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- Title
Positioning Hospitals: A Model for Regional Hospitals.
- Authors
Reddy, Allan C.; Campbell, David P.
- Abstract
This article presents a positioning model for hospitals. Provided is a conceptual framework for positioning. The authors blend theory with practice, review basic positioning theory, and information on positioning strategies. They also evaluate the marketing strategies of a regional hospital as an example to back up their points. The positioning model presented in the article includes three phases on how to identify current hospital conditions and strengthening the facility's overall standard operations. INSETS: References.;About the authors..
- Subjects
HOSPITAL administration; CORPORATE reorganizations; BUSINESS models; POSITIONING (Advertising); MARKETING strategy; MEDICAL care marketing; ADVERTISING effectiveness; MEDICAL economics; BUSINESS success; MARKET segmentation
- Publication
Journal of Health Care Marketing, 1993, Vol 13, Issue 1, p40
- ISSN
0737-3252
- Publication type
Article