ABSTRACT
Richard D. Stier, senior vice president and chief marketing officer, Adventist Health System, Shawnee Mission, Kansas, asked six top healthcare marketers to assume they had just been appointed vice president and chief marketing officer for a medium-sized, 300-bed, not-for-profit community hospital. Their mission: Create the most effective, powerhouse marketing team in the country.
Subject(s)
Hospitals, Community/organization & administration , Marketing of Health Services/organization & administration , Hospital Bed Capacity, 300 to 499 , Institutional Management Teams , United StatesABSTRACT
In summary, the results of the study suggest that a potentially large segment of consumers views advertising as an appropriate way to communicate about hospital services and rates. These consumers are unique not by traditional measures of audience/patient sociodemographic characteristics, but rather by their values and outlook toward hospitals and health care providers. Effective hospital advertising should recognize this segment's perspective in the message that are part of overall advertising strategy.
Subject(s)
Advertising , Marketing of Health Services/methods , Public Opinion , Catchment Area, Health , Community Participation , Statistics as TopicABSTRACT
Recent articles have explained the philosophy of marketing health services. Highlighted here are the important concerns in the "hands-on" development and implementation of a marketing plan.
