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Related Experiment Videos

Gaining internal support for a marketing effort.

E Barron

    Health Care Strategic Management
    |May 9, 1988
    PubMed
    Summary

    Franciscan Health System implemented a marketing strategy to boost internal participation. This initiative focused on achieving voluntary involvement from key internal market segments through a defined marketing mix.

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    Area of Science:

    • Healthcare Marketing
    • Organizational Behavior

    Background:

    • Internal market segments are crucial for healthcare system success.
    • Effective marketing strategies are needed to ensure internal participation.

    Purpose of the Study:

    • To outline the goals and objectives of a systemwide marketing initiative.
    • To describe the positioning of the marketing mix for internal engagement.

    Main Methods:

    • Development of a systemwide marketing initiative.
    • Analysis of marketing mix elements for internal market segments.

    Main Results:

    • The initiative aimed to assure positive participation from internal segments.
    • The strategy focused on achieving voluntary involvement.

    Conclusions:

    • A well-defined marketing mix can drive internal participation.
    • Systemwide initiatives are effective for engaging internal stakeholders.

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