Marketing Matters: A Guide for Healthcare Executives, Essay Example

Communication is essential in any endeavor within any organization. In the marketing process, and strategic planning, communication can effectively make or break the efforts in which organizations strive to reach their organization’s goals. For healthcare organizations, healthcare is extremely important. According to Thomas and Calhoun, “With the rise of consumerism, the increasing competition, thinner margins, and changing payer mix, the implications for marketing are clear; the successful healthcare organization will be a “marketing organization” (pg. 1). The importance of strategic planning is also something to not ignore within the healthcare spectrum. Zuckerman (2012), also writes that many managers and executives that are on the front line believe that strategic planning is a governance discipline and central management in the rapidly changing operating environments. (Zuckerman, 2012) The purpose and the goals of communication are to share information as well as lay out how to handle the various forms of communication that is utilized throughout the organization, which further helps to develop the organization’s goals.

Communication within an organization during the marketing process is significant because it ties into the activities that are not limited to providing effective communication in reaching a specific goal; supporting the overall organizational strategy; responding to the changing market conditions; or identifying the needs or deficiencies as a result of research. (Thomas and Calhoun, 2008) For strategic planning, much like the marketing process, communication is effective and success when identifying the current position, as well as the policies, strategies, long-term objectives, and mission. In addition communication is necessary when preparing the long-range and short-range plans to carry out and support the strategy, and implementing the strategy into the organization. Overall, communication is a requirement.

References

Thomas, R.K., & Calhoun, M. (2007). Marketing matters: A guide for healthcare executives. Chicago, IL: ACHE Management Press.

Zuckerman, A.M. (2012). Healthcare strategic planning (3rd ed.). Chicago, IL: Health Administration Press.