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Die deutsche Healthcare-Branche im Jahr 2015: Zukunftsszenarien mit strategischen Implikationen

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  • Colosio, Dario
  • Vollmar, Bernhard H.

Abstract

Angesichts steigender Unsicherheit und Komplexität der technologischen, gesundheitspolitischen, kulturellen und ökonomischen Rahmenbedingungen in der deutschen Healthcare-Branche ist die Identifikation und Berücksichtigung von Einflussfaktoren und alternativen Zukunftsbildern in der strategischen Unternehmensplanung von steigender Bedeutung. Die vorliegende Arbeit konzentriert sich auf die Anwendung der Szenario-Technik als Planungsinstrument und diskutiert im weiteren Verlauf drei zentrale Fragestellungen: (A) Wie könnte sich die heutige Healthcare-Branche im Jahr 2015 entwickeln? (B) Welche grundsätzlichen strategischen Optionen können die Healthcare-Unternehmen infolgedessen ergreifen? (C) Ist eine gegenwärtige Tendenz zu einem der erstellten Szenarien ersichtlich? Die vorliegende Arbeit identifiziert die Zahlungsbereitschaft der Bevölkerung und den Informationsstand der Bevölkerung als kritische Unsicherheiten und entwickelt darauf aufbauend für das Jahr 2015 vier inhaltlich konsistente Szenarien. Darüber hinaus, werden in den jeweiligen Szenarien für die Healthcare-Unternehmen generische strategische Handlungsempfehlungen formuliert. Auch eine Kernstrategie, welche szenarioübergreifend angestrebt werden sollte, wird aufgezeigt. Abschließend ergibt die Analyse aktueller Daten zur Healthcare-Industrie, dass sich die Branche in einem durchaus kritischen Markt bewegt, in dem gut informierte Patienten die Produkte und Leistungen der Leistungserbringer und Healthcare-Unternehmen kritisch hinterfragen.

Suggested Citation

  • Colosio, Dario & Vollmar, Bernhard H., 2012. "Die deutsche Healthcare-Branche im Jahr 2015: Zukunftsszenarien mit strategischen Implikationen," PFH Forschungspapiere/Research Papers 2012/03, PFH Private University of Applied Sciences, Göttingen.
    • Handle: RePEc:zbw:pfhrps:201203
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    1. Stark, Manuel & Ahrens, Joachim, 2012. "Economic reform and institutional change in Central Asia: Towards a new model of the developmental state?," PFH Forschungspapiere/Research Papers 2012/05, PFH Private University of Applied Sciences, Göttingen.

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