External Forces In Health Care

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In recent year the health care industry has seen broad changes that have impacted all health care stakeholders. Often, leaders in health care believe that external factors which affect the industry, such as local and federal policies, payers, cost of doing business, technology, health of the population etc, are so powerful and so far outside of their control that whatever strategy they employ, it will not be able to counterbalance these external forces and therefore will not generate new demand and create new markets. These leaders are stuck in what Chan and Mauborgne call mental models designed to negotiate existing market spaces, which prevent them from creating new markets. They spend their time fighting to keep their patients away from
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