California State University, Long Beach s38

CALIFORNIA STATE UNIVERSITY, LONG BEACH COLLEGE OF HEALTH AND HUMAN SERVICES- HEALTH CARE ADMINISTRATION DEPARTMENT

Course Syllabus: HCA 530 – Strategic Planning & Marketing in Health Care—Fall 2015

Instructor: Kim Kaiser, EdD Course Number: 530-01 (9569) Email: [email protected] Class Meets Wednesdays 7-9:45 pm Office Hours via phone Location: SPA ROOM 104 Cell: 562-233-1215 Additional Contact Information: Hours: HCA Program Administrative Coordinator: M-F & Su 7pm - 10pm Deby McGill [email protected] Sunday 9am - noon Tel. 562/985-5694; fax 562/985-5886 Available for in person appointment upon request. Course Description. Prerequisite/Corequisite: HCA 502. Strategic planning based on analysis of secondary quantitative and qualitative data to study changes in technological, social, political, regulatory, and competitive aspects of the health care market. Letter grade only (A-F).

Course Goals, Competencies and Assessments. The Health Care Administration Department has adopted a competency-based curriculum, based on the American College of Health Care Executives (ACHE) Competencies Assessment Tool and the Healthcare Leadership Alliance (HLA) Competency Directory. For this course, the focus is on acquiring competencies in HLA Domain 5.D, Business knowledge and skills: strategic planning and marketing. Alignment of the expected outcomes and the ACHE and HLA competencies provides clear expectations and standards for students and instructors alike. Students will demonstrate a level of proficiency in each of the expected outcomes through the course assignments as indicated in the following table.

Learning Objective Dom Competency – Knowledge Activity (A1), Assignment (A2) -ain of or Assessment (A3) Compare and contrast strategic, 5.D.  Business plan BSMP Assignment: Business- marketing and business plans development and strategic-marketing plan literature  Locate or formulate a business implementation processes search and organizational contact case statement and exit strategy  Business planning paper & presentation  Distinguish core and peripheral including business case lines of business and exit strategy development

 Illustrate the use of decision 5.D. Characteristics of strategic Decision support tool research & support and competitive/market decision support (e.g., demonstration assignment research methodology planning; marketing;  Discover opportunities in trends modeling; forecasting) Apply the principles of crisis and 5.D. Crisis and disaster planning “Worst case scenario” in-class disaster planning exercise Assess business growth and career 5.D. Marketing principles and tools Demand estimate/sales forecast opportunities in a defined sector of (e.g., competitive and market exercise; case study exercise the health care industry research and data analysis; Personal strategic and marketing sales; advertising) plan Translate strategies into action plans 5.D. Implementation planning (e.g., Objectives, strategies, tactics operation plan; management exercise 1 Learning Objective Dom Competency – Knowledge Activity (A1), Assignment (A2) -ain of or Assessment (A3) plan) Worst case scenario exercise Personal strategic and marketing plan Integrate marketing, business, 5.D.  Marketing plan Personal strategic and marketing operational, personnel and finance development plan plans  Strategic planning processes development and implementation (scenario planning, forecasting, etc.) Formulate mission, vision, values, 5.D. Organizational mission, vision, Personal strategic & marketing objectives, priorities and link to objectives and priorities plan planning

Course Assignments

Team Assignments. Students will select learning teams for in-class exercises and two group research and presentation assignments. 1. BSMP Assignment: Business-strategic-marketing plan literature search and organizational contact paper & presentation. Each learning team will: a. Select a type of plan (business, marketing or strategic). b. Find at least three articles in the health administration professional literature discussing how to prepare the selected plan type. c. Obtain an example of the selected type of plan from a health care or human service organization (preferable) or from the health administration professional literature. d. Interview a health care industry practitioner who is involved in strategic, business or marketing plan development in his or her organization. e. Research software used/available for selected type of plan (specialized packages or application of commonly available products) f. Analyze the key elements of the selected plan. i. Identify the principal product or service line ii. Define the core and secondary businesses iii. Identify or develop the business case statement for the product or service iv. Identify or develop an exit strategy g. Communicate with other learning teams for your type of plan so that your papers and presentations are not duplicative. h. You must use different sources and materials from those in the sample student work products posted on BeachBoard. Each team must use different examples of plans. Product: Team Class Presentation and Team Paper

2. Decision Support Tool Research and Demonstration: Each learning team will select a different decision support set of tools to research and demonstrate to the class. Your presentation should also include a discussion of the tool’s purpose, target audience, typical users, and an example of how it is or could be used. Link the data to a key trend/ opportunity in the health care industry (for example, the growth in the Hispanic population, the aging baby boomer generation, transparency, green technology, etc.). a. Demographic data: California Health Interview Survey (Ask CHIS – 2 http://www.chis.ucla.edu/main/default.asp) for county-level poverty level composition, racial composition, health insurance status, eligibility and participation for public programs. Additional demographic data are available from the CA Department of Finance (http://www.dof.ca.gov/) and U.S. Census http://www.census.gov/did/www/sahie/index.html. b. Hospital quality ratings: -CMS Hospital Compare: http://www.hospitalcompare.hhs.gov/ -Commonwealth Fund “Why Not the Best” national hospital safety and quality comparative ratings: http://www.whynotthebest.org/. c. California hospital market share and patient origin data: Office of Statewide Health Planning and Development (OSHPD) hospital market share pivot tables: http://www.oshpd.ca.gov/HID/Products/PatDischargeData/PivotTables/PatOrginMkt/defaul t.asp. Also see OSHPD Geographic Information System Interactive Query: http://www.oshpd.ca.gov/General_Info/Healthcare_Atlas.html. d. Nursing home, home health quality ratings: -Medicare Nursing Home Compare: http://www.medicare.gov/default.aspx -California Nursing Home Compare: http://www.calnhs.org/ -California Long Term Care Quality ratings: http://www.calqualitycare.org/ -Medicare Home Health Compare: http://www.medicare.gov/HomeHealthCompare/search.aspx . e. Health plan data and report cards: -California Department of Managed Health Care health plan utilization and financial reports: http://www.dmhc.ca.gov/healthplans/rep/rep_financial.aspx. -National Commission on Quality Assurance Quality Report Cards: http://www.ncqa.org/tabid/60/Default.aspx. -California Office of the Patient Advocate: HMO and Medical Group report cards: http://www.opa.ca.gov/. -California Cooperative Healthcare Reporting Initiative (HMO, PPO, Medicare report cards): http://www.cchri.org/. -Medicare Advantage/Part D reports: http://www.cms.gov/MCRAdvPartDEnrolData/ f. Federally designated medically underserved and health professional shortage areas: -Background info, explanation of designations: http://bhpr.hrsa.gov/shortage/. -GIS mapping tool (free registration): http://www.udsmapper.org/. Product: Team Class Presentation

3. Individual Assignment- Final Exam - Personal strategic and marketing plan. Prepare a strategic and marketing plan for yourself, applying concepts and learnings from this and other courses when applicable. The following outline can be a starting point. 1. Personal Mission/vision statement (long term, big picture) 2. Objectives (short term, measurable, time-specific: where do you want to be within 1 year post-graduation, in 3-5 years?) 3. Description of Target market (location, type of organizations) 4. Industry Sector Research. Your paper should also include research on at least one healthcare industry sector (e.g. hospitals and health systems, health plans, long-term care, etc.) where you would like to work in the future. Prepare an industry profile, including but not limited to the following: 3 a. No. of firms, degree of concentration, market leaders b. Market size, growth trends and potential c. Key industry leaders, observers and experts (academic, professional) d. Professional association; criteria for membership e. Work force profile, preferred executive characteristics 5. Identify at least 5 companies within the industry sector(s) of interest as potential employers. Prepare a chart summarizing relevant information pertaining to your future employment search. Approach it as “due diligence,” in the same manner an employer would conduct a background check on you as a potential future employee. 6. Personal SWOT analysis 7. Differentiation strategy 8. Competitive advantage: Current, potential 9. Promotional strategies and tactics a. Strategies—general approach to achieve objectives b. Tactics—specific activities 10.Budget 11.Time Line 12.Key Learnings  Your paper should include at least 5 reference citations on career development, preferably related to health administration.  Maximum length—2,500 words (about 10 pages); outline or bullet point form preferred.  Document all sources using APA style. Product: Individual Paper

Required Texts and Reading Materials:

1. Zuckerman, A. (2012). Healthcare Strategic Planning, 3rd ed. Chicago: College of Healchare Executives. 2. Hillestad, S. G. & Berkowitz, E. N. (2013). Health Care Market Strategy. 4th ed. Burlington,MA: Jones and Bartlett. 3. Other articles/readings assigned by the instructor and posted on BeachBoard.

Recommended Texts and Readings:

1. American Psychological Association. (2010). Publication Manual of the American Psychological Association, 6th ed. Washington, DC: Author. 2. Society for Healthcare Strategy & Market Development. (2011). Futurescan 2011: Healthcare trends and implications 2011-2016. Chicago: Health Administration Press.

Other Requirements: E-mail address and Internet access to use the online BeachBoard course software system. If you have problems, contact the CSULB Technology Help Desk by phone at 562- 985-4959 via e-mail at [email protected] or in-person at the Horne Center.

Course Assignments, Deadlines, and Grade Weights Assignment Description Deadline Points % of Grade

4 Decision Support Tool Team presentations Class 50 13% Demonstration Team project: Literature search & field BSMP Paper Class 65 16% contact, report BSMP Presentation Team presentation Class 40 10% Confidential peer evaluation of each Class Team peer evaluation learning team member’s contributions 30 8% for both DST and BSMP Final exam Take home final (individual) paper Class 100 25% In-class exercises Various (5 @ 15 points each) Varies 75 19% Engagement Participation in class discussions Weekly 40 10% Total 400 100%

Final Points and Grades 360-400 A 320-359 B 280-319 C 240-279 D <239 F

Student Assignments and Grading  Assignments are due by 11:59 p.m. in the BeachBoard Dropbox. Late assignments will be penalized 10% for each day past the deadline. Please advise instructor if you require special accommodations for disability or cannot attend a class session for religious reasons.  Learning teams: All team members will receive the same grade for papers and presentations.  Participation . Based on contributions to class discussions and completion of in-class exercises.  Document all written work with appropriate bibliographic and electronic citation protocols in APA style; see style manual and (for website citations) http://www.apa.org/journals/webref.html; http://www.csulb.edu/library/eref/vref/style.html.

Relevant University Policies  Cheating and Plagiarism. Please be aware of and ensure that your behavior conforms to University Policy. See: http://www.csulb.edu/divisions/aa/catalog/2009- 2010/academic_information/cheating_plagiarism.html.  Withdrawal Policy. Per University policy; see: http://www.csulb.edu/divisions/aa/catalog/2009- 2010/academic_information/withdrawal_policy.html. Withdrawal after 2nd week and before final 3 weeks “permissible for serious and compelling reasons;” instructor will evaluate student withdrawal requests on a case by case basis.  Attendance and Participation. Attendance policy conforms to: http://www.csulb.edu/divisions/aa/catalog/2009- 2010/academic_information/registration_holds.html.

5 Commitment to Inclusion

California State University, Long Beach is committed to maintaining an inclusive learning community that values diversity and fosters mutual respect. All students have the right to participate fully in university programs and activities free from discrimination, harassment, sexual violence, and retaliation. Students who believe they have been subjected to discrimination, harassment, sexual violence, or retaliation on the basis of a protected status such as age, disability, gender, gender identity/expression, sexual orientation, race, color, ethnicity, religion, national origin, veteran/veteran status or any other status protected by law, should contact the Office of Equity and Diversity at (562) 985-8256, University Student Union (USU) Suite 301, http://www.csulb.edu/depts/oed.

6 Course Schedule and Assignments (may change depending on class size, guest speaker schedules) Couse textbooks: Hillestad & Berkowitz (H&B), Zuckerman ( Zuc) (Note: All textbook assignments for class meetings must be read and the material understood before the class meetings. This will enhance in-depth discussion)

Week #, Topic Assignments Date 1 8/26/15 Introductions, course overview; Submit student information sheets marketing concepts review 2 9/2/15 Strategy & market planning H&B Chapter 2 Zuckerman Chapter 2 In-class exercise #1: Objectives, strategies, tactics 3 9/9/15 Service area & competitor analysis Zuckerman Chapter 4; H&B Chapter 5

4 9/16/15 Marketing research H&B Chapter 4 In-class exercise #2: Demand estimate & sales forecast 5 9/23/15 Market segmentation; product / H&B Chapters 3 & 6 service line management DST Demos 6 9/30/15 Internal Environmental Assessment Zuckerman Chapter 3 & Organizational Value Chain H&B Chapter 4 In-class demo: SpeedTrack for hospital Guest speaker: Jeff Pratt, Director data analysis of Strategy, SpeedTrack 7 10/7/15 Directional and Adaptive Strategies H&B Chapter 7

8 10/14/15 Strategy Formulation Zuckerman Chapter 5

9 10/21/15 Implementation Zuckerman Chapter 6, Appendix A and Case study #19 DST Demos 10 10/28/15 Strategic Decision Making and Zuckerman Chapter 11 Thinking DST Demos

11 11/4/15 Benefits Zuckerman Chapter 8 Updating and Sustainability Zuckerman Chapter 9 & 10 12 11/11/15 Holiday No Class 13 11/18/15 Strategy and Action Match H&B Chapter 6

11/25/15 Thanksgiving Break No Class 14 12/2/15 Crisis management 2 In-class exercise : Worst-case scenario BSMP Papers due 15 12/9/15 BSMP Presentations 16 12/16/15 Finals week Personal Strategic Plan Due 7 Bibliography (updated January 2012) Books

Berkowitz, E.N. (2010) Essentials of health care marketing (3rd. Ed.) Sudbury, MA: Jones & Bartlett.

Bernstein, J. (2011). Manager’s guide to crisis management. New York: McGraw-Hill.

Channon, D.F. (1999) The Blackwell encyclopedic dictionary of strategic management. Oxford, UK: Blackwell Publishers. Classic/Reference. Goldman, E.F. (2002). Results-oriented strategic planning. Chicago: Society for Healthcare Strategy and Market Development. Classic/Reference.

Harrison, J. (2010). Essentials of strategic planning in healthcare. Chicago: Health Administration Press.

Hicks, N.J., Nicols, C.M. (2012). Health industry communication: New media, new methods, new message. Sudbury, MA: Jones & Bartlett.

Hillestad, S., Berkowitz, E. (2004). Health care market strategy: From planning to action. Boston, MA: Jones & Bartlett Publishers.

Kim, W.C., Mauborngne. (2004). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Cambridge, MA: Harvard Business Press.

Langabeer, J., Napiewocki, J. (2000). Competitive business strategy for teaching hospitals. Westport, CT: Greenwood Publishing Group. Unique specialized resource.

Luke, R.D. (2004). Healthcare strategy: In pursuit of competitive advantage. Chicago, IL: Health Administration Press.

Mintzberg, H. (1994) The Rise and Fall of Strategic Planning. New York: Free Press. Classic/Reference.

Porter, M.E. (1996). Competitive strategy: Techniques for analyzing industries and competitors. Boston: Free Press. Classic/Reference.

Sharp, S. (2009). Competitive intelligence advantage: How to minimize risk, avoid surprises, and grow your business in a changing world. Hoboken, NJ: Wiley.

Thielst, C.B. (2010). Social media in health care: Connect, communicate, collaborate. Chicago: Health Administration Press.

Zuckerman, A.M. (2012). Healthcare strategic planning: Approaches for the 21st century (3rd Ed.). Chicago: Health Administration Press. Articles

8 Bungay, S. (2011). How to make the most of your company’s strategy. Harvard Business Review, 89, 132-140.

Court, D.C., Gordon, J.W., Perry, J. (2005). Boosting returns on marketing investment. The McKinsey Quarterly, 2, 1-8. Retrieved June 6, 2005 from: www.mckinseyquarterly.com.

Gershon, H., Pattakos, A. (2004). Creating market opportunities: Innovation is key. Journal of healthcare management, 49, 9-11.

Greenhalgh, T., Glenn, R., MacFarlane, F., Bate, P., Kyriakidou, O. (2004) Diffusion of innovations in service organizations: Systematic review and recommendations. The Milbank Quarterly, 82, 581-629.

Horack, B.J., Campbell, D.J., Flaks, J.A. (1998). Strategic positioning: A case study in governance and management. Journal of healthcare management, 43, 527-540.

Lazarus, I.R. (2011). What will it take? Exploiting trends in strategic planning to prepare for reform. Journal of healthcare management, 56, 89-93.

Rust, R.T., Moorman, C. & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88, 94-101.

Weiss, R. (2009). The most critical 16 minutes in marketing. Marketing Health Services, 29(4).

Journals:

Strategic Healthcare Marketing: eHealth Strategy & Trends (monthly newsletter: publisher Health Care Communications)

Marketing Health Services; Harvard Business Review; Frontiers of Health Service Management; Journal of Healthcare Management

Websites:

CSULB Business Library web site: http://www.csulb.edu/library/subj/business/.

California HealthCare Foundation has a daily (weekdays) free electronic newsletter, California Healthline, which provides excellent information on current events in the healthcare industry and a wealth of issue briefings, research reports and other materials for both healthcare professionals and the general public. www.chcf.org.

9 STUDENT INFORMATION SHEET TURN IN AT FIRST CLASS SESSION HCA 530-Fall 2015

Name______

Name you prefer to use______

Address______

______

Phone(s):______

Best time/place to reach you:______

E-mail address:______

Please describe briefly: a. Your educational background and work experience:

b. Future career goals:

c. Languages you speak and write: