A survey on the current status of health care marketing

This article presents the results of a survey, conducted by Market-PULSE Measurement Systems, reflecting the growth of health care marketing and the marketing perspectives of health care professionals. The survey results echo the opinions of two groups of professionals: chief executive officers of hospitals over 100 beds; and administrators as well as directors of marketing, planning, and public relations who attended a recent health services marketing conference. The survey, a telephone interview, was conducted to determine: The degree to which hospitals are market oriented. The degree to which hospitals use survey research. The following is an analysis of what the surveyors found.