Strategic Planning & Marketing in Health Care
November 27, 2011
Why Your Healthcare Practice Needs a Marketing Plan
The business plan of any organization can only occur after a successful strategic plan is form and securely in place. The strategic plan in any corporation, organization, and small business ventures has a vision on where this organization needs to be in the future. “The strategic plan is a long-term (three- to- five years) views of where the organization is going” (Hillestad & Berkowitz, 2004, p. 32). A strategic plan is just that a plan of things to come and how to attain the business or how to view the vision, mission, goals, of a specific organization, what other organizations are in your future business area or location, what is the bottom line for that compared to business. In other words if the business you plan on compete ting with is there enough customers and revenue, to meet the need of another business in the same area. The business plan “is a year-by-year tactical execution of the overall organization strategy. Each operating unit of an organization is responsible for producing annually its own distinct business plan, which should incorporate the operational, financial, personnel, and marketing needs of the specific unit”(Hillestad & Berkowitz, 2004, p. 32-33). Once the strategic plan (long term view) is in place, then an organization can start working on the business plan, finding sponsors, shareholders, investors and others interested in your business vision. Once the business is up and running and the business plan have drawn in enough capital to run the organization it is now time for the marketing plan. “The role of the marketing person, in contrast, is to remain aware of the organization’s marketing philosophy and to implement a customer-oriented marketing plan” (Hillestad & Berkowitz,...