TY - JOUR
T1 - Developing a Strategic Marketing Plan for Physical and Occupational Therapy Services
T2 - A Collaborative Project Between a Critical Access Hospital and a Graduate Program in Health Care Management
AU - Kash, Bita A.
AU - Deshmukh, A. A.
PY - 2013/7
Y1 - 2013/7
N2 - 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.
AB - 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.
KW - critical access hospital
KW - marketing
KW - occupational therapy
KW - strategic planning
UR - http://www.scopus.com/inward/record.url?scp=84882250482&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84882250482&partnerID=8YFLogxK
U2 - 10.1080/07359683.2013.814507
DO - 10.1080/07359683.2013.814507
M3 - Article
C2 - 23924224
AN - SCOPUS:84882250482
VL - 30
SP - 263
EP - 280
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
SN - 0735-9683
IS - 3
ER -