Strategic Planning & Marketing Flashcards
Strategic Planning
The process of ensuring that an organizations current purpose, aspirations, goals, activities, and strategies connect to plans and support its mission
Mission
Provides a benchmark
What we are about- fits w/ core mission & purpose
Vision
Describes aspirations
On a global level
Stake Holders
Internal & External focus groups
Environmental Analysis: SWOT
Strength (internal)
Weaknesses (internal)
Oportunities (external)
Threats (external)
AOTA Centennial Vision 2007 : 6 Practice Areas
Mental Health (dress for success, homeless shelters, forensic OT
Productive Aging (home assessments, caregiver training)
Children & youth (Autisum, baby gym)
Health & Wellness (ergonomics, injury prevention)
Work & industry (return to work, ADA compliance consulting)
Rehabilitation, disability, & Participation (virtual reality interventions, diver rehab, low vision)
Hot Medical Conditions
Low vision Fibromyalgia Asthma Autism ADHD Diabetes
Marketing
Process of identifying and communicating with consumers through set of strategies and techniques intended to attract, persuade, & maintain consumers as purchasers of service an products
- Stark Law (Ammended 1994)
limits the physisian from referring from services (such as OT) if they have financial interest in that business (i.e. they own it)
*Prior to the 1977 US Supreme court case
professionals were not allowed to advertise or market their services
*HIPPA State that you can not
target marketing to a specific group (i.e. you can not take all your RA pts. and invite them for a new yoga class designed for the RA population) You can also not use the pts. cases in advertising w/o the pts. permission.
- Per NY state office of the professions
A PT or OT may not own a business and hire and refer to the opposite (similar to the Stark Law) as the principle owner would have financial gain from requesting physician referral to the employee counterpart w/ the business
Marketing mix the 5 P’s
Product (services offered)
Price ($ charged for the service)
Place (where is it provided, accesability)
Position (best @ something, only clinic that does it)
Promotion (communication of info to the consumer about the products benefits: advertising, sales promotion (i.e. giving something away), public relations & personal selling)
SWOT : Internal Factors
Strengths & Weaknesses
space, funding, skill set, leadership
SWOT : external factors
Opportunities (what is the community like - is it around the pop. you want to serve?)
Threats (Better skilled therapist down the st)
