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—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—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—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—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—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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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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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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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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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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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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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, 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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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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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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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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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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