Strategic market planning for hospitals.

Area of Science:

• Healthcare Administration
• Strategic Management
• Marketing

Background:

• Hospital management requires strategic planning for effective operations.
• The strategic marketing management process offers a framework for healthcare organizations.

Purpose of the Study:

• To discuss the application of strategic market planning in hospital management.
• To present and analyze the McKinsey/G.E. Business Screen as a portfolio analysis tool for hospitals.

Main Methods:

• Literature review on strategic market planning and management processes.
• Application of the McKinsey/G.E. Business Screen to a large urban hospital case study.
• Analysis of strategic implications derived from the portfolio analysis.

Main Results:

• The McKinsey/G.E. Business Screen can be effectively utilized in hospital administration.
• Portfolio analysis provides valuable insights for strategic decision-making in hospitals.
• Strategic marketing management offers a structured approach to hospital planning.

Conclusions:

• Strategic market planning, particularly using portfolio analysis tools, is crucial for modern hospital management.
• The McKinsey/G.E. Business Screen serves as a practical tool for assessing hospital services and strategic positioning.
• Implementing strategic marketing management can lead to improved hospital administration and outcomes.