Running Head: Thesis Assignment-2 1

THESIS ASSIGNMENT –II

SHRUTI CHOLA

MBA -625

COLEMAN UNIVERSITY

Thesis Assignment-2 2

THESIS SUMMARY #1

Thesis Statement: Innovation –Necessity in Health Care

Author name: Endsley, D.Scott

Title: Innovation in Action

Year of Publication: 2010 No: 1

Book: A Practical Guide for Healthcare Teams

Publisher: Wiley-Blackwell Editor:

Main Theme:

This book compacts about the ideologies related to innovation throwing an insight on various innovation

models, prototyping, testing ideas and dynamics related to innovation diffusion.

Main point #1:

Innovation is hard in health care

Evidence: United States spends over 26$ billion on research and development in healthcare, second only to

defense research and development. Examples of disastrous failures abound in healthcare ranging from the

various efforts to use managed care methods to manage costs, stock market losses of biotech start-ups, and the

painfully show digitalization of healthcare delivery represents high stakes and high investment that yielded little

in terms of innovations.

Main Point# 2:

Inclusion of social networking in Innovation

Evidence: Social network configurations and functions produce different patterns of innovation diffusion, and

what are their implications for formulating a diffusion plan. One benefit, for example, of state medical society

meetings is to allow networking of acquaintances from across the state, sharing their experiences, and possibly

new ideas.

Main Point# 3:

Thesis Assignment-2 3

Viral / Buzz marketing

Evidence: The effect of social networks on spread of new ideas, behaviors, and practices has been employed by

marketing companies. The marketing world understands that word of mouth or viral marketing can spread a

new product like a wildfire. It builds on the second network dynamic above introduction into highly clustered

networks through peripheral individuals and relies on peer-to-peer spread.

REFLECTION:

In any business, innovation is essential to success in a competitive environment. The culture to be instilled for

improvement and innovation in an health care organization. It helped me gaining awareness regarding the

culture of improvement and innovation.

PEER SUPPORT:

Name: Shravani

Helped in understanding the models and theories related to innovation

THESIS SUMMARY #2

Thesis Title: Role of Information systems in Health Care

Author name: Adi Armoni

Title: Effective Healthcare Information Systems

Publisher: IRM Press

Year of Publication: 2002

Book: Effective Healthcare Information Systems Editor :Adi Armoni

Thesis Assignment-2 4

Main Theme:

Health and medical informatics is rapidly developing in both its research and operational aspects and

encompass a very broad field. This book explains the principle of Telemedicine and role in changing the shape

of medical practice both in relation to the patient and to interaction between physicians and medical institutions.

The use of Information technology for the development of medical instruments like CT and MRI scanners and

for the registration and processing of medical services and hospital bills Electronic Data Processing facilities

(EDP), Hospital Information Systems (HIS) and ancillary registration systems are well emphasized.

Main point#1:

Information Strategy in healthcare organizations is an ad hoc static planning process.

Evidence:

Dynamic approach is developed to adapt to the specific organization and the specific environment. The

environment (government, suppliers, patients, professional groups) determines for a great deal which planning

possibilities are available. That is why in four cycles agreeing, aligning, analyzing and authorizing yearly

planning approach is built in which the information projects can be chosen and monitored and changed when

necessary

Main Point# 2:

Technology-based marketing in the healthcare industry implications for relationships between players in the

industry

Evidence:

The healthcare industry is complex and comprises many relationships between different players in the industry,

for example, physicians, patients, pharmaceutical firms, and insurance firms. These relationships are often

developed as separate dyads that are independent of each other. This has led to the healthcare industry being

Thesis Assignment-2 5

described as diverse and disconnected (Business Wire, 1999). However, information technology is changing the

industry by introducing technology applications that increase and strengthen connectivity between the different

players in the industry. The improved online connectivity is impelling marketing practices within the industry,

which in turn are affecting the dynamics of the relationships between the different players in the industry

Main Point# 3:

Information System Failures in Healthcare Organizations

Evidence:

Information systems fail for many reasons, relatively few of which are attributable specifically to defects in

system hardware or software. Operational failures occur with some frequency, the length of downtime and

operational impact usually are much less severe than failures due to disaster occurrences. Categorization of

more than 5,000 computer outage incidents revealed that 47.1% of those outages resulted from events that

would be classified as internal or external disasters. lost revenues and productivity

Reflection:

Provided the ways in which innovative information systems projects take on a life of their own by reviewing

some of the more traditional ways of making sense of this phenomenon: resistance to change, escalation and

unintended results, before introducing the sociology of translation.

It delivered a theoretical framework for viewing the transformations that an information systems project

undergoes.

Peer Support:

Name: Olivia

Thesis Assignment-2 6

Suggested emphasizing on planning to avoid system damage or data loss and recovery in the event of damage or

loss is focused on likely events of significant magnitude.

THESIS SUMMARY#3

Thesis Statement: Health Promotion and Marketing Litigation

Author name: Roger Lee Mendoza

Title: A Case Study of Infant Health Promotion and Corporate Marketing of Milk Substitutes

Publisher: Springer

Year of Publication: 2011 Volume: 20 No: 3

Journal: Health Care Analysis Editor:

Main Theme:

This study critically examine the efficacy of the judicial process in resolving corporate marketing problems and

issues that arise in the implementation of regulatory health policies, such as those that pertain to milk

formula/substitutes. The study notes the catalytic potential of a judicial decision despite the deficiencies of

litigation and adjudication, in opening up vital policy space for future renegotiations among rival parties and

interests.

Main Point#1:

The mismatch between the demand for, and supply of, health products has led to the increasing involvement of

courts worldwide in health promotion and marketing.

Evidence:

Thesis Assignment-2 7

The Concerns and conflicts that typically arise in the correction of this mismatch by the state are exemplified in

Pharmaceutical and Healthcare Association of the Philippines (PHAP) versus Duque, which the Supreme Court

of the Philippines At issue was the validity of the implementation of the national Milk Code to promote

breastfeeding of infants and young children. Both sides in the protracted legal battle claimed victory amid the

confusion generated by what is arguably the most important Philippine health care ruling to date.

Main Point#2:

Conflict and Controversy in Health Promotion

Evidence:

Health officials responded to rapidly declining breastfeeding rates and the ensuing public uproar by expanding

the Milk Code’s provisions with the issuance of the RIRR in 2006. The RIRR provided the mechanism for

executive action not only to better enforce the regulatory provisions of the Milk Code without the need for

(tedious) congressional amendment or enactment of new legislation, but also to address contemporary issues

that the original legislation may not have anticipated 20 years earlier.

Main Point#3:

Judicial process in resolving corporate marketing problems and issues that arise in the implementation

of regulatory health policies.

Evidence:

Notwithstanding the conflicting impact assessments, PHAP v Duque illustrates the limits of adjudicating claims

and conflicts over health policy and marketing. We find that these constraints inherently derive from the nature

and availability of information as well as its collection, utilization and evaluation by the courts, more than a

decision’s substantive merits and outcomes.

Thesis Assignment-2 8

Reflection:

Assessment of the potential of litigation and adjudication for health promotion and advocacy accepted and

implemented and under what circumstances bring changes to health systems and policies.

Peer Support:

Name: Rekha

Provided me with the resources related to this article and help me gain insights regarding the thesis.