The importance of internal marketing: the case of geriatric services.
Hospitals seeking to become more aggressive often are tempted to introduce programs prematurely. Using the example of a geriatric services program at a large hospital, the authors illustrate the dangers of neglecting internal marketing and offer recommendations for ensuring internal coordination prior to introduction of a product externally.
Thomas
R K
RK
Baptist Memorial Hospital, Memphis, TN.
Farmer
E
E
Wallace
B
B
D000368:Aged; D005853:Geriatrics / Q000458:organization & administration*; D006299:Health Services for the Aged / Q000458:organization & administration*; D006761:Hospitals; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D010934:Planning Techniques; D015397:Program Evaluation / Q000379:methods*; D011787:Quality of Health Care; D011795:Surveys and Questionnaires; D014481:United States