Academic Research

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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