| Abstract | Zdravstvo i zdravstvene usluge u modernim društvima dobivaju na sve većem značaju zbog niza čimbenika i razloga, pri čemu se to u najvećem broju slučajeva odnosi na ubrzani način života, stres te mnogobrojne kronične i maligne bolesti. Zbog kompleksnosti zdravstvenih usluga troškovi pružanja tih usluga su značajni posebno u okviru javnog zdravstva, pa je to poticaj osnivanju privatnih zdravstvenih ustanova. Jedna od uspješnijih privatnih zdravstvenih ustanova u Hrvatskoj je i predmetna zdravstvena ustanova Ghetaldus poliklinika, kao najveća oftalmološka zdravstvena ustanova u Hrvatskoj. Ovim radom nastoji se identificirati strategiju i oblikovanje strategije promatrane zdravstvene ustanove. Također, teorijski se definira poimanje strategije, proces oblikovanja strategije te metode i modeli strategijske analize. Kako je u ovom radu riječ o zdravstvenoj ustanovi, definira se ekonomika zdravstva, detaljnije se opisuju specifičnosti zdravstvenih usluga te se pojašnjava način djelovanja privatnog zdravstva u Republici Hrvatskoj. Istraživački dio rada započinje analizom vanjskog okruženja promatrane zdravstvene ustanove. Predstavljaju se osnovne informacije o zdravstvenoj instituciji, iznosi se analiza političkog, ekonomskog, društvenog, pravnog te poslovnog okruženja promatrane zdravstvene ustanove. Također, analizira se i životni vijek predmetne industrije. Osim analize vanjskog okruženja analizira se i unutarnje okruženje poduzeća izabranim metodama i modelima strategijske analize te se provodi financijska analiza poslovanja Ghetaldus poliklinike. Provedbom strategijske analize identificiraju se strategijski čimbenici uspjeha poslovanja poliklinike te se predstavljaju razvojne alternative Ghetaldus poliklinike. |
| Abstract (english) | Healthcare and healthcare services in modern societies are gaining more and more importance due to a number of factors and reasons, where in the majority of cases this refers to a fast-paced lifestyle, stress and numerous chronic and malignant diseases. Due to the complexity of health services, the costs of providing these services are significant, especially within the framework of public health, so this is an incentive for the establishment of private health institutions. One of the more successful private health institutions in Croatia is the subject health institution Ghetaldus polyclinic, as the largest ophthalmological health institution in Croatia. This paper tries to identify the strategy and shaping of the strategy of the observed health institution. Also, the concept of strategy, the process of strategy formation, and the methods and models of strategic analysis are theoretically defined. Since this paper is about a health institution, the economics of health care are defined, the specifics of health services are described in more detail, and the mode of operation of private health care in the Republic of Croatia is clarified. The research part of the work begins with an analysis of the external environment of the observed health institution. Basic information about the health institution is presented, an analysis of the political, economic, social, legal and business environment of the observed health institution is presented. Also, the life span of the industry in question is analyzed. In addition to the analysis of the external environment, the internal environment of the company is also analyzed using selected methods and models of strategic analysis, and a financial analysis of the business of the Ghetaldus polyclinic is carried out. By conducting a strategic analysis, the strategic factors of the polyclinic's business success are identified and the development alternatives of the Ghetaldus polyclinic are presented. |
