RESUMO
This article describes the methods used to complete a recent community health needs assessment study in a rural area. It illustrates the strategic marketing and management value of conducting this type of assessment by examining selected results from the study and discussing their implications for the local health care delivery system.
Assuntos
Área Programática de Saúde , Necessidades e Demandas de Serviços de Saúde , Hospitais Rurais/estatística & dados numéricos , Planejamento em Saúde Comunitária/métodos , Pesquisas sobre Atenção à Saúde , Planejamento Hospitalar/métodos , Humanos , Joint Commission on Accreditation of Healthcare Organizations , Marketing de Serviços de Saúde , Estados UnidosRESUMO
The selling activities of 272 salespeople were identified by polling 122 health care services organizations nationwide. A taxonomy of sales jobs was developed to classify the range of selling tasks within health care. The taxonomy is presented, discussed, and compared with a similar industrial one. Managerial implications and suggestions for future research are discussed.
Assuntos
Marketing de Serviços de Saúde/classificação , Análise e Desempenho de Tarefas , Análise de Variância , Análise por Conglomerados , Comércio/classificação , Comércio/estatística & dados numéricos , Coleta de Dados , Análise Discriminante , Análise Fatorial , Descrição de Cargo , Marketing de Serviços de Saúde/estatística & dados numéricos , Estados UnidosRESUMO
The authors examine the sales orientation of the hospital and how it relates to the implementation of sales management policies. By polling sales managers and marketing directors at 136 hospitals nationwide, they develop scales to measure hospital sales orientation and sales management policies, and explore the relationship between them.
Assuntos
Atitude do Pessoal de Saúde , Administradores Hospitalares/psicologia , Marketing de Serviços de Saúde/estatística & dados numéricos , Comércio , Análise Discriminante , Competição Econômica , Administradores Hospitalares/estatística & dados numéricos , Humanos , Objetivos Organizacionais , Reprodutibilidade dos Testes , Inquéritos e Questionários , Estados UnidosRESUMO
The authors report the findings of a national survey of hospital sales programs. They measure the degree to which hospitals have implemented sales policies and examine differences between the hospitals.
Assuntos
Comércio/estatística & dados numéricos , Departamentos Hospitalares/organização & administração , Marketing de Serviços de Saúde/estatística & dados numéricos , Estudos de Avaliação como Assunto , Análise Fatorial , Objetivos Organizacionais , Inquéritos e QuestionáriosRESUMO
Getting the marketing concept understood and accepted is one of the biggest challenges faced by a hospital. The authors discuss a variety of issues related to the process of changing a hospital's internal cultural values and managing those changes needed to embrace the marketing concept as part of the overall hospital culture.
Assuntos
Administração Hospitalar , Marketing de Serviços de Saúde , Modelos Teóricos , Organização e Administração , Inovação Organizacional , Cultura , Estados UnidosRESUMO
For successful adaptation to changing environmental conditions, hospital organizational cultures must incorporate the marketing concept to enhance flexibility and orientation toward the external environment. The authors propose procedures for diagnosing a hospital's culture and determining how well it has adopted and implemented the marketing concept.
