Gruca T S, Nath D
College of Business Administration, University of Iowa, Iowa City 52242.
J Hosp Mark. 1994;8(2):87-112. doi: 10.1300/J043v08n02_09.
This study examines the effect of traditional and innovative marketing factors on the overall financial, operations and market performance of 71 not-for-profit hospitals in a metropolitan area. Traditional marketing factors of location, services offered and pricing did influence the financial performance of system-affiliated and non-system hospitals. They also influenced the operating performance of urban hospitals and the market performance of non-teaching institutions. In contrast, the innovative marketing factors of physician relations, community relations and specialized sales forces had no significant influence on performance differences among the hospitals in the entire sample and sub-samples based on geography, teaching involvement and system affiliation.
本研究考察了传统营销因素和创新营销因素对某大都市区71家非营利性医院整体财务、运营及市场绩效的影响。地理位置、所提供服务和定价等传统营销因素确实影响了隶属于医疗系统的医院和非系统医院的财务绩效。它们还影响了城市医院的运营绩效以及非教学机构的市场绩效。相比之下，医生关系、社区关系和专业销售团队等创新营销因素对整个样本以及基于地理位置、教学参与度和系统隶属关系的子样本中的医院绩效差异没有显著影响。
