STRATEGIC MANAGEMENT IN THE HEALTH SYSTEM

U ovom specijalističkom diplomskom radu istražena su obilježja i značajke strategijskog menadžmenta u zdravstvu. S obzirom na specifičnost hrvatskog zdravstvenog sustava gdje još uvijek zdravstvo ima dominantno javnu sferu, strategijski menadžment opisuje se iz perspektive privatnih zdravstvenih ustanova u Republici Hrvatskoj. Privatne ustanove zdravstvene skrbi zapravo posluju kao poduzetnički aktivni subjekti koji svoju zdravstvenu uslugu prodaju na tržištu te u strateškom smislu djeluju i funkcioniraju kao svaki drugi poduzetnik. Na temelju istraživanja strategijskog menadžmenta u hrvatskim, privatnim zdravstvenim ustanovama utvrđeno je da strategijski menadžment ima važnu ulogu u poslovanju zdravstvenih ustanova. Strategijski menadžment analizom okruženja zdravstvene ustanove i procjenom stanja u zdravstvenom sustavu donosi strateške odluke kojima usmjerava rad zdravstvene ustanove. No, uloga strategijskog menadžmenta nije samo u postavljanju strategije, nego i održavanju iste te daljnje procjene je li strategija dobra za zdravstvenu ustanovu ili se treba mijenjati.This specialty graduate thesis explores the features and features of strategic management in healthcare. Given the specificity of the Croatian health system where health is still dominated by the public sphere, strategic management is described from the perspective of private health care instituions in the Republic of Croatia. Private health care institutions actually do business as entrepreneurial entities that sell their health care services on the market and operate strategically in the same way as any other entrepreneur. Based on the research of strategic management in Croatian private health care institutions, it has been determined that strategic management plays an important role in the operation of health care institutions. Strategic management by analyzing the health care environment and assessing the condition in the health care system makes strategic decisions that direct the work of a health institution. But the role of strategic management is not just about setting up a strategy, but also maintaining it, and further assessing whether the strategy is good for a health care institution or needs to be changed