Developing a Strategic Marketing Plan for Hospitals

Author

Michael G. Samuelson, Fontbonne College

Year of Award

1986

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business

Department

Business Administration

Keywords

Marketing, Healthcare, Hospitals

Abstract

Changes in the healthcare industry have altered the way hospitals are conducting business now and in the future. Increased competition between healthcare institutions, the emergence of alternative healthcare facilities, additional governmental regulation and a shifting population have directed considerable attention toward the need to develop strategic marketing programs for hospitals.

This research will examine the application of marketing principles to the hospital environment. Marketing identifies needs, develops products or programs to satisfy those needs and promotes awareness by the constituencies of those needs and solutions. The successful development and execution of these principles can result in the difference between a profitable hospital or, one faced with operating at a loss. If hospitals are to profitably operate, the marketing function will play an increasing role in directing the long range goals of the institution. Marketing can be an aggressive approach to ensure that hospitals remain viable, profitable institutions.

Document Type

Restricted Thesis

Recommended Citation

Samuelson, Michael G., "Developing a Strategic Marketing Plan for Hospitals" (1986). All Theses, Dissertations, and Capstone Projects. 645.
https://griffinshare.fontbonne.edu/all-etds/645