A marketing strategy for consultation and education services

Summary This paper has discussed the several steps essential to effectively marketing C&E. The major points considered are philosophy, assessment, planning, implementation, and evaluation. Sub categories under these are discussed in some detail with particular importance placed on the issue of reimbursement. Although each step is important to the overall marketing process, it is suggested that the pre-assessment and post-evaluation phases are probably the most neglected factors in the program-planning process. This paper was developed out of their joint professional experience in marketing consultation and education programs.     

A nutribusiness strategy for processing and marketing animal-source foods for children

Nutritional benefits of animal source foods in the diets of children in developing countries indicate a need to increase the availability of such foods to young children. A nutribusiness strategy based on a dried meat and starch product could be used to increase children's access to such foods. The "Chiparoo" was developed at The Pennsylvania State University with this objective in mind. Plant-based and meat ingredients of the Chiparoo are chosen based on regional availability and cultural acceptability. Chiparoo processing procedures, including solar drying, are designed to ensure product safety and to provide product properties that allow them to be eaten as a snack or crumbled into a weaning porridge. Continued work is needed to develop formulation and processing variations that accommodate the needs of cultures around the world.     

Primary care referral management: a marketing strategy for hospitals

With increasing competition among hospitals, primary care referral development and management programs offer an opportunity for hospitals to increase their admissions. Such programs require careful development, the commitment of the hospital staff to the strategy, an integration of hospital activities, and an understanding of medical practice management.     

Developing a promotional strategy: important questions for social marketing

Health practitioners often use the terms marketing and promotion interchangeably. Yet, promotion is just one element of an overall marketing strategy. To realize the greatest impact there must be a combination of all the marketing components, including product, price, place, and promotion. The purpose of this article is to clarify the role of promotion and describe key elements of developing a promotional strategy within the broader context of a social marketing initiative.     

Sustainability of cross-functional teams for marketing strategy development and implementation

This article presents a case study on a cross-functional team used for marketing strategy development and execution at a health insurance company. The study found a set of success factors that contributed to the initial success of the team, but the factors were not enough to maintain the team's high level of productivity over time. The study later identified a set of 8 factors that helped sustain the team's high-productivity level. The 2 sets (ie, success and its subsequent sustainability factors) are analyzed against a normative model of team effectiveness. All the factors are explained by the normative model except for 1 sustainability factor, "challenge motivator." In fact, the study found the "challenge motivator" to be the most critical factor to keep up the team's productivity over time. Apart from a performance crisis, the authors developed 3 "challenge motivators"--first, more granular market information that could unearth hidden performance issues; second, constant value creation to shareholders as the firm being publicly traded; and third, the firm's strategic mandate to meet and exceed customer expectations that puts ultimate performance pressure on the marketing strategy team.     

Nursing audit as a professional marketing strategy

This study relates an audit experience with an interdisciplinary team in public health services at Fortaleza-CE and aims to describe the functional dimension of these audit actions and the its importance for nursing; to define a model with a professional marketing strategy for the nurse. Theoretical bases of contemporary Administration were used to converge with the audit practice experiences. One proposes a new audit nursing strategy in favor of the professional significance, because the nurse currently conducts actions with a scientific marketing identity, but at the unconscious level.     

Implementing marketing strategy (Part four)

Every organization must monitor and evaluate the performance of its marketing strategies. The health care marketer must continually develop effective measures related to outcomes so that marketing efforts can be justified and garnish the support and resources they deserve. A major task for the marketing executive for the next decade is to develop marketing strategies and prove that those strategies are being met and that they help the health care organization carry out its objective to meet its mission.     

谈医疗服务市场特征及营销策略

市场经济是一种竞争经济和差别经济，这种竞争和竞争所产生的差别迫使并激励每一个市场竞争主体-医院都要千方百计地从各方面优化自身的行为，但是，不论医院在任何一个方面实现了飞跃，都要通过向市场提供一定的产品或服务体现出来，而这种体现都是通过采取一定的营销行为后，使产品或服务进入市场来实现的，从这个意义上来看，营销是联接医院内部行为和市场的纽带与通道，医院服务通过营销进入市场，医院的投入通过营销获得回报，医院的形象通过营销在市场中得到塑造，可以说，离开了营销，就等于割断了医院与市场的联系，越是成熟的市场经济营销在医院发展中的作用就越重要。     

The Pro-ABEn project: contributions and reflexions for a marketing strategy for the association

In the present study, an internal analysis of the Brazilian Association of Nursing (ABEn) was carried out in order to identify the representations of the members of the national and regional management departments of ABEn, regarding this association. The objective was to gather subsidies for the planning and implementation of a project aiming at institutional empowerment. The scenarios for data collection were the regional and national management departments, as well as all the members available from the each regional section and two members from the national office. Data collection was done through a form, which was answered by 15 sections during the period between 1997 and 2002. The analysis of the empirical data material was done in two ways. The first analysis was based on the Discourse of the Collective Subject--DCS, and the second through Institutional Analysis. The representations of the subjects interviewed could be identified, enabling the planning of marketing strategies for ABEn.     

HCA Richmond Hospitals' new marketing strategy a winning plan

HCA Richmond Hospitals, a five-hospital system in Richmond, Va., is positioning itself as a winner in a highly competitive, healthcare-saturated market since overhauling is marketing strategy a little over a year ago. The marketing strategy enables individual hospital to target their own unique constituencies. "Understanding the intricate marketing dynamics of hospital systems is today of critical importance and equal complexity," said Tony Bejamin, principal of Oxygen Advertising Inc., New York, the agency that remodeled HCA Richmond Hospitals' marketing strategy.     

Positioning patient-perceived medical services to develop a marketing strategy

In today's medical market, marketing philosophy is being rapidly transformed from customer searching to patient satisfaction and service improvement. The principal objective of this study was to contribute to the establishment of a desirable medical marketing strategy, through the factors of customer satisfaction and the positioning of patients' perceptions by marketing institutions. The data were collected from 282 students of the College of Public Health and Medicine in Seoul. The survey tools were developed using the SERVQUAL scale. Analysis in this study involved both statistical and network analysis. The former was used to verify the determinants of service satisfaction as perceived by respondents, via factor analysis and multiple regression analysis. The latter was obtained using a positioning map and 2-mode network analysis with the matrix data converted from raw data. The determining factors for patient satisfaction were identified as facilities, accessibility, process, physicians, and medical staff. The regression equation was significant (R = 0.606), and the most influential variable was the service quality of physicians (β = .569). According to multidimensional scaling, the positioning of medical institutions indicated that patients' perceptions were affected by hospital size and specialization. By recognizing and managing patient satisfaction, medical institutions are able to foster customer loyalty and, in turn, to enhance service quality. It is necessary to develop an adequate marketing mix to provide better medical services and to overcome medical competition among institutions.     

The Internet and hospital marketing strategy: a survey

This project, which was conducted in the U.S. using a large number of healthcare organizations, is an attempt to discover if we can find any evidence of the impact of marketing theories on the real world of healthcare organizations. This paper addresses three major themes: Do healthcare organizations have an Internet strategy? Are they using the Internet in a strategic fashion? Can we identify any difference among the sectors concerning the strategic use of the Internet? Finally, implications for further research and health care practices are highlighted as well.     

Hospital marketing: strategy reassessment in a declining market.

Despite continued significant increases in the nation's spending for health care, use of inpatient hospital services has declined. The authors use the product life cycle to analyze the market for inpatient hospital services and to examine competitive strategies for hospital marketing success. The product life cycle literature suggests at least four strategies for products in decline. The authors analyze the advantages and disadvantages of these strategies as they relate to the hospital market.     

社会营销策略在社区控烟中的应用

社会营销通过市场营销的原理与技术影响目标受众，促进社会行为的改变，从而促进个人、集体或社会整体利益。该研究将社会营销的方法应用于社区控烟干预中，根据受众细分的原则，通过不同促销策略促成目标行为，并取得良好效果。     

我国医药生产企业的网络营销现状及策略研究

医药生产企业开展网络营销能够提高企业的市场竞争力,实现企业的可持续发展。通过对我国医药生产企业的网络营销现状及存在的问题进行分析,提出了在新的形势下我国医药生产企业开展网络营销的相应策略。