Hospital marketing and the Internet: revisited

Area of Science:

• Health Services Management
• Digital Marketing
• Information Systems

Background:

• The internet's role in hospital marketing has significantly evolved since 1995.
• Previous research established baseline internet usage in hospital marketing.

Purpose of the Study:

• To replicate a 1995 study on internet use in hospital marketing.
• To investigate current managerial and operational issues related to hospital internet marketing.

Main Methods:

• Replication of a 1995 study methodology.
• Qualitative and quantitative analysis of contemporary hospital internet marketing practices.

Main Results:

• Significant growth in internet adoption for hospital marketing since 1995.
• Identification of key managerial and operational factors influencing effective internet marketing.

Conclusions:

• Hospitals must adapt strategies to leverage the internet effectively for marketing.
• Addressing operational and managerial challenges is crucial for successful digital marketing in healthcare.