• Korea Journal of Hospital Management
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• v.15 no.3
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• pp.33-46
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• 2010

Recently, the needs for marketing activities is increasing of the hospitals, but there are no such measurement for the efficiency and the effectiveness of the marketing activities. Thus, the research aims to suggest the necessity of approach method which can combine the efficiency and the effectiveness of the marketing activities both systematically and comprehensively in line with examining the current status of marketing capability of hospitals in Korea. From the research findings, it is known that, in respect of financial performance, hospitals in Korea should establish the plan and implement accordingly in order increase both the sales revenue and profit ratio in contrast to the sales revenue through strengthening the internal marketing activities rather than the external marketing activities.

• Korea Journal of Hospital Management
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• v.5 no.1
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• pp.24-39
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• 2000

This paper aims to analyze the effects that marketing mix variables have on the marketing performance of pharmaceutical manufacturers. It examines how product characteristics, price, marketing channel and promotion effort influence the sales and market share of anti-ulcer drugs in the markets for clinics and hospitals separately. Empirical results from 29 products of anti-ulcer drugs show that sales in hospitals are affected by the profit per prescription to the physician, brand name drugs relative to generics, and the age of ingredients since its introduction to the markets. Profit per prescription to the hospital, relative price, age of ingredients and promotion effort have positive effects on the market share.

• Korean Journal of Clinical Laboratory Science
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• v.45 no.4
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• pp.188-192
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• 2013

This study was conducted to develop the strategy for more effective internal marketing and promoting internal customer satisfaction by grasping the level of internal marketing operations targeting employees within hospital and empirically analyzing the effect of internal marketing operations on internal customer satisfaction. The findings reveal that there is a significant correlation between factors for internal marketing components and internal customer satisfaction. The average factor score for internal customer satisfaction is 3.230 out of 5, which is a little higher than normal levels. Counting down the five factors is as follows: internal communication, education and training, delegation of authority, welfare, compensation system, with compensation system shown as the lowest level and internal communication as the highest level. In addition, the result of multiple regression analysis conducted to inspect the effect of factors for internal marketing components on internal customer satisfaction indicates that among 5 factors, delegation of authority, education and training, and welfare have positive influences on internal customer satisfaction; whereas, compensation system has little effect on it.

• Journal of Home Health Care Nursing
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• v.18 no.1
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• pp.13-19
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• 2011

Purpose: The aim of this study was to evaluate patient satisfaction and indirect marketing effects (recommendation, hospital re-visit intention) and additionally to calculate the expected incomes by clinical nurse specialists (CNS). Methods: Sixty-six patients who had lower varicose vein removal surgery performed at two general hospitals from August 1 to November 30, 2008, were recruited. The effects were evaluated by degree of patient satisfaction, the number of personal recommendations given, rate of hospital re-visit intention, and indirect marketing effects. Indirect marketing effects were calculated as the total cost of surgery multiplied by the score of other variables. Results: The patient satisfaction score was 0.82 for CNS and 0.43 for general nurses (GN). The number of personal recommendations given was 2.5 for CNS and 1.1 for GN. The rate of hospital re-visit intention was 0.31 for CNS and 0.21 fot GN. The ratio of expected incomes between CNS and GN is 2.07 to 1. Conclusion: We found that when a CNS serves a patient, satisfaction, number of personal recommendations, hospital re-visit intention, and indirect marketing effects were higher than those of GN. These results show that CNS have dominant roles and functions and that the effects of CNS employment can be measured using economics parameters.

• The Korean Journal of Health Service Management
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• v.5 no.2
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• pp.209-226
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• 2011

The purpose of this study is to analyze and find out key success factors and marketing strategies of Bumrungrad Hospital in Bangkok, Thailand. The major success factors of Bumrungrad Hospital are as follows; First, Bumrungrad Hospital had professional medical team and board of directors who had the international career. Second, Bumrungrad was supported by Thai government and they were in a cooperative relationship with each other for the development of the medical industry. Third, Bumrungrad appropriately handled the internal and external changes including Asia Financial Crises in 1997 and others. Fourth, Bumrungrad diversified and broaden its business field such as global medical investing and management, medical technology, anti-age medicine and wellness. Marketing strategies of Bumrungrad analyzed are the following four factors. First, Bumrungrad focused on the quality of services by employing professional medical staffs, who have the international certification, and by constructing IT system for hospital management. Second, Bumrungrad has maintained an equalized price policy to attract the customers bothin the domestic and foreign markets. The cost for care has appealed the foreign customers for its comparatively low price, but it focused mainly on the upper middle class in Thailand. Third, it established, managed, and consulted hospitals in the foreign countries including the Philippines and the Arab Emirates. Fourth, it adopted differentiated promotion strategies suitable for the special needs of domestic and foreign customers, and put emphasis on the buzz marketing.

• International Commerce and Information Review
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• v.15 no.4
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• pp.437-454
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• 2013

The information exchange becomes active in the online due to the rapid development of the Internet over the various fields. It is the tendency that it acquires not only information related to the on-line related to the off line depended on the traditional oral tradition but also information in the on-line. It is the competitive environment of the hospital more competitive over the time. The felt feeling for the hospital to the consumer plays the important role as to the assessment of hospital and choice. It is very the critical matter whether it approaches the consumer to any kind of way through the on-line information transfer, and the inappropriate feeling can be caused. That is, it can install whether any kind of point about one will be embossed through the e-business marketing, and the evaluation or useful feeling for choice can be caused in the hospital to the medical consumer in being the critical matter. This research compared and analyze the results expected with the Samsung Seoul Hospital, which was most active and uses the e-business marketing among the major hospital put through in the utilization by marketing view as the domestic Big 5 Severance hospital, and feature of SNS channels of Sungmo Hospital through the case analysis. How it tried to present each channels the individual, or, the strategic frame about the unificational it utilized and can maximize the marketing result and implication according to the marketing activity purpose and direction.

• Journal of Korean Academy of Nursing Administration
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• v.1 no.1
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• pp.22-34
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• 1995

Health care marketing can be defined as a process of developing, promoting and administering health care services for the benefits of hospitals as well as consumers. Researchers have reported that one of the significant attributes in the selection of hospital is a client's perceived image of the hospitals. Especially the image of nursing services was one of the important factors of the hospital image. The main purposes of the study were 1) to define the positioning about 5 hospitals' image of nursing services. 2) to define the effects of image attributes to the iamage of hospital nursing services. Eighteen hundred questionnaires were distributed to the parents of middle schools and high schools in Seoul. Among them, 1340 cases were returned but 849 cases were turned out to be useful data and used in final analysis. In data analysis, $SPSS\;/PC^+$ and PC-MDS programs were used for descriptive statistics, multiple regression, and drawing perceptual maps. The image of hospital nursing services was measured developed by the author through literature review and content validation. Reliability coefficients was found to be statistically appropriate level of confidence(Cronbach's Alpha=.8617). The results were as follows : 3) The perceptual map shows that hospital A, B and C,D,E were divided into five groups(See Fig. 1). That is, hospital A, and B are located in a close position and hopital C & E are located at opposite position between X-axis, Hospital D was located in the middle area of the hospital C and:E. In conclusion, this research visiblely depicted perceptual maps using MDS of the consumer's image about hospital nursing services. Since hopital nursing services were differentiated by the image attributes in consumer's perception, the results of the study can help hospital managers plan marketing strategy according to their strong points or weak points. Because the necessity of marketing in recent health care was importantly recognized, this research which is adopting posititioning concept will contribute to the consumers and hospital organizations.

• Journal of Korean Clinical Nursing Research
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• v.18 no.3
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• pp.329-340
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• 2012

Purpose: This study was done to identify internal marketing activity, emotional labor and work-family conflict that influence turn-over in hospital nurses. Methods: Participants were 513 nurses from 2 general hospitals in Chung-nam and Gyeonggi Provinces, South Korea. Data were collected from September 1 to 30, 2011 using self-report questionnaires. Stepwise multiple regression was used to identify association between variables. Results: The mean score for internal marketing activity was $94.7{\pm}14.7$, emotional labor, $31.4{\pm}5.5$, work-family conflict, $19.6{\pm}4.1$, and turn-over, $13.7{\pm}3.4$. After adjusting for general characteristics, stepwise multiple regression showed that work-family conflict (${\beta}=.20$, p<.001), marketing activity (${\beta}=-.21$, p<.001), and emotional labor (${\beta}=.22$, p<.001) were associated with turn-over. These predictors accounted for 33% of variance in turn-over. Conclusion: The results of this study show that work-family conflict was the most influential predictor indicating a need for the development of strategies to reduce work-family conflict and emotional labor. At the same time internal marketing activity should be supported in the hospital by analyzing the needs for nurses. Also career development programs and mentor systems will be useful for effective manpower management and quality improvement of nursing services.

• Journal of Korean Academy of Nursing Administration
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• v.18 no.1
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• pp.56-66
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• 2012

Purpose: This study was conducted to compare internal marketing, job satisfaction and customer orientation between nurses in small-medium hospitals and nurses in general hospitals. Method: The participants were 470 nurses were working in 8 small-medium hospitals and 5 general hospitals. Data were collected with structured questionnaires in July, 2010, and analyzed using descriptive statistics, ${\chi}^2$-test, MANCOVA, t-test, One-way ANOVA, and Scheffe test with PASW (SPSS) 18.0 program. Results: There was no significant difference between small-medium hospital nurses and general hospital nurses in internal marketing and customer orientation. But nurses in small-medium hospitals had higher levels of job satisfaction than general hospital nurses. Conclusions: These findings demonstrate the necessity of developing programs that will help to improve job satisfaction in nurses.

• Korea Journal of Hospital Management
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• v.28 no.4
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• pp.33-46
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• 2023

Purpose: This study analyzed the research published in KCI-registered journals related to healthcare marketing for the last 27 years from 1995 to 2022 to identify academic research trends, the specificity of the healthcare field and to suggest future research directions. Methodology: A total of 213 articles were selected for this study, and a descriptive analysis of the period and journals was conducted, as well as the analysis of research topics and keywords from the perspective of marketing strategy factors and performance factors. Findings: A total of 213 articles related to healthcare marketing have been published in the last 27 years. The descriptive analysis showed a steady quantitative increase, but the STP field showed a decreasing trend, and many papers were mainly published in the Korean Journal of Hospital Management. According to the analysis of research topics and keywords, STP field will be hard to become an active research topic in the future, and even in the 7P field, only Product, People, and Process can be researched according to medical law regulations, and other factors such as PX & WOM, CRM, and the Internet fields are expected to be research topics. Implications: Through the analysis of research trends over the past 27 years, we were able to identify the specificity of the healthcare marketing field in Korea and suggest future research directions based on this.