POD- HEALTH CARE MARKET STRATEGY 3E: FR PLAN TO ACTION

by Hillestad, Steven G.; Berkowitz, Eric N.

• ISBN13: 9780763747992
• ISBN10: 0763747998
• Edition: 3rd
• Format: Paperback
• Copyright: 2003-12-30
• Publisher: Jones & Bartlett Learning

Summary

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.

Author Biography

Steven G. Hillestad, BA, MA: Adjunct Faculty, Carlson School of Management, University of Minnesota Eric N. Berkowitz, PhD: Professor of Marketing and Associate Dean for Professional Programs, Isenberg School of Management, University of Massachusetts

Table of Contents

Preface	xi
About the Authors	xv
Acknowledgments	xvii
Chapter 1 Strategy Development and the Strategic Mind-Set	1	(30)
What Is Strategy?	1	(6)
Upsetting and Reestablishing the Competitive Equilibrium	2	(1)
Creating a Difference	3	(2)
Steps for Strategy Development	5	(1)
The Possibility of Failure	6	(1)
Development of the Strategic Mind-Set	7	(22)
Focus on the Customer	7	(4)
Inevitability of Change	11	(1)
Search for a Better Way	11	(1)
Decision-Making Role of the Marketplace	12	(1)
Need for a Champion	12	(2)
Trade-Offs in Courses of Action	14	(1)
Market Share as a Benchmark	14	(1)
Force and Focus	15	(4)
Unique Selling Proposition (Competitive Advantage)	19	(6)
Consumers' Perspective	19	(3)
Determinant Attribute	22	(1)
Add-Ons	23	(1)
Differential Advantage	24	(1)
Creating and Minimizing Barriers for Competitors	25	(2)
Diversion and Dissuasion	27	(4)
Growth in the Present Market	28	(1)
Impact of the Marketing Plan	29	(1)
Summary	29	(1)
Notes	30	(1)
Chapter 2 Outlining the Marketing Planning Process	31	(19)
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan	31	(4)
Strategic Plan	32	(1)
Business Plan	32	(3)
Planning Versus Marketing	35	(2)
What Is Market-Based Planning?	37	(11)
A Market-Based Versus a Nonmarket-Based Approach	38	(2)
The Process	40	(8)
Summary	48	(1)
Notes	48	(2)
Chapter 3 The Challenge of a Competitive Marketplace	50	(17)
The External Environment	50	(1)
Environmental Trends	51	(13)
Changing Demographics	51	(3)
Increasing Ethnic and Racial Diversity	51	(2)
Aging of the Population	53	(1)
Regulatory Changes	54	(3)
The HIPAA Challenge	54	(2)
Ongoing Federal Monitoring	56	(1)
The Growing Use of Technology	57	(2)
The Emerging Internet Impact	57	(1)
Clinical Impact	58	(1)
The Increase in Competition	59	(4)
Shifts in the Corporate Market	63	(1)
Summary	64	(1)
Notes	64	(3)
Chapter 4 Step 1 The Vision Thing	67	(14)
Establishing the Context	67	(3)
Broad Versus Narrow Strategy Options	70	(3)
Strategy as It Relates to Vision and Mission	70	(1)
Strategy as It Relates to Marketing Options	71	(1)
Strategy as It Relates to Target Markets	71	(1)
Strategy as It Relates to Tactics	72	(1)
The Difference Between a Vision and a Mission	73	(1)
Defining the Vision	74	(1)
Defining the Mission	75	(3)
Specifying the Goals	78	(1)
Summary	79	(1)
Vision Statement Checklist	79	(1)
Mission Statement Checklist	80	(1)
Goal Statement Checklist	80	(1)
Notes	80	(1)
Chapter 5 Step 2 Conducting the Internal/External Assessment	81	(41)
The Assessment Process	81	(23)
The Environment	83	(2)
The Market and Its Needs	85	(5)
The Competition	90	(6)
Internal Capability	96	(2)
Marketing Activities	98	(6)
Products and Services	100	(1)
Pricing Strategy	101	(1)
Promotional Strategy	101	(2)
Distribution Strategy	103	(1)
Visual Tools	103	(1)
Market Research	104	(15)
Secondary Data	104	(5)
Primary Data	109	(13)
Sample	109	(5)
Methodology	114	(5)
Summary	119	(2)
Notes	121	(1)
Chapter 6 Step 3 The Strategy/Action Match	122	(37)
Perspectives on Strategy	122	(8)
Cost Versus Differentiation Strategy	122	(1)
Meeting Customer Needs	123	(1)
BCG Matrix	124	(2)
General Electric Model	126	(1)
MAC Model	126	(4)
Developing the Strategy/Action Match	130	(7)
Analysis of Life Cycle	130	(5)
An Organization Life Cycle Versus the Marketplace Life Cycle	135	(2)
Strategy Options	137	(18)
Go-for-It Strategy	138	(5)
Product/Service	139	(1)
Price	140	(1)
Promotion	140	(1)
Price/Promotion Options	141	(1)
Distribution	142	(1)
Differentiation Strategy	143	(3)
Product	145	(1)
Price	145	(1)
Promotion	146	(1)
Distribution	146	(1)
Necessity Strategy	146	(3)
Product	148	(1)
Price	148	(1)
Promotion	148	(1)
Distribution	149	(1)
Maintenance Strategy	149	(2)
Product	150	(1)
Price	151	(1)
Promotion	151	(1)
Distribution	151	(1)
Niche Strategy	151	(2)
Harvest Strategy	153	(1)
Drop Strategy	153	(2)
Setting Marketing Objectives	155	(1)
Summary	156	(1)
Notes	157	(2)
Chapter 7 Step 4 Determining Marketing Actions	159	(55)
Devising Tactics	159	(2)
Product/Service	161	(12)
Evaluating Core Quality	161	(2)
Determining Service Level	163	(1)
Selecting Among New Offerings	164	(3)
Modifying Existing Services	167	(1)
Choosing a Branding Strategy	168	(4)
Blanket Branding	170	(1)
Multibrand Strategy	171	(1)
Reseller Strategy	171	(1)
Mixed Branding	172	(1)
Co-branding	172	(1)
Selecting a Program Name	172	(1)
Distribution	173	(7)
Decision Areas	176	(2)
Controlling the Channel	178	(1)
The Changing Nature of Channels	179	(1)
Pricing	180	(11)
Skim Pricing	181	(1)
Penetration Pricing	182	(1)
Elasticity Pricing	182	(1)
Cost-Plus Pricing and Variable Pricing	182	(1)
Price Bundling	183	(1)
Positioning Value of Price	183	(6)
Sensitivity of Price	189	(2)
Promotion	191	(22)
How Promotion Works	191	(2)
Positioning Value of Promotion	193	(1)
Advertising	194	(11)
Advertising Issues: Copy Testing and Media Selection	194	(6)
Setting Advertising Objectives and Measuring Results	200	(1)
Setting the Budget	201	(3)
Conditions for Effective Advertising	204	(1)
Checklist for an Advertising Campaign	204	(1)
Sales	205	(3)
The Value of Sales	205	(1)
Size of the Sales Force	206	(2)
Compensation for the Sales Force	208	(1)
Advertising/Sales Trade-Off	208	(5)
Summary	213	(1)
Notes	213	(1)
Chapter 8 Step 5 Integration of the Marketing Plan	214	(8)
The Necessity of Integration	214	(1)
Integration of Plans with Other Management Functions	215	(4)
Integration with Operations	216	(1)
Integration with Personnel	217	(1)
Integrations with Finance	218	(1)
Integration within the Organization's Portfolio	219	(2)
Summary	221	(1)
Chapter 9 Step 6 The Approval and Monitoring Process	222	(13)
An End and A Beginning	222	(1)
Establishing Guidelines for Selecting Among Alternative Plans	222	(7)
Return on Equity	225	(1)
Margin	225	(1)
Volume of Sales	225	(1)
Return on Sales	226	(1)
Existing Competition	227	(1)
Technical Protection	227	(1)
Additional Factors in the Analysis	228	(1)
Monitoring Systems	229	(4)
The Need for Contingency Plans	233	(1)
Planning for Next Year	233	(1)
Summary	234	(1)
Notes	234	(1)
Chapter 10 Conclusion	235	(12)
Strategy Versus Tactics	235	(1)
Planning Issues	236	(6)
Assumed Assumptions	237	(1)
Expect the Unexpected	238	(2)
Limit Initiatives	240	(1)
Marketing as a Team Player	241	(1)
The Future of Strategy and Marketing	242	(4)
Be the Voice of the Market	244	(1)
Earned Role Versus Assigned Role	244	(1)
Accountability	244	(1)
Be Bold and Have Ideas	245	(1)
Notes	246	(1)
Appendix A Consolidation of Key Questions Used in Conducting an Internal/External Analysis	247	(7)
The Environment and the Market	247	(1)
The Competitive Environment	248	(1)
Internal Capability	249	(1)
Marketing Activities	250	(1)
Products and Services	251	(1)
Pricing Strategy	251	(1)
Promotional Strategy	252	(1)
Distribution Strategy	253	(1)
Conclusion	253	(1)
Appendix B Marketing Plan Summary	254	(2)
Appendix C Sample Marketing Plan	256	(15)
Situation	256	(1)
Greentree	257	(1)
Overview of Metz Clinic Plan	258	(13)
Index	271