title: [Beyond the horizon of health-care delivery - medical marketing].
abstract: BACKGROUND
  The progress in medical health care and demographic changes cause increasing financial expenses. The rising competitive environment on health-care delivery level calls for economisation and implementation of a professional marketing set-up in order to ensure long-term commercial success.
  
  
  METHODS
  The survey is based on a questionnaire-analysis of 100 patients admitted to a trauma department at a university hospital in Germany. Patients were admitted either for emergency treatment or planned surgical procedures.
  
  
  RESULTS
  Competence and localisation represent basic criteria determing hospital choice with a varying focus in each collective. Both collectives realise a trend toward economisation, possibly influencing medical care decision-making. Patients admitted for planned surgical treatment are well informed about their disease, treatment options and specialised centres. The main source of information is the internet. Both collectives claim amenities during their in-hospital stay.
  
  
  CONCLUSIONS
  Increasing economisation trends call for a sound and distinct marketing strategy. The marketing has to be focused on the stakeholders needs. Concomitant factors are patient satisfaction, the establishment of cooperation networks and maintenance/improvement of medical health-care quality.
authors.affiliation: Universitätsklinikum Hamburg Eppendorf, Unfall-, Hand- und Wiederherstellungschirurgie, Hamburg, Deutschland.
authors.forename: M
authors.initials: M
authors.lastname: Hoffmann
authors.affiliation: Universitätsklinikum Hamburg Eppendorf, Unfall-, Hand- und Wiederherstellungschirurgie, Hamburg, Deutschland.
authors.forename: L G
authors.initials: LG
authors.lastname: Großterlinden
authors.affiliation: Universitätsklinikum Hamburg Eppendorf, Unfall-, Hand- und Wiederherstellungschirurgie, Hamburg, Deutschland.
authors.forename: J M
authors.initials: JM
authors.lastname: Rueger
authors.affiliation: Universitätsklinikum Hamburg Eppendorf, Unfall-, Hand- und Wiederherstellungschirurgie, Hamburg, Deutschland.
authors.forename: A H
authors.initials: AH
authors.lastname: Ruecker
mesh_terms: D003363:Cost Control / Q000639:trends; D003625:Data Collection; D003695:Delivery of Health Care / Q000191:economics / Q000639:trends*; D004465:Economic Competition / Q000191:economics* / Q000639:trends*; D004636:Emergency Service, Hospital / Q000191:economics / Q000639:trends; D005544:Forecasting; D005858:Germany; D057220:Health Literacy / Q000639:trends; D006801:Humans; D008389:Marketing of Health Services / Q000191:economics* / Q000639:trends*; D010343:Patient Admission / Q000191:economics / Q000639:trends; D010358:Patient Participation / Q000639:trends; D011795:Surveys and Questionnaires; D014947:Wounds and Injuries / Q000191:economics / Q000601:surgery