Assuntos
Sistemas Pré-Pagos de Saúde/normas , Garantia da Qualidade dos Cuidados de Saúde/métodos , Sistemas Pré-Pagos de Saúde/organização & administração , Pesquisa sobre Serviços de Saúde/métodos , Marketing de Serviços de Saúde/métodos , Modelos Organizacionais , Resolução de Problemas , Inquéritos e Questionários , Estados UnidosRESUMO
The decision to develop an aggressive marketing strategy for its long term care facility has become a priority for the management of a one-hundred bed facility in the Rocky Mountain West. Financial success and lasting competitiveness require that the facility in question (Deer Haven) establish itself as the preferred provider of long term care for its target market. By performing a marketing communications audit, Deer Haven evaluated its present market position and created a strategy for solidifying and dramatizing this position. After an overview of present conditions in the industry, we offer a seven step process that provides practical guidance for positioning a long term care facility. We conclude by providing an example application.
Assuntos
Marketing de Serviços de Saúde/métodos , Casas de Saúde/economia , Idoso , Área Programática de Saúde , Tomada de Decisões Gerenciais , Competição Econômica , Fiscalização e Controle de Instalações , Setor de Assistência à Saúde , Humanos , Auditoria Administrativa , Noroeste dos Estados Unidos , Casas de Saúde/legislação & jurisprudência , Casas de Saúde/estatística & dados numéricos , Técnicas de Planejamento , Administração de Linha de ProduçãoRESUMO
Health maintenance organizations (HMO's) have been one of the major innovations in providing healthcare. However, as the HMO enjoyed success as an alternative delivery system, competition among individual HMO's intensified. As a result, the 1990's will require continued attention to the effective delivery of quality services to clients. Providers of healthcare services must work toward establishing a strong competitive position in the marketplace which means that they will have to understand how their customers perceive value in the services rendered. The authors examine exchange relationships that occur in the HMO and offer an approach for analyzing the dimensions of service quality demanded by the HMO's constituents. Practical ways to enhance service quality are discussed.