Strategic positioning. Part 2: Positioning challenges in an evolving health care marketplace.
Why is strategic positioning so important to health care organizations struggling in a managed care environment and what are the sources of value? In Part 1 of this article, entitled "The Sources of Value under Managed Care," the authors presented four sources of value relative to the evolution of the market from fee-for-service to managed care. These value sources are: (1) assets, (2) price/performance, (3) distribution, and, ultimately, (4) capabilities and brand equity. In this article, the authors further elaborate on the sources of value as the market moves beyond the historical fee-for-service position to a managed care marketplace. Part 2 presents the marketing and financial challenges to organizational positioning and performance across the four stages of managed care.
Kauer
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Weatherhead School of Management, Case Western Reserve University, Cleveland, OH, USA.
Berkowitz
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D019033:Delivery of Health Care, Integrated / Q000191:economics / Q000458:organization & administration*; D004465:Economic Competition / Q000458:organization & administration; D005069:Evaluation Studies as Topic; D019981:Health Care Sector / Q000639:trends; D006752:Hospital Planning / Q000191:economics / Q000458:organization & administration; D008329:Managed Care Programs / Q000191:economics / Q000458:organization & administration*; D008389:Marketing of Health Services; D017146:Models, Organizational; D009937:Organizational Objectives; D010934:Planning Techniques; D015397:Program Evaluation; D014481:United States