Dynamic Change in Advertising and Hospital Referrals

Some hospitals seek affiliations with separate wellness c ar providers. Participants in such(prenominal)(prenominal) affiliation actions, however, frequently ar distrustful of the motives of the early(a) party (Johnsson, 1992, p. 20). Bringing medical students and other professional health care providers into a hospital geological formation represents a form of hospital diversification. The focus in such diversification actions is on the building of communication, networks and partnerships. From a systems perspective, the hospital aligns its knowledgeable systems with the delivery system outside of the hospital in hostelry to better manage the health care of the community.

Other hospitals do in different ways. Among these alternative approaches are initiatives by hospitals to publicize their services to the end use upr. Advertising to the end user by hospitals is intended to partially circumvent the institution's dependency upon physician referrals by causing potential patients to ask for a specific hospital. This teaching will examine the effects of the use of advertisement by one hospital.

Changes in the health care system, financial business shifts, technical medical advances, and medical care rationing are among the factors that are driving health care providers of all mark toward affiliations that in turn become health care systems (Tong, 1995, p. 165). When hospitals select in such transformations, one of the managerial innovations introduced is the use of advertising.

Dill, A. (1994, December). Institutional environments and organizational responses to AIDS. diary of health and Social Behavior, 35, 349-369.

Peltier, J. W., Kleimenhagen, A. K., Naidu, G. M. (1994, Fall). Taking the manoeuvre route: To enhance knowingness and image, many hospitals today are passing up tralatitious advertising in favor of direct trade strategies. Journal of Health Care Marketing, 14(3), 22-27.

Bell, J. A., & Vitaska, C. R. (1992, June). Who likes hospital advertising consumer or physician? Journal of Health Care Marketing, 12(2), 2-7.

Data will be analyzed and hypothesis number one will be tested through the application of analysis of variance (ANOVA) procedures. The bill for the rejection of the null will be p<.05.

Data will be analyzed and hypothesis number two will be tested through the computation and comparison of mean advertising costs associated with the acquisition of one new patient for the iii media measured.

Duffus, L. R. (1990, 1 October). Physicians personally oppose ads, but say it's OK to use them. Marketing News, 19.

Although the objections to the use of direct marketing methods by health care providers are important, the use of direct marketing methods by health care providers is increasing (Peltier, Kleimenhagen, & Naidu, 1994, p. 22). Characteristics of the use of direct marketing methods by health care providers are as follows:

Two research questions will be investigated. These research questions are as follows:

In spite of the growth in the use of advertising by health care providers, advertising by health care providers remains controversial (Zimmerman, 1994, p. 29). Many health care providers continue to believe advertising can do more harm than good to a practice, or that such advertising may just be a unwarranted of money.

The future of health care in the United States depends upon institutions having the mogul to deliver integrated health care to defined populations (Hagland, 1991, p. 25).
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