Marketing and planning in multihospital systems

Area of Science:

• Healthcare Management
• Strategic Planning
• Marketing in Healthcare

Background:

• Multihospital systems (MHS) are increasingly prevalent in healthcare delivery.
• Effective corporate-level marketing and planning are crucial for MHS success and adaptation.
• Understanding variations across different MHS structures is essential for strategic development.

Purpose of the Study:

• To examine marketing and planning functions at the corporate level of multihospital systems.
• To identify differences in these functions across for-profit, not-for-profit, and church-owned MHS.
• To analyze the influence of system age, size, and bed capacity on marketing and planning.

Main Methods:

• Qualitative analysis based on the experiences of executives from 30 multihospital systems.
• Geographical focus on systems located west of the Mississippi River in the United States.
• Inquiry into the roles of key personnel involved in marketing and planning.

Main Results:

• Significant variations in marketing and planning approaches were observed among different ownership types (for-profit, not-for-profit, church-owned).
• System characteristics such as age, number of hospitals, and average bed size impact the scope and execution of marketing and planning.
• Identification of the primary individuals and departments responsible for these strategic functions within MHS.
• Top management engagement is highlighted as a critical factor for the future success of marketing and planning.

Conclusions:

• Marketing and planning functions within multihospital systems are diverse and influenced by organizational structure and system attributes.
• The strategic importance of marketing and planning is expected to grow, requiring active involvement from top management.
• Future research should continue to explore the evolving landscape of strategic management in integrated healthcare delivery systems.