Marketing research activities in hospitals. Satisfaction surveys of inpatients and outpatients are the most widely used application.
Virtually unheard of in health care 30 years ago, marketing research by hospitals is expanding at a notable rate, particularly among larger institutions located in highly competitive urban markets. Research applications are particularly pronounced at for-profit institutions, those heavily involved in managed care programs, and hospitals that are part of an integrated delivery system. However, the majority of hospital administrators surveyed indicated they do not invest in marketing research to track the effectiveness of their own institution's advertising.
Loubeau
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PR
Department of Health Care Programs, Iona College, New Rochelle, NY, USA.
Jantzen
R
R
D000329:Advertising; D001291:Attitude of Health Personnel; D001509:Bed Occupancy; D003625:Data Collection; D019033:Delivery of Health Care, Integrated; D006739:Hospital Administration / Q000706:statistics & numerical data*; D006740:Hospital Administrators / Q000706:statistics & numerical data; D006742:Hospital Bed Capacity; D015285:Hospital-Patient Relations; D007297:Inpatients; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D010045:Outpatients; D010067:Ownership; D017060:Patient Satisfaction / Q000706:statistics & numerical data*; D014481:United States