NUR 4023

1. Chapter 16
Strategic Planning,
Goal-Setting, and Marketing
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc.

2. Objectives
 Value of environmental assessment
 Explore planning process.
 Review mission statement, vision, value
statement.
 Assess the philosophy, goals, and objectives.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 2

3. Objectives (Cont.)
 Apply goal-setting and strategic planning.
 Explain process of strategic planning in
establishing product line.
 Determine value of marketing plans in health
care.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 3

4. Strategic Planning
Envisioning future and developing procedures
and operations to actualize the future
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 4

5. Strategic Planning (Cont.)
 Proactive
 Vision directed
 Action oriented
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 5

6. Strategic Planning (Cont.)
 Creative
 Innovative
 Oriented toward positive change
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 6

7. Strategic Planning (Cont.)
 Assessment of the environment (internal and
external)
 Appraisal of the organization’s strengths and
weaknesses
 Develop and evaluate strategies to meet
opportunities and threats.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 7

8. Strategic Planning (Cont.)
 Revise mission, philosophy, goals, and
objectives.
 Select strategic option.
 Prepare strategy.
 Execute and evaluate the strategy.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 8

9. Phase 1: Assessment of the External
and Internal Environment
 External Environment
 Assesses the impact of opportunities and threats
within the environment
 Examples: economic and demographic factors
 Internal Environment
 Reviews effectiveness of an organization
 Examples: structure, size, human resources
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 9

10. Phase 2: Review of Mission Statement,
Philosophy, Goals, and Objectives
 Mission Statement
 Reflects the purpose and direction of the
healthcare agency or a department in it
 Philosophy
 Provides direction for the agency and/or
department within it
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 10

11. Phase 2: Review of Mission Statement,
Philosophy, Goals, and Objectives (Cont.)
 Goals
 Involves the process of developing, negotiating,
and formalizing the targets or objectives of an
organization
 Objectives
 Involves the ability to write clear and concise
objectives
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 11

12. Smart Objectives
 Specific
 Measurable
 Agreed on
 Realistic
 Time bound
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 12

13. Phase 3: Identification of Strategies
 Detailed plan of action
 Short- and long-term objectives
 Formulation of department objectives
 Allocation of resources
 Preparation of budgets
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 13

14. Phase 4: Implementation
 Open communication with staff
 Formulation of revised policies and
procedures
 Formulation of area and individual objectives
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 14

15. Phase 5: Evaluation
 Review of strategic plan to determine whether
the goals, objectives, and activities are on
target
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 15

16. Marketing
 Assessment
 Planning
 Implementation
 Evaluation
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 16

17. Marketing Planning Process
Assessment
 Determining organization-level missions, objectives, and
goals
 Analyzing organizational strengths and weaknesses
 Analyzing external threats and opportunities
 Setting marketing missions, objectives, and goals
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 17

18. Marketing Planning Process (Cont.)
Planning
 Development of a marketing plan
Plan Outline
 Service or program to be provided
 Detailed budget-cost analysis
 Promotional activities designed to promote the program
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 18

19. Marketing Planning Process (Cont.)
Implementation
 Establishes programs and activities designed to
communicate to patients the benefits of the service or
program
 Use of multiple methods of promotion such as media
releases, brochures, and pamphlets
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 19

20. Marketing Planning Process (Cont.)
Evaluation
 Assesses reasons why clients are not using the
service, program, or product
 Be aware that procedures may include satisfaction
surveys and interviews with clients.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 20

21. Tips
 Be clear about mission and vision.
 Read and listen to sources of data.
 Be clear about role in organization.
 Think about messages others need to hear.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 21

22. Summary
 The effectiveness of any organization
depends on strategic planning and marketing.
 The planning process is necessary to survive
ongoing change and restructuring of the
healthcare system.
 Marketing strategies play a vital role in
healthcare settings to provide services and
programs to the public.
All items and derived items © 2015, 2011 by Mosby, Inc., an imprint of Elsevier Inc. 22