The Cooper Green hospital (CGH) has been experiencing major issues with attracting new customers and recruiting new members. Despite the fact that the Community Care Plan (CCP) recently adopted in the organization was targeted at improving the existing services and enhancing communication between customers and the personnel, the organization has been incurring major losses over the past few years. Consequently, the need for altering the set of strategies that CGH was guided by emerged.
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The Cooper Green Hospital Management
When analyzing the challenges that the CGH has been facing since recently, one must admit that the threats, which the organization is dealing with at present, come from not only within the healthcare facility, but also from the competitive environment outside.
Combined with inefficient leadership and an inappropriate financial strategy chosen by the organization’s leader, the external factors affect CGH greatly, causing the facility to choose less impressive options in terms of materials, partners and company management, which may possibly lead to the company’s untimely demise.
It goes without saying that CGH needed a change drastically, and the design of a CCP was viewed as a great opportunity for the center to develop at the time. Even though the key principles of the CCP and the values of the CGH were aligned perfectly and flowed impeccably together, the lack of a proper stress on the change in the leadership approach nearly devalued the CCP.
Indeed, according to what the report says, the organization made it very clear that the healthcare ethics and the satisfaction of the clients was its top priority: “The administration had made several efforts to improve the morale and customer service orientation of the staff, although with limited success” (Cooper Green Hospital and the community care plan, 2009, p. 708).
The community plan, in its turn, also outlines the need for CGH to comply with the basic concepts of healthcare ethics: “We expect for ourselves the highest ethical standards” (Cooper Green Hospital and the community care plan, 2009, p. 697).
Among the obvious strengths of the CCP, a very strong emphasis on the quality of the services provided and the communication process must be mentioned. The resulting high ethical standards should be viewed as the key asset of the CGH. An improved logistics system can also be considered a major foot forwards for the CGH and a great strength of the CCP.
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The problems of the CCP and the CGH, however, are just as evident. First, the fact that the CCP does not address any leadership issues must be brought up. In addition, no major alterations to the existing leadership principles are mentioned, which triggers a train of major consequences for the organizational issues in the hospital.
Finally, the fact that CGH lacks promotion is clear; even though the center offers more than satisfying services, it still remains unknown to most of the target audience. Hence, a poor strategy for spreading awareness concerning the efficacy of the center’s services is a major drawback.
The course reading sheds a lot of light on the case in point. Swayne et al. (2009) discuss the concept of strategic management and the elements that it must incorporate in a very detailed manner, which allows for spotting the mistakes that the CGH has made so far rather quickly.
The lack of proper leadership and the need to get the organization’s priorities straight becomes completely evident after reading the corresponding chapters of Swayne’s book. Moreover, the course material helps locate such essential side effects of the CCP as the lack of motivation among the staff.
Cooper Green Hospital and the community care plan. (2009). In Swayne, L. E., Duncan, J. W. & Ginter, P. M. Strategic management of health care organizations (pp. 692–716). 6th ed. New York, NY: John Wiley & Sons.
Swayne, L. E., Duncan, J. W. & Ginter, P. M. (2009). Strategic management of health care organizations. 6th ed. New York, NY: John Wiley & Sons.