Description: First part of two-course sequence focusing on major issues in the organization of a health services system: role of values; assessment of health status; analysis of need, access and use of services; current supply and distribution of health resources; analysis of health care costs and expenditures. Students enrolling in HMP 600 are expected to also complete HMP 601.
Description: Covers general concepts of strategic planning for business development and marketing as applied to health care settings. Topics include: assessing and understanding the needs of key customer groups; health consumer behavior; market segmentation and targeting; clinical staff needs and relations; forecasting service demand; new product development; product pricing and distribution; advertising and public relations; analysis of collaborative and competitive environments, and strategy formulation. Potential conflicts between an organization's business objectives and its participation with competitors in collaborative community benefit programs are also explored. In the 3 credit hour version of the course, extra emphasis is placed on experiential learning methodologies for developing health services strategic plans and the exploration of topics key to successful strategic positioning, business development, and marketing in the management of health care services.