Health Administration Press
Strategic Analysis for Healthcare
Chapter 11
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Financial Statement and Ratio Analysis
• The analysis of an organization’s financial ratios combines an
internal analysis of the firm’s finances with an external comparison
of the same factors.
• The financial data you choose to look at depends on the particular
organization and the specific industry.
• Financial ratios can be grouped into several broad categories—
–
–
–
–
–
–
liquidity,
leverage,
activity,
profitability,
growth, and
valuation.
• The analyst should include at least two or three relevant ratios for
each.
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LIQUIDITY RATIOS
Ratio
Current ratio
Quick ratio
(acid test)
CFO ratio
Days cash on hand
Formula
Current assets
Current liabilities
What it tells you
Positive
trend
Ability to pay short term debts
Higher
Cash + Marketable Securities + Receivables
Current liabilities
Financial solvency when
inventory is not easily liquidated
Higher
Cash from operations (aka operating cash flow)
Current liabilities
Is the firm generating enough
cash to cover current operations
Higher
Cash + Marketable securities+ Long term investments
(Operating expense-Depreciation & amortization)/365
Cash available to pay x number of
days average cash outflow
Higher
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Comparator
Peer group
Historical average
Rule of thumb
(>2)
Peer group
Historical average
Rule of thumb
(>1)
Peer group
Historical average
Rule of thumb
(>40%)
Peer group
Historical average
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LEVERAGE RATIOS
Ratio
Formula
What it tells you
Debt-to-totalassets ratio
Debt-to-equity
ratio
Long-term debt-toequity ratio
Times interest
earned ratio
Total liabilities
Total assets
Total liabilities
Total equity (or net assets for non-profits)
Long term liabilities
Total equity (or net assets for non-profits)
Earnings before interest & taxes (aka EBIT)
Interest expense
The percent of total assets being
funded by creditors
The percent of total assets being
funded by firms owners
The amount of long term debt a
firm has compared to equity
How easily a firm can pay interest
due on outstanding debt
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Positive
trend
Comparator
Lower
Peer group
Historical average
Lower
Peer group
Historical average
Lower
Peer group
Historical average
Higher
Peer group
Historical average
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ACTIVITY RATIOS
Ratio
Formula
What it tells you
Total asset
turnover ratio
Fixed asset
turnover
Inventory turnover
Total Revenue (aka sales)
Total assets
Total Revenue (aka sales)
Fixed assets
Total Revenue (aka sales)
Inventory
Receivables
Total Revenue (aka sales)/ 365
Accumulated depreciation
Depreciation expense
The amount of total revenue per
dollar of total assets
A firms ability to effectively
utilize fixed assets
How long sales inventory waits to
be sold
How long it takes to collect
monies due
How old the plant & equipment
is. Newer is better
Average collection
period
Age-of-plant ratio
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Positive
trend
Comparator
Higher
Peer group
Historical average
Higher
Peer group
Historical average
Lower
Peer group
Historical average
Lower
Peer group
Historical average
Lower
Peer group
Historical average
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PROFITABILITY RATIOS
Ratio
Formula
Revenue per
adjusted discharge
Operating Revenue
(Gross patient revenue/ gross inpatient revenue) x total
discharges
Total operating expense
(Gross patient revenue/ gross inpatient revenue) x total
discharges
Salary and benefit expense
Total operating expense
Operating revenue generated
from patient care services
Higher
Peer group
Historical average
Expense associated with patient
care services
Lower
Peer group
Historical average
Employee expenses as a percent
of total expenses
Lower
Peer group
Historical average
Net income (profit)
Total assets
Management’s ability to earn a
return on each dollar of assets
Higher
Excess of revenues over expenses
Total assets
In Nonprofit organizations;
Managements ability to earn a
return on each dollar of assets
Higher
Net income (profit)
Shareholders’ equity
Rate of return on stockholders’
investment
Higher
Peer group
Historical average
Economic
comparison (avg
weighted cost of
capital)
Peer group
Historical average
Economic
comparison (avg
weighted cost of
capital)
Peer group
Historical average
Operating expense
per adjusted
discharge
Salary and benefits
as a % of operating
expense
Return on assets
(ROA)
Return on total
assets
Return on equity
(ROE)
What it tells you
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Positive
trend
Comparator
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PROFITABILITY RATIOS (cont.)
Ratio
Return on net
assets
Gross profit margin
Formula
Excess of revenues over expenses
Net assets
Net sales- cost of goods sold
Net sales
Net profit margin
Net income (profit)
Sales revenue
Operating margin
Earnings before interest and taxes (ie, from operations)
Net sales
Cash flow margin
Income before depreciation, interest, taxes
Return on capital
employed
Earnings Before Interest and Tax (EBIT)
Total assets – current liabilities
What it tells you
Positive
trend
Comparator
In Nonprofit organizations; rate
of return in net assets
Higher
Peer group
Historical average
Gross profit margin
Higher
Peer group
Historical average
The amount of net profit as a
percent of sales
Higher
Peer group
Historical average
Operating profit margin
Higher
Peer group
Historical average
Income including non-operation
sources
Higher
Peer group
Historical average
The efficiency with which its
capital is employed
Higher
Peer group
Historical average
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GROWTH RATIOS
Ratio
Revenue increase
Earnings per share
(EPS) *
Dividends
payout ratio *
Formula
This year’s revenue
Last year’s revenue
Net income-preferred stock dividends
Average outstanding shares
Dividends per common share of stock
Earnings per share
What it tells you
Percent increase in revenue year
over year
The amount of profit per share of
stock
The portion of a company's profit
paid relative to each common
share of stock
* For public companies
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Positive
trend
Comparator
Higher
Peer group
Historical average
Higher
Peer group
Historical average
Varies
Peer group
Historical average
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VALUATION RATIOS
(for publicly traded companies)
Ratio
P/E Ratio
Dividend yield
Dividend payout
Cash flow per
share
Price-to-book ratio
PEG ratio
Return on net
worth
Formula
What it tells you
Price per share
Earnings per share
Dividends per share
Price per share
Annual dividends per share
After tax earnings per share
After tax profits + Depreciation
Number of common shares outstanding
Price per share
Total assets-(intangible assets & liabilities)
P/E ratio
Annual earnings per share growth
How much investors are willing to
pay per dollar of earnings.
Dividend payout as a percent of
stock price
Dividend payout as a percent of
profit
Amount of cash per share of stock
Higher
Peer group
Historical average
Varies
Peer group
Historical average
Varies
Peer group
Historical average
Higher
Peer group
Historical average
Compares a firm's market value to
its book value
A stock's value while taking the
company's earnings growth into
consideration
Profit as related to the firm's net
worth
Higher
Peer group
Historical average
Higher
Peer group
Historical average
Higher
Peer group
Historical average
Net Income
Net worth
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Positive
trend
Comparator
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Financial Ratio Analysis
• The internal financial ratio analysis is concerned with
both the current state of the organization and the trend.
• Knowing that the organization is at “point X” is
important to the strategist; even more important,
however, is observing a trend and predicting where that
trend will lead without intervention.
• To carry out this kind of observation, the analyst needs
to assemble three to five consecutive years of data.
• The relevant ratios can be selected from the list in the
previous slides or from Exhibit 11.1 in your book.
• Once the data has been recorded and reviewed, the
analyst should create a list of implications for strategy.
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Financial Ratio Analysis
• Simply looking at the organization’s financial ratios, however, does
not tell an analyst all there is to know.
• The data needs to be compared to some reference point.
• Though standards exist for every financial ratio, in competitive
analysis and strategy development, the relevant comparison is to the
firm’s competitors, then to the industry within which the firm
competes.
• This is because each industry has its own norms.
• As an example, it may be self-evident to an analyst that a firm has
an extremely high debt-to-equity ratio simply by looking at the
numbers.
• On the other hand, in addition to knowing that, the strategist would
also like to know how highly leveraged the firm’s competitors are
and what the norm is for the particular industry.
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Financial Ratio Analysis
• An even more powerful tool is looking at competitors
using five years of financial data.
• This allows the analyst to identify trends for the
competitors.
• The strategist would like to identify deteriorating or
improving competitor conditions.
• Emerging competitor weaknesses can be exploited, and
emerging competitor strengths need to be defended
against.
• Improving or degrading competitor trends can also be a
warning sign for a firm’s own vulnerability.
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Exercise
• Divide into groups.
• Select which ratios are most relevant for the
organization you are studying and explain why.
• If time permits, research the numbers for your
firm and its competitors.
• Use the space provided on page 79 of your
book.
• What implications for strategy emerge?
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Strategic Analysis for Healthcare
Chapter 12
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Boston Consulting Group Matrix
• During the 1970s, the Boston Consulting Group (BCG) developed
an approach to strategic analysis that compares a firm’s market share
to the anticipated growth of its market in the next five years.
• The BCG matrix, as the approach became known, usually is used to
analyze organizations with multiple divisions or business units.
• However, it can also be used to analyze an organization with only
one unit, or even to analyze individual product offerings.
• Because of its flexibility in this area, the BCG matrix is often called
a “portfolio analysis tool.”
• By placing market growth rate on the vertical axis and relative
market share on the horizontal axis, a four-block matrix can be
developed.
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High
Low
Market Growth Rate
Boston Consulting Group Matrix
Low
High
Relative Market Share
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Boston Consulting Group Matrix
• Once the firm’s business units are positioned
on the BCG matrix, strategies are developed
based on the units’ relative positions.
• The four quadrants of the matrix, derived by
categorizing the two variables into “high” and
“low” areas, allow the units to be grouped into
four categories: “stars,” “question marks,”
“cash cows,” and “dogs.”
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High
Stars
Low
Market Growth Rate
Boston Consulting Group Matrix
Question Marks
Cash Cows
Dogs
Low
High
Relative Market Share
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Boston Consulting Group Matrix
• The idea behind the arrangement is that the
higher the market growth rate, the more cash is
needed from the firm to stay competitive and
grow.
• At the same time, the higher the firm’s market
share, the more cash can be generated.
• The cash generated by the high “cash
generation” divisions can be used to fund the
high “cash consumption” divisions.
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Boston Consulting Group Matrix
• The ideal path for an organization, division, or
product is to move from dog to question mark to
star to cash cow.
• A dysfunctional movement would go in the
reverse direction.
• New products often start in the question mark
box.
• They are introduced into what is anticipated to be
a high-growth market but have not generated
much cash yet. Time will tell if they move into
the star box or the dog box.
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BCG Matrix—Dogs
• Dogs are divisions that are not doing well.
• They have low market share in markets that
have low growth.
• Generally, they tend to neither draw much cash
from the parent company nor generate much
cash—although sometimes they will require an
organization’s cash in order to remain in
business.
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BCG Matrix—Dogs
• At best, dogs are not adding significant value; at worst,
they are drawing off cash and management’s time and
attention.
• Therefore, the typical strategies for dogs seek to turn
them around and move them toward the question mark
box, to divest them, or to shut them down.
• However, a firm may have strategic reasons for keeping
a dog.
• In the eyewear industry, a niche exists for sports
protection; even if positive movement is not seen, the
firm may be wise to continue to offer products in,
although not focus on, this category.
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BCG Matrix—Question Marks
• Question marks are divisions that have low
market share in markets that are growing.
• Because the market is growing, question marks
tend to require cash for continued competition.
• Rather than being net cash generators, question
marks tend to draw off a corporation’s cash.
• In these cases, the strategic approach is not
clear—hence the term question mark.
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BCG Matrix—Question Marks
• If the strategist sees potential to grow the
division’s market share and move the division into
the star box, strategies may include product
development, market penetration, market
development, and other growth strategies.
• If the analyst does not see the potential to
improve the division, or if the company does not
have the cash to invest in the unit, divestiture may
be an option.
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BCG Matrix—Stars
• Stars are divisions that have high market share in markets
that are growing rapidly.
• These businesses generate excitement.
• They also generate a lot of cash due to their high market
share.
• At the same time, they require significant cash to fuel
their continued growth in the rapidly expanding market
and to fend off competitors who wish to take away their
market share.
• The cash the stars generate usually tends to net out.
• In that sense, they are similar to dogs, but they continue
to have huge upside.
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BCG Matrix—Stars
• Strategic approaches include continuing to fuel the growth
and expand market share through market penetration and
market development, product development, integration
strategies, and even joint ventures.
• Defensive moves intended to maintain the large market
share are also considered.
• If a star maintains its dominant market share as the market
life cycle matures, it moves into the cash cow category; at
this point, other competitors drop out and the star requires
less cash to fuel the strong financial results.
• If a star fails to maintain its share, it degrades into a dog.
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BCG Matrix—Cash Cows
• Cash cows have a dominant market share in markets that
are not growing significantly.
• Because market domination tends to correlate with
pricing power, they have significant profit margins.
• In addition, they require only limited cash investment
due to the market’s lower growth, meaning they generate
significantly more cash than they consume.
• Strategies for cash cows involve continuing to support
the division without having to invest significant cash,
then using the cash generated to reinvest in turning
around dogs or moving question marks into stars.
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Boston Consulting Group Matrix
• When divisions are placed on the BCG matrix,
they are indicated by a circle.
• Usually, the size of each circle indicates the
relative significance of each business unit to the
organization in terms of cash generated.
• Alternatively, the circles could be the same size
but with pie slices in each.
– The pie slice would be shaded to show the relationship
between the cash generated by that division (the slice)
and the whole.
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High
Stars
Question Marks
Division
2
Division 1
Low
Market Growth Rate
Boston Consulting Group Matrix
Cash Cows
Division
3
Dogs
Low
High
Relative Market Share
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Boston Consulting Group Matrix
• The BCG matrix allows a quick visualization
of a company’s portfolio relative to market
share, market growth, size of cash
contribution, and relative strength or
weakness.
• The BCG matrix is the first analysis tool we
have seen that begins to suggest strategy in
addition to simple analysis.
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Exercise
• Divide into groups and create a BCG matrix
for your project organization using page 91 in
the book.
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Strategic Analysis for Healthcare
Chapter 13
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General Electric Matrix
• The General Electric (GE) nine-block business screen,
commonly called the GE matrix, was developed by the
consulting firm McKinsey & Company.
• It is similar in many respects to the BCG matrix, but it
has surpassed the BCG in popularity.
• In the GE matrix, the business’s overall strength is
compared to the overall attractiveness of the market
within which the business competes.
• As in the BCG matrix, multiple divisions can be placed
on the GE matrix so that the strategist can quickly take
in a great deal of data in a simplified format.
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General Electric Matrix
• The popularity of the GE Matrix stems from its
flexibility as well as from its ability to include a
greater number of variables in the analysis.
• Whereas the BCG matrix uses the term market
growth for the vertical axis, the GE matrix uses
market attractiveness.
• And where the BCG uses relative market share
for the horizontal axis, the GE matrix uses
business strength.
• Although the differences may seem subtle, the
effect on practical application is significant.
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General Electric Matrix
High
MARKET
ATTRACTIVENESS
Low
High
Low
BUSINESS STRENGTH
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Market Attractiveness
What makes a market attractive?
• There is no clear definition.
• Ultimately, market attractiveness is for the strategist to judge, and as
a result, successful strategy development hangs in the balance.
• One way to define market attractiveness, as with the BCG matrix, is
simply to use market growth.
• In reality, market attractiveness is much more complex. The
recognition of this complexity is where the GE matrix has an
inherent advantage over the BCG.
• It has the ability to combine an infinite number of variables to arrive
at a customized definition of market attractiveness.
• At the same time, however, this imprecision could also be a
drawback.
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Market Attractiveness
• When determining market attractiveness, the
strategist may consider aspects of other industry
analysis models, such as the following:
– Porter’s five forces
•
•
•
•
•
Threat of new entrants
Rivalry among existing firms
Threat of substitutes
Bargaining power of buyers
Bargaining power of sellers
– The opportunities and threats sections of SWOT
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Business Strength
• Just as market attractiveness is loosely defined, the same is
true for business strength.
• When considering the strength of a business, the strategist
may think of the strengths and weaknesses sections of
SWOT.
• These SW issues will likely include things like
–
–
–
–
–
–
–
market share,
strength of the brand,
quality,
distribution reach,
customer loyalty,
cost structure, and
staff quality.
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Constructing the Matrix
• The analyst first creates a nine-block chart.
• The vertical axis represents market attractiveness,
and the three levels of blocks are labeled “Low,”
“Medium,” and “High.”
• The horizontal axis represents business strength
and is divided into the same three levels.
• The company’s divisions are placed on the matrix
according to their intersection of market
attractiveness and business strength.
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Constructing the Matrix
• When the divisions are placed on the matrix,
each is represented by a circle.
• The size of the circle represents the size of the
market within which that particular division
competes.
• Within each division’s circle, a pie slice
represents that particular division’s share
within its market.
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General Electric Matrix
High
Division 1
MARKET
ATTRACTIVENESS
Division 2
Low
High
Low
BUSINESS STRENGTH
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General Electric Matrix
• Strategic conclusions can be drawn from each division’s
position on the GE matrix.
• Strategies associated with the upper-left corner of the matrix
can be loosely described as “grow and build” strategies.
• Those associated with the lower-right corner can be
described as “harvest and divest.”
• “Hold and maintain” strategies are associated with the
boxes running from the lower-left corner to the upper-right.
• More detailed strategic conclusions associated with each of
the nine boxes are shown in Exhibit 13.3 in your book.
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General Strategies on Matrix Location
• Grow and Build: Integration strategies,
intensive strategies
• Hold and Maintain: Market penetration,
product development, joint venture
• Harvest and Divest: Retrenchment, divestiture,
liquidation
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Exercise
• Form groups.
• Develop a GE Matrix for your project company.
1. Identify the divisions.
2. Identify the size of the market the division plays in
(size of the circle).
3. Identify the market share the division has (size of pie
slice).
4. For classroom purposes, you can approximate these
values. For a research paper, they should be research
based.
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Strategic Analysis for Healthcare
Chapter 14
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McKinsey 7S Model
• The 7S framework changed the way people
think about organizational effectiveness.
• “A previous focus of managers was on
organization as structure—who does what,
who reports to whom, and the like. As
organizations grew in size and complexity, the
more critical question became one of
coordination” (McKinsey & Company 2008).
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McKinsey 7S Model
• The 7S model takes its name from seven
components:
– Strategy
– Structure
– Systems
– Staff
– Skills
– Style
– Shared values
(See Exhibit 14.1.)
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McKinsey 7S Model
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Strategy
• When you analyze strategy, ask yourself how well
your organization’s current strategy has enabled it
to reach its goals. Areas to consider may include
the following:
– Marketing strategy
– Distribution
– Product or service development
– Business development
– Customer service
– Understanding of external market factors
(Braintree Group 2015)
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Structure
• Organizational structure determines how well an
organization can respond to new challenges and
customer requirements.
• Organizations with flat structures tend to allow more
autonomy for individual business units and managers,
enabling them to respond quickly to changing market
conditions.
• More traditional, hierarchical organizations tend to be
less responsive.
– However, they tend to have greater central management
control and are better able to leverage the buying and
selling power of the whole business (Braintree Group
2015).
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Systems
• The third S involves the organization’s managerial
processes, systems, and business tools.
– Do these elements allow the organization to run efficiently and
deliver good customer service, or do they hinder the pursuit of
these goals?
• Areas to consider include the following:
– Customer service, research and development (R&D), sales, and
marketing operations
– Collection of management information
– Financial management
– Information technology
– Internal communications
(Braintree Group 2015)
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Staff
• Organizations depend heavily on their staffs.
• This point is especially true in healthcare,
where poor staff interactions can ruin a
customer’s relationship with an organization.
• The ability of an organization to recruit, train,
and retain a skilled and talented staff is
particularly important (Braintree Group 2015).
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Skills
• The skills of an organization determine its ability to
–
–
–
–
provide innovative products and services,
differentiate itself from its competitors,
charge premium prices, and
defend and grow market share.
• Highly skilled organizations tend to invest in
equipment, R&D, and staff recruitment and
development.
• They tend to have a strong understanding of their
markets, reward success, and maintain a no-blame
culture (Braintree Group 2015).
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Style
• The style with which managers approach the business tends
to be reflected throughout the organization.
• Managers who provide a supportive and enabling approach
to staff, for instance, will often find that the same positive
approach is passed along to customers (Braintree Group
2015).
• Style may also be thought of as “culture.”
• Healthcare managers work with a diverse a group of
employees. All ages, genders, ethnic backgrounds, can be
found in healthcare organizations. We must lead effectively
with a style that can transcend inherent differences and
make the organization function as a cohesive unit.
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Shared Values
• The final S is shared values. To be truly
successful, the entire organization needs to
work toward the same goals and values.
• Effective internal communications are key to
ensuring that staff members are aware of the
goals and values and, further, that they
understand why those goals and values are so
important.
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Applying the 7S Model
• In keeping with the 7S model’s emphasis on coordination, you
should apply the framework with the following key points in
mind (JISC InfoNet 2008).
• Focus on the links between each of the Ss rather on the Ss
themselves. The links are key to identifying the organization’s
strengths and weaknesses. No S is a strength or a weakness in
its own right; only its degree of support (or lack thereof) for
the other Ss is relevant.
• The model highlights how a change made in any one S will
have an impact on all the others. Thus, for a planned change to
be effective, changes in one S should be accompanied by
complementary changes in the others.
Copyright © 2016 Foundation of the American
College of Healthcare Executives. Not for sale.
Health Administration Press
McKinsey 7S Model
For more information, you can watch a short video from
McKinsey & Company on the 7S framework:
http://www.mckinsey.com/spContent/Enduring%20IdeasV2/inde
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Copyright © 2016 Foundation of the American
College of Healthcare Executives. Not for sale.
Health Administration Press
Exercise
• Form groups and identify the seven Ss that impact the
organization you are studying.
• Report out to the class.
Copyright © 2016 Foundation of the American
College of Healthcare Executives. Not for sale.
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