Positioning hospitals: a model for regional hospitals.
In an age of marketing warfare in the health care industry, hospitals need creative strategies to compete successfully. Lately, positioning concepts have been added to the health care marketer's arsenal of strategies. To blend theory with practice, the authors review basic positioning theory and present a framework for developing positioning strategies. They also evaluate the marketing strategies of a regional hospital to provide a case example.
Reddy
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School of Business Administration, Valdosta State College, GA.
Campbell
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DP
D005845:Georgia; D006744:Hospital Bed Capacity, 100 to 299; D006752:Hospital Planning / Q000458:organization & administration; D006779:Hospitals, Public / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods*; D017146:Models, Organizational; D009937:Organizational Objectives; D010934:Planning Techniques; D011357:Product Line Management / Q000458:organization & administration; D016730:Program Development / Q000379:methods