Bài giảng Tư duy hệ thống về quản lý y tế

Bài giảng trình bày tư duy hệ thống về quản lý y tế thông qua các kinh nghiệm quốc tế về quản lý bệnh viện cũng như một số giải pháp nâng cao chất lượng của bệnh viện. Mời các bạn cùng tham khảo bài giảng để nắm chi tiết nội dung của kiến thức.
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Bài giảng Tư duy hệ thống về quản lý y tếTƯDUYHỆTHỐNGVỀQUẢNLÝYTẾDimitryTran,CFA,MBATrầnĐặngMinhTrí TRƯỜNG THPT CHUYÊN LÊ HỒNG PHONGÁpLựcCảiTiếnKinhNghiệmCảiTiếnQuốcTếBusiness Horizons (2007) 50, 199–209 www.elsevier.com/locate/bushorBuilding a strong services brand: Lessons fromMayo ClinicLeonard L. Berry a,⁎, Kent D. Seltman ba Mays Business School, Texas A & M University, 4112 TAMU, College Station, TX 77843–4112, USAb Mayo Clinic, 200 First Street SW, Rochester, MN 55905, USA KEYWORDS Abstract A strong services brand is built and sustained primarily by customers’ Services branding; interactions with the provider. A services branding model depicts the dynamics of Services marketing; brand creation. From the interrelationships among the presented brand, external Word-of-mouth communications, and customers’ experiences emerge brand awareness, meaning, marketing; and, ultimately, equity. The Mayo Clinic case study illustrates the services branding Brand protection; model by showing how one organization has created, extended, and protected a Mayo Clinic powerful brand through an unwavering commitment to the well-being of its customers. Managers outside of healthcare can benefit from three branding lessons embedded in the Mayo Clinic story: (1) attend to organizational values; (2) play defense, not just offense; and (3) turn customers into marketers. © 2007 Kelley School of Business, Indiana University. All rights reserved.1. Mayo Clinic: A brand to behold a follow-up question asking for “other institutions” they would consider. Preference for Mayo Clinic isMayo Clinic has developed one of the most powerful almost three times greater than for the second-services brands in the world and, arguably, the ranked institution (Mayo Clinic Brand Monitor,leading healthcare brand in the United States. In a 2003).2003 national study, primary decision-makers in US The purpose of this article is to distill how Mayohouseholds were asked what healthcare institution Clinic has built and sustained such a strong servicesthey would choose for themselves or a family mem- brand, and to suggest branding lessons managers inber if insurance or finances would enable them to go other service organizations can glean from the Mayoanywhere for a serious medical problem such as case study. The Mayo Clinic brand story is nothingcancer treatment, heart surgery, or neurosurgery. short of remarkable: the organization opened shopResponses were unaided and Mayo Clinic was not more than 140 years ago in a small, isolated Minne-identified as the study sponsor. As shown in Table 1, sota town, had a one-person marketing staff fromMayo Clinic was mentioned by nearly 19% of respon- 1986 until 1992, and uses little media promotion todents, with an additional 8% including Mayo Clinic in this day (defying the commonly held assumption that great brands require great advertising). ⁎ Corresponding author. In undertaking our study, we begin by summariz- E-mail addresses: BerryLe@tamu.edu (L.L. Berry), ing a generic model of services branding. Next, weseltman.kent@mayo.edu (K.D. Seltman). present the Mayo Clinic case study, which illustrates0007-6813/$ - see front matter © 2007 Kelley School of Business, Indiana University. All rights reserved.doi:10.1016/j.bushor.2007.01.005TừAnToànNgườiBệnĐếnTựChủTàiChính TựChủTàiChính DoanhThu ChiPhí SốLượngNB GiảmLãngPhí QuảngCáo ThươngHiệu &TruyềnThông HàiLòngNB AnToànNBSựCốYKhoaCóThểTránhĐược? SỰCỐ ...