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Related Experiment Videos

Smaller hospitals accept advertising.

R Mackesy

    Health Care Strategic Management
    |June 8, 1988
    PubMed
    Summary

    Hospital administrators are increasingly recognizing the importance of marketing. This study tracks the evolving landscape of healthcare services and advertising strategies for smaller hospitals.

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    Area of Science:

    • Healthcare Management
    • Marketing in Healthcare

    Background:

    • Small and medium-sized hospitals are gradually adopting marketing strategies.
    • Adoption rates lag behind larger healthcare institutions.

    Purpose of the Study:

    • To track the increasing competitiveness in healthcare.
    • To analyze the complexity and specialization of healthcare provision.
    • To examine the advertising of small hospital services.

    Main Methods:

    • Update of a 1983 survey.
    • Analysis of healthcare market trends.

    Main Results:

    • Increased competitiveness in the healthcare sector.
    • Growing complexity and specialization in healthcare services.
    • Evolving advertising strategies for small hospitals.

    Conclusions:

    • Healthcare marketing adoption is increasing in smaller hospitals.
    • The healthcare environment is becoming more competitive and specialized.