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The impact of marketing on hospital performance

Journal of Hospital Marketing 1994年第2期8卷 87-112页

作者： Gruca, Thomas S. Nath, Deepika University of Iowa Iowa IA 52242 672 Phillips Hall United States York University Toronto Canada

This study examines the effect of traditional and innovative marketing factors on the overall financial, operations and market performance of 71 not-for-profit hospitals in a metropolitan area. Traditional marketing factors of location, services offered and pricing did influence the financial performance of system-affiliated and non-system hospitals. They also influenced the operating performance of urban hospitals and the market performance of non-teaching institutions. In contrast, the innovative marketing factors of physician relations, community relations and specialized sales forces had no significant influence on performance differences among the hospitals in the entire sample and sub-samples based on geography, teaching involvement and system affiliation. © 1994 by The Haworth Press, Inc. All rights reserved.

关键词：社区和机构的关系数据收集决策组织财务管理医院/统计学和数值数据医院收费医院医生关系医院市区/经济学医院市区/统计学和数值数据医院慈善/经济学医院慈善/统计学和数值数据卫生服务使用研究/方法卫生服务使用研究/统计学和数值数据组织改革专业场所方案评价回归分析美国

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Cultivating Physician Relations to Enhance Rural Hospital Utilization

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The Journal of Rural Health 1991年第3期7卷 192-209页

作者： Smith, Howard L. Piland, Neill F. Anderson School and Graduate School of Management University of New Mexico Albuquerque New Mexico 87131 United States

ABSTRACT: Rural hospitals are searching for new strategies to enhance utilization in view of constraints introduced by prospective payment and other environmental pressures. Developing physician relations is an approach that is reportedly leading to better hospital‐physician collaboration and subsequently to improved utilization. This paper examines rural hospital‐physician relations and the association with utilization. The findings suggest that rural hospitals emphasize quality care as well as diagnostic and treatment equipment procurement as methods for building relationships with physicians. These strategies are correlated with efforts to build a larger medical staff. Higher rural hospital utilization, in terms of occupancy, discharges and patient days provided, is associated with a larger medical staff. The results suggest that rural hospitals' attempts to cultivate physician relations have the potential for making significant differences in utilization outcomes. However, the linkages between utilization and physician relations are complex and require further research. Copyright © 1991, Wiley Blackwell. All rights reserved

关键词：医院乡村/利用职业间关系卫生服务使用研究/统计学和数值数据医务人员医院/供应和分配 Medicare 新墨西哥组织目标问卷调查美国

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Hospital services as a tool in physician marketing

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Journal of Hospital Marketing 1991年第2期5卷 111-119页

作者： Mainous, Arch G. Shelby, Richard L. CME Research Inc. Lexington KY United States Department of Health Services University of Kentucky Lexington KY United States

The marketing of hospitals to physicians is of importance because of the latter’s hypothesized primacy in health care buying decisions. The notion of marketing to physicians was investigated in terms of types of services offered by hospitals. The results indicated that successfully performing hospitals are more likely to offer high technology services for diagnostic and therapeutic tasks. Further, there was no significant difference between successfully and unsuccessfully performing hospitals in the provision of services marketed to the community. It was concluded that offering these high technology services may be an effective way of marketing hospitals to physicians. © 1991 Taylor & Francis Group, LLC.

关键词：病床利用率/统计学和数值数据评价研究医院管理/统计学和数值数据肯塔基卫生服务使用研究/统计学和数值数据医师转诊和会诊工艺学高成本人类

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Hospital successes and failures indicate change in hospital marketing

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Journal of Hospital Marketing 1993年第2期7卷 11-18页

作者： Krampf, Robert F. Miller, Darryl W. Graduate School of Management Kent State University United States

Marketing has become an essential management function for hospitals during the past decade. A number of changes have occurred in hospital marketing as they have progressed through the marketing adoption process. A survey of Hospital CEOs reporting hospital successes and failures in the area of marketing have recently placed emphasis on sales and advertising based upon marketing research programs thus indicating entrance into the ‘Integrated Tactical Marketing’ phase. This study also indicates that a few hospitals have entered the ‘Strategic Marketing Orientation’ phase while future plans reported by the CEOs provide evidence that this trend is likely to continue. © 1993 Taylor & Francis Group, LLC.

关键词：院长医院数据收集医院管理/发展趋势卫生服务使用研究/方法卫生服务使用研究/统计学和数值数据组织改革方案评价/统计学和数值数据美国

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Designing healthcare transportation for the elderly:An empirical study

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Journal of Ambulatory Care Marketing 1991年第2期4卷 143-155页

作者： Baran, Roger J. Chhabra, Surjit S. Newman, Bruce I. DePaul University Chicago United States

The growing elderly market in the United States has spawned a number of studies examining different aspects of the elderly market such as their expenditure patterns, healthcare needs, attitudinal types, etc. One of the least studied areas in this field is the transportation of the elderly to their primary health care facilities. This study was undertaken to assess the likelihood of adoption by the elderly of two proposed transportation alternatives by a hospital in a major metropolitan area: a shuttle service and an escort service. The receptivity to the proposed new service was hypothesized to differ across age subsegments among the elderly. Five-hundred and fifty-three elderly, selected at random, were studied in telephone interviews. The results show that the escort service was received more favorably than the shuttle service and the 75 + age group was the most receptive to the two services. The 71-75 age group appeared to be the least receptive to the proposed services. © 1990 Taylor & Francis Group, LLC.

关键词：年龄因素用户满意/统计学和数值数据数据收集老年人保健服务/统计学和数值数据卫生服务使用研究/统计学和数值数据病人护送服务/标准美国老年人人类中年人

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An approach to improving hospital advertising

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Journal of Hospital Marketing 1996年第1期11.0卷 53-64页

作者： Gombeski W.R., Jr. Luck, C. Camden, C. Pimlott, C. Rucker J.B., Jr. Wilker, M. The Cleveland Clinic Foundation Cleveland OH 44195 9500 Euclid Avenue United States

Newspaper ads from hospitals in Ohio were rated for their effectiveness and explicit use of marketing principles. Analysis showed that the advertising could be improved by increasing the motivation for action, emphasizing how the organization's products and services are different from competitors and more thoroughly identifying the benefits the consumer would receive. Use of the two forms in the study can contribute to improved health care advertising.

关键词：广告(主题)/标准广告(主题)/统计学和数值数据用户满意医院管理/统计学和数值数据医院死亡率医院县/统计学和数值数据医院市区/统计学和数值数据卫生服务使用研究/方法卫生服务使用研究/统计学和数值数据报纸俄亥俄/流行病学方案评价人类

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The status of marketing in multi-hospital systems: A view from the top

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Journal of Hospital Marketing 1990年第1期4卷 153-187页

作者： Tucker, Lewis R. University of Hartford West Hartford CT 06117 United States

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Consumer product branding strategy and the marketing of physicians’ services

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Health Marketing Quarterly 1996年第2期13卷 87-98页

作者： Friedrich, Harvey Witt, Jerome Albert Einstein Healthcare Network C/o Philadelphia Center for Human Development Philadelphia PA 19154 United States Philadelphia College of Textiles and Science Philadelphia PA 19144 United States

Hospitals have traditionally maintained physician referral programs as a means of attracting physicians to their network of affiliated providers. The advent of managed care and impending healthcare reform has altered the relationship of hospitals and physicians. An exploratory study of marketing approaches used by twelve healthcare organizations representing twenty-five hospitals in a large city was conducted. Strategies encountered in the study ranged from practice acquisition to practice promotion. This study suggests that healthcare providers might adopt consumer product branding strategies to secure market-share, build brand equity, and improve profitability. [Article copies available from The Haworth Document Delivery Service: 1-800-342-9678.]. © 1995 by The Haworth Press, Inc. All rights reserved.

关键词：医务工作者的态度用户参与数据收集医院医生关系卫生服务使用研究/统计学和数值数据新英格兰转诊和会诊/组织和管理

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Conditions influencing the marketing efforts of hospitals

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Journal of Hospital Marketing 1990年第2期4卷 1-12页

作者： Myrtle, Robert C. Martinez, Charles F. Public Administration University of Southern California United States San Diego State University University of Southern California United States

This research assesses the degree to which environmental change, competitive conditions and position, hospital characteristics, and organizational performance influence the extensiveness of a hospital’s marketing activities. Changes in occupancy, revenue, and patient mix did not predict the level of marketing activities. Instead, the perceptions of marketing decision makers about changing environmental conditions were found to predict these activities. © 1990 Taylor & Francis Group, LLC.

关键词：加利福尼亚决策组织医院管理卫生服务使用研究/统计学和数值数据问卷调查研究设计社会变迁

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Assessing the feasibility of risk contracted hmos for the elderly: Applying the marketing concept

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Health Marketing Quarterly 1993年第3-4期10卷 195-210页

作者： Bingham, Frank G. Quigley, Charles J. Checko, Mary Beth Bryant College United States Health Care Administration program Salve Regina University United States

No abstract available for this article.

关键词：按人收费用户满意/统计学和数值数据合同业务/标准费用控制/方法评价研究集中研讨小组健康维护组织/经济学健康维护组织/组织和管理老年人保健服务/经济学卫生服务使用研究/统计学和数值数据 Medicare/组织和管理模型经济计量学问卷调查危险美国老年人人类

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