Systems in Healthcare Management

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Table of Contents

Abstract
Introduction
Strategic Planning
Marketing Strategies
Effective Communication
Recommendations to an Organization for Effective Marketing
Conclusion
References

Abstract

This paper contains information based on healthcare organizations, and the steps they may take to compete with others in the rising world of business. Various strategies may be adopted for the attainment of a good position in the market, and to increase the number of patients for healthcare services are given. The significance of effective communication in developmental programs has also been included.

Introduction

A healthcare organization, or HCO, like all other business enterprises, provides services to people, with the aim of giving out its best in order to attain customer satisfaction. Each country has its own healthcare associations, with varying goals, in accordance with the standards they wish to maintain, for the overall healthcare of its people. Many efforts are put into making this a successful venture, as the provision of optimum services is required for the sustenance of such a basic and most essential element of human life.

In the current status of the world, with the economic downfall phase being encountered by all enterprises, it is pertinent for the organizations to develop such plans that will make them survive in the race to success.

Strategic Planning

Healthcare organizations include hospitals, medical centers, clinics, and all such institutes that provide services for catering to healthcare needs. Thus, as in all other institutes, healthcare organizations also possess certain strategic plans, that need to be implemented to keep standards high and remain competitive with others (Strategic Planning, 2008).

The need for a strategic plan to be present in a healthcare organization is to have set goals to work for while keeping in view the strengths and weaknesses of the organization, its available resources, and the external threats or opportunities that may be encountered. Healthcare organizations need to keep their visions and objectives and execute plans to give clients the best services possible.

For strategic planning to be carried out, various processes can be undertaken. An example is the ‘Strategic Planning Assessments’ put forth by the Healthcare Transactions Group. They examine the relationship between the healthcare organization’s environmental state, its characteristics, aims, objectives, and provide strategies in the following form:

Strategic actions – modeling, impacts, feasibility, returns, timings, and alternatives.
Study of status, expansion methods, development, diversification, merging, contraction.

Marketing Strategies

The following steps are necessary for the marketing strategies of healthcare organizations to be carried out:

Taking a look at the current condition of the enterprise, by carrying out an internal analysis.
Identifying resources present in the organization and coming up with ways to increase or improve the current human and material resources.
Thinking of methods to increase production of services with the available resources.
Identification of the environmental conditions prevalent.
Analysis of the current market conditions.
Analysis of the marketing of the competitors.
Examining the relation between their vision and objectives, and the plans that are to be executed, and how worthy they can prove to be.
Approving and accepting the challenges that have been set for them, being health providers.
Looking into the financial position of the organization, and considering financial alternatives when need be.
Signifying the relation between human resources and the strategic implementation that is to be executed.

Marketing in a healthcare organization would involve the processes involved in planning and executing services to provide the highest level of satisfaction to the customer. The elements that would be of consideration would include:

Attainment of patients, in the form of attracting them
Patient evaluation and checking for cost consistency
Consistency of profit and status survival
Planning and communication
Rewards for successful phases obtained
The services provided would be the product of the healthcare organization, and would vary according to the experiences of individuals (Ward, B., 2003).

Effective Communication

For organizations to keep up with the competitive race, it is necessary to have good communication skills. These skills help in getting the message you want to be passed on to the client.

Effective communication in a healthcare organization involves the following points:

Avoid misunderstandings
Be a good listener to the client, listen actively and attentively
Try to interpret and understand what the client is in need of
Use a normal voice tone
Try to persuade the client with whatever service you are providing, using influential terminologies, whilst keeping the facts of the service in light
Be assertive but not unpleasant
Presentations should be made where there is a need for them
Written communications are valuable, see where they can be included
Cross question if needed
Take a look at the feedback that is being given (Effective Communication: Barriers and Strategies, 2002).

These are general points that may be of immense value while providing healthcare services. If the clients and customers are not content with the way an employee communicates with them, they will refrain from considering that specific organization for treatment, and would not recommend it to others either. This would affect business, and the chances of profit attainment from a customer would diminish.

The value of the customer should be of the highest consideration. Customer value and customer satisfaction are interdependent, and these are the aspects that the business is running on. If there are high-class treatment facilities present, with a very low customer ratio, then it will be pointless to keep such equipment. The attainment of customers through good communication, and getting some information across to the client, may undergo errors at times (The Importance of Effective Communication).

Recommendations to an Organization for Effective Marketing

An organization I would opt for improvement of marketing services is a renowned healthcare unit, named the Aga Khan University Hospital. The foremost aim of this hospital should be to reach the top since it has a long list of competitors. After identification of aims, or goals, an analysis of the best suitable tactics to be used for goal attainment should be taken into view. These tactics, or actions, will be crucial for the strategies to be executed and will work in synergy with one another.

If the patient volume is to be increased, for example, the hospital can offer incentives and appraisals for those employees who succeed in doing so. Along with the increase in the number of patients, the referrals that they manage to make, also affect the business outcome.

The employees can also be offered training programs to help in acquiring larger scores of patients to their credit. This may be of more help in the strategic implementation.

Conclusion

The relation a corporation has with the outside world is therefore seen to be a crucial element in the implementation of the long-term objectives that have been aimed for. Healthcare organizations are never going to be out of demand, due to the regular cycle of illnesses humans face. Hence, it is necessary to chalk out programs that will help the organization to flourish in today’s highly competitive world of business.

References

Armstrong, B., Nair, B., Mehta, C. & Rajesh, P. Making HCOs Responsive in Real Time 2005.
Effective Communication: Barriers and Strategies 2002.
Kotelnikov Vadim. Effective Business Communication 2005. Web.
The Importance of Effective Communication.
Strategic Planning 2008. Web.
Ward, B. Strategic Planning and Healthcare Marketing 2003.
Winston, W. Professional Practice in Health Care Marketing 1985 Vol 3. Web.

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