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Directional Strategies Report 1 Directional Strategies Report Latisha Fowler Capella University MHA 5010 Strategic Healthcare Planning March 2020 Dr. Terry Karjalainen

Directional Strategies Report 2 Abstract This document will explore the directional strategies of Manhattan Dental Spa, a multifaceted dental practice located in New York, New York. I will analyze the existing stated directional strategies mission, vision and values statement given by Manhattan Dental Spa, then I will offer suggestions of improvement to ensure a sound foundation necessary for the current strategies of the organization. Directional strategies come in many different types depending on the need of the organization such as such as growth, stability or retrenchment. I chose the directional strategy of growth and stability, as with any organization one should thrive to grown while remaining stable.

3 Manhattan Dental Spa in New York, NY has been in business since the early 1980’s it was formerly known as Joseph P. Greer & Mitchell A. Charnas LLP and changed names and ownership in 2010. Manhattan Dental Spa is a private practice which has two primary owners who are general dentist one associate four specialist endodontist, periodontist, oral surgeon and a cosmetic surgeon and seven hygienists. Manhattan Dental Spa offers top notch quality dental care in a state of the art facility, we pride ourselves for offering a service in one office and do not need to refer patients to other practices for care. We are a fully equipped private practice that offer a 24hr emergency care and pain management hotline in which a doctor is on call Directional strategy is the blueprint a company uses to decide on what is needed to grow business, increase profits, and accomplish goals and objectives. Organizations create their own types of directional strategies that work for the focus and scope of each individual business. The directional strategies that all health care organizations should utilize are the mission, vision and values statements. These statements are the core foundation that any health care organization can build a successful strategic plan around and make revenue while providing for the needs of their patients and staff. An organizational mission is broadly defined and enduring statement of purpose that distinguishes a health care organization from other organizations of its type and identifies the scope of its operation (Ginter 2013, PG 169). An organization’s mission and vision are the most fundamental forms of directional strategy, the mission statement defines your business purpose and sets the overall tone for your strategic direction. There are many different missions that lead to different strategic approaches it all depends on what your organization is trying to achieve. A

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4 vision statement outlines what you hope to achieve as you work toward your mission and helps to focus your strategy toward reaching specific business goals. In Building your company's vision Collins and Porras (1996) noted that a core ideology consists of a set of ‘core values’ and a ‘purpose’ that drive an individual or organization forward, guiding them to success and through tough times. Core ideology provides the glue that holds an organization together as it grows, diversifies, decentralizes, expands nation-wide/globally and develops workplace diversity. Manhattan Dental Spa’s mission statement is to “change lives one smile at a time while providing quality oral health care and excellent customer service”. Manhattan Dental Spa stands by the mantra of “if you look better you feel good” and we change lives by improving your oral health and smile whether it is as simple as a prophylaxis or a complete cosmetic restoration. We treat every patient with individual care we do not double book so the time allotted is designated specifically for that individual patient. Our patients range in age from 21-70 majority of our patients come to us through our referral system and seeking to either get Invisalign or cosmetic dentistry. Manhattan Dental Spa’s vision is to go beyond just a household name we wish to go global. MDS being located in close proximity to the United Nations we do treat many diplomats and government officials on an emergency basis, so we are trying to make our brand global when officials are in town we will be the go to office for all of their oral healthcare needs and eventually cosmetic cases. This vision it is extremely hard to put a time frame to achieve as not all of the officials speak English and the current languages currently spoke in the office are Spanish, Russian, Hebrew, Tagalog, Arabic and French and many officials only feel comfortable speaking in their native language so we usually ask for an interpreter. Many government

5 officials are only here for a specific amount of time so attempting to start large cosmetic treatment may seem unrealistic. Manhattan Dental Spa value time and effort, the company have high regards for patients time that is why we rarely run behind schedule and we never double book we give realistic expectations on the amount of estimated time a specific procedure will take so that it is scheduled accurately and accordingly. We value the patient’s effort we meet many patients who have a fear of dentist so even when a patient makes the first call we let them know that we are proud of them and we thank them for choosing us to help them. Every patient is treated with respect and given five star treatment. The growth directional strategy is aimed at growth and is used when you want to exceed your current achievements associated with your brand, performance and business measures. Healthcare organizations that implement the growth strategy will revamp its existing operations through efficiencies to create business expansion or by adding a service that was previously handled by an external provider. Manhattan Dental Spa’s growth directional strategy was to build an in office dental ceramics lab as well as we purchase a cone beam Xray 3D scanner and offer in office nutritional education and supplements. Deciding to build an in office dental ceramics lab helped the company cut the lab cost as well as being able to do on site cosmetic dentistry quicker than if we had to ship to outside laboratories as well as if there was an error we have a onsite lab tech to rectify it while the patient is in the office. This will help increase revenue as we are saving money also many patients love the idea of the fast turn around time. Prior to deciding to purchase a cone beam 3D scanner the patients would be referred to radiology labs and then had to wait for the results or scans to be sent to the office now with it

6 being on site, majority of the staff has went and completed training in order to receive their radiology badge we also have two administrators who are certified radiology technicians which helps the office be more equipped to perform this service in office. By offering this service it alleviates the wait time and inconveniencing the patient for having to go to a different location in ordered to be treated at our office. Manhattan Dental Spa added the availability of nutritional supplements for years we would offer patient education on nutritional health and how it directly impacts the oral health and we would then recommend or prescribe certain supplements or medications to the patients. Now that we have the license and certifications to sell the nutritional supplements in office this has generated a lot of buzz especially amongst our holistic and organic patients this alleviate the patients having to look for the supplements also they receive on site education on directions, benefits and side effects if any. The directional strategy focused on stability will strive to make Manhattan Dental Spa relevant we are aware that this is the era of social media, so we are making the necessary steps in increasing our social media presence on all platforms. The directional strategy for stability is mainly useful as an interim plan of action because with the constant change of trends it works well to control the growth and change in a specific market. Strategic planning is a systematic process that helps you set an ambition for your business' future and determine how best to achieve it and with any directional strategy that an organization chose it should not only favor the best interest of the company but also their target audience whether it be patients, customers and or staff and implement and clearly exemplify the organizations mission, vision and values.

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Directional Strategies Report 7 References Ginter, P. M. (2013). The strategic management of health care organizations . Retrieved from https://ebookcentral-proquest-com.library.capella.edu Xu, R., Shao, H., Zhu, J., Ju, Q., & Shi, H. (2019). Combination strategies based on epidermal growth factor receptor (EGFR) tyrosine kinase inhibitors for cancer patients: Pooled analysis and subgroup analysis of efficacy and safety. Medicine, 98 (13), e14135. doi:10.1097/MD.0000000000014135 Kumar, D., Skillsoft Books, & Books24x7, I. (2010;2016;). Enterprise growth strategy: Vision, planning and execution . Farnham, Surrey, England;Burlington, VT;: Gower. doi:10.4324/9781315579870 https://www.visionroom.com/building-your-companys-vision/

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