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, University of Iowa, Iowa City 52242.
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D003159:Community-Institutional Relations; D003625:Data Collection; D003659:Decision Making, Organizational; D005377:Financial Management, Hospital / Q000706:statistics & numerical data*; D017722:Hospital Charges; D018578:Hospital-Physician Relations; D006786:Hospitals, Urban / Q000191:economics* / Q000706:statistics & numerical data; D006788:Hospitals, Voluntary / Q000191:economics* / Q000706:statistics & numerical data; D008389:Marketing of Health Services / Q000379:methods / Q000706:statistics & numerical data*; D009936:Organizational Innovation; D011365:Professional Practice Location; D015397:Program Evaluation; D012044:Regression Analysis; D014481:United States