The strategic planning process is often important than the strategic plan, but increasing complexities in healthcare organizations has doubled the difficulty of carrying out the process. For both marketing and strategic planning, communication is an integral part of the processes as it enabled easier maneuvering between various departments and stakeholders. For instance, in strategic planning, one of the elements involved is facilitation; the leader takes the responsibility of guiding the process (Zuckerman, 2012). Effective communication, therefore, breaks barriers and blockages that may hinder the process. In the same way, in marketing, several teams may be assigned several duties. For example, one team may handle printing advertisement brochures while the other distributes them. Communication, therefore, enables all participants in marketing to provide updates on their progress. Communication promotes teamwork. Most strategic planning comes from different, constituted groups (Zuckerman, 2012). Open and effective communication thus facilitates debates on key issues and consensus whenever possible, which brings all team participants closer.
When it comes to marketing, healthcare organizations use communication to add value to their products and services. Communication not only informs prospective customers about such products and services but also maintains a close relationship with current customers (Thomas & Calhoun, 2007). Most of the healthcare services are considered as processes or performances, which means it is often difficult to evaluate their benefits. For this reason, the marketer has to communicate clearly and effectively in highlighting their service. A good communication system highlights the organization's service attributes concerning quality and performance, and this equates to more customers. The most crucial part of communication is the message it contains, which may include planned messages, service messages, and unplanned messages. While planned messages result from marketing communication efforts like advertising and can be controlled, service messages cannot be controlled as they encompass customer feedback from purchased products and services. On the other hand, unplanned messages result from customer encounters with the organization. Therefore, an effective marketing plan must include proper communication channels to effectively collect and use the information to advertise and improve service delivery.
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References
Thomas, R. K., & Calhoun, M. (2007). Marketing Matters: A Guide for Health Care Executives . Foundation of the Amer College.
Zuckerman, A. M. (2012). Healthcare Strategic Planning . Third Edition, Health Administration Press.
