Graduate Certificate in Health Care Strategy and Marketing
Master health care strategy and marketing.
Take the next step in your health care career with Simon Business School’s Graduate Certificate in Health Care Strategy and Marketing. Tailored for health care leaders and staff involved in strategic decision-making, business management, and new venture analysis, this program equips professionals with essential skills in strategic analysis, business planning, and marketing. Credit earned can be transferred into Simon’s Master of Science in Medical Management, Professional MBA, or Executive MBA programs. The evening and weekend format allows flexibility for working professionals, and the condensed program length allows professionals to build expertise in a specialized area without the time commitment of a full degree.
This structured curriculum provides a focused approach and an emphasis on practical application to understanding and applying strategy and marketing in health care settings.
| Fall A | Fall B | Spring A | Spring B | Summer |
|---|---|---|---|---|
HSM 420: Business Economics of the Health Care Industry | HSM 451: Health Care Marketing and Business Plan Development | HSM 430: Health Sciences Management and Strategy |
|
|
- HSM 420 - Business Economics of the Health Care Industry
HSM 420 uses the tools of managerial economics to analyze the business institutions, practices, and regulation of the health care industry. The course covers the health care value chain including: i) purchasers of health care services (e.g., government, private insurers and employers); ii) providers of health care services (e.g., hospitals and physicians); and iii) manufacturers of medical devices, pharmaceuticals and supplies. Each unit of the course consists of an economic overview of the industry segment, including a review of the managerial economics issues that are currently important in the industry segment. Topics include the economic structure of the U.S. healthcare industry, including its vertical relations; placing the US healthcare system in international context and understanding the role that technology plays in driving long term change in the industry; the fiscal crises that beset Medicare and recent payment innovations that Medicare has made that may fundamentally change the organization and delivery of health care services; private health insurance in the U.S.; provider sector restructuring, both horizontally and vertically, to meet the challenges posed by population health and capitation; the evolution of managed care as embodied in Accountable Care Organizations and consumer driven health care; quality measurement and reward, disease management and pay-for-performance; management challenges of the pharmaceutical and medical device industries, including managing the flow of innovation and marketing and distributing new products; current trends in both the adoption of and payment for medical technology including cost-effectiveness analysis; and the likely effects of health care reform on the health economy.
- HSM 451 - Health Care Marketing and Business Plan Development
Basic marketing and economic concepts are integrated with the unique institutional features of health care markets to develop a framework for strategic and business planning for a health care organization. A special focus is placed on the practical elements of plan development.
- HSM 430 - Health Sciences Management and Strategy
This course applies the principles of organizational economics and strategy to the institutional setting of health sciences. The course focuses on the interdependence between the delivery, financing, and technology sectors of the health care marketplace. It discusses how management and strategy choices within each sector are responses to the unique institutional factors in the health care marketplace and how the strategies of each sector affect the behavior of the others. Students will leave the course with an ability to think productively about management and strategy challenges within each of the three health science sectors.
Skills You Will Gain
- Understand market dynamics in health care.
- Analyze industry regulations and their impact.
- Use patient insights to develop competitive services.
- Create business plans and lead capital projects.
- Assess competition and implement strategies for success.
- Learn key components of strategic planning.
- Apply game theory, real options, and scenario planning.
Who should apply for the certificate?
This certificate benefits clinical and non-clinical professionals looking to start or advance their careers in health care strategy and marketing.
Including roles such as:
- Clinical professional (e.g., doctor, nurse)
- Clinical leader (e.g. department chair, division chief, lab head)
- Health care industry professional (e.g., insurance, consultant)
- Health care business development or marketing manager
- Hospital administrator
“The Health Care Strategy and Marketing certificate prepares leaders to develop robust, flexible strategies that position their organizations to succeed in the rapidly evolving health care industry.”