Health Marketing Quarterly最新文献

The purpose of the paper is to contribute to the knowledge in the field of marketing of medical devices in the public sector. The research problem is based on verifying the correlations between the elements of the 4P marketing mix, after-sales activities and their influence on the preparation of tender documentation in the marketing of medical devices to social welfare institutions. In the process of marketing products through public procurement, the same attention is devoted to the after-sales activities as marketing mix elements (4P). We created a marketing mix model for the marketing of medical devices through public procurement.

This paper provides a review of the marketing literature on elderly consumers' health choices and risk perceptions, in order to summarize the state of the art and provide a comparison term for future studies. The research was carried out on scientific articles published from 1970 up to 2019, in a selection of 100 thematic journals. The results confirmed the significance of health choices and risk perceptions as two essential points of marketing research concerning older consumers, and demonstrated that the growing needs and purchasing power of older consumers are accompanied by psychological, biological and relational conditions that can impact decision-making.

Recognizing the potential of social media as an integral driver of communication that facilitates two-way conversations, this scoping review seeks to identify and synthesize salient benefits and challenges of social media usage reported in social marketing communication. Following a systematic literature review procedure, 31 social marketing studies utilizing social media communications channels were identified. The findings were thematically grouped under eight main topics: targeted reach and raising awareness, continuous consumer insight, ongoing interaction and dialogue, promoting behavior change, cost and time efficiency, discussing sensitive issues, building relationships and social media challenges. Identified taxonomies inform future research.

An online 2 (evidence type: narrative vs. informational) × 2 (message frame: gain vs. loss) × 2 (involvement: low vs. high) between-subjects factorial experiment was conducted to examine their effects in skin cancer awareness campaigns. Results showed that loss-framed narratives were convincing for high-involved individuals, whereas both gain-framed informational and loss-framed narratives evoked higher issue attitudes and behavioral intentions for low-involved ones. Mediation analyses showed that identification with the story protagonist mediated narrative effects on the outcome variables. Theoretical and practical implications for sun protection awareness campaigns are discussed.

Social media is a common, multi-purpose tool used by most hospitals to engage a broad audience. The relationship between hospital social media activity and performance on influential reputation and patient experience ratings is not well described. The aim of this study was to characterize social media activity across the top 100 revenue grossing U.S. hospitals and its impact on key patient experience and hospital rankings. While nearly all top 100 revenue grossing U.S. hospitals have a presence on social media, usage and following significantly varied. Social media activity metrics collected showed some limited association with reputation and patient experience-influenced rankings.

The COVID-19 pandemic has impacted every aspect of life and continues to affect individuals and organizations in ways no one anticipated. In an attempt to cope with alternative lifestyle patterns, many companies have formulated products and services to mitigate behavioral adjustments. Specifically, the healthcare industry has increased efforts to cope with the ramifications of this infectious disease. A focus on creating and distributing at-home testing has become a priority as companies attempt to expedite the approval, production and commercialization of tests. This paper addresses the dynamics of producing, distributing, and evaluating at-home medical tests.

Our study describes the potential use of social media by hospitals in general and focuses on its actual use by Lebanese and American hospitals. We carried out an investigation concerning both countries' hospitals in order to determine each their level of involvement, and its public's level of engagement. This study also compares the way people react on each post, depending on the social network platform, the nature of each post, and the category of topics discussed. The results of this investigation unveiled a great disparity between these two countries concerning the frequency and the number of posts.

The Centers for Medicare and Medicaid Services (CMS) require hospitals participating in these programs to submit an annual Medicare Cost Report (MCR). This information is utilized to set rates, regulations, and future payment models. CMS defines marketing expenditures as non-reimbursable. Prior research has evaluated the influence of marketing expenditures on financial performance, but not the reverse. This analysis evaluates the influence of this reverse lens, as well as the influence of provider type. Although the results of this analysis determine significance for these constructs, the variance explained is minimal. Therefore, further research is needed to determine additional factors influencing marketing decisions.