Faculty Publications

Marketing The Mental Health Care Hospital: Identification Of Communication Factors

Document Type

Article

Journal/Book/Conference Title

Journal of Hospital Marketing

Volume

8

Issue

2

First Page

43

Last Page

66

Abstract

The current study provides guidance to hospital administrators in their effort to develop more effective marketing communication strategies. Two types of communication factors are revealed: primary and secondary. Marketers of psychiatric hospitals may use the primary factors as basic issues for their communication campaign, while secondary factors may be used for segmentation or positioning purposes. The primary factors are open wards, special treatment for adolescents, temporary absence, while patient, in-patient care, and visitation management. The secondary factors are temporary absence while a patient, voluntary consent to admit oneself, visitation management, health insurance, open staff, accreditation, physical plant, and credentials of psychiatrists. © 1994 by The Haworth Press, Inc. All rights reserved.

Department

Department of Marketing

Original Publication Date

8-8-1994

DOI of published version

10.1300/J043v08n02_06

Link to Full Text

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