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Health care innovations from the internal marketing perspective
1School of Government and Business Administration, George Washington University, Washington, DC 20052.
Journal of Hospital Marketing
|December 10, 1989
Summary
Internal marketing strategies can drive the adoption of innovative services, enhancing an organization's market position. This paper introduces a model for internal marketing communications to facilitate service innovation diffusion.
Area of Science:
- Business Administration
- Marketing
- Healthcare Management
Background:
- Organizations face challenges in adopting innovative services.
- Effective internal communication is crucial for service innovation.
- External market position is influenced by internal service diffusion.
Purpose of the Study:
- To present an internal marketing communications model for service innovation.
- To identify factors influencing the diffusion of innovative services internally.
- To demonstrate the model's applicability in the healthcare industry.
Main Methods:
- Development of an internal marketing communications model.
- Analysis of factors and relationships affecting internal diffusion.
- Case study analysis of innovative service implementation in healthcare.
Main Results:
- The proposed model effectively illustrates internal diffusion dynamics.
- Internal marketing communications significantly impact innovative service adoption.
- Case studies validate the model's applicability in healthcare settings.
Conclusions:
- Internal marketing is vital for leveraging service innovations.
- The 'inside-out' marketing approach enhances external market competitiveness.
- Further operational models are needed for marketing innovative services.