Marketing Matters: A Guide for Healthcare Executives, Research Paper Example

Setbacks always occur both in marketing and strategic planning within organizations. However, good organizations always plan for setbacks, developing various techniques to overcome them. Community and health work is quite gratifying while also being quite frustrating because of various difficulties and uncertainties. For example, inadequate funding is the most prevalent setback an organization faces. It is important for health organizations to focus on ways to overcome adversity and various setbacks in order to maintain high morale amongst employees; the make sure the organization continues to move forward; to avert any discouragement and despondency;  to preserve the organization’s standing within the community; to foment faith in the leadership of the organization; and to maintain focus on the organization’s mission so that it can continue to serve the community in a beneficial manner (Zuckerman, 2012, p. 1985).  As such, there are a litany of ways that organizations can plan for setbacks in order to mitigate profoundly adverse consequences.

A crisis management team should be assemble in order to effectively address a setback or crisis within the organization. Forging meaningful relationships both externally and internally through collaboration is necessary if company challenges and setbacks surface. Moreover, communication between employees and customers is important because the dissemination of information is key in solving problems that arise. Because funding or lack thereof surfaces as the most common setback faced by health organizations, an overall cost analysis should be conducted in order to ascertain where the organization needs to reduce overhead. Also, because customers are an organization’s primary asset, marketing and the messages conveyed are of paramount importance. Reconstructing and tweaking various marketing messages in brochures, on websites, and in commercials is necessary in order to reach out to the customers and connect with them in a meaningful way. As such, embracing change is a critical component in how organizations adapt and adjust to various exigencies (Thomas & Calhoun, 2007, p. 115).

References

Thomas, R.K., & Calhoun, M. (2007). Marketing matters: A guide for healthcare executives. Chicago, IL: ACHE Management Press. ISBN-13: 978-1567932768

Zuckerman, A.M. (2012). Healthcare strategic planning (3rd ed.). Chicago, IL: Health Administration Press. ISBN-13: 978-1567934342