Dodson D C, Dotson M J, Cussimanio L
Appalachian State University.
J Health Hum Resour Adm. 1990 Winter;12(3):336-44.
Health care marketing has arrived swiftly and with significant impact upon the hospital scene. From the early days of rejection and suspicion of only a few years ago, it has now taken its place with other hospital management functions. Still, however, hospitals have not yet reached the degree of expertise that exists in other sectors. One of the reasons why hospitals have not fully emerged to the level of marketing expertise as many of their traditional business counterparts is that many of the areas of both the science and art of marketing have not been fully developed. One such area is direct mail marketing. Presented here is an overview of the advantages and functions of hospital direct mail marketing. A variety of examples are given with a more thorough case example being provided by Lee's Summit Community Hospital in Lee's Summit, Missouri. The successful direct mail marketing campaign there should be both an inspiration and a model for success for other hospitals. Space limitations prevent the authors from some of the more exacting details of mail marketing and, of course, successful campaigns do not happen by magic. They take careful planning, strategy, and execution. They also require a coordinated organizational and human effort to be successful. But direct mail marketing does offer a potentially new arena of marketing for most hospitals. The expertise, skill, knowledge, and technology are in place. All that is really needed is the commitment on the part of the hospital leadership.
医疗保健营销迅速兴起，并对医院领域产生了重大影响。从仅仅几年前被排斥和怀疑的早期阶段，如今它已在医院管理职能中占据一席之地。然而，医院在营销专业水平上仍未达到其他行业的程度。医院未能像许多传统商业同行那样充分发展到营销专业水平的原因之一是，营销科学和艺术的许多领域尚未得到充分开发。直接邮件营销就是这样一个领域。本文概述了医院直接邮件营销的优势和功能。文中给出了各种示例，并由密苏里州李峰会的李峰会社区医院提供了一个更详尽的案例。那里成功的直接邮件营销活动应该为其他医院提供成功的灵感和范例。篇幅限制使作者无法详述邮件营销的一些更精确细节，当然，成功的活动并非凭空而来。它们需要精心规划、策略制定和执行。它们还需要协调一致的组织和人力投入才能取得成功。但直接邮件营销确实为大多数医院提供了一个潜在的新营销领域。专业知识、技能、知识和技术都已具备。真正需要的只是医院领导层的决心。
