Hospital challenge: using change theory and processes to adopt and implement the marketing concept

Area of Science:

• Healthcare Management
• Organizational Behavior
• Marketing in Healthcare

Background:

• Hospitals often struggle with the adoption and integration of marketing principles.
• Internal cultural values can present significant barriers to embracing a marketing-oriented approach.
• Successful implementation requires addressing these cultural and managerial challenges.

Purpose of the Study:

• To identify key issues in changing hospital culture to accept the marketing concept.
• To provide insights into managing organizational change for marketing integration.
• To facilitate the understanding and acceptance of marketing within hospital settings.

Main Methods:

• Qualitative analysis of challenges in hospital marketing adoption.
• Discussion of strategies for cultural transformation in healthcare organizations.
• Exploration of management's role in fostering a marketing-oriented culture.

Main Results:

• Adopting the marketing concept is a significant hurdle for hospitals.
• Effective change management is crucial for cultural shifts towards marketing.
• Addressing internal values is essential for successful marketing integration.

Conclusions:

• Integrating the marketing concept requires a deliberate focus on cultural change.
• Hospital leadership must actively manage the transition to a marketing-oriented culture.
• Overcoming resistance to marketing principles is key to organizational success in healthcare.