title: The potential of hospital Website marketing.
abstract: In recent years, hospital website marketing has witnessed explosive growth. Industry experts cite an almost 100% growth in hospital website marketing over the last several years. At one time lagging in the adoption of Internet technology, hospitals have now begun making significant strides in catching up with other industries. In spite of the general proliferation of hospital websites, however, the full potential of the Internet with its unique characteristics has yet to be realized. In this paper, current trends fueling the growth of hospital website marketing are first explored. Secondly, barriers to realizing the potential of website marketing are investigated. Finally, recommendations for improving hospital website marketing are developed.
authors.affiliation: Department of Marketing, Villanova University, PA 19085, USA. peter.sanchez@villanova.edu
authors.forename: P M
authors.initials: PM
authors.lastname: Sanchez
mesh_terms: D019981:Health Care Sector; D007722:Health Knowledge, Attitudes, Practice; D006764:Hospitals, Community / Q000191:economics / Q000458:organization & administration*; D006801:Humans; D007255:Information Services; D020407:Internet / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000191:economics / Q000379:methods*; D009936:Organizational Innovation; D010342:Patient Acceptance of Health Care / Q000523:psychology*; D012941:Social Responsibility; D014481:United States