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Related Experiment Videos

Marketing-oriented organizations: an integrated approach.

R Stensrud, B Arrington

    Health Progress (Saint Louis, Mo.)
    |February 9, 1988
    PubMed
    Summary

    Hospitals often blend organizational orientations, with most being product-focused. Developing a true marketing orientation requires strategic planning, market research, and strong leadership for success.

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    Area of Science:

    • Business Administration
    • Healthcare Management
    • Marketing Strategy

    Background:

    • Organizational orientation influences marketing efforts, encompassing production, product, sales, or marketing perspectives.
    • Effective integration of strategies, structures, and cultures is crucial for clear corporate positioning.

    Purpose of the Study:

    • To analyze the organizational orientations of hospitals.
    • To identify factors contributing to a successful marketing orientation in healthcare organizations.

    Main Methods:

    • A study involving 31 hospitals was conducted.
    • Analysis of organizational structures and marketing approaches within these hospitals.

    Main Results:

    • No hospital exclusively fit a single organizational orientation; most were product-oriented.
    • For-profit hospitals demonstrated the most effective sales orientation, though internally focused.
    • Early signs of a marketing orientation were observed primarily in for-profit institutions.

    Conclusions:

    • Achieving a marketing orientation necessitates integrating various organizational elements.
    • Key factors for developing a marketing orientation include capital access, long-range planning, market research, distribution channels, skilled management, adaptable systems, and visionary leadership.

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