Chiến thắng trong TRẬN CẦU INSIGHT Những người chơi không thể làm cho một quá trình chuyển đổi có lợi nhuận để mô hình mới này không có khả năng để tồn tại. Môi trường tin tức tốt lành là dân số già sẽ đảm bảo tiếp tục tăng trưởng trong ngành công nghiệp chăm sóc sức khỏe và do đó nhu cầu cho các sản phẩm của chúng tôi. | 104 WINNING THE BATTLE FOR INSIGHT Players who are unable to make a profitable transition to this new model are unlikely to survive. Environment The good news is that the aging population will ensure continued growth in the healthcare industry and hence in the demand for our products. However the growth of managed care together with Internetbased procurement systems threatens a margin squeeze that must be overcome through a combination of enhanced efficiencies and the provision of value-added services. Once Med-Surg s executives had discovered and honed these insights they couldn t simply walk away from them. Indeed the Strategic Learning process forces you to the next step to translate your insights into a breakthrough strategy. Med-Surg is using its insights to transform itself from being simply a supplier of consumables to becoming a provider of knowledgebased services as well. It continues to sell rubber gloves cotton swabs and all the other supplies doctors and dentists need. But it is rapidly expanding its offerings to include practice management software supply management systems that automate the ordering process and other unique services that make the practice of medicine easier and more profitable for its customers. Med-Surg is now well on its way to turning around its business. The situation analysis was the springboard for this. Without clear insights into how its environment was changing Med-Surg would probably have increased its efforts along traditional lines working for example to trim the costs of commodities like paper towels even further. The benefits to be gained from such a strategy would be small and shrinking. Only by taking a long step back to consider the major trends that are reshaping its industry was Med-Surg able to discover a far more lucrative business arena adjacent to its traditional space with much greater long-term growth prospects. In today s rapidly changing business world every company needs to do the same. H kuj Defining Your
