Stratasan Blog

True or False: Patients Go to The Hospital Closest to Them

Overcome Market Share Myths and Kickstart Growth

By Lee Ann Lambdin

It is true that patients will go to the hospital closest to them IF all other factors are equal.  But the reality is — all other factors are typically not equal. This is why hospitals must focus on distance, along with several other factors, when they work toward driving growth.

3 Things Healthcare Strategic Planners Need to STOP Doing, ASAP!

By Lee Ann Lambdin

As a healthcare strategic planner, your time is both limited and valuable. Planning departments are shrinking with the evolution of decision support departments. Strategic planners and marketers alike are facing a new reality that requires them to do more with less. Many who have planning and strategy in their title are responsible for marketing as well. This is due to one of two things:

  • Either there was never a planning position at all or strategy has increasingly become a more important function for the hospital or health system so this job was given to the department that made the most sense: marketing.
  • Or, the planning position was eliminated over time and the function was consolidated with the marketing function. This is often the case in small systems and independent hospitals, where one person is faced with juggling multiple roles.

Calculating Adjusted Market Share - accounting for services not offered

Is 30% market share "good"? 50%? How about 75%?

What should be your target market share?

These are questions that Strategic Planners and Hospital CEOs wrestle with.  With decades of strategic planning expertise, we have gut feelings when we get to know a market what a target should be.  This article outlines both that gut feel and a mathematical model to help select a target.

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