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Related Experiment Videos

Increasing marketing share through good design.

R F Hansen

    Health Care Strategic Management
    |February 9, 1987
    PubMed
    Summary

    Healthcare facilities are leveraging architectural design as a strategic marketing tool to gain a competitive edge. This innovative approach helps hospitals attract target customers and enhance their market positioning.

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    Area of Science:

    • Healthcare Management
    • Marketing Strategy
    • Architectural Design

    Background:

    • Increasing competition in healthcare necessitates innovative strategies for facility positioning.
    • The corporate sector has successfully utilized architectural design for marketing.
    • This practice is now being adopted within the healthcare industry.

    Purpose of the Study:

    • To explore the use of architecture as a marketing tool in healthcare facilities.
    • To examine how architectural design can support niche marketing efforts.
    • To understand how facilities convey specific messages or images through their architecture.

    Main Methods:

    • Analysis of case studies and examples of hospitals using architecture for marketing.
    • Review of strategic approaches employed by healthcare executives and trustees.
    • Examination of architectural design principles applied to healthcare marketing goals.

    Main Results:

    • Hospitals are employing architectural design to reach specific customer segments.
    • Architectural choices effectively support niche marketing initiatives.
    • Facilities use design to communicate distinct brand messages and images.

    Conclusions:

    • Architectural design is a viable and effective marketing tool for healthcare facilities.
    • Strategic use of architecture can enhance a hospital's competitive positioning and market reach.
    • Healthcare organizations can leverage their physical spaces to achieve business objectives.

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