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Marketing acceptance in small and medium sized hospitals
Health Care Strategic Management
|October 7, 1985
Summary
Small and medium-sized hospitals are not adopting modern marketing strategies. This study reveals a significant gap in the implementation of contemporary healthcare marketing practices within these institutions.
Area of Science:
- Healthcare Administration
- Marketing Science
Background:
- The healthcare industry has undergone significant transformation.
- Smaller hospitals often lag in adopting new administrative practices.
Purpose of the Study:
- To assess the adoption of modern marketing strategies in small and medium-sized hospitals.
- To identify barriers to implementing updated marketing practices in healthcare institutions.
Main Methods:
- A survey was conducted among administrators of small and medium-sized hospitals.
- Data was collected on current marketing practices and acceptance of new methods.
Main Results:
- A low level of acceptance for up-to-date marketing practices was found.
- Traditional marketing methods remain prevalent in smaller hospitals.
Conclusions:
- There is a need for greater awareness and implementation of contemporary marketing techniques in smaller healthcare facilities.
- Bridging the gap in marketing strategy is crucial for the sustainability of these hospitals.