Value adding service delivery for health care organization
- 1. STRATEGIC MANAGEMENTOF HEALTH CARE ORGNIZATION CHAPTER (8) PRESENTATION; TOPIC:- VALUE ADDING SERVICE DELIVERY STRATEGIES IBRAHIM ZUBAIRU ABUBAKAR -----------------------------
- 2. INTRODUTION DEVELOPING STRSTEGIES Directional MISSION VISION VALUE GOAL Adaptive Market entry PURCHASE E.g. production EXPANSION Development SCOPE COORPERATE REDUCTION Merger SCOPE Joint venture MAINTENANCE DEVELOPSCOPE MENT Internal Devt. Competitive STRATEGIC POSTURE POSITIONING MARKET SEGMENT Implementation SERVICE DELIVERY SERVICE SUPPORT ACTION PLAN Implementation Strategies' are directed toward value adding services & value adding support
- 3. Reasons for adding values Because of the competition and complexity in the marketplace, the health care provider must add value in order to survive the value chain consist of;IMPLEMENTATION STRATEGIES Value adding service delivery Value adding services support
- 4. Value chain Are primarily operational & market oriented Value added service delivery strategies Pre-service -Market & market research -Target market -Branding -Distribution/logistic -Promotion Point of service -Clinical operations Quality -Process innovation -Marketing -Patient satisfaction After-service -Follow-up Clinical -Marketing Billing -Follow-on Clinical -Marketing Matching—to the strategies/maintaining activities
- 5. VALUE ADDING SERVICE DELIVERY STRATEGIES • Value adding service delivery strategies translate the • • directional, adaptive, market entry and competitive strategies into action as a critical component of the value chain Attempt to repositioning health care organization in the environment to create new competitive advantage Value added service delivery strategies are critical to the success of the organization because they are the principal methods for creating value. Therefore, explicit strategies must be developed for each
- 6. VALUE ADDING SERVICE DELIVERY STRATEGIES The components must be coordinated and work in concert. It is the role of strategic managers responsible for developing and managing the strategic plan to ensure their Compatibilities. Value adding service delivery strategies include:- • Pre-service • Point-of-service, and • After-service strategies
- 7. PRE-SERVICE ACTIVITIES Entails the planning and activities that enable the organization to determine its customers and the services that will be offered to them as they enter the system Pre-service marketing include:1- Market and marketing research 2- Design services 3- Brand 4- Price 5-Distribution/logistics 6- Promotion
- 8. Marketing and market research 1- Market and marketing research enables the organization to determine the appropriate customers (target market) & type of services to delivers by;• a - Gathering data about the market itself • b - Potential customers • c - Their want and needs & what will satisfy them • d -customers habit in term of health care
- 9. 2- Design service 2- Design service that will provide satisfaction to them • a- Consumers • b- Physicians • c- Friends • d- Families and to include Multiple service categories such as• a- Long term care • b- Emergency medication or segmentation (a recognizable group that makes your market as target market)
- 10. Brand • • • • 3- Branding represents three things :a- what an organization offers to the market? b - What organization does? c- What organization is? • • • • • It implies trust - Consistency - Defined set of expectation - It sets promise Strong brands have a unique position in the mind of the buyer and can be usually articulated
- 11. Price 4- Pricing : • Moderate price strategy must be selected carefully because is very difficult to determine price and consumers don’t have the ability to judge quality
- 12. Distribution/logistic;• • • • • 5- Distribution/logistic;a- Location of health care provider will impact the number of people to seek the service because people don’t want to travel great distance b- Demographic studies of the population are important part of choosing location 4 facilities c- Satellite offices & hospital branches are important d- Convenience factors drives people in c- Mobile unit
- 13. Promotion :- a- Advertisements • b- Public relation events • c- Personal selling’s • d- Sales promotions • e- Contests participation in trade shows
- 14. Point of service 2- Point of service : -is oriented around patient care and delivery (clinical), market activities, market study in order to suggest good manner in health care delivery 1- Point of service clinical operations 2- Point of service marketing 3- Clinical innovation 4- Marketing 5- Patient satisfaction
- 15. Point of service clinical operations:1- Point of service clinical operations:• a- Intensive care required, such as acute illness with quick recovery, significant illness (chronic but manageable) & catastrophic illness –AIDS • b- Mass customization (is a way of capturing customers by friendly benefit of long term physician –patients relationship) • c - Quality operation must be maintained owing to the media report that 98,000 deaths yearly due to medical errors
- 16. Clinical innovation 2- Clinical innovation • - Expects organization to come-up with entirely new ways, systems or ideas to improve patient care • -Achieving high performance via mode of operations
- 17. Point of service marketing 3- Point of service marketing:• • • • • • • • 3- Point of service marketing:a- Redesigning service lines around by enhancing the patient experiences rather than the financial aspects of delivering care b- Multi-specialists, physician care team c-Increase physician patients' communications Matching point of service to the strategy Quality Efficiency Speed Innovations and Flexibility
- 18. After service activities (Back office strategies) This is the final contact customer has with the health care organization or next appointment for further service is built for customer satisfaction: 1- Follow –up (both clinical and marketing) 2- Billing activities 3- Follow –on (Both clinical and marketing)
- 19. Follow –up activities 1- Follow –up activities (caring & concerned) • a- Calling out patient to ask if everything is going as expected or whether additional prescriptions are needed • b- Patients’ satisfaction studies to determine how she or he was treated can save pain, complications & unnecessary anxiety • C- Follow-up says to customer “we care”
- 20. Billing activities Billing activities describe customers decision whether value receive or not -Redesigning billing process reduced consumer complaints from about 30 percent • Avoid billing error • Address complaints • Explain service charges • Use medical terminology that patients understand
- 21. Follow-on activities;Follow-on activities; - is the last stage include nursing home, care arrangement after hospitalization It identifies failure and rectify immediately • a- It gives room for further services • b- It gives chance for further check up to make sure the problem is no longer present • c- It gives additional care
- 22. Conclusion Finally, follow up can cement or destroy a good customer relationship THANKS for LISTENING