Hospital Market Research Articles

Pembangunan Strategi Pemasaran untuk Meningkatkan Daya Saing Rumah Sakit di Era Digital

Increased competition in the healthcare industry, especially in the digital era, requires hospitals to develop effective marketing strategies. This research aims to develop an appropriate marketing strategy to improve hospital competitiveness in the digital era. The research method used is descriptive qualitative with a literature study approach and SWOT analysis. Data were obtained from various sources, such as scientific journals, books, and articles related to hospital marketing in the digital era. The results showed that effective marketing strategies for hospitals in the digital era include building brand awareness through digital platforms, increasing engagement with patients through social media and websites, utilizing digital technology to improve patient services, building networks and collaborations with related parties, and building effective referral systems. This marketing strategy is expected to increase the hospital's competitiveness, attract more patients, and increase patient satisfaction.

Corporate marketing in modern hospitals and satisfaction level of corporate clients in Bangladesh

The study's abstract emphasizes the Marketing Department's dual responsibility in creating external awareness and disseminating internal information in modern hospitals. To improve service quality and management decision-making, the department keeps an eye on patient happiness and oversees communication, advertising, corporate agreements and feedback methods. Key research findings show that while corporate patients generally value the department's cutting-edge technology and the expertise of its staff, they do have reservations about the department's responsiveness and punctuality, particularly with regard to inpatient care. Patients in the Outpatient Department (OPD) expressed greater levels of satisfaction than those in the Inpatient Department (IPD), where patients expressed greater dissatisfaction with personalized care and error correction. To increase general patient happiness, recommendations include enhancing service speed, providing personnel training, and attending to particular patient requirements.

The hidden gems in online reviews: unraveling how the expressions of affective needs impact review usefulness

ABSTRACT Recognizing the importance of affective fulfillment for contemporary customers, this study aims to investigate how the expressions of affective needs in online reviews impact review usefulness. Drawing on information processing theory, we proposed a framework based on big data analytics and econometrics to explore 469,202 online reviews. Empirical findings unveil that consumers’ expressions of affective needs involve Service, Room, Decoration, Enhancement facility, and Location; both the affective needs presence and intensity regarding the first four attributes positively influence review usefulness. The expressions of functional needs have bigger impacts than that of affective needs regarding Room but smaller than Service, Enhancement facility, and Decoration. Hotel type moderates this relationship: the influence of affective need expressions is amplified in luxury (vs. economy) hotels, indicating that their customers crave more disclosure for affective needs. This study contributes to research on review usefulness and hospitality market segmentation. Practical implications for multiple stakeholders are discussed.

An updated model of rural hospital financial distress.

To create a model that predicts future financial distress among rural hospitals. The sample included 14,116 yearly observations of 2311 rural hospitals recorded between 2013 and 2019. We randomly separated all sampled hospitals into a training set and test set at the start of our analysis. We used hospital financial performance, government reimbursement, organizational traits, and market characteristics to predict a given hospital's risk of experiencing one of three financial distress outcomes-negative cash flow margin, negative equity, or closure. The model's area under the receiver operating characteristic curve (AUC) equaled 0.87 within the test set, indicating good predictive ability. We classified 30.55% of the observations in our sample as lowest risk of experiencing financial distress over the next 2 years. In comparison, we classified 32.52% of observations as mid-lowest risk of distress, 26.40% of observations as mid-highest risk, and 10.52% of observations as highest risk. Among test set observations classified as lowest-risk, 5.78% experienced negative cash flow margin within 2 years, 1.50% experienced negative equity within 2 years, and zero observations experienced closure within 2 years. Within the highest-risk group, 61.57% of observations experienced negative cash flow margin, 43.02% experienced negative equity, and 3.33% experienced closure. Given the ongoing challenges and consequences of rural hospital unprofitability, there is a clear need for accurate assessments of financial distress risk. The financial distress model can be used by researchers, policymakers, and rural health advocates as a screening tool to identify at-risk rural hospitals for closer monitoring.

REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS

This investigation aims to explore the profound impact of these technologies on marketing strategies within the luxury tourism and hospitality sectors in Portugal and Spain and to provide a comprehensive analysis of their role in enhancing service delivery and molding consumer behavior. Additionally, this research delves into the geographical patterns of online luxury hotel bookings, uncovering how regional economic conditions and cultural factors influence consumer behavior. Through a detailed quantitative examination of 2,048 survey responses, this study investigates how AI and ML technologies are employed to optimize digital marketing strategies, focusing particularly on the effectiveness of remarketing and retargeting tactics and their influence on consumer purchasing decisions. By analyzing the distribution of bookings across various districts in Portugal and Spain, the study highlights the disparities in economic prosperity and their correlation with the frequency and nature of luxury hotel stays. This geographical analysis not only provides insights into the current state of the luxury hospitality market but also sheds light on the broader trends of e-commerce adoption in these regions. The study anticipates that the integration of even more immersive technologies such as augmented reality (AR) and virtual reality (VR) will further blur the lines between digital convenience and tangible luxury, suggesting a continued evolution of luxury tourism where technology enhances both the digital and physical aspects of consumer experiences. AI and ML applications, such as chatbots for 24/7 customer service and predictive analytics for tailoring travel recommendations, have greatly improved customer interaction and operational efficiencies. While the industry benefits from technological advancements, there are ongoing challenges such as concerns over data privacy and the need for constant updates to algorithms to keep pace with evolving market conditions.

Augmented reality marketing in hospitality and tourism: a guide for researchers and managers

Purpose The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research. Design/methodology/approach This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises. Findings The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR. Research limitations/implications This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view. Practical implications The authors provide a number of managerial recommendations based on our three fundamental premises. Originality/value To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

The Effect of Service Quality and Customer Perceived Value The Intention To Do A Medical Check-Up With Patient Satisfaction as A Mediating Variable at Medika BSD Hospital

The intention to do MCU is a behavior after the patient has evaluated the quality of service, customer value, and patient satisfaction offered by health facilities. Low intention to perform MCU leads to a decrease in the number of patient visits in MCU units and leads to hospital losses. Data shows that the number of MCU patient visits in 2022 has decreased by 29.35% compared to 2021. Objective: To analyze the influence of service quality and customer perceived value on the intention to do MCU mediated by patient satisfaction. Methods: This study is a quantitative research and data collection using questionnaires. The number of samples was 135 respondents. This study uses the SEM method with the LISREL application for data analysis and SPSS for validity and reliability pretest tests. Results: Service quality has a positive and significant effect on customer perceived value. Service quality and customer perceived value have a positive and significant effect on patient satisfaction. Service quality, customer perceived value, and patient satisfaction have a positive and significant effect on the intention to do MCU. Service quality and customer perceived value have a positive and significant effect on the intention to do MCU mediated by patient satisfaction. Implications: This study has positive implications in helping hospital quality evaluation and marketing with the active role of the quality management system and hospital marketing system. Suggestion: The importance of socializing, monitoring and evaluating SOPs and MCU service flows. It is necessary to evaluate MCU patient satisfaction periodically to get an overview of service quality, and an active role of marketing is needed to carry out marketing strategies with the implementation of 7Ps, especially price, promotion, and process.

The eyes have it: How do gender cues in wine labels influence U.S. women wine consumers?

Little is known about women wine consumers’ reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers' attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.

From Taste Buds to Loyalty: How Food and Service Quality Influence Customer Satisfaction and Repeat Intentions in Hotel Restaurants

Customer satisfaction with food and service quality in hotel restaurants is a crucial driver of repeat intentions, directly influencing guest loyalty and long-term business success in the hospitality industry. This study examines the factors that affect customer satisfaction with hotel restaurant offerings and the subsequent impact on customers' intentions to return. The researchers gathered the data for this study using a quantitative research design and customer questionnaires. A 95% response rate was collected and analyzed using SPSS software. Next, the researchers quantitatively analyzed the survey responses using statistical methods to measure customer satisfaction levels and identify key variables influencing repeat intentions. The results of this study have practical implications for hoteliers and restaurant managers looking to improve customer satisfaction and encourage repeat business. Emphasizing continuous staff training, maintaining high food safety standards, and creating a welcoming ambiance are key strategies to enhance customer experiences. Ultimately, understanding the dynamics of customer satisfaction and its direct link to repeat intention can assist hotel restaurants in building enduring guest relationships and establishing a competitive edge in the hospitality market

Trends in the integration of medical corporation hospitals in Japan: a national wide longitudinal study between 2017 and 2021

BackgroundMedical corporations, which are non-profit organizations that aim to operate hospitals, clinics, or long-term care facilities, account for more than half of all hospital beds and play a central role in the health care system in Japan. However, limited analysis of hospital integration has been performed. Examining the hospital integration trends of medical corporations can provide valuable insights for optimizing health care delivery and resource allocation in Japan. This study conducted a comprehensive analysis of trends in the hospital integration of medical corporations and market concentration in Japan using nationwide longitudinal data.MethodsThis longitudinal study evaluated the hospital integration of medical corporations in Japan between 2017 and 2021 using medical corporation financial data provided by the Neostage Company. The target population was medical corporations that own hospitals in Japan. The primary outcomes were the horizontal and vertical integration of medical corporation hospitals. Horizontal integration was defined as the integration of two or more hospitals within the same corporation, while vertical integration was defined as the integration of a hospital with different types of health care facilities, such as clinics or long-term care facilities, within a single medical corporation. The Herfindahl–Hirschman Index (HHI) was calculated to measure hospital market concentration using hospital bed data for medical corporations in all prefectures.ResultsThe number of hospitals and hospital beds within medical corporations decreased from 5,670 to 848,174 in 2017 to 5,486 and 814,462 in 2021, respectively. Both horizontal and vertical integration among medical corporation facilities showed a gradual upward trend, increasing from 24.92% to 55.75% in 2017 to 26.92% and 59.42% in 2021, respectively. The mean (standard deviation [SD]) HHI increased slightly from 262.7 (178.6) in 2017 to 275.2 (187.9) in 2021, with rural areas being more concentrated than urban areas, although both remained unconcentrated.ConclusionsThis longitudinal study revealed a gradual downward trend in the number of hospitals and hospital beds owned by medical corporations, while horizontal and vertical integration gradually progressed without any particular medical corporation dominating the market. These findings are expected to contribute to policymaking efforts aimed at providing optimal health care services in Japan.

Sonic branding in hospitality marketing

Sonic branding in hospitality marketing

From Photography to Radiology: How Physicians Leveraged Early Hospital X-ray Machines to Supplant Photographers.

At the end of the nineteenth century, the advent of x-ray machines fueled American medicine's reliance on technology, transforming hospitals and the medical profession. X-ray manufacturers pursued the nascent hospital market as competition and patent feuds accelerated x-ray machine modifications. Hospitals incorporated clunky new machines and employed x-ray photographers, but as the unruly apparatus stabilized, physicians joining the new specialty of radiology discounted the toils of machine troubleshooting and promoted their medically qualified x-ray interpretations. This article frames early medical radiography in terms of boundary work, highlighting how discourse among physicians, x-ray photographers, and hospital administrators vied to establish a privileged demarcation between radiological science and photographic craft. Ultimately, radiologists supplanted x-ray photographers by leveraging the automation of x-ray machines and capitalizing on the epistemic shift from photographic objectivity to qualified interpretations. By focusing on this overlooked aspect of x-ray incorporation into hospitals, this work provides a unique perspective on how harnessing mechanization and authoritative medical interpretations can shift professional boundaries.

Hospital-based skilled nursing facility survival: Organizational and market-level predictors.

Rising health care costs and consequent increases in Medicare reimbursements have led to many payment reforms over the years. Implementation of the prospective payment system (PPS) for hospitals in 1983 incentivized hospitals to either purchase skilled nursing facilities (SNFs) or utilize their excess capacity to establish one within the hospital. With PPS reimbursement being applied to SNFs in 1998, prior monetary incentives for hospitals to own an SNF disappeared. However, despite the reduction in numbers, many hospitals continued to operate their hospital-based skilled nursing facilities (HBSNFs). This study examines the organizational and market-level factors associated with the survival of HBSNFs using the population ecology of organizations framework. Using American Hospital Association survey data, event histories of all U.S. acute care hospitals with an open HBSNF in 1998 were plotted to examine if a hospital closed its HBSNF during a 22-year period (1998-2020). The primary independent variables included hospital size, ownership, total margin, market competition, and Medicare Advantage penetration. The independent and control variables were lagged by 1 year. Cox regressions were conducted to estimate the hazard ratios capturing the risk of HBSNF closure. The results showed that HBSNFs located in large, not-for-profit hospitals and those operating in less competitive markets had greater odds of surviving. The HBSNF administrators of small, for-profit hospitals and those operating in highly competitive markets could utilize the findings of this study to judiciously allocate slack resources to their HBSNFs to keep those open given the current emphasis on continuity of care by regulatory bodies.

THE INFLUENCE OF PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE, PROCESS AND PHYSICAL EVIDENCE ON GENERAL PATIENT SATISFACTION IN THE INPATIENT UNIT OF THE ELIM HOSPITAL IN RANTEPAO, NORTH TORAJA REGENCY

This study aims to analyze the influence of product, price, place, promotion, people, process and physical evidence on general patient satisfaction in the inpatient unit of Elim Rantepao Hospital, North Toraja Regency. The population of this study is 15,798 general patients, of which 375 were taken as samples. The results of the analysis showed that there was a significant influence of the dimensions of Product, Price, Place, Promotion, People, Process, and Physical Evidence on General Patient Satisfaction in the Inpatient Unit of the hospital. The analysis also showed that the 7P Marketing Mix variable of the people dimension had the most influence on patient satisfaction at the hospital with an Exp value (3,395). The chi square p-value test of 0.747 0.05 was used to test the significance value of the dimension of Place on the overall satisfaction of general patients. This study is expected to provide benefits and can provide input from hospitals to improve the quality of hospital services and marketing.

Job rotation and its impact on health care marketing An empirical study of the opinions of a sample of employees in a number of hospitals / Erbil

The research aimed to find out the impact of job rotation on health care marketing in (hospitals in Erbil), by studying the medical services provided by the surveyed hospitals. The research problem was expressed by many questions, including: What is the effect of job rotation on health care marketing? What is the reality of job rotation and health care marketing in the surveyed hospitals? For this reason, the researcher surveyed the opinions of the study population, which numbered (75) individuals, distributed among four hospitals in the city of Erbil, namely (Zanko-Al-Ahly Hospital, Rizkari Hospital-Governmental, Erbil Teaching Hospital-Governmental, and the College of Dentistry Consultant), (71) questionnaire were returned and (66) questionnaires, were valid for analysis, and the empirical results showed that there is a significant effect and importance of job rotation and health care marketing, and the research reached a set of conclusions and suggestions .

Analysis of Marketing Strategies For Health Services in The National Health Insurance Era in Hospital Muhammadiyah Bandung

The National Health Insurance (JKN) has brought significant changes to the healthcare industry. The programme provides financial protection to Indonesians to meet their basic health needs. In the JKN era, hospitals are also faced with challenges and intense competition, so they need to improve service quality and implement effective marketing strategies. The purpose of this study is to analyse the application of the marketing mix in the marketing strategy implementation process as well as the selected marketing strategy in the JKN era at Muhammadiyah Bandung Hospital. This study used a descriptive research method with a qualitative approach, which involved interviews with the head of the marketing unit and the hospital's marketing executive staff. The results showed that well-targeted marketing strategies can strengthen the hospital's image, increase visibility and public awareness of the hospital's healthcare offerings, thus helping to reach more potential patients, and improve patient satisfaction. The implications of this study emphasise the important role of effective marketing strategies in improving healthcare services at Rumah Sakit Muhammadiyah Bandung in the era of the National Health Insurance (JKN).

Assessing the quality of public services: For-profits, chains, and concentration in the hospital market.

We examine variation in US hospital quality across ownership, chain membership, and market concentration. We propose a new measure of quality derived from penalties imposed on hospitals under the flagship Hospital Readmissions Reduction Program, and use regression models to risk-adjust for hospital characteristics and county demographics. While the overall association between for-profit ownership and quality is negative, there is evidence of substantial heterogeneity. The quality of for-profit relative to non-profit hospitals declines with increasing market concentration. Moreover, the quality gap is primarily driven by for-profit chains. While the competition result mirrors earlier findings in the literature, the chain result appears to be new: it suggests that any potential quality gains afforded by chains are mostly realized by not-for-profit hospitals.

ANALYSIS OF THE MARKET STRUCTURE OF HOSPITAL INDUSTRY IN INDONESIA

Background: Over the past decade, private investments in health care including hospital have grown significantly, more than doubling. As the number of hospitals in Indonesia increases, a competitive business environment develops. Identifying hospital market structure can help various stakeholders to optimize the hospital's performance. Aims: This study analyzed the market structure and concentration of the hospital industry in Indonesia. Methods: This study used hospital characteristics data from Ministry of Health of Indonesia that retrieved in October 2020. Market concentration is determined by the number of industry players operating in a market, the distribution of services, and the types of services offered. The hospital market concentration was identified by measuring the Concentration Ratio (CR) and the Herfindahl–Hirschman index (HHI). Results: The results showed that the market share of hospitals in Indonesia was still dominated by government hospitals, which represent 51.4% of the market share. The concentration ratio of four companies (CR4) remains <40, indicating that competition remains relatively open among private hospitals at the national level. Conclusion: Several cities have established hospital markets that are characterized by robust competition, whereas in other cities, the hospital industry remains oligopolistic or monopolistic. It is important to note, however, that this does not imply that the market structure is ineffective on account of competition; rather, it is the result of a scarcity of hospitals in a number of Indonesian cities. Keywords: Concentration ratio, Economic competition, Herfindahl–Hirschman Index, Hospital market

Destination Image Semiotics: Evidence from Asian and European Upscale Hospitality Services

Given the importance of semiotics and destination image (TDI) in the field of tourism and hospitality marketing, this study proposes a conceptual model that integrates Peirce’s semiotic triad, Grönroos’s quality service model, and Morris’s semiotic trichotomies in the TDI formation circle. The new framework aims to measure the contribution of quality hospitality services to online TDI formation. Using scaled comparisons of homogeneous big data, this framework was empirically tested with all two- and three-star Michelin restaurants and a sample of 100 four- and five-star hotels, all located in Asia and Europe, reviewed in 317,979 online travel reviews (OTRs) hosted on TripAdvisor. The results showed that three-star restaurants and five-star hotels are more popular in terms of the number of OTRs, but diners and guests are more satisfied with and loyal to two-star restaurants and four-star hotels. This big data finding contradicts previous survey-based research on quality services. Instead, the results confirm that consumer satisfaction positively affects consumer loyalty. The new approach to the TDI from a semiotic perspective—destination image semiotics—can represent a paradigm shift in the analysis of TDI through user-generated content (UGC). The proposed conceptual framework integrates several sound theoretical models to extract maximum insights from UGC.

Impact of Sharia hospital service standards and religiosity commitment on patient satisfaction and loyalty: insights from certified Sharia hospital in Indonesia

Purpose This study aims to analyze the influence of the dimensions of Sharia hospital service standards, religiosity commitment and trust of Muslim patients on attitudes and satisfaction, as well as the implications of loyalty. Design/methodology/approach This study was carried out by analyzing data obtained from a survey with purposive sampling techniques with 425 patients in an Indonesian-certified Sharia hospital and analyzing it using partial least squares structural equation modeling software to test the path modeling and the relationship between the instruments. Findings This study shows that hospital amenities, doctor’s services, nurses’ services, health-care technicalities and hospital environmental and administrative behavior affect patient satisfaction. In addition, religiosity and trust in encouraging patient attitudes determine patient satisfaction. High satisfaction points will increase loyalty to Sharia hospitals. Research limitations/implications This study encourages managers to maximize the quality of humanist Islamic medical services and the infrastructure of comfortable facilities. In addition, hospitals need to improve their holistic atmosphere, technical services and administrative behavior so that they can become essential value for hospital marketing – the development of competence and ethical behavior of health workers through various training programs internally and externally. Originality/value This study presents the determination of Sharia hospital service standards accompanied by a commitment to religiosity and trust as a psychological perspective of Muslim patients on attitudes and satisfaction and its implications on the brand loyalty of Indonesian Sharia hospitals that have been officially certified.