Work

Developing a Strategic Marketing Plan for Physical and Occupational Therapy Services: A Collaborative Project Between a Critical Access Hospital and a Graduate Program in Health Care Management

Year: 2013

Type: article

Abstract: The purpose of this study was to develop a marketing plan for the Physical and Occupational Therapy (PT/OT) department at a Critical Access Hospital (CAH). We took the approach of understanding and analyzing the rural community and health care environment, problems faced by the PT/OT department, and developing a strategic marketing plan to resolve those problems. We used hospital admissions data, public and physician surveys, a SWOT analysis, and tools to evaluate alternative strategies. Lack of awareness and negative perception were key issues. Recommended strategies included building relationships with physicians, partnering with the school district, and enhancing the wellness program.

Source: Health Marketing Quarterly

DOI: 10.1080/07359683.2013.814507

Authors: Bita A. Kash, A. A. Deshmukh

Institutions: Texas A&M Health Science Center, Texas A&M University, The University of Texas MD Anderson Cancer Center

Language: English

Topic: Healthcare, Law, Governance, and Management Studies

Subfield: General Health Professions

Field: Health Professions

Domain: Health Sciences

SDG: Good health and well-being

Open Access status: green

OpenAlex ID: W2121759228

FWCI: 0.601

Cites: 15

Cited by: 7

Related to: 10