Nursing
2016-06-23
Introduction
This paper is devoted to the strategic development of the health care organization Banner Health Network and its readiness to change in accordance with the new needs of customers. Banner Health is a nonprofit system in the US. Twenty three hospitals together with the specialized departments are the part of the system (Official Site of the Banner Health Network, 2016).
This organization provides different types of services in such states as Arizona, Colorado, Nebraska, Alaska, California, Nevada and Wyoming. The mission of the Banner Health Network is the following: “to make a difference in the lives of people through the excellent patient care” (About Banner Health Network, 2016).
The assortment of offered services includes the following types:
services for adults: surgery, orthopedics, oncology, cardiology and others;
services for children;
maternity;
sleep centers;
rehabilitation and others (Services at Banner, 2016).
The current mission of the organization aims to provide high quality services to customers rather than to generate profits. It means that the company tries to reinvest a huge amount of profits into new services, improvement of current hospital rooms, technologies and equipment. The company takes part in the charity care through its Financial Assistance Program.
Discussion
The readiness of the company to change in accordance with the new needs of the customers can be analyzed through the current management system, its flexibility and willingness of the staff to implement changes in the life. Current Banner leadership is one of the key components in order to provide excellent patient care in all hospitals of the system and in all states of the US, where the company is presented. More than thirty four thousand employees work in different department across the country (Who Is Banner Health Network?, 2016). In order to satisfy possible new needs of the customers, the company develops the strategic plan. Its main objectives are as follows:
personal development of all employees, especially, social workers and registered nurses and physicians;
Thus, one can say that the company has chosen the quite relevant strategic plan, implementation of which during the next decade could satisfy the most of the customers’ needs. At the same time, the company can face different problems. For example, network growth of the analyzed company is limited. The Banner Healthcare cannot grow permanently. It should be noted that the current resource fund of the hospitals needs annual investments for their further functioning and development. In this case, the company should pay more attention to the quality of offered services rather than company’s growth.
The second issue concerns the work productivity of the nurses and social workers at the hospitals. As we know, especially these professions are usually suffered by the job burnout syndrome. The quite high staff turnover is characterized for these kinds of professions. The company has a special Education Center for the employees, but it aims to improve skills of physicians rather than other specialties.
In this case, the company has established the special Education Assistance Program for nurses (for example, Anthony J. Jannetti Nursing Scholarship). It aims to provide all participants the advanced degrees in nursing.
As it is mentioned above, patient satisfaction is in close relationship with the company’s politics of diversity. The Banner Health facilities are available for all people regardless of their race, origin, age or gender. In this case, the politics of diversity should be followed in the company’s management system in order to become closer to customers and gain the trust of customers.
Such politics assumes the recognition, acceptance and respect for diversity and the use of them to promote the company’s growth. In this case, the company prefers to use the plural form of the word “diversity” due to the multiplicity of its aspects. As in other areas, the company has begun with the implementation of several initiatives, and then has evaluated the results taken in order to make this approach more professional and to bring it to the international level.
For the company Banner Health Network evaluation of the results is an important part of the approach, because it allows the company to support the implementation of the developed diversity policy in certain areas and thus contributes to progress in these areas. The group promotes the use of diversity policy and corporate values in all regions of presence, and every newly opened subsidiary company.
The main activities of the company’s policy of diversity are as follows:
diversification of search sources of staff or talent persons, who can be considered as a great cultural and social diversity;
the absence of the differences in salaries between men and women;
the use of responsible procurement policy, especially in line with the fight against discrimination.
The integration of people of different origin, disability, age and gender, in the marketing concept of the company is the real opportunity to create brand value and to establish new relations with the customer and the citizen of a certain country. The goal, which is pursued in this case, is identification the customer segments with unsatisfied demand, to provide customers what they need, and to adapt the brand communication in such a way that they will be understandable to everyone.
It should be noted that there are some different methods for assessment of customers’ attitudes and their satisfaction level. The Banner Health Network should use at least two of them in order to receive reliable data.
Conclusion
In conclusion one can say that the current strategy of the company Banner Health Network aims to satisfy the almost all needs of the customers. At the same time, these needs can change in the next decade. The proposed new strategic plan of the company is based on the principles of the personal development of each employee, diversity politics, commitment to online services, quality growth of offered services and regular assessment of the customers’ satisfaction level.
References
About Banner Health Network,. (2016). Banner Health Network. Bannerhealthnetwork.com. Retrieved 23 June 2016, from https://www.bannerhealthnetwork.com/about/aboutus
Diversity, the Face of Banner Health,. (2016). Banner Diversity. Banner Health - www.BannerHealth.com. Retrieved 23 June 2016, from https://www.bannerhealth.com/About+Us/Banner+Diversity.htm
Official Site of the Banner Health Network,. (2016). Banner Health Network. Our Nonprofit Mission. BannerHealth.com. Retrieved 23 June 2016, from https://www.bannerhealth.com/About+Us/Our+Nonprofit+Mission/_Our+Nonprofit+Mission.htm
Services at Banner,. (2016). Services Channel Index. Banner Health - www.BannerHealth.com. Retrieved 23 June 2016, from https://www.bannerhealth.com/Services/_Services+Channel+Index.htm
Who Is Banner Health Network?,. (2016). Banner Health Network. Bannerhealthnetwork.com. Retrieved 23 June 2016, from https://www.bannerhealthnetwork.com/about/who
