Problem
Carefully read the Service Area Management, Case # 10 located on page 141 in Darr, Farnsworth, & Myrtle's Case book. This case study challenges you to analyze and prioritize various types of information common to a dynamic and competitive healthcare marketplace as part of an organization's strategic planning and marketing process. Information about the Fresno, California, healthcare market, including the hospital and health system providers, physician and allied health community, and payer and health insurance community, was obtained from the California Office of Statewide Health Planning and Development website, and the California HealthCare Foundation.
a) Using McKee's environmental assessment, what are Community Medical's most important strengths, weaknesses, opportunities, and threats (SWOT analysis)?
b) Identify an analyze Community Medical's most important strategic issues.
c) In what ways should Community Medical's strategic issues determine its strategic marketing plan?
d) What key issues should McKee and her teammates emphasize to position Community Medical and promote it to service area physicians, patients, payers, and the general public?
e) After completing the environmental assessment-including the SWOT analysis and summary of strategic issues-Chadwick, McKee, and Community Medical leadership must develop business and operating plans to advance the organization's strategic initiatives. Identify the elements of an effective marketing plans.