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

Bita A. Kash, A. A. Deshmukh

Research output: Contribution to journalArticle

4 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)263-280
Number of pages18
JournalHealth Marketing Quarterly
Volume30
Issue number3
DOIs
StatePublished - Jul 2013

Keywords

  • critical access hospital
  • marketing
  • occupational therapy
  • strategic planning

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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