The role of the chief marketing executive in hospitals. A survey.
The role and support for the Chief Marketing Executive (CME) in hospitals is studies through a 97 hospital survey. The authors found that the majority of CMEs report at a high level in the organization, but their staffs are still small and their duties diverse. However, the budgets for advertising and market research are increasing. The authors anticipate the CME's role to continue evolving into a strategist as hospitals define more clearly the CME's duties and recognize marketing's contribution to the organization.
D003625:Data Collection; D006270:Health Facility Administrators; D006740:Hospital Administrators; D007087:Illinois; D008389:Marketing of Health Services / Q000458:organization & administration*; D008962:Models, Theoretical; D012380:Role