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Why hospitals should employ the marketing concept / by Annapurna Prasad.

by Prasad, Annapurna.

Hospitals -- Marketing

viii, 127 leaves : ill. ; 29 cm.

Committee members: Paul Perdue, Dr. Bruce Thompson, Dr. William Roche.

Executive summary -- Review of literature -- Empirical study -- Application of literature and empirical study -- Conclusions and implications.

There have been significant changes in today’s health care delivery system. Dramatic shifts in patient usage and cost reimbursement have affected health care institutions throughout the country. A serious problem faced is a decline in inpatient census. This can be traced to factors such as fewer inpatient admissions, shorter length of patient stays, competition within the market place, implementation of a new reimbursement system called prospective payment and the growth of the Health Maintenance Organizations (HMOs) and Preferred Provider Organizations (PPOs). These changes create a financial strain on the health care industry. They cause the hospitals to seek better and more efficient ways of delivery service to patient while positioning themselves – guaranteeing commitment to providing the best and brightest patient care, and to market their services.

Hospitals like the rest of the health care field have traditionally avoided marketing and marketing efforts. They have looked askance at advertising and competitive pricing though they have been wiling to make some attempts in improving their patient, public and community relations. Yet by avoiding direct association with the marketing process, a hospital may well fall into the trap of being unresponsive to its market – its patients and potential patients.

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