1. Relationship Marketing in Health Care.
- Author
-
Wagner, Henry C., Fleming, David, Mangold, W. GLynn, and LaForge, Raymond W.
- Subjects
RELATIONSHIP marketing ,MEDICAL care marketing ,HOSPITAL administration ,MARKETING strategy ,JEWISH hospitals ,INTEGRATED marketing ,DATABASE marketing ,HOSPITAL care ,COMMUNICATION in marketing - Abstract
The article describes the application of relationship marketing techniques to hospital administration. The necessity of promoting and maintaining positive patient relationships in hospital management is emphasized. The particular marketing practices of Jewish Hospital in Louisville, Kentucky are examined, highlighting their successful implementation of specific service focusing, marketing communication strategies, and continuous result tracking and evaluation. It is suggested that well-executed and focused marketing strategies can not only increase awareness of health services, but also generate positive demand.
- Published
- 1994