The Impact of Marketing on Hospital Performance
Copyright policy )The Impact of Marketing on Hospital Performance
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.
- College of Business Administration Latvia
- York University Canada
- University of Iowa United States
Marketing of Health Services, Data Collection, Professional Practice Location, Financial Management, Hospital, Hospital Charges, Community-Institutional Relations, Organizational Innovation, United States, Hospital-Physician Relations, Hospitals, Urban, Regression Analysis, Hospitals, Voluntary, Decision Making, Organizational, Program Evaluation
Marketing of Health Services, Data Collection, Professional Practice Location, Financial Management, Hospital, Hospital Charges, Community-Institutional Relations, Organizational Innovation, United States, Hospital-Physician Relations, Hospitals, Urban, Regression Analysis, Hospitals, Voluntary, Decision Making, Organizational, Program Evaluation
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