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Hospitals and physicians battle together for market share
Health Care Strategic Management
|September 7, 1986
Insights
Physicians face competitive healthcare pressures and require marketing skills. This article presents hospital strategies for cooperative marketing to enhance physician competitiveness.
Area of Science:
- Healthcare Management
- Marketing Strategy
- Physician Economics
Background:
- Physicians, as primary healthcare distributors, encounter significant competitive pressures similar to hospitals.
- Effective competition requires skills in quality, price, convenience, and access, which physicians often lack.
Purpose of the Study:
- To outline cooperative marketing strategies for hospitals and physicians.
- To address the need for enhanced marketing skills among physicians to improve their competitive positioning.
Main Methods:
- Case study analysis of a hospital's cooperative marketing initiatives.
- Examination of strategies designed for mutual benefit between hospitals and physician practices.
Main Results:
- Implementation of cooperative marketing enhances physician competitiveness.
- Strategies foster mutually beneficial relationships within the healthcare market.
Conclusions:
- Hospitals can support physicians in developing essential marketing skills.
- Cooperative marketing is a viable strategy for improving healthcare provider competitiveness and patient access.
Abstract:
Physicians are facing the same competitive pressures as hospitals. As local distributors of health care, physicians need to compete on the basis of quality, price, convenience and access; however, they often do not have the requisite skills. This article details one hospital's strategies for mutually beneficial cooperative marketing.