Abstract
BackgroundWillis-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, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications.DiscussionAs an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives.ConclusionsHealth and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.
Highlights
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, public relations, sales promotion, and related communicative avenues, associated theory, and more
The customer acquisition process is ignited by marketing communications, as without such, consumers would remain unaware of the offerings of healthcare providers, hampering their extension of patronage [2, 6, 8,9,10]
To aid healthcare providers in achieving this perspective, this particular article takes the insights provided in the supplement and links them together, providing an operational framework which permits readers to see how the profiled elements work in concert, while supplying a succinct summary of content, handily concluding the supplement
Summary
Each of the eight core articles included in “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System” supplies information focused on a critical facet of marketing communications, but the supplement, when viewed collectively, offers a sweeping perspective denoting the process of effecting marketing communications in healthcare organizations. As profiled in “Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix,” when healthcare institutions believe their foundational communicators have been addressed properly, Willis-Knighton Health System recommends conducting readiness assessments—evaluative walk-throughs in and around given service environments—to ensure that desired standards and expectations are being realized in practice, increasing the likelihood that audiences will be greeted with satisfaction in their associated interactions. This represents one final opportunity to perfect service experiences prior to the initiation of active, outward marketing communications. Having deployed marketing communications and engaged in associated evaluations of inaugural campaigns, healthcare providers are set to plan future marketing communications pursuits, making adjustments as needed to reach designated goals, positively and productively engaging their target audiences
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