Questions and Answers of Health Care Market Strategy

9.Is the vision compelling and worthwhile?
8.Is the vision difficult to achieve, yet possible to achieve?
7.Is the vision exciting?
6.Is the vision set well into the future?
5.Do the constituencies understand the vision (the dream) of the organization?
4.Does the mission statement answer the question: What business are we in?
3.Has the organization worked through possible alternative operating plans to see how the mission might be applied? Specifically, does the mission provide guidance as to which types of plans are
2.Have all important constituencies had an opportunity to provide input for or comment on the mission?
1.Is the mission broad enough and does it provide enough flexibility so that changes can be made as required? At the same time, is the mission specific and clear?
4.We will have a 70% market share for all internal medicine patients within our zip code.
3.We will have a national reputation for internal medicine research.
2.We will be the top-ranked internal medicine practice for quality care.
1.We will be the largest single-site, internal medicine practice in the state.
7.What should be the dream of the organization?
6.What are our unique strengths and major weaknesses?
5.How have we changed in the last 5 years?
4.Who are our clients/customers?
3.What is our most important product/service?
2.What is the likely future of the external environment?
1.What “business” are we in?
32.Berkowitz, E. N., & Flexner, W. A. (1978, Fall). The marketing audit: A tool for health service organizations. Health Care Management Review, 3, 51–57; Enis, B. M., & Garfein, S. J. (1992,
31.Greaves, F., Ramirez-Cano, D., Millett, C., Darzi, A., & Donaldson, L. (2013, November). Use of sentiment analysis for capturing patient experience from free-text comments posted online. Journal
30.Pang, B., & Lee, L. (2008). Opinion mining and sentiment analysis. Foundations and Trends in Information Retrieval, 2 (1–2), 1–135, doi:10.1561/1500000001
29.Sun, L. H. (2015, June 3). How hospitals hope to boost ratings on Yelp, HealthGrades, ZocDoc and Vitals. The Washington Post. Retrieved from
28.Poynter, R. (2010). The handbook of online and social media research: Tools and techniques for market researchers. Chichester, West Sussex, UK: John Wiley & Sons, Inc.
27.The remainder of this section is from Eric N. Berkowitz, op. cit., pp. 211–212.
26.Kacik, A. (2017, May 31). For the first time ever, less than half of physicians are independent. Modern Healthcare. Retrieved from http://www.modernhealthcare.com/article/20170531/NEWS/170539971
25.Ibid.
24.Galewitz, P. (2011, December 14). Hospitals hire former medical sales people to get physician referrals. Healthcare Finance. Retrieved from
23.Arnold, D. R., Capella, L. M., & Sumrall, D. A. (1987, March). Organization culture and the marketing concept. Journal of Healthcare Marketing, 7, 18–28.
22.Brozak, S. (2017, October 20). Amazon is about to disrupt the drug industry, but not the way most think. Forbes. Retrieved from
21.O’Donnell, C., Berkrot, B., & Humer, C. (2017, December 1). Exclusive: CVS eyes major expansion of health clinics with Aetna deal – sources. Reuters, Retrieved from
20.Minnesota health system sends patients text messages in Somali and Hmong. (2015, March 24). Becker’s HealthIT & CIO Review. Retrieved from
19.McFadden, M. (2014, August 11). Number of “medical malls” increasing after Affordable Care Act. WNDU.com. Retrieved from
.Maher, K. (2007, November 6). Well wishes: Highmark’s gift cards can cover insurance, medical fees. The Wall Street Journal. Retrieved from http://www.wsj.com/articles/SB11943 1343184683409
17.Berry, L. L., Shankar, V., Parish, J. T., Cadwallader, S., & Dotzel, T. (Winter 2006). Creating new markets through service innovation. MIT Sloan Management Review, 47 (2), 56–63
16.Chan Kim, W., & Mauborgne, R. (2004, October). Blue ocean strategy, Harvard Business Review, 82 (10), 76–84, ISSN: 00178012.
15.The following discussion on the Blue Ocean Strategy is from Berkowitz, E. N. (2017). Essentials of health care marketing (pp. 79–81). Burlington, MA, Jones and Bartlett Learning.
14.Conaboy, C. (2013, January 24). All 19 sleep HealthCenters clinics close abruptly. Boston.com. Retrieved from
13.Ungar, L. (2013, February 15). In-home tests gain traction in sleep disorder diagnoses. USA Today. Retrieved from
12.Slotkin, J. R., Ross, O. A., & Ryu, J. (2017, June 8). Why GE, Boeing, Lowe’s, and Walmart are directly buying health care for employees. Harvard Business Review. Retrieved from
11.Porter, M. (1979, March–April). How competitive forces shape strategy. Harvard Business Review, 57, 86–93.
10.Leonhardt, D. (2009, November 8). Making health care better. New York Times.
9.Jha, A., & Epstein, A. (2010). Hospital governance and the quality of care. Health Affairs, 29 (1), 182–187.
8.Glaister, K. W., & Falshaw, J. R. (1999). Strategic planning still going strong. Long Range Planning, 32 (1), 107–116.
7.Wingfield, N., Thomas, K., & Abelson, R. (2018, January 30). Amazon, Berkshire Hathaway and JPMorgan team up to try to disrupt health care. The New York Times. Retrieved from
6.Sanchjez, E. (2010, June 16). Scenario planning for health-care organizations. imagingBiz. Retrieved from http://www.imagingbiz.com/topics/business/scenario-planning-health-care-organizations
5.Roxburgh, C. (2009, November). The use and abuse of scenarios. McKinsey & Company.Retrieved from
4.Shoemaker, P. H. (1995, Winter). Scenario planning: A tool for strategic thinking. MIT Sloan Management Review.
3.Deveor, T. (2015, March 4) The face of nonprofit boards: A network problem. NPQ. Retrieved from https://nonprofitquarterly.org/2015/03/04/the-face-of-nonprofit-boards-a-network-problem/
2.O’Daniel, M., & Rosenstein, A. H. (2008, March) Professional communication and team collaboration. In R. G. Hughes (Ed.), Patient safety and quality: An evidence-based handbook for nurses.
1.Peters, T., & Waterman, R. (1982). In search of excellence (p. 157). New York, NY: HarperCollins.
7.Why is market share a critical data point?
6.Do social media sites like Facebook provide any value in the planning process for a medical clinic? In what way can it be utilized?
5.From a market research perspective, how has the Internet affected data gathering from the market in the last 5 years?
4.Should board members who do not participate in conversations regarding strategy be replaced?
3.What are the key differences between a SWOT, Five Forces analysis, and the Blue Earth perspectives?
2.Are physicians practicing at a hospital considered internal or external data?
1.If only five pieces of data were available for the planning process, what would they be?
4.Cost and quality are important to everyone. When you are thinking about hospital reputations for quality, what things are most important in building that reputation?
3.People often have some negative impressions of hospitals. What things do you look for in hospitals that tell you to never come back?
2.Sometime during the past several months, you may have been inside a hospital. In walking around a hospital and speaking with people who work or practice there, what things stood out in your mind to
1.When people are new to a city, one of the first things they might consider is where they would go for a doctor or hospital. When you are thinking about hospitals, what things are most important to
■■If these services were offered, how many more patients would you bring to the hospital?
■■In the next 2 years, what new services should the department offer?
■■What concerns you most about the department?
■■What do you like best about the department?
■■Have you been a patient or visitor at this hospital? What service did you use?How would you rank this department and its competitors on each of the following dimensions?Convenience for you and
■■If your doctor told you to use this hospital, how likely would you be to go?
■■What do you like least about this hospital?
■■What do you like best about this hospital?
■■Rank this hospital against all other competitors for specific service areas.
■■How much would the respondent expect to pay for a routine visit?Does the respondent have a hospital preference?
■■What services should be available in a doctor’s office?
■■What is the likelihood of visiting a new medical group at this site?
■Does the entire family use the same doctor?Does the respondent know where the proposed new clinic site is located?Is this new site convenient?
■■How often is the doctor visited?
■Does the respondent have a doctor?
4.Are the classifications of the data appropriate for the topic being researched?
3.How free of bias do the data appear to be?
2.How large and representative is the sample relative to the population of concern?
1.How timely is the information?
4.Where does the hospital or clinic stand on this component relative to competitive offerings?
3.How important is distribution in establishing a competitive advantage for a particular service?
2.What factors are considered in location decisions?
19.Are procedures established and used to measure the results from the public relations program?
18.Are the public relations objectives integrated with the overall promotional plan?
17.Has the public relations effort led to regular coverage?
16.What is the role of public relations? Is it a separate function/department? What is the scope of its responsibilities?
15.What methods have been used for measuring company advertising and Internet effectiveness, including social media, such as Facebook and Twitter?
14.What company advertising and Internet copy have had the most favorable response?
13.Are the objectives (reviewed in question 5) being met?
12.How current is the website in terms of offering appointments, medical advice, and transparency in terms of cost clinical quality?
11.How effective is the organization’s website and what do the data say in terms of page visits and page views?
10.What media have been used?
9.Are the media delivering to the desired audience?
7.To whom has advertising been largely directed? Donors? Patients? Former? Current? Prospective? Physicians? On staff? Potential?
6.Has this purpose undergone any change in recent years?
5.What is the purpose of the organization’s present promotional activities (including advertising)? Protection? Education? Search for new markets? Development of all markets? Establishment of a new
4.Are the procedures adequate for setting quotas and evaluating performance?

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