Strategic Plan: Gerald Champion

Strategic Plan

MBA/580 Strategies for Competitive Advantage

Dr. Ken Sherman

May 19, 2008

Executive Summary

The strategic plan for Gerald Champion was completed with the input from the board of directors, senior management, physician leadership, management and staff. The healthcare industry continues to struggle with declining reimbursement, an aging nursing population, high staff turnover, low productivity performance and declining bottom lines.

Gerald Champion utilizes the strategic planning process to anticipate the future and position the organization for success. This plan includes the vision, mission and values of the organization. It details out the environment that exists in the healthcare industry. This plan focuses on the key ingredients that the board of directors is critical to the short and long-term success of the organization. This plan utilizes 2008 as the base year and provides information for the next three fiscal years.

Company Background

Gerald Champion Memorial Hospital is a 99-bed licensed acute care healthcare facility located in southern New Mexico. The facility is a sole community hospital with its closest competitor located 50 miles to the northeast. The hospital serves the community of Alamogordo with approximately 52,000 residents in its primary service area and 84,000 in its total service area. The organization is a private not-for-profit 501(c) 3 organization that opened its doors in 1948. Gerald Champion is controlled by a 12 member governing board of directors elected by the stockholders at the annual board meeting held the third Monday of June every year.

The hospital provides inpatient acute medical and surgical care, maternal child, intensive care, surgical and emergency services, diagnostic imaging, laboratory, physical therapy, cardiopulmonary and infusion services. Annual gross revenues exceed $130 million. Medicare tends to make up the majority of the organizations patient revenue at 43.4%, while Champus (12.7%) and BCBC (11.5%) make up the next highest service areas. As a whole, Gerald Champion captures about 82% of the market share.

Vision Statement

The organization is the only full service healthcare facility in the area and long term must remain a viable and functional medical center providing state of the art services to the community. A vision statement must indicate where the management of the organization sees the organization in the future. The vision statement for Gerald Champion Memorial Hospital is to be a trusted and financially strong provider of high quality healthcare services that consistently delivers reliable and efficient service to our customers. This statement and vision should allow for the hospital to be able to continue providing services for the next fifty years and excel to the “Evolution to Excellence”.

Mission Statement

Gerald Champion started its mission of providing healthcare services to the small railroad community in a small two-bedroom house located near the downtown area of town. The man that developed the idea and led the fund raising events to open the first hospital was killed in an airplane crash in the mountains to the east of the community. In tribute to the gentleman, the hospital was named in his honor. Gerald Champion was a local businessman that wanted the very best in healthcare service.

As the community began to grow and become a much larger community, the mission of providing healthcare services began to change and grow. With changes in culture to a more health and fitness community, it is appropriate that the organizations mission continues to grow with the community and culture. The mission statement for Gerald Champion Memorial Hospital is to improve the health and well being of the community through local, high-quality and compassionate health care services.

Organizational Values

The board of directors has developed five key values for the organization. The values are stated as to what commitments the organization will have. They are committed to quality, patient, physician, employee and the future. These commitments are the underlying foundation to the overall success of the organization.

Quality Commitment

• To strive to provide and continually improve the quality and scope of services provided to our community.

• To provide modern equipment, facilities, and plan for the capital structure necessary to accomplish it.

• To