Consulting and Marketing in Hospitals

Paper Summary:

This report looks at some of the issues facing hospitals in terms of consulting and marketing within the hospital. Specifically, the report looks at consulting and marketing in regard to Medicare programs and perceived problems in the current system that limit the delivery of quality healthcare to all and not just some clients. The paper also looks at what obstacles exist to successful marketing and consulting relationships in the healthcare environment. The report concludes with recommendations for future research, which also has been impacted by the new competitive healthcare environment in a way that has many hospitals and other healthcare facilities such as nursing homes and home-care providers struggling to make ends meet.

Introduction
Consulting and Marketing in the Hospital Environment
Medicare
Problems in the Current System
Obstacles to Effective Marketing
Proposed Solutions
Effective Research

From the Paper:

"As mentioned above in the introduction, consulting and marketing are especially important to the present hospital environment, because of changes in the managed care system which has made hospitals more competitive, thus requiring more marketing efforts than was previously the case. Before the proliferation of the managed care system, hospitals were working on a basically cost-stable paradigm in which administrators did not have to worry overmuch about the financial bottom line, because the market was generally regulated and not thrown open entirely to a free enterprise type of system. Thus there wasn't much call in this epoch for marketing in terms of its being a necessity rather than a luxury that some hospitals could afford. But with the changes in managed care, including the proliferation of Medicare, which happened in the latter part of the twentieth century, this situation changed, making marketing and consulting move more towards the forefront of many hospital operations."

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