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Looking at innovative multihospital systems: how marketing differs.

L R Tucker¹, R A Zaremba, J R Ogilvie

¹Barney School of Business and Public Administration, University of Hartford.

Journal of Health Care Marketing

|May 8, 1992

Summary

Marketing innovation in multihospital systems offers significant potential for growth. Innovative systems leverage strong information systems and communication support, alongside a dedicated marketing function, for greater productivity.

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Area of Science:

Healthcare Management
Marketing Science
Health Services Research

Background:

Multihospital systems are a significant and expanding element of the US healthcare delivery landscape.
Formalized marketing practices are emerging within these systems, presenting opportunities for enhanced performance.
Understanding multihospital system operations is crucial for informed public and private decision-making.

Purpose of the Study:

To analyze marketing as an innovative technology within multihospital systems.
To compare the characteristics of innovative versus non-innovative multihospital systems.
To identify factors contributing to marketing innovation in healthcare systems.

Main Methods:

Positioning marketing as an innovative technology in multihospital systems.
Examining comparative profiles of innovative and non-innovative multihospital systems.
Utilizing a marketing innovation attribute index for system scoring.

Main Results:

Innovative multihospital systems exhibit higher scores on the marketing innovation attribute index.
These innovative systems are distinguished by superior information systems and communication support.
A stronger organizational commitment to the marketing function is evident in more innovative systems.

Conclusions:

Marketing innovation is a key differentiator for high-performing multihospital systems.
Investing in information systems, communication, and a dedicated marketing function can drive innovation.
Further research should explore strategic implications and future directions for marketing in multihospital systems.