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Hospital marketing.

Tony Carter1

  • 1Christos M. Cotsakos College of Business, William Paterson University, The Russ Berrie Institute for Professional Sales, Wayne, NJ, USA.

Journal of Hospital Marketing & Public Relations
|February 3, 2004
PubMed
Summary
This summary is machine-generated.

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This study presents a marketing performance checklist for hospitals, adapted from academic frameworks. It serves as a balanced scorecard to assess effectiveness and drive innovation in healthcare marketing.

Area of Science:

  • Healthcare Marketing
  • Business Administration

Background:

  • Hospital marketing organizations require robust frameworks for performance evaluation.
  • Existing marketing management principles need adaptation for the healthcare sector.

Purpose of the Study:

  • To introduce a prescribed academic framework for evaluating hospital marketing performance.
  • To provide a checklist for assessing marketing effectiveness in healthcare organizations.
  • To identify opportunities for innovation within hospital marketing.

Main Methods:

  • The study adapts criteria from Noel Capon's "Marketing Management in the 21st Century."
  • The framework is applied to analyze actual practices of hospital marketing organizations.
  • A checklist approach is utilized for performance verification.

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Main Results:

  • The proposed checklist functions as a "marketing" balanced scorecard for hospitals.
  • It enables verification of marketing performance effectiveness.
  • It facilitates the development of innovative marketing strategies in healthcare.

Conclusions:

  • The academic framework provides a valuable tool for hospital marketing performance assessment.
  • The checklist approach enhances accountability and strategic planning in healthcare marketing.
  • Adoption of this framework can lead to improved marketing outcomes and innovation.