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Related Experiment Videos

Hospital wars.

J Dempsey1

  • 1Veteran's Administration Medical Center, Memphis, TN.

Radiology Management
|March 5, 1991
PubMed
Summary
This summary is machine-generated.

Healthcare marketing warfare is a growing possibility due to competition and policy changes. This study explains military marketing strategies, including attack and defense tactics, with real-world examples for organizations.

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Area of Science:

  • Healthcare Management
  • Marketing Strategy
  • Business Administration

Background:

  • Increased competition and public policy shifts are creating a "marketing warfare" environment in healthcare.
  • The military marketing metaphor effectively describes the current competitive landscape.
  • Understanding strategic approaches is crucial for healthcare organizations.

Purpose of the Study:

  • To explain the concept of marketing warfare in healthcare.
  • To present attack and defense strategies applicable to the healthcare sector.
  • To provide examples of organizations employing these strategies.

Main Methods:

  • Conceptual analysis using the military marketing metaphor.
  • Explanation of offensive and defensive marketing tactics.

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  • Case examples of organizational strategies.

    • Main Results:

    • Healthcare organizations face a potential for intense marketing competition.
    • Specific attack strategies can be employed to gain market share.
    • Defense strategies are essential for maintaining market position.

    Conclusions:

    • Healthcare organizations must prepare for and engage in strategic marketing "warfare".
    • Understanding and applying military marketing principles can guide organizational success.
    • Proactive strategic planning is vital for navigating the evolving healthcare market.