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Product-line administration in hospitals.

R S MacStravic

    Health Care Management Review
    |January 1, 1986
    PubMed
    Summary

    Product-line marketing is crucial for hospitals, enhancing their mission, vitality, and ability to attract medical staff. Focusing on specific programs can create centers of excellence, drawing patients and referrals from afar.

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    Area of Science:

    • Healthcare Management
    • Marketing Strategy

    Background:

    • Traditional focus on product-line planning and management in healthcare.
    • Growing recognition of the importance of marketing in the hospital sector.

    Purpose of the Study:

    • To highlight the significance of product-line marketing for hospitals.
    • To explore how market definition impacts hospital mission and vitality.
    • To examine the role of specialized programs in attracting patients and referrals.

    Main Methods:

    • Conceptual analysis of product-line marketing principles.
    • Discussion of market definition strategies for healthcare organizations.
    • Exploration of 'centers of excellence' model.

    Main Results:

    • Product-line marketing is presented as potentially more critical than planning and management.
    • Defining a market enhances a hospital's mission achievement and vitality.
    • Focusing on specific programs can lead to the development of attractive 'centers of excellence'.

    Conclusions:

    • Strategic product-line marketing is vital for hospital success.
    • Developing specialized programs can significantly improve patient attraction and referral networks.
    • Effective market definition supports overall hospital growth and mission fulfillment.

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