Marketing communications in health and medicine: perspectives from Willis-Knighton Health System
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INTRODUCTION
Open Access
Marketing communications in health and medicine: perspectives from Willis-Knighton Health System James K. Elrod1 and John L. Fortenberry Jr.1,2*
Abstract Background: 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 mechanisms are at the disposal of healthcare providers, permitting numerous opportunities for engaging current and prospective patients. For the best communicative outcomes, all must be considered when formulating marketing communications initiatives, with consideration first, of course, requiring that healthcare providers acquire an understanding of communications options and associated fundamentals. Discussion: In pursuing knowledge of communications options and related guidance, healthcare providers can benefit greatly by gaining operational perspectives from peer institutions. Over many decades, through scores of deployments, Willis-Knighton Health System has acquired significant communications prowess, prompting development of this special supplement in BMC Health Services Research, entitled “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” with this particular article supplying a brief profile of the contents included in the associated supplement. Across the pages of the collection of articles contained in the supplement, attention specifically is directed toward the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications. Conclusions: Establishing an effective dialogue with current and prospective patients is an absolute necessity for healthcare organizations, warranting intensive efforts to master marketing communications. Given the imperative for excellence in marketing communications, it is hoped that the light shed by this supplement and its collection of articles will help healthcare providers better understand marketing communications and deploy associated initiatives successfully, affording greater patient engagement opportunities. Keywords: Marketing communications, Promotion, Hospitals, Patients, Healthcare
* Correspondence: [email protected] 1 Willis-Knighton Health System, 2600 Greenwood Road, Shreveport LA 71103, USA 2 LSU Shreveport, 1 University Place, Shreveport, LA 71115, USA © The Author(s). 2020 Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If ma
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