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The health care learning organization.

G T Hult1, B A Lukas, A M Hult

  • 1University of Arkansas, Little Rock, USA.

Journal of Hospital Marketing
|December 9, 1995
PubMed
Summary

Health care organizations can survive intense competition and cost pressures by adopting a marketing strategy rooted in organizational learning. Viewing health care organizations as learning organizations emphasizes shared vision for improved service delivery and strategic marketing.

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Area of Science:

  • Healthcare Management
  • Organizational Learning Theory
  • Strategic Marketing

Background:

  • Healthcare executives face survival challenges due to cost containment, competition, and prospective payment systems.
  • Traditional healthcare models require adaptation to a dynamic market environment.

Purpose of the Study:

  • To develop a positive model of healthcare organizations using organizational learning theory.
  • To explore the concept of the healthcare offering and its role in strategic marketing.
  • To identify strategic marketing implications for healthcare organizations.

Main Methods:

  • Development of a theoretical model integrating organizational learning theory with healthcare delivery.
  • Conceptualization of the healthcare organization as a learning organization prototype.
  • Analysis of the healthcare offering based on exchange relationships and communication.

Main Results:

  • Healthcare organizations are proposed to be prototypes of learning organizations.
  • Commitment to a shared vision is integral to diagnosis, treatment, and delivery of healthcare offerings.
  • The healthcare offering is fundamentally based on exchange relationships and communication.

Conclusions:

  • Healthcare organizations must embrace organizational learning and shared vision for strategic survival.
  • Marketing strategies should align with the learning organization model and the concept of the healthcare offering.
  • Understanding the communicative environment is crucial for effective healthcare marketing.

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