Thesis (MBA)--Stellenbosch University, 2006. / ENGLISH ABSTRACT: South Africa's healthcare industry is at a crossroad as pressure in both the public
and private sectors is increasing. The extent of change in the industry is
overwhelming and it is seen as a very turbulent and unstable environment.
Healthcare professionals must reconsider their position in the industry and adapt in
this ever-changing environment.
The physiotherapy profession forms a small part of the healthcare value chain, but it
fulfils an important role in the healthcare system. Unfortunately the profession shows
no clear direction and purpose. There also exists a mismatch between the current
healthcare environment demands and the physiotherapy service delivery. If they do
not adapt in this environment which is in turmoil and have a clear strategy for the way
forward, they will be pushed out of the healthcare value chain and become obsolete.
The aim of this research report was then to do an in depth analysis of the private
healthcare industry in which physiotherapy is operating, to analyse the external
physiotherapy industry and an internal analysis of the profession so as to construct a
generic strategy for the physiotherapy profession in the private healthcare sector in
South Africa.
To achieve this aim, it was determined that qualitative, investigative research would
be conducted. The research methodology used in this research report was a
combination of primary and secondary research. Firstly, secondary research in the
form of a literature review was conducted to provide a comprehensive insight into the
provision of health care in South Africa. Thereafter, primary research was conducted
through semi-structured, in-depth interviews with a purposive sample of
physiotherapy industry experts to analyse the external physiotherapy Industry as well
as the internal profession environment.
Main findings include that the physiotherapy industry is becoming less attractive as
competitive forces in the physiotherapy and private healthcare industry are moderate
to strong. Deconstruction of the healthcare value chain in the private sector is
increasing intra- and inter-professional competition. Government plays a major role
in the attractiveness of the industry as they are restricting competitive and market
forces and minimising profits through legislation. Medical schemes are trying to
contain costs and managed healthcare is coming to the forefront. The physiotherapy
market is stagnating and the clients' needs and requirements are changing.
Opportunities that were identified we~e the expansion into new markets, involvement
in other industries and broadening the scope of practice. Threats are mainly from
governmental legislation and policies, vertical integration from the hospital and
medical scheme industries and the threat of substitutes, especially alternative health.
From the internal profession analysis a current strategy was identified and a strategic
intent was formulated as the physiotherapy profession wants to be the preferred and
relevant health care service provider in prevention, management and rehabilitation of
potential and actual movement impairments of individuals. Strengths to help build
this vision included their high regard and profile, quality training, increase in research
and evidence and their whole service package. Weaknesses that must be overcome
include poor business, managerial and marketing skills, limited role models and
leaders and the high levels of intra-professional competition leading to the demise of
the profession.
Having completed the analysis, major strategic thrusts with a focussed differentiated
approach for the profession could then be formulated:
• Define physiotherapy and the scope of practice.
• Reinstate physiotherapy in the healthcare system.
• Develop leadership.
• Cooperate within the profession.
• Maintain professional autonomy.
• Develop business skills. / AFRIKAANSE OPSOMMING: Gesondheidsprofessies moet hul posisie in die industrie herevalueer en aanpas in
hierdie steeds wisselende omgewing.
Die fisioterapie professie beslaan 'n klein deeltjie van die gesondheidsorg
waardeketting, maar dit vervul 'n baie belangrike rol in die gesondheidsorg stelsel.
Ongelukkig blyk dit asof die professie geen rigting en doeleindes het waarna dit
beweeg en streef nie. Verder bestaan daar ook 'n wanbelyning tussen die huidige
gesondheidsorg omgewingvereistes en die dienste wat fisioterapie verrig. Indien die
fisioterapie professie nie aanpas in hierdie onstuimige omgewing nie en 'n duidelike
strategie ontwikkel vir die toekoms nie, staan dit in gevaar om te verval uit die
gesondheidsorg-waardeketting en te vergaan.
Die doel van hierdie navorsingswerkstuk is dan om 'n in diepte analise te doen van
die privaat gesondheidsorgindustrie waarin fisiolerapeute funksioneer, om die
eksterne fisioterapie-industrie sowel as die interne professie te analiseer; ten einde 'n
generiese strategie vir die fisiolerapie-professie in privaat gesondheid in Suid Afrika
te ontwikkel.
Om hierdie doelwitte te bereik is daar besluit om kwalitatiewe navorsing te doen. Die
navorsingsmetodologie wat gebruik is bestaan uit 'n kombinasie van primere en
sekondere navorsing. Sekondere navorsing is gedoen in die vorm van 'n
literatuuroorsig om 'n omvattende oorsig te gee van die gesondheidsorg
dienslewering in Suid Afrika. Daarna is primere navorsing gedoen in die vorm van
gedeeltelike gestruktureerde, in diepte onderhoude met 'n doelbewuste steekproef
van fisioterapie-kundiges om die eksterne omgewing en interne professie te
evalueer.
Hoof bevindings uit die analise is dat die fisioterapie-industrie se aantreklikheid besig
is om te verminder as gevolg van gemiddelde tot sterk kompeterende kragte.
Dekonstruksie van die gesondheidsorg-waardeketting in die privaatsektor lei tot
verhoogde intra- en inter-professionele kompetisie. Die regering speel ook 'n groot
rol in die aantreklikheid van die industrie en hulle beperk natuurlike kompetisie en
markkragte en minimaliseer winste deur middel van wetgewing. Mediese fondse
probeer kostes beperk en besturende gesondheidsorg begin ontluik. Die huidige
fisioterapiemark is besig om te stagneer en kliente se behoeftes en vereistes is besig
om te verander.
Geleenthede wat geidentifiseer is sluit in die uitbreiding na nuwe markte,
betrokkenheid by ander industrie; en die verbreding van fisioterapie se bestek van
praktyk. Bedreigings bestaan hoofsaaklik vanaf regeringswetgewing en regulasies,
vertikale integrasie van die hospitaal en mediese fonds industriee en die bedreiging
van plaasvervangers, veral alternatiewe gesondheid.
Vanaf die interne professie-analise is daar 'n huidige strategie geidentifiseer en 'n
strategiese intensie kon geformuleer word. Hierdie intensie is dat die fisioterapieprofessie
die gewenste en relevante gesondheidsorg diensverskaffer sal wees in die
voorkoming, bestuur en rehabilitasie van potensiele en werklike
bewegingsaantastings van individue. Sterkpunte in die professie wat hierdie intensie
kan ondersteun, sluit in hul goeie profiel en agting, kwaliteit opleiding, toename in
navorsing en hul volledige dienspakket. Swakpunte wat oorkom moet word is swak
besigheids-, bestuur - en bemarkingsvaardighede, beperkte rolmodelle en leiers en
die intra-professionele kompetisie wat die professie as 'n geheel ondermyn.
Nadat die analise gedoen is kon daar hoof strategiese rigtings geformuleer word met
'n gefokusde differensiasie benadering:
• Definieer fisioterapie en bestek van praktyk.
• Hervestig fisioterapie in die gesondheidsorgstelsel.
• Ontwikkel leierskap.
• Samewerking in die professie.
• Behou professionele outonomiteit.
• Ontwikkel besigheidsvaardighede.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50644 |
| Date | 12 1900 |
| Creators | Rossouw, Tania |
| Contributors | Oosthuizen, Hein, Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 172 p. |
| Rights | Stellenbosch University |
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