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[Marketing in hospitals and practices: from theory to implementation]
1Lehrstuhl für Strategisches Marketing, EBS Universität für Wirtschaft und Recht - EBS Business School, Rheingaustraße 1, 65375 Oestrich-Winkel, Deutschland. roland.mattmueller@ebs.edu
Der Urologe. Ausg. A
|November 25, 2011
Summary
Marketing initiatives can significantly enhance healthcare services by addressing specific challenges in medical settings. Focusing on patient needs and improving perceived service quality are key to success for hospitals and medical practices.
Area of Science:
- Healthcare Management
- Service Marketing
- Patient Experience
Context:
- Hospitals and medical practices often overlook marketing strategies despite their potential.
- Successful implementation of marketing tools can significantly benefit healthcare providers.
- This study examines the application of marketing initiatives in healthcare services.
Purpose:
- To analyze the unique challenges faced by healthcare service providers.
- To investigate how marketing initiatives can improve the quality of medical services.
- To identify strategies for minimizing patient uncertainty and risk.
Summary:
- Adapting to patient needs is crucial for success in healthcare marketing.
- Service-related quality in medical services requires careful examination.
- Maximizing perceived service quality is a primary goal for healthcare providers.
Impact:
- Provides actionable insights for hospitals and medical practices to improve service delivery.
- Highlights the importance of patient-centric strategies in healthcare marketing.
- Offers a framework for enhancing patient satisfaction and loyalty through marketing.
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