Question

create a competitive duvalllage Calit UI est lucru 3. For a health care organization, explain why pre-service, point-of-service and af service activities are fundamentally marketing and clinical in nature. 17. D. Der Effect Prefere 3 (2006

Answer 1

Ans) Healthcare organizations have pre-service, point-of-service, and after-service value chains.

- Pre-Service Activities

(Top of value chain, Service delivery). Planning and activities that enable the organization to determine its customers and services that will be delivered to them.
-Marketing/Market Research
-Target Market
-Services Offered/Branding
-Pricing
-Distribution/Logistics
-Promotion

Marketing/Market Research
(Top of value chain, Service delivery, Pre-service activity)Any data gathering about the potential market itself. Customer wants and needs. Identification of recognizable groups (segments) that make up the market; information gathering to improve quality.

Target Market
(Top of value chain, Service delivery, Pre-service Activity) Determination of the appropriate segment to satisfy with healthcare services. The customer, physicians, etc.

Services Offered/Branding
(Top of value chain, Service delivery, Pre-service Activity) Dissemination of information to prospective patients and other stakeholders regarding the prices, range of products and location of available services by an identified healthcare organization

Pricing
(Top of value chain, Service delivery, Pre-service activity) Determination of the charge schedule for available services

Distribution/Logistics
(Top of value chain, Service delivery, pre-service activity) actions that aid in patient/customer entry into the healthcare delivery system including appointments, registration and parking

Point of Service Activities
(Top of value chain, Service delivery)
-Clinical operations
-Quality
-Process Innovation
-Marketing
-Patient Satisfaction

Clinical Operations
(Top of value chain, Service delivery, point of service activities)- actions related to the actual delivery of healthcare to patients

Quality
(Top of value chain, Service delivery, point of service activities)- improvements in the efficiency and effectiveness of healthcare services

Process Innovation
(Top of value chain, Service delivery, point of service activities)- improvements in existing or new operational processes

Marketing
(Top of value chain, Service delivery, Point of service activity) Determination of new products, prices, identification of new customers, provision of information to customers

Patient Satisfaction
(Top of value chain, Service delivery, Point of Service Activity) Enhancement of the patient/customer health care experience

After Service Activities (Components)
(Top of value chain, Service delivery)
Follow up
Clinical
Marketing
Billing
Follow on
Clinical
Marketing

Follow up
(Top of value chain, Service delivery, After-service activity) Determination of additional services needed to supplement the initial healthcare (described in book as calling a patient in a couple weeks to see how they are feeling)

Clinical
(Top of value chain, Service delivery, after-service activity) Under both follow up and follow on. Under Follow up: Additional procedures, appointments, tracking. Under follow on: referrals to proper clinical settings.

marketing
(Top of value chain, Service delivery, after-service activity) Provision of information concerning follow on clinical settings for future (extended care) tracking of outcomes of care

Follow on
(Top of value chain, Service delivery, After Service Activity) Facilitation of the patient/customer into another healthcare setting

Support activities
(Bottom of value chain)- The activities in the value chain that are designed to aid in the efficient and effective delivery of health services. Components:
-Organization culture
-Organization Structure
-Strategic Resources

Organizational Culture
(Bottom of value chain, Support activity) The overarching environment within which the health services organization operates
-Shared assumptions
-Shared values
-Behavioral Norms

Shared assumptions
(Bottom of value chain, Support activity, organizational Culture) The assumptions employees and others share in the organization regarding all aspects of services delivery (eg: needs of patients, goals, etc)