Health care marketing of community education programs.

Abstract

Today's hospital industry is identifying new market philosophies to meet the public's needs. With more informed consumers and increased health options, progressive hospitals are utilizing community health education as a valuable resource for marketing new and existing health services to attract and retain patients. Understanding the changes and barriers in health care, while knowing the institution's strengths and weaknesses through situational and consumer analysis, can assist the community education staff in developing sound health marketing strategies. A systematic approach for probing, planning products, pricing, placing, and promoting community health services with national, hospital, and departmental health focuses can produce a consistent and efficient community education programming system that will aid in the hospital's survival.