Research Topics: Hospital Financial Management

STRATEGIC BUSINESS IT

Strategic Business IT I. Introduction             Today’s health industries are undergoing an accelerated change. A strong focus on the current change is the area of productivity improvements. Health care organizations are increasingly pressured to reduce costs and make the more with the same sources. Thus, they began to embrace information technology to a greater extent than before. Information technologies are transforming the way health care is delivered. Innovations such as computer based patient records and tele-home health care are beginning to affect the cost, quality and the accessibility to health care. In Curbishley Royal Hospital, the delivery of cost effective medical services is paramount among the priorities. The hospital management has recently considered adopting information technology as a means of mitigating its financial constraints. The strategic intent behind the project is to create an electronic presence among the hospital’s stakeholders (patients, medical providers and internal staff). However the relative inexperience with the technology and the new application associated with it makes it complex. Therefore the objective of this report is to provide a thorough analysis of the technologies available for adaptation. The specific objectives of the study will include the following: <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Identify available technologies </li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Select the most suitable technology for the hospital </li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Identify the stages for implementation</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Assess the risk associated with the technology </li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Assess the impacts on the staff, patients and hospital’s strategy</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Evaluate the overall outcome </li> </ul> II. Methods of Inquiry             The method of inquiry is qualitative in nature which provides an in depth description of the various settings. It involves the use of qualitative data such as documents to explain and understand the social phenomenon. One of the common qualitative research methods in information systems is the case study research which has been used for the purpose of this report. A case study is an empirical inquiry which investigates the phenomenon in the context of real life when the boundaries between the phenomenon and the context are not clearly defined. This case study research is well suited to Information Systems research since the object of the discipline is the study of information systems within organizations and the interest has moved from the technical to the organizational issues. III. Internet Technology 3.1 The Concept and Use of IT             The quality of health care is judged by the impact of the health services in the health status of the patients. Improving quality means using health services that when properly executed would produce greater results in the patient’s health status. The most direct contribution of information technology in this respect is to provide the health care professionals with better information about the patient and his health problem and the immediate treatment for that problem at the point of care. The ease with which the access to information is integrated depends on the use of IT in the healthcare. Potential use range form the stand alone information systems (IS) to integrated hospital information systems (HIS) to sophisticated artificial based clinical decision support system (CDSS). Today, hospitals are moving from stand alone information systems to an integrated HIS and CDSS. Those with integrated HIS may include an admission/discharge/transfer (ADT) system, scheduling and registration, electronic patient record (EPR), laboratory information system (LIS), pharmacy system, financial management systems for reporting and billing and telemedicine (, 2003, ). Given the wide rnage of available technologies, this report will focus on two areas which are prioritized by the CurbishLey Royal Hospital. This will include the use large scale medical records by upgrading information systems and the use of telemedicine. As with today’s information intensive environment, patients demand more information about their health options and easier access to relevant health information. In this regard, the internet plays a crucial role in bridging the gap between the health care providers and the patients. One of the issues of concern is the development of applications that will capture, organize, store and present health information in user friendly interfaces. The internet can be used as an active research and communication tool in searching for health related information.  In addition to this, the intranet and extranet can also be used as extensions of the internet. These virtual private networks are provided by security software to keep the unauthorized users from accessing the web site. Essentially, the intranet is a private computer network that is created to provide internet based services to inside organizational member. Similar to this, the extranet extends the network access to certain partners by giving them access to selected areas within the virtual network, thereby creating a secure network (, 2003, ) There a number of ways in which data can be stored using conventional software packages. The database which is a collection of files that are related based on specific criteria and contains entries in list order. It may contain information such as names, addresses and contact details that are traditionally recorded on cards. These databases are used to organize and record information systematically while allowing the easier access to utilize or update information and produce data for report purposes.             The dominance of internet based communication and data sharing is likely to characterize the future of health care. The advent of cable modems, ISDN and DSL, and computer camera systems for home use means that the direct service options are possible for home monitoring applications. Also the cost of videoconferencing systems is dropping over the 90s. The consolidation in this industry has led to fewer providers and lower costs fro all types of systems. Video streaming allows almost full motion audio and video with no delays. The costs and size of these units continue to drop while their performance is improving continuously (, ).              Telemedicine has primarily been concentrated in rural and special populations. However, it is increasingly used as a means for home care. Telemedicine is an electronic means of delivering care that provide faster and more convenient treatment.  The ability to receive the medical services without having to leave the home also provides a continuity of the care given. Among its benefits is to reduce the amount of disruption in the patient’s life and reduce the amount of working time. Follow up care is well suited for such method and it may be carried out through electronic means which reduces the costs of time and travel used for office visits. Telemedicine is widely defined as the use of information and communication technologies to deliver medical services and information when distance separates the participants. The system is designed to bring real time consultations involving the patient and the health care provider (physician, nurse, physician assistant) at the distant end and the specialist at the hospital. Full motion and compressed two-way video is used. Ordinary telephone calls to the doctor are so common that they are rarely considered as telemedicine applications. However, when visual information is crucial part of the consultation, the relevant option must include the use of moving images. With the telephone, delay is common and accepted. For instance, the nurse says she will give the information to the doctor and will get back to the patient. However, telemedicine provides a more effective way of delivering care. An example of this kind of driver that enables home base health care is the Health Hero Network (HHN). Its monitor requires a standard telephone line for the patient and internet access of the health care provider. This combination provides a rapid transmission of information from the patient to the health care providers and allows the latter to monitor the patient’s illness from their offices while the patients remain in the comfort of their homes (, ). The remote monitor is a two way communication link between the patient and the website and consists of simple button device that plugs into any phone outlet. The device prompts the patient to answer questions and the responses are transmitted to the secure database. From the data collected, the healthcare provider assesses the condition and performs a health care management to avoid critical situations. IV. Risk Assessment 4.1 Impacts             The use of information systems provides administrative support for patient care. A study of health management system in Korea revealed that the system reduced the patient’s waiting time in the health center and simplified the administrative process. The use of IT to simplify administrative process means that the health staffs are able to spend more contact time with the patients. IT systems for the development of patient interface for computerized medical records also save time and money. Electronic patient records will revolutionize the availability of patient information from several locations ( & , 1998, ). The result of the networked information system enables the clinician to make better treatment decisions. The use of IT can also provide enhanced productivity. For the health care providers, telemedicine serves as an effective tool to provide high quality services. The capacity to acquire timely and up to date information, continuing medical programs, decision support systems and consultations with specialist of larger medical institutions increases the provider’s options and ability to diagnose and treat patients better. For medical centers faced with reduced revenues, telemedicine provides an option to develop regional, national and international markets for their highly specialized clinicians. The intense price competition also threatens the mission and even the existence of health canters whose costs are increased by research and the care for the insured and the uninsured (, 1996, ). In this regard, the information and telecommunication technology that constitutes telemedicine has the potential to alter the health care system both in positive and negative ways. Nevertheless, significant hurdles remain which includes legal and regulatory barriers. Aside from this, the use of telemedicine by conventional medical establishments has not been fully accepted. Like other advanced technologies, the use of telemedicine depends on complex technical and human infrastructures operating within the discrete institution and across organizational and geographic boundaries. The individual components are often quite complicated and when taken together can be difficult to analyze and reconfigure. Human acceptance of technology is also important for the effective implementation of IT systems. The organizational culture or the human factor can prove to be a barrier to the IT implementation. When financial and authority relationship is not present to boost cooperation, the use of IT may become problematic. Another factor is data security. Ensuring the integrity and confidentiality of patient related data is a critical element of health care networking strategies. The availability and easier access to information allows the rapid transmission of patient information to various organizations increases the risks of violating information confidentiality ( & , 1998, ).  Because of the convenience and the efficiency, hospital staff may forget about the implications of privacy. Thus, IT can reduce the patient satisfaction and the quality of care delivered. 4.2 Consequence Analysis             New information systems have great potential to improve the function of the health care organization. However, the potential can be realized only if the information systems are successfully developed and implemented. Studies indicate that half of computer based information systems fail. Many health care organizations spent huge amount of money and frustrated many people in wasted efforts to implement information systems. The same failure can be found in studies of particular health care applications. Many of electronic patient records initiatives have failed so that systems largely consisted of paper records (, 2000, ). This means that a larger amount of money are invested to new information systems but the substantial part of this will go to waste on unimplemented or ineffective systems. 4.3 Summary of Risk Profile Information systems also include open problems. Information systems in the healthcare are not at all open systems. For instance, the architecture of some system does not meet state of the art in software technologies.  Even when the system is installed, there can still be problem and disappointments. There are four generic issues that give rise to the failure of systems: (1) correspondence failure – the system as implemented does not correspond to what has been required of it (2) process failure- the system is not forthcoming within the time and resource constraints (3) interaction failure- systems as implemented fail to satisfy the needs of the users (4) expectation failure- systems which are unable to meet the stake holder’s expectations (, 1999, ).             Problems on the management may include the lack of experience of IT department within the health care organization. The problems of change management are also a pressing issue. These problems result from organizational cultures in health care, shortcomings in process management and inefficient management structures. These may lead to risk and difficulties if the technology–driven change management will adapt the health care organization into a new situation. The acceptance of the new technology is important as it may impede the successful implementation.             Another compelling issue is information security. This concern has been paramount among health care organizations adopting information technology. As the information system serves the diverse needs of the organization, attention must be given to the exposure of the systems to internal and external sources. One of the steps that must be carried out is to develop a systems security policy which will provide instruction in developing and implementing a security posture as well as a guide for acceptable and expected uses of the systems. This will ensure the confidentiality of the patient information and restrict the access authorized personnel. V. Key Issues 5.1 Scope of IS Protect             Security is about the protection of information. It deals with the protection of information in a given domain. In this context, protection is expanded in three different directions: (1) Confidentiality, assurance in the accessibility of particular information by the authorized personnel only; (2) Integrity, assurance that no unauthorized changes of information is made during the processing; (3) Availability, assurance that the information is usable at will (, 2000, )             Database security is an area of substantial interest in information system security. From the security view point, this system may be viewed as an application requiring protected subsystems and trusted processes. It ensures that the security is enforces at a record or at the data item level. Thus, the security of a single element may be different from the security of other elements of the same record. That is, the security of one element is different from other elements of the same database row or column. Security interest can also reduce the ability of the system to provide data to the users by restricting some queries (, 2002, ). Also, the health care organization must develop its own policies that will guide and manage support to the members of the personnel involved in the processing of health information. The level of the security included in the information system must involve certain judgments about the dangers associated with the system and the means of avoiding such dangers. 5.2 Initial Stages of SSM             The Soft Systems Methodology (SSM) is an approach that is based on the belief that the complex problems can be resolved on the innate subjective view of the participants. The main principle behind this method is to engage the participants in changing the operation and to improve commitment to outcomes. The SSM will enable the elaboration of view points by the management allowing them to make informed choices for the future. The approach breaks down into a seven stage process of inquiry that will lead to changes in three dimensions: in attitudes, structure and procedures.   Stage 1 Finding out Stage 2 Rich picture Stage 3 Root definitions Stage 4 Redesign Stage 5 Real-world comparison Stage 6 Debate and decision Stage7 Taking action   Figure1. Seven Stages of SSM Stage 1             The first stage will consist of exploring the problems situation and gathering information about it through formal data and interviews. One of the identified problems at Curbishley Royal Hospital is the improvement of quality health care delivery. Due to the conventional process, the initial contact of the patients is rather slow. Another is the reduction of patient visits to the hospital through tele-home care. The Hospital management can acquire a clearer view of the problem situation by consulting with the hospital employees regarding their perceived problems. For example, the difficulties in accessing patient related health information, scheduling of medical visits and consultations. Stage 2 Having identified the problem situation the second stage can be expressed in the form of cartoon called the ‘rich picture’ which represents the problem situation as experienced by the hospital employees. The manual system implemented by the hospital makes it difficult for hospital employees to access health care information. Also, a minimum number of patients can be accommodated at a time, thus reducing the health care delivered. From these two stages, it can be argued that the hospital needs to implement an information system and develop a technology to encourage the patients to receive treatment at the comfort of their homes. Stage 3             The third and fourth stages are abstract processes designed to discover how things could be as compared to how they are as perceived by the hospital employees. This concerns what is called as the ‘idealized design’. The third stage develops brief statements of the various systems or processes called the ‘root definitions’. The root definition presents an ideal view of what the relevant system ought to achieve. Based on the problem situation presented, the management and the employees will develop their idealized design of what out to be changed. The automation of the tele-home health care and the development of either a stand alone or integrated hospital information systems are some of the identified changes. The tele-home health care aims to reduce the number of patient visits by providing them an alternative treatment that can be delivered on their homes. On the other hand, the development of an information system will provide a means for easier access and fast transmission of information. Stage 4 The fourth stage uses the validated root definition to redesign the activities or transform the process. A conceptual model that has been developed will identify the minimum set of activities necessary to ensure that the transformation achieves its purpose. From the design, the management shall alter its activities so that the transformation is accommodated. For instance, identifying which activities will be supported by the system such as administrative and clinical processes.   Stage 5             The fifth stage is concerned in comparing the models constructed in the real world understanding of the participants. This will enable them to emphasize the possible changes in the actual situation to bring it closer to the idealized system that has been developed. Forming the comparison may involve the highlighting the areas of differences, evaluating options and generating the projections of possible futures. At this stage, the management determines the changes in the present situation so that they can be aligned with the system to be implemented. Stage 6 At the sixth stage, the comparison drawn from the previous stage are discussed and debated. This leads to the selection of feasible changes to the actual situation. That is whether the changes are systematically desirable and are achievable considering the structure of the organization. The final outcome should be the set of changes that are willing to adopt and commit to by the participants. The various stakeholders will discuss the differences from the previous situation to the proposed change. This will include the debate whether the automation is desirable for those whose jobs will be affected by it. It must also be discussed whether such systems are feasible based on the structure of the hospital. For instance, evaluating whether the hospital can efficiently implement the tele-home health care and its implications on the quality of care provided. Stage 7             In the final stage, the changes are taken into action. That is, implementing the proposed changes within the real world situation. These actions may affect the totality of the organization including its structure (organization design and job design), attitudes (culture and values) and procedures (actual operations of the organization). After the series of discussion and evaluation, the management will have to decide the systems to be adopted. Thereafter the changes are implemented in accordance to their identified purpose.  5.3 Overview of Key Issues ·         Area for systems development One of the central issues in the system development is the identification of the areas to be affected and changed. This can be done by exploring the current situation and the problematic areas. The management must collaborate with the hospital employees and other stake holders in assessing the problem situation ·         Systems Design Upon the identification of the problem, the changes that ought to resolve and improve the current situation must be laid out. Stake holders must participate in formulating the idealized design and the necessary changes to be implemented ·         Implementation Before the actual implementation, the management must ensure a sound transformation. At this stage, the management should provide guidelines and policies to assist the personnel involved in the processing of the system. This is to ensure that the system is carried out properly. The management must also implement change management since the new system is likely to affect the totality of the organization. ·         Impacts The effectiveness of the new system is evaluated through its impact in the quality of health care. The management will have to monitor whether or not the implementation has achieved its purpose. VI. Evaluation             The adoption of an IT system can provide a foundation for major transformation in the healthcare delivery system. If the implementation of such system is to be successful, the needs of the various stake holders and the types of applications should be match to produce benefits. The management and delivery of such benefits requires the understanding of the interest and the implementation of applications that are suitable for those interests.             The management’s plan of adopting an information system and the automation of its tele-home health care will meet the need to improve the quality of health care delivered. First, the information system will provide a better means for acquiring, organizing, storing and accessing health information in user friendly interfaces. With such system, the administrative process is simplified and done faster thus allocating more contact time with the patient. Electronic medical records also changed the availability of information from various locations. Other stake holders can be provided access on selected areas. Most importantly, the information system enables the physician and health care practitioners to make better medical judgments and treatment. On the other hand, the automation of the tele-home health care will help achieve the hospital’s goal of reducing its patient visits. With the aging of the population in most developing countries, the tele home care has a great potential for rapid growth. In addition to his, the changing tradition in caring for the elders at home creates challenges and unique opportunities for implementing tele-home care. Indeed, the promise of telemedicine provides improved and cost effective access to quality health care. Telemedicine helps to transform the delivery of health care and improve the lives of many people. VII. Conclusion              The pressures on health care organizations to reduce costs and improve the quality of care have been the primary drivers for embracing information technology. The quality of heath care delivered is evaluated through the impact of information technology in improving health services and the heath status of the patients. In this respect, IT can contribute in the fast and accurate information about the patient and immediate treatment for them.             The plans of the Curbishley Royal Hospital to develop an information system and automate its tele-home heath care manifest the benefits of information technology. Such developments will assist the hospital in achieving its goals. However, it must be noted that the success of such systems depends on the appropriate implementation. Adopting a system does not readily guarantee advantages. The process must involve the involvement of various stake holders in formulation, design, implementation and monitoring of the new systems. Ultimately, the success of the system will be evaluated based on its impact on the patient, the staff and the structure of the organization.                     References Books Journal Credit:ivythesis.typepad.com

STRATEGIC BUSINESS IT

Strategic Business IT I. Introduction Today’s health industries are undergoing an accelerated change. A strong focus on the cu...

System Development

System Development       Table of Contents                                                                                                  Page Introduction                                                                                                             3             Methods of Enquiry                                                                                   4             The Use of IT in Curbishley Royal Hospital                                        6 Internet Technology for the Medical Services Sector                                  8             Current Internet technology                                                                    8             Future Internet innovations                                                                     9 Risk Assessment on Internet Technology                                                      10             Likely impacts on staff and patients                                                     10             Consequence analysis                                                                             11 Key Issues in Systems Development                                                               13             Scope of the IS project                                                                             14             Initial stages of the SSM                                                                           15 Evaluation of the Report                                                                                      16             Strengths and weaknesses of the enquiry method(s)                     16             Major assumptions made                                                                        16 Conclusions                                                                                                            17         Introduction             Curbishley Royal Hospital is a small hospital for minor illnesses for wealthy patients who require immediate short-term medical services and/or medication at short notice. There are currently twelve consultants and physicians, twenty-five specialist nurses, and twenty administrative staff currently employed under the hospitals management, and with 120 bed capacity of the hospital, the infrastructure and man power of the Hospital is considered to be enough in providing quality healthcare to patients. But due to the pressures on the healthcare industry in reducing cost to save resources, together with the continuously growing demand and needs of the society for low-cost quality healthcare services, the management of Curbishley Royal Hospital concluded that adapting Information Technology in the organizational framework of the hospital will help in achieving those goals and meet the demand and needs of the society. However, adapting IT in the hospital’s framework could bring consequential changes in the overall strategy and structure of the hospital that could possibly affect the hospital and the patients in general; this is the reason why it is important to investigate the possible impact of IT adaptation, in order to eliminate, if not, to mitigate the risk involve in such process. Adapting technology in the healthcare industry will help various medical institutions and healthcare specialist in providing quality healthcare services and medications to patients that aims to meet the demand of the society for low-cost quality healthcare and services by providing patients with low-cost innovative medical treatments and services that are more efficient and effective than the conventional. Method of Enquiry             Enquiry system is a system of interrelated components for producing knowledge on important problems and/or issues (1993). It is classified into three classes: Simple System (can either be Inductive-Consensual or Analytic-Deductive approach), Complex Systems (can either be Dialect or Multiple Realities Approach) and Innovative System also referred as Unbounded System Thinking. Enquiry system is important in system development in order to formulate the best possible solution for problems and/or issues in the process. It is important for the management of Curbishley Royal Hospital to determine the best enquiry approach to be use in system development. Ø  Inductive-Consensual Enquiry             In this approach, conclusions can be derive from observations of everyday life, by comparing the different point of views of healthcare providers and patients as well as, the values of both in order to derive a conclusion that will serve as the foundation of system development. The conclusion derived form this approach is a fixed strategy or a single course of action to solve the problems associated in system development (1993). Ø  Analytic-Deductive Enquiry             This approach places great importance on logical consistency and views the world as a formula in determining the success for system development by breaking down the possible problems and/or issues into separate parts and analyzing each part and formulating the corresponding solution for each; holding no significance in formulating an overall long-term solution for problems and/or issues as a whole. Ø  Dialect Enquiry             This approach gives emphasis on the subjective assumptions of two or more divergent positions in system development and the gathered data; that will help to differentiate the various assumptions involved (1993). According to  (1993), the purpose of data is not to settle issues but rather to surface the intense difference in background assumptions between two or more divergent positions. Ø  Multiple Realities Enquiry             In this approach, all the gathered data and information, together with the facts and observations are considered in order to formulate the best possible solution for the problems and/or issues in system development. A view of reality in the real world is represented by a particular model or data combination which is considered as an inseparable whole (1993). Understanding the active participation of all the individuals (management and staff of Curbishley Royal Hospital and the patients) involved in system development in order to define the problem and comparing it against a personalized created theory or model is the key element of this approach. As a result to this the problems associated in system development are defined in various representations; with corresponding solutions which can either be applied or discarded.     Ø  Unbounded Systems Thinking             In this approach, problems are viewed and considered as “messes” – uncultivated and unrelated entities which can affect other entities. Messes functions as a whole and is incapable of a rigid definition and identity; therefore demands a more innovative and comprehensive approach in formulating a solution.   The Use of IT in Curbishley Royal Hospital             Adapting IT n the healthcare industry aims to reduce cost while improving the quality of healthcare services that the industry provides through innovative and modern system in managing and delivering efficient and effective healthcare service through the general public. Curbishley Royal Hospital, implementing IT in the organizational framework of the Hospital can provide low-cost quality healthcare services to patients; meeting the growing demands of the society in healthcare quality. According to U.S. President  State of the Nation Address, in January 20, 2004, “By computerizing health records, we can avoid dangerous medical mistakes, reduce costs, and improve care.” It is always a major business goal for any healthcare providers and institutions to continuously increase the safety of patients and decrease medical-related errors in providing medical services to remain competitive. These reasons have been the major aspect that drives the healthcare industry to adapt and implement IT in their organizational framework.             Since the Internet was invented and emerged as a fast and reliable tool for communicating, the demand on adapting and using IT in the healthcare industry has been high; it has been a gateway for communication and sharing information, in a fast and secured manner. Different industries have adapted and implemented internet technology-based systems and applications in order to provide their clients with the best service and to remain competitive in today’s technology-based market competition. Technology in the healthcare industry can help in making healthcare services and medical approach more effective; making work flow in the medical sector efficient and effective.             Through the use of IT, healthcare specialist and providers of Curbishley Royal Hospital can gain access to any medical-related information in comprehensive format; allowing them in decision making regarding medical treatments for patients. It can also provide patients with innovative, fast, and accurate services. One of the significant impacts of IT in Curbishley Royal Hospital is the broad research capability it will provide the hospital and its patients. It can give patients the ability to choose from different healthcare providers and specialist to provide them with their needed medical services. It can also provide patients with convenience and portability through mobile access. Patients can discuss their medical condition with their doctor via wireless internet access; giving patient’s mobile accessibility and convenience. The service time required for every patient of the hospital will be reduced, leading to shorter waiting period to allow more patients to have access to services. Also, error detection capabilities in medical-related errors will improve. The adaptation and implementation of IT in Curbishley Royal Hospital will have consequential impact in the organizational framework of the hospital such as: Ø  Literally, Curbishley Royal hospital will gain new technology; Ø  The reduction in production cost and the savings of corporate resources; Ø  The improvement  in quality of healthcare services and practices that the hospital provides; Ø  Competitiveness advantage that the hospital can gain in the healthcare industry; and Ø  The expansion of market grounds; reaching new regions and providing global reach.   Internet Technology for the Medical Services Sector             Internet technology adapted in the healthcare sector has provided the medical sector with broad and unbounded research capabilities and development in the quality of services they provide the public. Internet technology in healthcare industry greatly improved the quality of medical services that a patient can acquire and gave empowerment to them and their family through new and innovative quality medical practices that are inexpensive. Current Internet technology             Due to the adaptation of Internet technology in the field of medicine, the development of telemedicine technology had become possible. Telemedicine technology combines advance technology with medical procedures that expands boundaries to deliver quality healthcare services to patients via long distance procedures. This Internet-based technology is widely used in the healthcare industry due to the benefits that the healthcare providers and the patients get from using such technology; it uses advance technology tools and applications, together with reliable internet infrastructures to deliver healthcare services that cross boundaries and distance (1995). Telemedicine technology had become an important communication tool in the healthcare industry due to the continuous development of technology (1999). Telemedicine is simply a stepping stone to a more sophisticated technology-based healthcare procedure in the future (2001). Future Internet innovations             Adaptation of technology in the healthcare industry has undeniably changed the landscape of medical field. It provides new solutions to medical conditions through revolutionary treatments. Future internet-based technology in the healthcare industry will be based from the successful progress already achieved by telemedicine technology, with increase sophistication and communication capabilities. Future internet innovation in the healthcare industry aims to meet the growing demands of an increasing well-in formed society. Future medical internet technology-based innovation is the Health Information Technology (HIT) which allows the rapid processing and transition of critical and confidential medical data over great distance. HIT allows comprehensive management of medical information and secure interchange of such information between healthcare providers and patients. Broad uses of HIT are: Improve health care quality; Ø  Prevent medical errors; Ø  Reduce health care costs; Ø  Increase administrative efficiencies; Ø  Decrease paperwork; and Ø  Expand access to affordable care.             Interoperable HIT will improve the quality of patient care, but it will also bring many public health benefits including: Ø  Early detection of infectious disease outbreaks around the country; Ø  Improved tracking of chronic disease management; and Ø  Evaluation of health care based on value enabled by the collection of de-identified price and quality information that can be compared.             Using HIT, patient information obtained from medical test can be monitored by healthcare providers over the Internet. HIT is an Internet-based technology method of medication wherein the healthcare provider can attend to a patient based on their home; this makes medication remote and accessible for the part of the patient and convenient for the part of the attending healthcare specialist. Risk Assessment on Internet Technology Likely impacts on staff and patients             Adapting Internet-based technology can bring likely changes in the organizational framework of Curbishley Royal Hospital’s staff and patients. It can bring some dramatic changes in the traditional medical services and practices, as well as, changes on the relationship of healthcare providers and their patients. The following are the possible impact of Internet integration for the staff of Curbishley Royal Hospital: Ø  Ease and convenience in traditional hospital work procedures Ø  Reduction in patient waiting time and fast transaction (Time saver) Ø  Improvement in the quality of healthcare service Ø  Reduction in medical errors Ø  Security in important medical information Ø  Up-to-date knowledge in the latest medical innovation and practices abroad             The patients of Curbishley Royal Hospital will also be affected by the adaptation of internet-based technology in the hospitals organizational framework. The likely impacts of technology adaptation in the patients of Curbishley Royal Hospital are: Portability, convenience and time saving Ø  Accessible in various medical services that the hospital provides Ø  Empowerment  to patients through a wider rage and option in medical services worldwide Ø  Quality and proper medical care in many form Ø  Fast medical results Ø  Information on various medical conditions and proper medications     Consequence Analysis             The adaptation of internet technology in the framework of Curbishley Royal Hospital will have consequential risk that can greatly affect the hospital’s already established name. it is important to address and immediately solve the possible risk that can affect the organization, in order to eliminate, if not, to mitigate these impact for continuous business operation. Below are the possible impacts of risks to Curbishley Royal Hospital: Ø  Interruption of business activity             Business activities of Curbishley Royal Hospital will be interrupted due to the integration of the new technology.  This is due to the reason that the new technology will require the staff of the hospital to undergo necessary training that will help them in gaining knowledge on how to properly use the new technology that the hospital has implemented. Ø  Loss of Business opportunity             The interruption of business could mean possible loss in business opportunity for the hospital. Ø  Financial Loss             Interruption of business could mean loss of business opportunity for Curbishley Royal Hospital which will obviously lead to financial loss for the hospital. Ø  Endangering of staff or customers             It is a vital in any healthcare provider to ensure an error-free deliverance of medical procedures and processes. The new technology should be error-free in order to achieve this goal. Te staff which will use and mange the new technology of Curbishley Royal Hospital should be well-trained in proper usage of the new system to ensure an error-free environment. Ø  Loss of Integrity             The newly developed technology for Curbishley Royal Hospital should be error-free to ensure that error will not occur that will risk the integrity of the hospital. The system and the medical data it collected should be secured at all time to maintain data integrity. The hospital management should have an appropriate system and data management.   Key Issues in Systems Development             System development incorporates various key issues needed to be address in order for the system development to be executed flawlessly. Key issues included in system development includes technological, Economic, Social, and political issues: Ø  Technology issues             The existing advance technology of Australia still needed further improvement particularly for low-cost medical equipment that will support the implementation of telemedicine technology and the development of better and usable application that will help users with low technical expertise. Ø  Economic and investment issues             The implementation of an internet-based technology in the healthcare industry requires a long-term investment plan to be formulated that will address all the future plans for development and address the values and needs of the stakeholders of system development, as well as, the patients and und users of the system.           Ø  Social issues             Social issues includes the societies concerned regarding remote medication and the acceptance of both the public sector and the healthcare providers in regards with remote medication such as telemedicine technology in the healthcare industry. Ø  Political issues             The government plays a vital role in setting the frame work that will make the adaptation of internet technology in the medical sector. Both government-owned and privately owned healthcare providing institutions should have cooperation which the government must initiate in order for remote medication to be widely accepted by the public.   Scope of the IS project             The telemedicine technology will allow patients to remotely access the various medical services and procedures that Curbishley Royal Hospital offers such as patient stay-in reservation, schedule for medical check-up and other medical procedures, symptoms and medications, video conference, etc. such technology offers   convenience and portability in acquiring and providing medical services respectively for both healthcare providers and their patients. See table 1 or functions of telemedicine. Initial stages of the SSM             Soft System Methodology (SSM) aims to describe the key transformation of activities the will be affected in system development and the implementation of the new system (1998), identifying the various groups of participants and there views and beliefs in implementing a new system. The problem of Curbishley Royal Hospital is to reduce cist and conserve organizational resources without compromising the quality of healthcare services that the organization provides. It is important to conduct a study that will help system development through initial stages of SSM. CATWOE for Tele-home Service C – Customer – the patients of Curbishley Royal Hospital A – Actors – the participants in this system are the Staff and healthcare provider of Curbishley Royal Hospital, and the patients as well. T – Transformation – provide patients with convenient and effective means of accessing healthcare service W – Weltanschauung – an effective and convenient system that will be accessible to anyone. O – Owner – the management of Curbishley Royal Hospital E – Environmental constraints – technological issue   Evaluation of the Report Strengths and weaknesses of the enquiry method             The best method of enquiry in system development is the Multiple Realities Enquiry because of the strengths that it has which will give advantage in making system development for Curbishley Royal Hospital well planned and organized. Below are the strengths and weaknesses of this approach: Strengths of this Method <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Because this method is a combined approach, it is well-sited to formulate solution for problems that are deemed difficult and complex.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> All the problems and/or issues associated with system development are addressed to formulate the he best solution to solve each problems and/or issues involved.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> This method doesn’t assume that there is only one way to solve a problem. It uses multiple solutions are formulated in solving the problems and/or issues and mitigate the possible risk to the organization.</li> </ul> Weakness of this Method <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Because more than one solution is formulated for a single problem using this method; it is best to choose the most appropriate answer that the management of Curbishley Royal Hospital will take, to avoid wasting time and organizational resources.</li> </ul> Major assumptions made             The major assumptions made in system development are the possible uses of telemedicine and the advantages that Curbishley Royal Hospital can gain in adapting the use of internet-based technology such as telemedicine system. The strengths and benefits of telemedicine system will greatly benefit the hospital in various ways. Although, adaptation requires thorough planning and a well-planned strategy in order to eliminate, if not, to mitigate the possible risk and/or impact that are incorporated in implementing a new system due to the changes that are interrelated in implementing a new system to an already established organization such as Curbishley Royal Hospital.   Conclusions             There is undoubtedly great potential in adapting technology in the framework of healthcare industry. Technology has a rapid constant development which empowers various industries, but the adaptation of technology in the healthcare industry is slow compare to the development of technology itself this is due to the slow acceptance of both the healthcare providers and the patients in remote medical services and medication via telemedicine technology and the capability of various healthcare industry to manage such technology effectively. But still, the support of the government and the objective of the healthcare industry to provide low-cost quality healthcare services and to reach a wider range of patients that know no boundaries of distance can lead to the future success of technology in the healthcare industry.         Credit:ivythesis.typepad.com

System Development

System Development Table of Contents ...

Marketing Communication

This paper discusses marketing communication, its key concepts and its application in the real business world.  It also stresses on some important points on how some concepts in marketing can be used as an advantage in different firms. This paper talks about the concepts in relation to a specific case and relates it to some more cases existing in the industry, and discusses the meaning, the theory, the usage and the practicability of IMC or integrated marketing communications in its application in the real world and how to use it in the advantage of the business.   Introduction             One of the most important advances that humans achieved was the establishment of a market system. The Barter system existed among traders or in technical terms, it is the mutual exchange of goods. From this exchange, comes the evolution of different marketing styles in order for the traders to get what they really want. From the Barter system, the traders that time developed the concept of money to better exchange of goods and for easier travel, as often; in Barter system traders must carry loads and loads of goods for more exchange. It then came to the point of feudalism, capitalism and other concepts. With the growing population, people developed different styles in marketing and exchange to widen their target markets and profit. From this, humans were able to appreciate and realize the concept of market, its philosophies, theories and most especially its applications. The Marketing Communication and IMC In marketing, the most important thing to be discussed and managed is the market. Without it, the concepts and theories we have today regarding marketing communication will be useless. In definition, the term market refers to the group of consumers or organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product ( 2005). With the existence of the market comes the existence of marketing communication. It is true that marketing is not a new concept to us. In fact, it has been one of the major ideas, which dominates the business world. However, it is not true that it only serves to give profit to those who would want to use and apply it. Marketing serves as a good venue for different strategies, application and communication. Alongside the concept of marketing is marketing communication.  (2001) points out that marketing communication widens the scope to embrace the idea that healthy relationships between customers and suppliers are the basis for the prosperity of each; but its challenge is to ensure that expressive communicative activity is clear, consistent and coherent, while enabling and facilitating impressive communicative activity that aids judgment and decision-making ().   In relation to this is the concept of integrated marketing communications. IMC or Integrated marketing communications is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation (2006). The reason for the growth of this concept depends on the changes in the marketplace, consumers, communication and organizational structure. It is also a process of using promotional tools in a unified way so that a systematic communications effect is created ( 2006).   The implementation of the different disciplines of the IMC strategy in a company depends on how their strategies are defined. These disciplines are usually those of the marketing mix such as advertising, public relations, promotions, direct marketing and package design. This idea came to life in the 1970’s, and since then, other agencies have tried to employ more of their diverse marketing services on each client’s business. The promise of IMC strategy was to integrate traditional advertising, direct marketing, interactive, public relations, event marketing and other services sensibly on behalf of clients (2006). The practicability of using IMC strategies brought about significant and pervasive changes in the business world and became very popular over the last two decades of the 20th century. It is not only an idea discussed in meetings and among marketing associates, but was given enough emphasis in different situations and incidence when needed. This is mainly because of the communications environment, which has contributed to its growing prominence. Some pervasive changes are the following: 1. The Fragmentation of media. Media options available to marketers have proliferated at an astounding rate. Broadcast media now offer “narrow-casting” so specific that advertisers can reach consumers at precise locations, such as airports and supermarket checkout counters. The proliferation and fragmentation of media have resulted in less reliance on mass media and more emphasis on other promotional options such as direct mail and event sponsorship. 2. Better audience assessment. More sophisticated research methods have made it possible to more accurately identify and target specific market segments such as Asian Americans, teenagers, Hispanics, and dual-income households with no kids. This leads the marketer away from mass media to promotional tools that reach only the segment that has been targeted. 3. Consumer empowerment. Consumers today are more powerful and sophisticated than their predecessors. Fostering this greater power are more single-person households, smaller families, higher education levels, and more experienced consumers. Empowered consumers are more skeptical of commercial messages and demand information tailored to their needs. 4. Increased advertising clutter. Not only are consumers becoming more sophisticated, they are becoming more jaded as well. The proliferation of advertising stimuli has diluted the effectiveness of any single message. There is no end in sight to this “message” proliferation. 5. Database technology. The ability of firms to generate, collate, and manage databases has created diverse communications opportunities beyond mass media. These databases can be used to create customer and non-customer profiles. With this information, highly targeted direct response and telemarketing programs can be implemented. 6. Channel Power. In some product and market categories, there has been a shift in power away from big manufacturers toward big retailers. The new “power retailers,” such as WalMart, The Gap, ToysRUs, and Home Depot, are able to demand promotional fees and allowances from manufacturers, which diverts funds away from advertising and into special events or other promotions. 7. Accountability. In an attempt to achieve greater accountability for promotional spending, firms have reallocated marketing resources from advertising to more short-term and more easily measurable methods, such as direct marketing and sales promotion. (2006).             To justify this claim, we have to take for example the case of Singapore Airlines. This company has proven a lot in terms of their marketing strategies and has incorporated the concept of IMC in their business, but not only to make profit, but also to render service to their clients. Reisender (2006) reports that one of the world’s most successful airline marketing campaign belongs to Singapore Airlines, as it has the reputation for excellence that it created for itself over the years. The author reports that right from the beginning, the management of Singapore Airlines has set out to be an industry pacesetter, making it Asia’s youngest fleet, and concentrated on being the first in Asia to bring their passengers such amenities as in-flight faxes and telephones. Its airline management not only has to look ahead at which company they have to beat, but also constantly look over their shoulders to see which company is catching up fast. The bottom line is that, over the years, Singapore Airlines has built an enviable reputation, made bumper profits, has had the cash flow to purchase the latest new aircraft, resulting in a very large number of brand-loyal Singapore Airlines frequent flyers (2006).             The value of money has become very important to every consumer these days.  (2006) stated that in choosing an airline, safety and service are very important aspects, and it is a comfort to any air traveler to know that the airline they choose has a reliable record. It was reported that Singapore Airlines (SIA) began in 1947 as Malayan Airlines in a joint venture between the Malaysian and Singapore governments, serving primarily the South East Asian region. In 1965, Singapore separated from Malaysia, and later the two governments agreed to set up separate airlines. With this separation, in 1972, the new Singapore Airlines was born (2005). The distinction of Singapore Airlines with other airlines is that it has no domestic routes, and started competing with international airlines for routes, getting access to airports, securing flight slots and landing rights, and attracting a new customer base. The author also added that throughout the course of its 32-year history, Singapore Airlines has remained true to their brand attributes, as they have pioneered many in-flight experiential and entertainment innovations, and strived to be best in class. Singapore Airlines decided on a fully branded product and service differentiation strategy from the very beginning; and innovation, best technology, genuine quality and excellent customer service were the major drivers of the brand.              In addition,(2005) stated that while other airlines have also pursued high service and quality brand strategies, none has been able to match Singapore Airlines in consistency, commitment, and true permeation of the brand in every facet. It has been able to maintain their brand advantage by not wavering from their brand strategy, from the commitment and dedication from the board, CEO and senior management team, and strong faith in the brand’s ability to pull through bad times. With this, the management team and shareholders must maintain a longer-term outlook to avoid making short term, reactionary decisions which dilute the brand (2005).  The author also added that on the technology side, Singapore Airlines still maintains the youngest fleet of aircraft amongst all major air carriers, and keeps to the stringent policy of replacing older aircrafts for newer and better models.  They have always been first in line to take delivery of new aircraft types like Boeing 747 jumbo jets, Boeing 777, and they will become the first airline to fly the Airbus Super Jumbo A-380 in 2006. The author explained that the strategy behind the technology program is to enhance cost efficiency to use the latest aircrafts and for marketing purposes. Singapore Airlines recognizes that each innovation has a relatively short life span, so once another airline adopts it, it is no longer considered innovative. Therefore, the airline continues to invest heavily in Research and Development, innovation and technology as an integrated part of the business strategy to further differentiate itself from others ( 2005). One way of evaluating its performance is through its services.  As reported by  (2005), Singapore Airlines was the first to introduce hot meals, free alcoholic and non-alcoholic beverages, and hot towels with a unique and patented scent, personal entertainment systems, and video-on-demand in all cabins. We must not also forget the clever imagery of the Singapore Girl, attractive and unflappable, smiling at every situation in every corner of the world that has been a winner for the airline (2006). The author also added that the Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon with an almost mythical status and aura around her. The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. It is a brilliant personification of Singapore Airline’s commitment to service and quality excellence (2006). IMC in Other Aspects Aside from the example discussed above, the concept to integrated marketing communication can still be applied in other aspects. It has been reported that communication is a crucial activity in the organizational management and development, and certainly is one of the most common internal marketing applications in the constructing of internal communication strategies ( 2005). However, many people think that marketing is all about selling and promotion, but the main idea of marketing is matching the product’s offerings with the wants and needs of customers in order to achieve both goals. In this case, we will take the school as an example, where the product is the school and the customers are the students and parents. It has been stated that all schools market to a better or lower degree, even with many doubts and concerns about marketing, most schools acknowledge that it would most probably take an important part in determining their success. Schools market to boost or maintain enrollments, increase financial resources and improve the school’s reputation or image (2005). Furthermore, marketing activities in schools have increased, although the existing approach mainly reflects the idea that marketing is promotion, public relations and fundraising. Schools promote their marketing activities through prospectuses, advertisements in newspapers, letter drops, school videos, word of mouth, advertising, promotional visits, shopping and by using the school homepage, which is a recent development in advertising tools (2005). Though the application of integrated marketing communication is very extensive, some firms cannot totally maximize its use due to a difference in approach, nature and market. Some of these include the scientific sector, the hospitals and the church. IMC can still be applied but not totally, as compared with marketing as associated with business. We can evaluate this by citing the services offered by the examples mentioned. The goal of hospitals and other health-related centers is to serve the people regarding their disease or health. Marketing, in its strictest sense may not be properly used in this aspect, as it is generally about goods and services in relation to its target market. The service that the hospital offers is not particular with its target market. According to  (2006), here are some of the services that the hospital offers, to give us an idea how the concept of IMC cannot be totally utilized.   1.    Hospitals improve the accuracy of patient identification. 2.    Improve the effectiveness of communication among health care providers. 3.    Improve the safety of using medications. 4.    Reduce the risk of health care-associated infections. 5.    Accurately and completely reconcile medications across the continuum of care. 6.    Reduce the risk of patient harm resulting from falls. 7.    Encourage patients’ active involvement in their own care as a patient safety strategy. With these enumerated services of hospitals, we can deduce that marketing may have nothing or little to do with it, due to a difference in nature and application. Another example is the role of the church in the society. According to (2004), there are several missions of the church. Among the mission of the church are the following: the indigenization and contextualization of the gospel worldwide; the campaign for collaboration and cooperation; the emphasis on justice and reconciliation; and making disciples, particularly the members of other religions and persons with no belief in God. From this, we can understand how marketing cannot be used in its aspect. Both of these examples are service-oriented and the marketing concept will not be applied as desired. Conclusion             According to  (2005), integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, marketing communications focus on overcoming immediate awareness, image, or preference problems in the target market. However, this approach to communication is too shortsighted. Today, marketers are moving toward viewing communications as managing the customer relationship over time. Because customers differ, communications programs need to be developed for specific segments, niches, and even individuals, and given the new interactive communications technologies ( 2005). Thus, the author adds that the communications process should start with an audit of all the potential contacts target customers may have with the company and its brands. For example, someone purchasing a new computer may talk to others, see television ads, read articles and ads in newspapers and magazines, visit various Web sites, and try out computers in one or more stores. The marketer needs to assess what influence each of these communications experiences will have at different stages of the buying process. This understanding will help marketers allocate their communication dollars more efficiently and effectively ( 2005). We have to consider three criteria to determine the practicability of the integrated marketing communication concept. These are advertising, sales promotion and public relations. These can be considered, as they can become indicators of how the IMC concept is effectively implemented in a business. According to  (2005), advertising can be traced back to the very beginnings of recorded history. He added that archeologists working in the countries around the Mediterranean Sea have dug up signs announcing various event and offers. However, modern advertising is very different from these early efforts, as technology can now be used to effectively advertise products. In fact, U.S. advertisers now run up an estimated annual advertising bill of more than 7 billion; worldwide ad spending approaches an estimated 0 billion. Advertising is definitely a good way to inform and persuade, whether the purpose is to sell Coca-Cola worldwide or to get consumers in a developing nation to use birth control ( 2005). Another is sales promotion. Sales promotion consists of short-term incentives to encourage the purchase or sales of a product or service ( 2005). In comparison to advertising and personal selling, sales promotion offers reasons to buy the product immediately. A good example would be an email from Amazon.com offering free shipping on your next purchase over ( 2005). Lastly is personal or public relations. It builds good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events ( 2005).                    Credit:ivythesis.typepad.com

Marketing Communication

This paper discusses marketing communication, its key concepts and its application in the real business world. It also stresses on so...