Basic business strategy. Responding to change requires planning, marketing, and budgeting strategies

Substantive alterations in the structure and nature of the health care market are requiring new and more effective approaches to managing health care resources. The adaption of planning, marketing, budgeting, and reimbursement strategies as responses to these environmental forces are discussed here. Although organizational relationships within the health care industry have evolved slowly over the past 10 years, the cumulative impact has been profound. Coupled with more rapidly developing changes in provider-purchaser relationships, competition among providers for both patients and resources has never been more intense.