Ries And Tractitioner's Strategies In The Healthcare Industry

1. It is imperative to point out that the global perspective of healthcare market environment and the wide range of its components has ensured healthcare marketers are often pressed with strategic management responsibilities to steer the institution the complex environment. Typically, the complexity of the healthcare environment is due to the placement of the premium excellence in strategic management which require insightful and visionary leadership to position the healthcare organization for a long-term growth and prosperity. Indeed, the need for the healthcare professionals to understand a variety of tools that can help them formulate, implement, manage and assess strategies in an healthcare organization in addition to marking communication

Indeed, marketing in whichever institution including health care institution should become competitor-oriented i.e. products and services tailored to meeting specific demands should be enhanced through extensive research steered by visionary leaders (Ries and Trout, 1986). Ries and Trout implies in any effort being undertaken in the competitive market, great focus should be on over-powering and outwitting competitors to control the market. Hence, an excellence marketing plan should compose extensive section on competitors. Thus health profession should practice these marketing warfare strategies models in order to ensure prosperity and growth of the healthcare organizations; attacking oneself in the best defensive strategy and making flanking moves with an element of surprise. Typically, attacking oneself in the best defensive strategy implies that health care organizations make introduction of products and services which are better than the existing one to preempt any similar competition. For instance, embracing information technology which will ensure better services and significant or forward looking profit margin and reduce short-term profit and enhance accomplishment of long-term goal of protecting the goals of the health care organization so that it grows and prospers. On the other hand, making flanking moves with an element of surprise such as introducing or developing more effective and efficient method of patient registration, billing and revenue cycle management

The assertion that the value of marketing plans on marketers to think about upcoming periods, undertake routine marketing analyses and audits and make projections of marketing goals and objectives with respect to health care organization is quite strong and it is important to understand that the marketing plans help the marketers in in making identification of the long-term goals of the organization and ensure formulation of the realistic strategies for attaining the particular goals (McDonald and Wilson, 2011). Indeed, it can be asserted that marketing plans shade light on the objectives to be undertaken within a particular period in addition to ensuring determination of what actions can be handled to achieve the objectives. Moreover, marketing plans entails crafting of contingencies that ensure taking of alternative if some particular moves or actions taken fail to produce the desires progresses. Thus, successful marketing plan indicate the state of a health care organization currently, the future actions of the management and the mechanisms that the management will use to accomplish its goals. It is worth noting that a health care organization will endeavor assessing its present marketing situation and the future implication for its growth and prosperity and thus adjust appropriate to counter limits existing concerning future actions. One classic example of understanding the value of marketing plans on their influence on the action of marketers is noting marketing