‘Tweets’ From Operating Room, Research Paper Example

Strategic planning is integral as a management tool both internally and externally with regards to healthcare. It is quite beneficial because it provides a blue print for the focus and direction of an organization in the future. Long-term planning is often futile, so developing a working strategy in an ad hoc fashion according to various contingencies is necessary for the efficacy of strategic planning (Zuckerman, 2012, p. 1985). It is important for planners to set modest goals as a result of a fear of failure and low-risk tolerance.  Zuckerman (2012) notes that strategic planning assists hospitals better prepare for and understand the forces that propel the necessity for innovation and change in the future for healthcare organizations. Strategic management techniques vary on an idiosyncratic basis, but all strategies include four rudimentary functions: organizing, planning, implementing, and controlling. These four functions are applied in a way that optimizes the healthcare organization’s likelihood to survive within a turbulent and competitive business environment. Hospitals develop various strategies and techniques predicated on the delivery of healthcare within inpatient settings according to financial constraints so that healthcare organizations remain competitive even as the industry structure continues to evolve over time.

Effective marketing is necessary for a business organization to be able to thrive and confront various challenges therein. An organization’s philosophy dictates what marketing tools should be used by an organization (Thomas & Calhoun, 2007, p. 1). The most important concept within marketing is the product concept. Proponents of this concept opine that the quality of the product is the top priority, which means that consumers seek innovative options while also perpetually looking for the best product available. Businesses within the technology industry often utilize this concept, which is why technology companies are always updating and releasing novel products. Timing is of the utmost importance, and releasing a new service or product too soon can frustrate a customer who cannot see any tangible changes made. As a result, businesses and healthcare organizations must review and assess customer needs and administer those alterations as efficiently and quickly as possible.  Internet marketing of healthcare products is a profitable and effective, especially because social media tools and various websites facilitate the dissemination of information about healthcare services. One effective strategy for the promotion of a healthcare organization was to update customers in real-time through Twitter on a surgery that was taking place (Cohen, 2009). Live tweeting updates about a surgery captivated both medical and non-medical personnel alike. Moreover, it effectively marketed the hospital as a cutting-edge, innovative institution that people wanted to go to for their medical needs.

References

Cohen, E. (2009). Surgeons send ‘tweets’ from operating room. Cnn. Retrieved August 24, 2015  from http://www.cnn.com/2009/TECH/02/17/twitter.surgery/

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