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Number of Pages 18
This research paper: An 18 page paper discussing the growing acceptance of marketing and advertising within the health care industry. There are three ways that health systems can build their bottom lines. One is by raising rates, which has been resisted and condemned by nearly every aspect of health care. Another is to cut costs. Cost-cutting efforts have been in place for years, to the extent that employee morale has been decimated in many organizations and patient care has been known to suffer. The final method of increasing the bottom line is to build volume, which health care systems are actively embracing as average marketing expenditures have risen by nearly $500,000 annually in a single decade. The paper discusses current marketing issues, marketing communications and advertising, decision-making techniques and considerations in developing marketing plans. Bibliography lists 11 sources.
File: CC6_KSmktHosp.doc
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