Developing a strategic marketing plan for physical and occupational therapy services: a collaborative project between a critical access hospital and a graduate program in health care management.
The purpose of this study was to develop a marketing plan for the Physical and Occupational Therapy (PT/OT) department at a Critical Access Hospital (CAH). We took the approach of understanding and analyzing the rural community and health care environment, problems faced by the PT/OT department, and developing a strategic marketing plan to resolve those problems. We used hospital admissions data, public and physician surveys, a SWOT analysis, and tools to evaluate alternative strategies. Lack of awareness and negative perception were key issues. Recommended strategies included building relationships with physicians, partnering with the school district, and enhancing the wellness program.
Department of Health Policy and Management, School of Rural Public Health, Texas A&M Health Science Center, College Station, Texas 77845, USA. bakash@srph.tamhsc.edu
Bita A
BA
Kash
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AA
Deshmukh
D004500:Education, Graduate; D004636:Emergency Service, Hospital; D058016:Health Facility Administration / Q000193:education*; D006801:Humans; D007373:Interinstitutional Relations; D008389:Marketing of Health Services; D008507:Medically Underserved Area; D009788:Occupational Therapy / Q000193:education; D019982:Organizational Case Studies; D026761:Physical Therapy Specialty / Q000193:education; D016730:Program Development / Q000379:methods; D036301:Qualitative Research; D012424:Rural Population; D013781:Texas; D014495:Universities