In every organization, including healthcare, has marketing plans that involve mission, vision, and values statements that are essential for the company progression in terms of goals. Banner Health is a company of my choice, which is a corporation with 23 hospital and 300 clinics and other specialized medical facilities. The organization is a non-profit which has various communities’ services. Banner health employed over 40,000 workers with different positions available for the individuals looking for a job ( Verdier & Chelminsky, 2017) . Since the organization is not a profit organization, it attracted communities and workers by issuing incentives such as scholarship to their employees and for another medical health-related career. Banner health became an exciting organization to me as a result of their community services (non-profit) and provision of scholarships to employees interested to further their education which is a good marketing plan. Also, the organization offered student check-ups and other perceptions opportunities such as school clinical for the communities.
Banner health is very innovative and positioned to differentiate itself as a healthcare leader, provider and employer. The organization purchased UAHN hospitals in Tucson which is a university in Arizona which is based as a learning hospital thereby help the Banner health in spreading the news about their company’s innovation which indirectly helps in their marketing plans for the organization. The first step in any company strategic planning is defining its mission, vision, and values. Without a compelling defined mission, visions, and values, then the other plan might be misled or confused.
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Banner Health Mission, Visions, and Values
Mission
‘ The organization as a leading nonprofit provider of health care in every community we serve, commitment to our mission is essential: “ To make a difference in people's lives through excellent patient care.”
“ As a nonprofit, Banner Health exists to provide health care services to the communities we serve, rather than generate profits. That means that every dollar we earn is reinvested into:
• New hospital beds
• New or expanding patient care services
• New physician services
• New technologies
• Maintaining existing equipment and facilities
• Paying employees’ salaries” (Banner Health, 2016).
We Value
• “People Above All- by treating those we serve and each other with compassion, dignity and respect.
• Excellence- by acting with integrity and striving for the highest quality care and service.
• Results- We show we value results by exceeding the expectations of the people we serve, as well as the expectations we set for ourselves” (Banner Health, 2016).
Vision
Our Vision is: “ We will be a national leader recognized for clinical excellence and innovation, preferred for a highly coordinated patient experience, and distinguished by the quality of our people.”
“ Our Vision statement paints a picture of what our goals are for the future. It clearly defines the work we must do and connects to the behaviors we must demonstrate to achieve these goals within the next five years:
• Be recognized for clinical excellence and innovation
• Develop a highly coordinated patient experience
• Be distinguished by the quality of our people.
We will be the market leader in clinical quality, customer service and operational performance
by being…
• SMARTER- in the way we operate.
• FASTER- in acting on opportunities, challenges and change.
• BETTER- at all we do to provide care.
• TOGETHER- focusing on what matters most” (Banner Health, 2016).
With the above Banner Health’s mission, vision and values statements indicated that they are essential for the company's objectives and specific segments of their marketing plans. The corporate mission and vision indicate the guidelines for their marketing planners to adhere to whereby primary goals are specified to satisfy their loyal customers as well as non-loyal customers. Therefore, effectively used as guidance for company decisions making. "Shareholders, leaders and employees are generally the targets of the mission. It should help workers within the organization know what decisions and tasks best align with the mission of the company. A mission statement should offer insight into what company leaders' view as the primary purpose of being in business. Some companies have profit-motivated missions, while others make customers a focal point. Banner Health's mission, vision, and values are very customer-focused, and education focused. Other firms use a mission to point out more altruistic intentions that ultimately lead to profits." (Kokemuller, 2015). According to Steven & Silver (2015) mentioned that monitoring and assessing customers are essential in the maintenance of the organization marketing plan is effective. To recall, the environmental and marketing being unstable will impact organizational market planning development. With these constant changes, the marketing planners should always monitor, assess, evaluate to include new plans whenever changes occur instantly to satisfy their customers 'needs, wants, and expectations.
Organization Purposes and Priorities definition
Banner Health’s mission, vision and value statements are very understandable with detailed explanation on how to increase a culture of excellent patient care while reinvesting back in their organization. Since the organization is a non-profit organization, the company clearly defined its mission on how their investment earned (profits) would be shared back into their company as well as their communities. Banner health maintained the laws of a non-profit organization by not hiding some profits for their use, thereby preserve law and order of the country. Based on their mission statement given above clearly specified individually where their profits or capital will be reinvested back. Also, the corporation objectives based on their values indicated, are to be recognized as a clinical excellence and innovation, which is essential in the development of their marketing plans. Their utmost priorities are maintenance of being a leader, innovator, provider, and employer of healthcare while giving patients quality care to satisfy their needs. Their mission, visions and values statement stated their purposes and their priorities are identified, detailed, and strategic in their matching to give a good understanding of what the company is all about.
Mission Statement Comparison with other HCO from Competing Organizations
Mission statement acts as a road map for company’s decision preparation whereby investors, administrators, and workers happen to be the main priorities of the mission thereby helps the employees to identify what their duties are in the organization as well as what the organization expected from them. A mission statement gives ideas of what the leaders saw as their primary purpose for establishing the business. Some companies are motivated to be into business as a result of profit or non-profit, while others used customers as their central point. "A mission statement differs from a vision statement in that a vision statement is focused on the future of the organization while the mission statement is focused on the current organization" (Steven & Silver, 2015)
In Banner Health mission statement as a non-profit organization which assists "to provide health care services to the communities we serve, rather than generate profits. That means that every dollar we earn is reinvested back into the company promotions and improvement, such as the development of new products and services" (Banner Health, 2016). Other companies with HCO are different from Banner Health because as a non-profit organization, there are some restrictions and rules a company must follow.
The bottom line for the competitive HCO that is profit-oriented (It is all about money first before services) while their company are non-profit oriented (customers as their priority). Their mission statement is good and does not separate the HCO from competing organization. With the economy being bad, a lot of people would prefer to visit a health care organization that is non-profit if the organization is customer-oriented than business-oriented, thereby giving Banner Health competitive advantage over their competitors (Kash, 2016) .
The succession plan for the Chief Nursing Officer , includes the following SWOT analysis.
Strengths:
Banner Health has four clinics throughout Arizona with three Registered Nurses that have the skills and education for promotion.
Registered Nurses have the skills and education to elevate to the Chief Nursing Officer position.
Banner Health is the only pain management entity that is licensed to perform REGENEXX stem-cell therapies in Arizona (Kash, 2016) .
Weaknesses:
RN staff may not want to promote to the Chief Nursing Officer position.
Within the next 3-5 years, this position will be vacant. May have to go with an outside recruiting agency,
Banner Health strategic plan includes growth with two additional clinics.
Need for approximately ten additional staff, including two RNs.
Need a transition plan in place; no plan exists.
The success of the business is directly related to the person who owns it.
Opportunities:
Develop bench strength before it is too late.
Invest in the future by getting the right people in place.
Strategically plan for the future growth of the business.
Threats:
Reliance on the owner in every aspect of the business is the primary weakness.
Day-to-Day operations are slowed or hindered due to the management decision-making process.
Patients are lost due to the lack of employee empowerment.
The vacancy of the Chief Nursing Officer would affect the clinical staff in all clinics. Concerning regulatory requirements and clinical operations, the job of this position would affect daily functioning, patient care, quality improvement, and regulatory requirements. Banner Health mission is to provide excellent patient care and is a proud member of the Accreditation Association for Ambulatory Care (AAAHC) (Kash, 2016). Without a skilled regulatory accreditation leader, quality and patient care would suffer. This is a critical position at Banner Health and directly related to the success of the organization.
The positions of support, such as front desk, patient coordinator, and medical assistant personnel, are at a low-risk classification. The administrative support clinical positions and the medical assistant positions are required to have a medical assistant certificate. A SWOT analysis of these positions is included below:
Strengths:
The abundance of Medical Assistants in the State of Arizona. No labor shortage.
Currently, our Medical Assistants are not at retirement age.
Competencies necessary for the job include the Medical Assistant Certificate and evidence of competency in this area.
Weaknesses:
High turnover rates of these positions.
Micromanaging of these employees exists.
Opportunities:
Develop bench strength for these support positions.
Strategically plan for these positions as additional clinics are added.
Threats:
These positions can get another job or go anywhere.
Low morale – no recognition or reward program.
There is a low regard for the organization's mission, goals and objectives.
Engagement – low.
Conclusion
Banner Health has an active and good mission, vision, and value statement. It involves its objectives, and goals, which helps in their marketing plan as well as the strategic plan. The importance of the company mission, vision, and values statements were written, sensible, achievable, aspirations, simplified, understandable, and are essential for the company's objectives, HCO Strategic plan, and specific segments of their marketing plans. The vision and mission statement of every organization should be updated regularly to ensure being in line with the strategic plan and the marketing plan. It should be studied often to check on the implementation, thereby assess how the performance of the organization. The corporate mission and vision indicate the road map for their marketing planners to adhere to whereby primary goals are specified to satisfy their loyal customers as well as non-loyal customers. Therefore, effectively used as guidance for company decisions making. Their statements identified Banner Health company as a true industry leader, innovator, employer, provider, and customers-oriented, which gives the HCO more competitive edge over its competitors.
References
Banner Health: Mission, Vision, and, Values. (n.d.). Retrieved November 6, 2016, from
https://www.bannerhealth.com/Careers/Why Choose Banner/Our Mission.html .
Darbi, W. P. K. (2012). Mission and Vision Statements and their Potential Impact on Employee
Behavior and Attitudes: The case study of a public but profit oriented tertiary institution. International Journal of Business and Social Sciences. Vol.3. No. 14
Kash, B. A. (2016). Interview with Peter S. Fine, FACHE, President and CEO of Banner Health. Journal of Healthcare Management , 61 (2), 81.
Kokemuller, M. (2015). Importance of Mission Vision in Organizational Strategy. Retrieved
November 6, 2016, from http://smallbusiness.chron.com/importance-mission-vision-organizational-strategy-16000.html
Stevens, R., & Silver, L. S. (2015). Strategic Planning and Marketing in Healthcare
Organizations [Strategic Planning and Marketing in Healthcare Organizations]. Retrieved from https://content.ashford.edu/books/AUMHA626.15.1/sections/fm
Verdier, J., & Chelminsky, D. (2017). State and Health Plan Strategies to Grow Enrollment in Integrated Managed Care Plans for Dually Eligible Beneficiaries. Technical Assistance Brief. Integrated Care Resource Center .
