Marketing health care : case studies for chief executive officers in Illinois Hospital Association facilities
In recent years some not-for-profit hospitals across the country have been using marketing techniques to help ensure the utilization of services and programs as well as facilitate the accomplishment of goals and management objectives. This study titled "Marketing Health Care: Case Studies for Chief Executive Officers in Illinois Hospital Association Facilities" provides a view of this marketing thrust. To meet the growing need today for information on marketing in the not-for-profit hospital sector, this study offers a healthy mixture of theory and practice. Compiled for Chief Executive Officers in Illinois Hospitals, the study begins with the basics of marketing and advances through a series of "how to" narratives focusing on case studies in hospital marketing. This study is an extension of a survey administered by the Marketing and Advertising Committee of the Illinois Hospital Association in June 1977. The survey was designed to determine the informational needs of Illinois Hospital Association Chief Executive Officers on the subject of marketing. As a result of the survey and interviews with members of the Marketing and Advertising Committee, several areas of interest related to marketing in hospitals were identified. Some of the primary areas of interest include marketing a new hospital program, marketing a new hospital service, marketing as a way of planning, and developing a marketing communications plan/integrating it with management. In-depth, personal interviews also were conducted with individuals who have expertise in marketing in Illinois hospitals and other primary data was collected and presented in the case studies.