Health care market strategy : from planning to action /
Saved in:
| Author / Creator: | Hillestad, Steven G. |
|---|---|
| Edition: | 3rd ed. |
| Imprint: | Sudbury, Mass. : Jones and Bartlett, c2004. |
| Description: | xvii, 287 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5055377 |
Table of Contents:
- Preface
- About the Authors
- Acknowledgments
- Chapter 1. Strategy Development and the Strategic Mind-Set
- What Is Strategy?
- Upsetting and Reestablishing the Competitive Equilibrium
- Creating a Difference
- Steps for Strategy Development
- The Possibility of Failure
- Development of the Strategic Mind-Set
- Focus on the Customer
- Inevitability of Change
- Search for a Better Way
- Decision-Making Role of the Marketplace
- Need for a Champion
- Trade-Offs in Courses of Action
- Market Share as a Benchmark
- Force and Focus
- Unique Selling Proposition (Competitive Advantage)
- Consumers' Perspective
- Determinant Attribute
- Add-Ons
- Differential Advantage
- Creating and Minimizing Barriers for Competitors
- Diversion and Dissuasion
- Growth in the Present Market
- Impact of the Marketing Plan
- Summary
- Notes
- Chapter 2. Outlining the Marketing Planning Process
- Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan
- Strategic Plan
- Business Plan
- Planning Versus Marketing
- What Is Market-Based Planning?
- A Market-Based Versus a Nonmarket-Based Approach
- The Process
- Summary
- Notes
- Chapter 3. The Challenge of a Competitive Marketplace
- The External Environment
- Environmental Trends
- Changing Demographics
- Increasing Ethnic and Racial Diversity
- Aging of the Population
- Regulatory Changes
- The HIPAA Challenge
- Ongoing Federal Monitoring
- The Growing Use of Technology
- The Emerging Internet Impact
- Clinical Impact
- The Increase in Competition
- Shifts in the Corporate Market
- Summary
- Notes
- Chapter 4. Step 1 The Vision Thing
- Establishing the Context
- Broad Versus Narrow Strategy Options
- Strategy as It Relates to Vision and Mission
- Strategy as It Relates to Marketing Options
- Strategy as It Relates to Target Markets
- Strategy as It Relates to Tactics
- The Difference Between a Vision and a Mission
- Defining the Vision
- Defining the Mission
- Specifying the Goals
- Summary
- Vision Statement Checklist
- Mission Statement Checklist
- Goal Statement Checklist
- Notes
- Chapter 5. Step 2 Conducting the Internal/External Assessment
- The Assessment Process
- The Environment
- The Market and Its Needs
- The Competition
- Internal Capability
- Marketing Activities
- Products and Services
- Pricing Strategy
- Promotional Strategy
- Distribution Strategy
- Visual Tools
- Market Research
- Secondary Data
- Primary Data
- Sample
- Methodology
- Summary
- Notes
- Chapter 6. Step 3 The Strategy/Action Match
- Perspectives on Strategy
- Cost Versus Differentiation Strategy
- Meeting Customer Needs
- BCG Matrix
- General Electric Model
- MAC Model
- Developing the Strategy/Action Match
- Analysis of Life Cycle
- An Organization Life Cycle Versus the Marketplace Life Cycle
- Strategy Options
- Go-for-It Strategy
- Product/Service
- Price
- Promotion
- Price/Promotion Options
- Distribution
- Differentiation Strategy
- Product
- Price
- Promotion
- Distribution
- Necessity Strategy
- Product
- Price
- Promotion
- Distribution
- Maintenance Strategy
- Product
- Price
- Promotion
- Distribution
- Niche Strategy
- Harvest Strategy
- Drop Strategy
- Setting Marketing Objectives
- Summary
- Notes
- Chapter 7. Step 4 Determining Marketing Actions
- Devising Tactics
- Product/Service
- Evaluating Core Quality
- Determining Service Level
- Selecting Among New Offerings
- Modifying Existing Services
- Choosing a Branding Strategy
- Blanket Branding
- Multibrand Strategy
- Reseller Strategy
- Mixed Branding
- Co-branding
- Selecting a Program Name
- Distribution
- Decision Areas
- Controlling the Channel
- The Changing Nature of Channels
- Pricing
- Skim Pricing
- Penetration Pricing
- Elasticity Pricing
- Cost-Plus Pricing and Variable Pricing
- Price Bundling
- Positioning Value of Price
- Sensitivity of Price
- Promotion
- How Promotion Works
- Positioning Value of Promotion
- Advertising
- Advertising Issues: Copy Testing and Media Selection
- Setting Advertising Objectives and Measuring Results
- Setting the Budget
- Conditions for Effective Advertising
- Checklist for an Advertising Campaign
- Sales
- The Value of Sales
- Size of the Sales Force
- Compensation for the Sales Force
- Advertising/Sales Trade-Off
- Summary
- Notes
- Chapter 8. Step 5 Integration of the Marketing Plan
- The Necessity of Integration
- Integration of Plans with Other Management Functions
- Integration with Operations
- Integration with Personnel
- Integrations with Finance
- Integration within the Organization's Portfolio
- Summary
- Chapter 9. Step 6 The Approval and Monitoring Process
- An End and A Beginning
- Establishing Guidelines for Selecting Among Alternative Plans
- Return on Equity
- Margin
- Volume of Sales
- Return on Sales
- Existing Competition
- Technical Protection
- Additional Factors in the Analysis
- Monitoring Systems
- The Need for Contingency Plans
- Planning for Next Year
- Summary
- Notes
- Chapter 10. Conclusion
- Strategy Versus Tactics
- Planning Issues
- Assumed Assumptions
- Expect the Unexpected
- Limit Initiatives
- Marketing as a Team Player
- The Future of Strategy and Marketing
- Be the Voice of the Market
- Earned Role Versus Assigned Role
- Accountability
- Be Bold and Have Ideas
- Notes
- Appendix A. Consolidation of Key Questions Used in Conducting an Internal/External Analysis
- The Environment and the Market
- The Competitive Environment
- Internal Capability
- Marketing Activities
- Products and Services
- Pricing Strategy
- Promotional Strategy
- Distribution Strategy
- Conclusion
- Appendix B. Marketing Plan Summary
- Appendix C. Sample Marketing Plan
- Situation
- Greentree
- Overview of Metz Clinic Plan
- Index
