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Direct hospital marketing: an idea whose time has come
D C Dodson1, M J Dotson, L Cussimanio
1Appalachian State University.
Journal of Health and Human Resources Administration
|December 5, 1990
Summary
Direct mail marketing offers hospitals a powerful tool to enhance patient engagement and reach. This strategy, when carefully planned and executed, can significantly boost hospital marketing efforts and outcomes.
Area of Science:
- Healthcare Marketing
- Direct Mail Strategies
Background:
- Healthcare marketing has rapidly evolved, becoming integral to hospital management.
- Hospitals are still developing marketing expertise compared to other industries.
- Direct mail marketing remains an underdeveloped area within hospital marketing strategies.
Purpose of the Study:
- To provide an overview of the advantages and functions of direct mail marketing in hospitals.
- To highlight successful direct mail marketing campaigns as models for other healthcare institutions.
Main Methods:
- Review of direct mail marketing principles and applications in healthcare.
- Case study analysis of a successful direct mail campaign at Lee's Summit Community Hospital.
Main Results:
- Direct mail marketing presents a significant opportunity for hospitals to expand their marketing reach.
- Successful campaigns require careful planning, strategic execution, and organizational commitment.
- Existing expertise, skills, and technology support the implementation of direct mail marketing in hospitals.
Conclusions:
- Direct mail marketing is a viable and effective marketing channel for hospitals.
- Hospital leadership commitment is crucial for successful direct mail marketing implementation.
- Further development and adoption of direct mail strategies can enhance hospital marketing effectiveness.