing plan compare alternative market research methods identify the role and responsibility of health system governance in health care marketing integrate strategic planning with marketing conclude why marketing and strategic planning are important for health care organizations improve writing, speaking, listening, and discussion skills Course Activities This course uses readings, group exercises, case studies, lectures, projects, videos, discussions, handouts. Tests, guest speakers, research, and students presentations to enable students to achieve course objectives. Other learning methods may be used. Responsibilities and Grading Students are responsible for: completing all reading assignments prior to scheduled classes attending(on time) and meaningfully contributing to all classes getting all material presented and announcements made during any class completing all course assignments and activities as scheduled talking with the instructor regarding questions or concerns about assignments, grades, class activities, or other aspects of the course reading and following the university policy on attendance, plagiarism and other matters Course grades will be earned based on the following components of the final grade: 5% = Class Attendance 5% = Class Debate* 10% = Meaningful class preparation and participation ** 15% = Critical Analysis Reports of 2 Journal Articles 2@ 7.5 each (2 Presentations) 15% = 2 Case Study Discussions and Presentations* 2@ 7.5 each (1 presentation) 20% = 3 Quizzes during the semester 30% = Strategic Planning/Marketing Plan Project Paper and Presentation* *Instructions will be given 1st week of class. ** Each week instructor will assign questions to be completed and discussed in following weeks class. Class attendance, preparation, and participation are directly correlated with course performance and with actual long-term retention. The more one attends, prepares, and participates, the more one learns and retains that learning. Be prepared to meaningfully discuss class readings, cases, assignments, lectures, activities, and materials. Students are encouraged to share their own experiences that fit with the class content. Feedback will be provided by the instructor to students during the semester. Students who desire additional feedback should contact the instructor. Letter grades will be earned on the following percentages: 100-95 = A 94-92 = A- 91-89 = B+ 88-86 = B 85-83 = B- 82-80 = C+ 79-74 = C Below 74 = F Required Reading Thomas, Richard K., Marketing Health Services ( 2nd Edition) 2010: Chicago, IL: Health Administration Press. Zuckerman, Alan M., Healthcare Strategic Planning (2nd Edition) 2005: Chicago, IL: Health Administration Press. Optional Text OMalley, J.F. (2001). Marketing, Sales and Service. Chicago, IL: Health Administration Press.* Luke, R.D., Walston, S.L., and Plummer, P.M. Healthcare Strategy. Chicago, IL: Health Administration Press.* Additional reading, handouts, and materials distributed and assigned during the semester. Reading in the health care planning, marketing, and management literature (e.g., Marketing Health Services and Health Care Management Review), health care trade journals (e.g., Modern Healthcare), World Wide Web sites, and newspapers will be useful to prepare for meaningful class discussion and to complete assignments. *Optional Text HLA Competency Model Adopted MHA Program Course Specific Core Competencies Domain #1: Communication and Relationship Management Competency A. Apply principles of communication and demonstrate specific applications B. Present results of data analysis to decision makers C. Use factual data to produce and deliver credible and understandable results D. Facilitate group dynamics, process, meetings, and discussion E. Utilize effective interpersonal skills Domain #2: Leadership Competency A. Explain potential impacts and consequences of decision making in situations both internal and external B. Encourage a high level of commitment to the mission, and values of the organization C. Gain physician buy-in to accept risk and support new business ventures D. Accurately assess individual strengths and weaknesses Domain # 3: Professionalism Competency C. Demonstrate professional norms and behaviors D. Engage in continued professional development including reflection and self-directed learning Domain # 4: Knowledge of the Healthcare Environment Competency B. Prepare projects that are credible to governmental, regulatory, professional and accreditation agencies C. Use marketing and needs assessment techniques in support of healthcare program development and implementation Domain # 5: Business Skills and Knowledge Competency A. Integrate information from various sources to make decisions and recommendations B. Demonstrate critical thinking, analysis, and problem solving C. Apply basic financial management and analysis principles G. Use statistical and analytic tools to measure and improve performance Course Requirements/Assessment: Symbol Designation Domain = D1-5, Competency = A-Z Cognitive Domain Level = cd1-6, Affective Domain Level = ad1-6 Activity Domain/Competency Class Attendance D1ADE,D2AD,D3CD Class Debate D1A-E,D2A-D,D3CD,D5AB Class preparation and participation D1A-E,D2AD,D3CD,D5AB Critical Analysis D1A-E,D2A,D3CD,D5AB Case Study Discussions and Presentations D1A-E,D2AD,D3CD,D4C, Quizzes D5A-C Strategic Planning/Marketing Plan Project Paper and PresentationD1A-E,D2A-D,D3CD,D4BC, D5A-C Course Objectives Domain/Competency/Level define marketing and strategic planning; (D3D,cd1) demonstrate knowledge and skills in health care marketing (D1A-E,cd1-3)(D2cd2-4) and planning; (D3CD,cd2,3)(D4BC,cd3-4) (D5A-C,cd4,5,ad2,3) learn strategic planning theories, principles, concepts, terms, (D1A-E,cd1,2)(D2A-D,cd1,2) methods, tactics, and tools; (D3CD,cd1,2)(D4BC,cd1,2) (D5A-C,cd1,2) 4) learn marketing theories, principles, concepts, terms, (D1A-E,cd1,2)(D2A-D,cd1,2) methods, tactics, and tools; (D3CD,cd1,2)(D4BC,cd1,2) (D5A-C,cd1,2) 5) develop competencies, interests, and viewpoints in health (D1A-E,cd1-4)(D2A-D,cd1-4) services planning and marketing; (D3CD,cd1-4,ad1,2) (D4BCcd3,4)(D5A-C,cd1-4) 6) apply knowledge, theories, models, methods, processes, tools(D1A-E,cd2,3)(D2A-D,cd2,3) and skills of planning and marketing for decision making and(D3CD,cd2,3,ad1,2) problem solving; (D4BC,cd2,3)(D5A-C,cd2,3) 7) analyze applications of planning and marketing in health care(D1A-E,cd3,4)(D2AD,cd3) (D3D,cd3)(D5B,cd3) 8) apply the strategic planning process to a health care (D1A-E,cd2,3)(D2A-D,cd2,3) organization; (D3CD,cd2,3,ad1,2) (D4BC,cd2,3)(D5A-C,cd2,3) 9) define how strategic planning guides an organization position(D1A,cd1,2)(D2ABD,cd1,2) itself in its defined market; (D3D,cd1,2)(D5AB,cd1,2) 10) discuss and define the position of the marketing function (D1A-E,cd1,2)(D2A-D,cd1,2,ad within the overall organizational structure of a health care 1,2)(D3D,cd1,2)(D4BC,cd1,2) system; (D5AB,cd1,2) 11) formulate a health services marketing plan; (D1A-E,cd5,ad1,2)(D2A-D,cd4) (D3CD,cd5,ad2,3)(D4BC,cd4,5) (D5A-C,cd4,5) 12) compare alternative market research methods; (D1A-C,cd3)(D2A,cd3) (D3D,cd3)(D4C,cd3) (D5ABG,cd3) 13) identify the role and responsibility of health system (D2AB,cd,1,2,ad1,3) governance in health care marketing; (D3D,cd1,ad3)(D5B,cd1,2,ad3) 14) integrate strategic planning with marketing; (D1A-E,cd3-5)(D2ABD,cd3-5) (D3D,cd3)(D4BC,cd4,5) (D5ABCG,cd4,5) 15) conclude why marketing and strategic planning are (D1D,cd3,ad3)(D2A,cd3,ad3) important for health care organizations; (D3D,cd2,ad3)(D4BC,cd3,ad3) (D5B,cd3,ad3) 16) improve writing, speaking, listening, and discussion skills (D1A-E,cd3,4)(D2A,cd2) (D3D,cd3,ad2,3)(D4BC,cd2) (D5AB,cd2,3,ad2,3) Course Schedule 9/01 Learning Objectives Introduction of Instructor and Course Objectives. Introduce Planning, Strategic Planning and Marketing. The Role of Marketing in Health Care Organizations Class Content Syllabus and course orientation What is planning and strategic planning? What is marketing? What is a Marketing Plan? The History of Marketing Marketing in Healthcare Reasons Healthcare Should be Marketed Distinguish among marketing mix elements Differentiate between healthcare needs and wants Appreciate the ongoing restructuring of the healthcare industry The Concept of Strategy The Evolution of Strategy Concept in Search of a Definition Mintzbergs Concepts of Pattern and Organizational Learning The Case of Food Lion: Using Strategies or Tactics? Competitive Advantage The Sources of Competitive Advantage Framing Strategy Analysis The Porter Perspective Mislabeled Definitions Monopoly Power or Superior Resources? A Summary Framework for Strategy Analysis SWOT Analysis Scenario Analysis Readings: Assignments: Thomas: Chapter 1 Zuckerman: Chapter 1 Case Study 1.1 OMalley: Chapter 1 Discussion Questions Luke: Chapter 1 & 2 Instructor Handouts Supplemental Readings 9/08 Learning Objectives Explain why strategic planning is important for health care organizations and begin to form a strategic planning process for health care organizations to use. Defining the Health Care System and its Trade-Offs Class Content Importance of strategic planning A strategic planning process Organizing the strategic planning effort Situation Analysis: organizational review, external assessment, internal assessment, competitive position with SWOTs, planning issues External environment influence on planning Understand the impact of the five environmental forces on organizational strategy Explain how social and economic forces affect marketing strategy Describe the impact of technology on health care organizations survival and competitive environment Anticipating Future Trends Organizational position of the marketing function The Development of Strategic Intent Utah Challenges Intermountain Health Care on Tax Status For-Profit Companies and Community Obligations Institutional Theory Applied to Healthcare Healthcare Developments Mission and vision Basic Concepts of Market Structure Key Dimensions of Market Structure Stages of Market Growth Defining a Health Care System Strategic Choice Model for Health Care Systems Readings Assignments: Thomas: Chapter 2 Zuckerman: Chapter 1 & 2 Case Study 2.1 Luke: Chapter 3 & 4 Discussion Questions Instructor Handouts Supplemental Readings Case Study 9/15 Learning Objectives Complete the formulation of a strategic planning process for health care organizations. The Health Care Industry and the Marketing Environment. Basic Marketing Concepts Class Content Strategic direction: mission, vision, strategy, strategic issues Strategy formulation: strategic issues, goals, objectives Discuss and identify the role of health system governance as it relates to the marketing function Action planning: Actions, implementation Discussion of Marketing Plan Project Marketing Concepts The Functions of Marketing Marketing Techniques The Four Ps of Marketing Strategic Orientation Organizational Culture and Capabilities Position Potential Performance Corporate Strategy Versus Business Unit Strategy Sequence of Strategic Growth The U. S. Health Care system needs Improvement Defining a Well-Designed Health Care system Major participants in the Health Care System Critical Analysis Report #1 Due Readings Assignments: Thomas: Chapter 3 Zuckerman: Chapter 7 Case study 3.1 Luke Chapters 5, 6 & 7 Discussion Questions Instructor Handouts Supplemental Readings Case Study 9/22 Learning Objectives Describe and apply specific techniques, methods, and models to supplement the strategic planning process for health care organizations. Determinants of the Utilization of Health Care Services. Marketing and the Healthcare Organization Class Content Strategic planning considerations Marketings Intent Marketings Role Research and data Positioning tools and models Techniques for analysis Horizontal Expansion Vertical Integration Organizational Structure and positioning of marketing function Strategy/Marketing Plan Topic Due Ownership Types Levels and Dimensions of Horizontal Expansion Geographic Configuration at the Company Level A Specialty Systems Horizontal Expansion Kaiser: A Vertically Integrated Organizations Horizontal Expansion Geographic Configuration at the Local Level (Urban) Is Hierarchical Configuration Horizontal or Vertical? The Texas Medical Center HCAs Horizontal Expansion Strategies Vertical Integration Basics Limitations Humana: Complications with Vertical Organizational Structure Basics Structural Forms Strategy as a Determinant of Structure Why People Seek Health Care Health Seeking Behavior Readings Assignments Thomas: Chapter 4 Zuckerman: Chapter 8 & 9 Case Study 4.1 Luke: Chapters 8, 9 & 10 Discussion Questions Instructor Handouts Supplemental Readings 9/29 Learning Objectives Examine how a health needs assessment is performed and used in strategic planning. Explain what a marketing plan is and how it relates to a strategic plan. Strategy and Market Planning. The Nature of Healthcare Markets Class Content Quiz # 1 Community needs health assessment Defining Markets Profiling Healthcare Markets From strategic planning to marketing Marketing plans purpose and content The Effective Market Mission Statement Strategic alliances Marketing Planning Process Levels of Planning Readings Assignments: Thomas: Chapter 5 & 15 Case Study 5.1 Case Study 15.1 Instructor Handouts Discussion Questions 10/06 Learning Objectives Analyze consumers and factors that influence them. Explain and apply models of how individual consumers and organizational customers make purchasing decisions. Describe, compare, and contrast different types of market research data. Identify and explain market research techniques. How Health Care Buyers Make Choices. Class Content Needs and wants Differential advantage The Healthcare Consumer The Physician role in consumer buyer behavior The Variety of Healthcare Customers Evolution of marketing Consumer decision making model and consumer decision making unit Lifestyle market analysis Organizational decision making model and organizational buying center Marketing research process Primary and secondary data Quantitative and qualitative data Marketing information system Key Psychological Processes The Buying Decision Process Obtaining physician buy-in Reading Assignments: Thomas: Chapters 6 Zuckerman: Chapter 3 Case Study 6.1 OMalley: Chapter 5 Discussion Questions Instructor Handouts Supplemental Readings 10/13 Learning Objectives: Healthcare Products and Services Class Content Product Mix Common Healthcare Products Ways to Conceptualize Products Categories of Service Providers The Components of a Modern Marketing Information System Internal Records System The Marketing Intelligence System (MIS) Marketing Research System Marketing Decision Support System Forecasting and Demand Measurement The Clinical and Financial Systems Organizational Direction Formulating Strategy Implementation Green Medicine (faculty research) Reading Assignments: Thomas: Chapter 7 Zuckerman: Chapter 4, 5, & 6 Case Study 7.1 Instructor Handouts Discussion Questions Supplemental Readings 10/20 Learning Objectives Factors in Health Services Utilization Explain and apply market segmentation, targeting, and positioning techniques and Competition. Class Content Mass marketing vs. segmented marketing Defining Demand Factors Influencing Demand Measuring Health Services Utilization Predicting the Demand for Health Services Market segmentation process Segmentation targeting positioning The Essence of Branding Psycho/social/cultural influences on buying Target marketing Market segmentation minicase Market Positioning Readings Assignments: Thomas: Chapter 8 Zucjerman: Chapter 8 & 9 Case Study 8.1 OMalley Chapter 2 & 3 Discussion Questions Instructor Handouts Supplemental Readings Case Study 10/27 Learning Objectives Marketing Strategies: Identify the elements (4Ps) of the marketing mix. Conceptualize service, explain a model of how customers perceive service quality, and identify factors that determine service quality. Shaping and Managing Product Offerings. Developing and Branding New Offerings: Traditional Marketing Techniques Class Content Marketing mix Strategy Defined The Strategic Planning Context Characteristics of services and implications for the 4 Ps Service quality model Mastering Customer Service Determinants of perceived service quality Criteria by which consumers evaluate services Image and tools to measure image Product life cycle and implications for the 4 Ps Distinguishing Product Types and Levels Managing Product Lines The Promotional Mix Personal Selling Social marketing Media Options The New Offerings Development Process Building the Brand Strategic Planning Benefits Quiz #2 Critical Analysis Report #2 Due Readings Assignments: Thomas: Chapter 9 & 10 Zuckerman: Chapter 9, 10, & 11 Case Study 9.1 OMalley: Chapter 9 Case Study 10.1 Instructor Handouts Discussion Questions Supplemental Readings 11/03 Learning Objectives Part 1 Contemporary Marketing Techniques Class Content The new Marketing Reality Emerging Marketing Techniques The New Marketing Driver: Consumer Engagement Limitations Readings Assignments: Thomas: Chapters 11 Case Study 11.1 Instructor Handouts Discussion Questions Supplemental Readings Case Study 11/10 Learning Objectives Part 2 Healthcare Marketing in International Perspective Class Content Trends in International Healthcare Market Research in International Healthcare The Four Ps of International Marketing International Marketing Strategies International Marketing Techniques What is Most Important to International Healthcare Consumers? Readings Assignments: Thomas: Chapter 12 Case Study 12.1 OMalley Chapter 7 & 8 Discussion Questions Instructor Handouts Supplemental Readings 11/17 Learning Objectives Describe specific promotion techniques and methods and methods from the promotional mix. Explain how to apply these to health services. Personal Marketing Communications. Managing and Evaluating the Marketing Process. Class Content Organizing the Marketing Initiative The Players in the Marketing Process Components of the Marketing Department The Marketing Budget Marketing Management Personal sales process Advertising campaign Sales promotions Publicity and public relations Sales and selling Word of Mouth Marketing Designing the Sales Force Readings Thomas: Chapters 13 Assignments: OMalley Chapter 7 & 8 Case Study 13.1 Instructor Handouts Discussion Questions Supplemental Readings 11/24 Thanksgiving Holiday No Class 12/01 Learning Objectives Marketing Research in Healthcare, Sources of Marketing Data, Healthcare in 2010 and Beyond Class Content The Source of Marketing Research Marketing Research & Healthcare Decision making Steps in Marketing Research Process Primary Data Collection Methods The Data challenge Data Generation Methods Health Data & the Internet Where Healthcare Marketing is Today Where Healthcare Marketing is Going Future Trends Quiz #3 Readings Assignments: Thomas Chp 14, 16 & 17 Zuckerman: Chapter 12 Case Study 14.1 Discussion Questions 12/08 Strategic/Marketing Plan Presentations Marketing Plans Due 12/08 Final Exam Week SUPPLEMENTAL READINGS American Marketing Association website:  HYPERLINK "http://www.marketingpower.com" www.marketingpower.com Society for Healthcare Strategy and Market Development website:  HYPERLINK "http://www.shsmd.org" www.shsmd.org Society for Healthcare Strategy and Market Development. 2008 Futurescan: Healthcare Trends and Implications 2008-2013. Chicago: American Hospital Association. Thomas, R.K. 2008. How to Be a Healthcare Marketing Hero. Marketing Health Services 27 (4): 44. Berkowitz, E.N. (2006). Essentials of Health Care Marketing. Gaithersburg, MD: Aspen Publishers, Inc. Johnson, DE (2004). What is strategic management, planning? Health Care Strategic Management, February 22, 2:2-3. Bart, CK and Hupfer, M. (2004). Mission statements in Canadian hospitals. Journal of Health Organization Management, 18(2-3): 92-110. Rich, DR and Hosking, JE. (2004). First the Strategy, then the Bricks. Journal of Healthcare Management, 49(3): 151-154. Gershon, HJ. (2003). Strategic Positioning: Where Does Your Organization Stand? Journal of Healthcare Management, 48(1): 12-14. Gershon, HJ and Jackson, WC. (2003). The Value of Market Research. Journal of Healthcare Management, 48(3): 152-155. Paul, DP and Honeycutt, ED, Jr. (1995). An analysis of the hospital-patient marketing relationship in the health care industry. Journal of Hospital Marketing, 10(1): 35-49. Gershon, HJ. (2003). Market Management: A Concept Worth Exploring. Journal of Healthcare Management, 48(6): 363-365. Kash, B., Gamm, L., Bolin, J., Peck, M. (2005). Opportunities for Administrators to Promote Disease Management. Journal of Healthcare Management, 50(5): 297-310. Devers, KJ, Brewster, LR and Casalino, LP. (2003). Changes in hospital competitive strategy: a new medical arms race? Health Services Research, February, 38(1PT2): 447-469. Nohria, N., Joyce, W. and Roberson, B. (2003). What Really Works. Harvard Business Review, July: 43-52. Collins, J.C. and Porras, J.I. (1996). Building Your Companys Vision. Harvard Business Review, September-October: 65-77. Kaplan, R.S. and Norton, D.P. (1996). Using the Balanced Scorecard as a Strategic Management System. Harvard Business Review, January-February: 75-85. Berry, L., Mirabito, A. and Berwick, D. (2004). A Health Care Agenda for Business. Sloan Management Review, Summer 2004, pp. 56-64. Berry, L., Seiders, K. and Wilder, S. (2003). Innovations in Access to Care: A Patient-Centered Approach. Annals of Internal Medicine, October, 2003, pp. 568-574. Grier, S. and Bryant, C. (2005). Social Marketing in Public Health. Annual Review Public Health, 2005, 26:3, 19-39. Calhoun, J.G., et.al. (2006). Current Marketing Practices in the Nursing Home Sector. Journal of Healthcare Management, May/June 2006, pp. 185-202. Berry, L. and Lampo, S. (2004). Branding labour-intensive services. Business Strategy Review, 15(1): 18-25. Berry, L. and Bendapudi, N. (2003). Clueing in Customers. 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