Journal of hospital marketing最新文献

The primary objective of this research was to determine how a suburban hospital located near an urban center fares when local consumers are selecting a hospital. A significant portion of the 161 suburban respondents to the study's mail survey perceive the quality of care available at alternative urban hospitals to be higher than that available at their local suburban hospital on the vast majority of quality-related attributes. Most respondents, however, select their local hospital for both major and minor medical treatment. Te greater value represented by suburban hospitals, due to their relative closeness to the consumer, represents a significant competitive advantage.

Newspaper ads from hospitals in Ohio were rated for their effectiveness and explicit use of marketing principles. Analysis showed that the advertising could be improved by increasing the motivation for action, emphasizing how the organization's products and services are different from competitors and more thoroughly identifying the benefits the consumer would receive. Use of the two forms in the study can contribute to improved health care advertising.

The purpose of this inquiry was to analyze: (a) the extent to which hospitals employed senior citizens as models in their advertisements, (b) the roles of these models and their active-passive status, and (c) the degree to which the advertisements portrayed seniors in a positive or negative status. Content analysis was employed to assess these issues. Hypotheses about the portrayal of senior citizens by hospitals were tested by examining advertisements in newspapers. The analysis provided some findings which should be of value to researchers and practitioners in the health care industry.

The U.S. health care industry is facing an era of increased competition, declining profits, decreed hospital utilization, and consolidation. By reviewing existing literature on the application of total quality management in the health care industry, and by surveying a hospital in which this technique has been recently applied, this paper shows that service providing organization can indeed use the same methods used by manufacturing organizations to increase quality.

To survive and thrive, rural hospitals are seeking enhanced revenues. This study focuses on outpatient laboratory and radiology coding and billing accuracy in a nonrandom sample of seven rural hospitals in a Western state. Information was gathered on (1) procedures incorrectly coded, (2) potential revenue increases from correct coding and billing, (3) barriers to implementing changes, and (4) perceived audit value. The identified major source of potential revenue enhancement was increased fees from private payers. Correct coding and billing to Medicare and Medicaid offered the potential of additional revenue. Participating administrators appreciated the validation of coding and billing practices and identification of potential enhanced revenues. Five of seven hospitals (71.4%) selectively implemented recommended changes. Complete compliance with recommended changes was limited by barriers of tradition, competition, and reimbursement, which must be overcome to realize successful implementation. Joint Commission on Accreditation of Healthcare Organization's (JCAHO) new Total Quality Management/Continuous Quality Improvement (TQM/CQI) emphasis provides an opportunity for revenue enhancement through coding/billing assessments and interdepartmental focus and coordination.

Research on the ability of firms to select different strategies in an effort to shift their strategic position has focused almost entirely on the mature manufacturing industries. In this paper, we propose that the relationship of strategy selection in manufacturing extends to the service industry, and test this proposition in one very visible faction of the service industry, health care. The results of this study show that health care organizations use both operational and strategic shift strategies to adjust to new environmental conditions.