Healthcare Administration Publications

Marketing communications in health and medicine: perspectives from Willis-Knighton Health System

Communications prowess is a key ingredient of productive healthcare delivery pursuits, with associated successes clearly positioning health and medical establishments for growth and prosperity. Many conveyance...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):817
Published on: 15 September 2020

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Advertising in health and medicine: using mass media to communicate with patients

Advertising—a marketing communications method involving the paid use of mass media to deliver messages to desired audiences—represents one of the most common and effective avenues for engaging current and pros...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):818
Published on: Published on: 15 September 2020

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Personal selling in health and medicine: using sales agents to engage audiences

Personal selling—the use of sales agents to personally deliver messages to target audiences—is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the heal...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):819
Published on: 15 September 2020

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Sales promotion in health and medicine: using incentives to stimulate patient interest and attention

Sales promotion—the use of incentives to encourage patronage—is a staple of marketing communications in the health services industry. Sales promotion applications commonly used by health services organizations...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):820
Published on: 15 September 2020

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Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences

Public relations—a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages—historically has served as the communicative workhorse of the health s...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):821
Published on: 15 September 2020

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Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients

Direct marketing—the delivery of messages via mail, the Internet, and similar routes directly to consumers—is used extensively by healthcare organizations to attract and inform current and prospective patients...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):822
Published on: 15 September 2020

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Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix

When one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public ...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):823
Published on: 15 September 2020

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Response hierarchy models and their application in health and medicine: understanding the hierarchy of effects

Successful patient engagement pursuits naturally require healthcare providers to possess a detailed understanding of their target audiences, with one of the most important processes to comprehend being the man...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):824
Published on: 15 September 2020

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Integrated marketing communications: a strategic priority in health and medicine

Healthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communica...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):825
Published on: 15 September 2020

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Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture

Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, publ...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2020 20(Suppl 1):826
Published on: 15 September 2020

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Formulating productive marketing communications strategy: a major health system’s experience

Healthcare establishments serve as key community resources, bringing into locales a wealth of resources aimed at enhancing and improving health and wellness. Without effective communications, current and...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):926
Published on: 14 December 2018

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Establishing Good Samaritan programs in healthcare institutions: a method for enhancing patient experiences and increasing loyalty

Healthcare institutions deliver essential services that practically everyone needs at least periodically over the course of their lives. Hospital admissions, in particular, place patients in circumstances very...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):927
Published on: 14 December 2018

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Target marketing in the health services industry: the value of journeying off the beaten path

Target marketing, a practice used to more effectively address the wants and needs of customers, involves three interrelated activities: market segmentation, targeting, and product positioning. The practice...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):923
Published on: 14 December 2018

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Driving brand equity in health services organizations: the need for an expanded view of branding

Branding—the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences—is of paramount...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):924
Published on: 14 December 2018

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Healthcare establishments as owner-operators of digital billboards: making the most of excellent roadside visibility and high traffic counts to better connect with patients

Given the importance of communicating effectively with current and prospective patients, healthcare institutions must direct considerable energies toward achieving associated excellence. Pursuits usually center...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):928
Published on: 14 December 2018

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Am I seeing things through the eyes of patients? An exercise in bolstering patient attentiveness and empathy

Modern marketing thought heavily emphasizes the need for healthcare providers to possess a customer orientation, placing patients at the focal point of attention within health and medical establishments. This ...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):929
Published on: 14 December 2018

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Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider

Marketing arguably is the most critical administrative responsibility associated with the pursuit and realization of growth and prosperity, making prowess in the discipline essential for any healthcare institution...

James K. Elrod and John L. Fortenberry Jr.

BMC Health Services Research 2018 18(Suppl 3):922
Published on: 14 December 2018

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