HA 518 PU Strategic Planning & Marketing at Community Medical Centers SWOT Analysis


Health Services Professionals

Carefully read the Service Area Management, Case # 10 located on page 141 in Darr, Farnsworth, & Myrtle’s Case book. This case study challenges you to analyze and prioritize various types of information common to a dynamic and competitive healthcare marketplace as part of an organization’s strategic planning and marketing process. Information about the Fresno, California, healthcare market, including the hospital and health system providers, physician and allied health community, and payer and health insurance community, was obtained from the California Office of Statewide Health Planning and Development website, and the California HealthCare Foundation.

Unit Learning Outcomes
ULO #3: Identify issues associated with operating a not-for-profit hospital in a rural area in a resource-constrained environment when making decisions on leveraging governmental programs and options in order to find creative solutions to deliver quality care. (CLO 3 and 7)
ULO #4: In view of a shortage of primary care and specialist physicians, evaluate how challenges in human resources impact culture, operations, and strategic planning. (CLO 7)


Darr, K., Farnsworth, T. J., & Myrtle, R. C. (2017). Cases in health services management. (6th ed.). Baltimore, MD: Health Professions Press.

The students are expected to carefully read the assignment instructions, then thoroughly and explicitly address each component of the corresponding case study questions.

Using McKee’s environmental assessment, what are Community Medical’s most important strengths, weaknesses, opportunities, and threats (SWOT analysis)?
Identify an analyze Community Medical’s most important strategic issues.
In what ways should Community Medical’s strategic issues determine its strategic marketing plan?
What key issues should McKee and her teammates emphasize to position Community Medical and promote it to service area physicians, patients, payers, and the general public?
After completing the environmental assessment—including the SWOT analysis and summary of strategic issues—Chadwick, McKee, and Community Medical leadership must develop business and operating plans to advance the organization’s strategic initiatives. Identify the elements of an effective marketing plans.
The submission should reflect higher-level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone being prepared to serve in an operational capacity within the healthcare and related industry.
To earn the maximum number of points, the submission should reflect graduate-level execution with clear evidence of critical thinking, synthesis of relevant information from credible sources, and clear mastery of the concepts necessary to successfully execute each component of the assignment.
The submission should not exceed four (4) pages in length, excluding the title and reference list pages, and explicitly address all required components of this assignment.
The document must be double-spaced, adhere to the APA writing style (7th ed.), and include at least three (3) references of credible or peer-reviewed sources to support any suppositions and recommendations.
Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.
Due Date
by 11:59 p.m. CT, Sunday

I will post the case study separately.

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