Hospital Marketing is Becoming Increasingly Important
How a Well-Planned and Well-Implemented Marketing Strategy Can Attract New Clients
Christiane Kühl | 16.03.2016
Changing health systems and uncertain financial situations are forcing hospitals around the world to better promote themselves to patients and referrers in order to stay competitive. However, marketing measures vary greatly across institutions and countries.
Fotos: Sebastian Forkath
1Patrick Buckley: The Complete Guide to Hospital Marketing. HCPro, 2nd edition, 2009.
2EB Leiderman, JL Padovan, P Zucchi (2010): Hospital Marketing: characterization of marketing actions in private hospitals in the city of São Paulo – Brazil. World Hospitals and Health Services 46: 30-33.
3M Ghosh (2015) An empirical study on hospital selection in India. International Journal of Health Care Quality Assurance 28: 27-39
4Xiang De Song, Tian Yi Du, Ping Zhou et al. (2015): Assessing the Quality of Public Hospital Websites in China. Information 18: 557-72.
5Chinese Healthcare Sector, Handbook 2015: Focus on Innovation in the Upcoming Transition. Citibank, 2014.
62014 Global health care outlook – Shared challenges, shared opportunities. Deloitte, 2014. (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Life-Sciences-Health-Care/dttl-lshc-2014-global-health-care-sector-report.pdf), accessed May 30, 2015.
7China National Health and Family Planning Commission, Population Census 2010.
8D Blumenthal, W Hsiao (2015): Lessons from the East – China’s Rapidly Evolving Health Care System. New England Journal of Medicine 372: 1281-85.
9State Council Website: State Council wants medical reform deepened this year (http://english.gov.cn/policies/latest_releases/2015/05/09/content_281475104224686.htm), accessed June 1, 2015.
10Ibid. 2: 2014 Global health care outlook – Shared challenges, shared opportunities. Deloitte, 2014. (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Life-Sciences-Health-Care/dttl-lshc-2014-global-health-care-sector-report.pdf), accessed May 30, 2015.
The statements by Siemens’ customers described herein are based on results that were achieved in the customer's unique setting. Since there is no "typical" hospital and many variables exist (e.g., hospital size, case mix, level of IT adoption) there can be no guarantee that other customers will achieve the same results.