Other Relevant Factors
The market for AIEscould include any healthcare organization (HCO) with more than three employees. With a total US market of 5,783 hospital facilities (AHA, 2012), and approximately 36,000 medial clinics nationwide, the large number of professional clinical and non-clinical personnel employed in the industry is more than adequate for marketing success. Also, wherever there is a college of nursing and/or allied health, the institution of higher learning is mandated to provide professional leadership experiences including (in California) up to 25% clinical time spent in simulation learning. AIEs fit nicely into the SL classroom as introductory exercises to cease anxiety and transition the learner to the creation of a safe environment in which to experiment, fail, and learn. According to the Harvard Review of Porter’s Five Forces Model of Competition
(1979)(see Appendix R), the market for any new product must recognize and prepare for the supply and demand for the product, as well as the rivalry of existing producers, plus
the threat of any new entrant to the business. Pertinent information also involves what substitute products might be available that constitute a threat to buyer engagement?
The San Francisco Bay area has several extant improv companies and individuals trained in improv that might facilitate such healthcare communication seminars. It is a good practice for trained consultants with improv experience to partner with universities because this practice shortens the implementation time. It would be impractical to expect to train healthcare personnel to be insightful and effective AIE facilitators given the years of experience required.
Funding
With a minimal grant to cover cost of snacks and box lunches for participants, plus a modest stipend for the facilitator, Candy Campbell & Company dba, Peripatetic Productions, could take a position in this market and be open for the AIE transformation business. Other companies offer one or other part of this kind of training, but this author has proven experience in both SL and improv training. At this writing, the grant funding process has begun to initiate variable programs of AIEs for licensed healthcare providers of several disciplines, in collaboration with the University of San Francisco School of Nursing and Health Professions (SONHP), and the University of California San
Francisco, and LPCH as co-collaborators. Kaiser Permanente Health Systems also offers interprofessional simulation classes in various facilities. This author plans to also make contact with colleagues there and discuss a possible AIE study collaboration.
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Appendix A
Typical healthcare team behaviors based on RCA