California State University, Long Beach s6

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

Spring 2014 (rev. 1-6-14)

Instructor: Terence Cunningham, MHA, FACHE Course Number: # 3398 Email: [email protected] Class Meets Jan 22-May 7, 2014 Cell: 562-430-6465 Wednesdays 7:00pm-9:45pm, CBA 216 Office Hours: by appointment, Additional Contact Information: Th 2:30-4 and 9:45-10:15, Wed 6-7 PM, HCA Program Administrative Coordinator: Deby HHS-1 Bungalow 03 McGill, [email protected] Tel. 562/985-5694; fax 562/985-5886

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 Domain Competency – Knowledge of Activity (A1), Assignment (A2) or Assessment (A3) Compare and contrast strategic, 5.D.  Business plan development BSMP Assignment: marketing and business plans and implementation Business-strategic-  Locate or formulate a business processes marketing plan literature case statement and exit  Business planning search and organizational strategy including business case and contact paper &  Distinguish core and peripheral exit strategy development presentation lines of business  Illustrate the use of decision 5.D. Characteristics of strategic Decision support tool support and decision support (e.g., planning; research & demonstration competitive/market research marketing; modeling; assignment methodology forecasting)  Discover opportunities in trends Apply the principles of crisis and 5.D. Crisis and disaster planning “Worst case scenario” in- disaster planning class exercise Assess business growth and career 5.D. Marketing principles and tools Demand estimate/sales opportunities in a defined sector of (e.g., competitive and market forecast exercise; case the health care industry research and data analysis; study exercise HCA- 530, Spring 2014, TTC rev 1-6-14 Learning Objective Domain Competency – Knowledge of Activity (A1), Assignment (A2) or Assessment (A3) sales; advertising) Personal strategic and marketing plan Translate strategies into action 5.D. Implementation planning (e.g., Objectives, strategies, plans operation plan; management tactics exercise plan) Worst case scenario exercise Personal strategic and marketing plan Integrate marketing, business, 5.D.  Marketing plan Personal strategic and operational, personnel and finance development marketing plan plans  Strategic planning processes development and implementation (scenario planning, forecasting, etc.) Formulate mission, vision, values, 5.D. Organizational mission, vision, Personal strategic & objectives, priorities and link to objectives and priorities marketing plan planning

Course Assignments:

Team & Individual Assignments. Students will be assigned randomly to learning teams for in-class exercises and two group research and presentation assignments. Final exam is an individual assignment.

1. 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 – 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/default.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: HCA- 530, Spring 2014, TTC rev 1-6-14 -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 and Briefing Slides. One member of each team must send a copy of the team’s power point presentation to instructor’s drop box labelled DST Report, NLT Sunday prior to class #5

2. 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 (preferable) 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. One member of the team must send a copy of the power point presentation to the instructor’s dropbox labelled BSMP Report, NLT Sunday prior to class #14 3. 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. This is an individual assignment and a take home final exam.  Mission/vision statement (long term, big picture)  Objectives (short term, measurable, time-specific: where do you want to be in 3-5 years, within 1 year post-graduation?)  Target market (industry sector[s], location, type of organizations) – see “Industry Sector Research” below  SWOT analysis  Differentiation strategy  Competitive advantage: Current, potential  Promotional strategies and tactics a. Strategies—general approach to achieve objectives HCA- 530, Spring 2014, TTC rev 1-6-14 b. Tactics—specific activities  Budget  Time Line  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.  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 overview, including but not limited to the following: 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 f. 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. Document your sources per APA style. Product: Individual Paper. Send to instructor’s drop box labelled PSMP Report, NLT May 14, 2014

Required Texts and Reading Materials:

1. Zuckerman, A. (2012). Healthcare Strategic Planning, 3rd ed. Chicago: College of Health Care 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 Due NLT Points % of Grade Decision Support Tool Team presentations in class. (report due in Weeks 5 or 6 30 7 Demonstration dropbox NLT Feb 16, 2014) * BSMP Paper Team project: Literature search & field Apr 27 80 19 contact, report BSMP Presentation Team presentation Weeks 14 or 35 8 15 *

HCA- 530, Spring 2014, TTC rev 1-6-14 Team peer evaluation Confidential evaluation of each learning Varies * 40 9 team member’s contributions (both DST and BSMP) Final exam Take home final (individual) paper May 14 100 24 In-class exercises Various (5 @ 10 points each) Varies 50 12 Sign In attendance Attendance and participation (4 pts. x15) Weekly 60 10.5 Engagement Weekly 30 10.5 Significant meaningful and in –depth discussion in class. (2 pts. x 15) Total 425 100%

* Individual team presentation dates will be posted on the course BB

Final course grade weights: 382.5+ = A; 340- 382 = B; 297.5- 339.5 = C; 255-297 = D; <255- = F

There will be no curving of final grades.

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.  Course Schedule and Assignments (may change depending on class size, guest speakers schedules)

Couse textbooks: Hillestad & Berkowitz ( H&B), Zuckerman ( Zuc)

Week #, Topic Assignments Date #1 -Welcome, Introduction -Submit student information sheet to instructor’s drop Jan 22 -Guest speaker, Richard Hahn, retired box, labeled Student Information sheet prior to class FBI Special Agent, on Crisis # 1. (Form on last page of syllabus) Management and Disaster -Zuc Ch 1 Preparedness in Health Care -H&B Ch 1 -Course Overview, Syllabus. - (Note: All textbook assignments for class meetings -Is Strategic Planning Still Relevant? must be read and the material understood before the

HCA- 530, Spring 2014, TTC rev 1-6-14 lecture class meetings. This will enhance in-depth - Strategic Development and the discussion) Strategic Mindset, lecture -ICE # A # 2 -Review of major course assignments, -Review DST, BSMP, PSMP major assignments on Jan 29 DST, BSMP, PSMP, Rubrics posted on BB -Understanding the Strategic, -H&B Ch. 2 Business, and Marketing planning -Zuckerman Chapter 2 Process, lecture -In-class exercise #B - Organizing for Successful Strategic Planning:12 Critical Steps, lecture #3 -Service area & competitor analysis -In-class demo: SpeedTrack for Health Care Big Data Feb 5 Guest speaker: Jeff Pratt, Director of analysis Strategy, SpeedTrack, Inc. -H&B Ch. 3 - Challenge of a Competitive Marketplace, lecture -Review DST assignment #4 Conducting the Internal and External -H&B Ch. 4 Feb 12 Assessment ( Market Research), -Zuc Ch 3 lecture -Analyzing the Environment, lecture #5 Decision Support Tools team -One copy of each DST team’s power point Feb 19 presentations presentation is due to dropbox NLT Feb 16 -DST team presentation membership and dates will be posted on BB -Team members presenting will peer review teammates, and turn in critiques at end of class. #6 -Continue DST presentations - DST presentations Feb. 26 -Formulating Strategy, lecture -Teammates critique teammates, due at end of class -Zuc Ch. 5 #7 -Guest speaker Ron Byrum , -H&B Ch. 5 Mar 5 Marketing Professor, Creating the -Zuc Ch. 4 Mission ,Vision , and Critical -ICE # C Success Factors, lecture, and -Identifying the Organizational Direction, lecture #8 Guest speaker, Professor John Briscoe, H &B Ch. 6 Mar 12 retired Senior Marketing Executive, The Strategy / Action Match #9 -Transitioning to Implementation, --Zuc Ch. 6 March 19 lecture -ICE # D, Bring Zuckerman textbook to class with you #10 -Determining Marketing Actions -H&B Ch. 7 Mar 26 (tactics), lecture -Review progress on BSMP and PSMP

Mar 30-Apr5 Spring Break – no class ENJOY time with family and friends #11 -Integration of the Marketing Plan with -H&B Ch. 8 Apr 9 the Business Plan and the Strategic -Zuc Ch. 8 Plan -Realizing the Benefits from Strategic Planning, lecture HCA- 530, Spring 2014, TTC rev 1-6-14 -Review BSMP progress #12 -Making Planning Stick, From -Zuc Ch. 9 Apr 16 Implementation to Managing -Zuc Ch. 10 Strategically, lecture -Annual Strategic Plan Update, lecture #13 - Encourage Strategic Thinking, -Zuc Ch. 11 Apr 23 lecture -ICE #E -Review BSMP and PSMP progress -At least one copy of BSMP team’s power point presentation is due to instructor’s dropbox NLT Apr 27 #14 Business Strategic Marketing Plan -BSMP PP presentation due in dropbox NLT Apr 27 Apr 30 (BSMP) Team presentations -BSMP teammates critiques due at end of class

#15 -BSMP presentations -BSMP teammate critiques due at end of class May 7 -Future Challenges for Strategic -Final exam, the PSMP, an individual assignment is Planning and Planners due NLT May 14 in the instructor’s drop box -Review progress on PSMP -Last day of class #16 May 14 Finals week – no class Final take-home exam due NLT May 14, 2014

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.

HCA- 530, Spring 2014, TTC rev 1-6-14 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

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. HCA- 530, Spring 2014, TTC rev 1-6-14 STUDENT INFORMATION SHEET

HCA 530-Spring 2014

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:

Please send to instructor’s drop box , labelled Student Information Sheet, prior to class # 1.

HCA- 530, Spring 2014, TTC rev 1-6-14