A post-1990s assessment of strategic hospital alliances and their marketplace orientations: time to refocus.
In past years, many SHAs formed in local urban markets to better compete for managed care contracts. In response to 1990s forces, these SHAs appear to have adapted product, production, and selling orientations to their markets, aimed at large institutional purchasers of health care. However, health care markets have evolved differently than anticipated. SHAs and their hospitals should now adopt the marketing orientation and focus more on patients and enrollees.
Olden
Peter C
PC
Graduate Health Administration Program, University of Scranton, Pennsylvania, USA.
Roggenkamp
Susan D
SD
Luke
Roice D
RD
D003258:Consumer Behavior; D004465:Economic Competition / Q000639:trends; D019981:Health Care Sector / Q000706:statistics & numerical data / Q000639:trends*; D006273:Health Facility Merger / Q000706:statistics & numerical data / Q000639:trends; D006302:Health Services Research; D006755:Hospital Shared Services / Q000458:organization & administration / Q000706:statistics & numerical data / Q000639:trends; D006786:Hospitals, Urban / Q000458:organization & administration / Q000706:statistics & numerical data / Q000639:trends; D008329:Managed Care Programs / Q000639:trends; D008389:Marketing of Health Services / Q000379:methods / Q000639:trends; D009096:Multi-Institutional Systems / Q000458:organization & administration* / Q000706:statistics & numerical data / Q000639:trends; D009935:Organizational Affiliation / Q000639:trends*; D014481:United States