Health care innovations from the internal marketing perspective

This paper presents an opportunity to apply the marketing concept internally to the diffusion and implementation of innovative services which can help organizations to achieve an advantageous external market position. An internal marketing communications model is discussed in this paper to identify factors and relationships influencing the internal diffusion and implementation of innovative services. Three case studies are presented to demonstrate the applicability of the model to a specific innovation in the health care industry. The notion of marketing innovative services from the inside out also is critical for other service firms. Further operational models are needed to present opportunities for marketing of innovative services.