The influence of financial performance on marketing expenditures among U.S. hospitals participating in the Medicare program

Harrison, Brandon M. Di Paolo; Cockrell, Susan R.; Ferrell, Benjamin P.; Edison, William

doi:10.1080/07359683.2021.1994169

Cited by 1 publication

(1 citation statement)

References 17 publications

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“…According to Schwartz and Woloshin (2019), investments in this area in the United States have increased in the last twenty years: marketing spending in these organizations has increased from $542 million in 1997 to $2.9 billion in 2016, representing a 430% increase. Even if most hospitals in the United States decide their investments in marketing based on their financial performance (Harrison et al, 2022), most of them always invest in this area since it allows them to build the brand collectively and improve patientsdoctors relationships (Hathaway et al, 2023). Finally, most American hospitals train their employees on cultural aspects to efficiently represent the brand (Nandyal et al, 2021), which is essential to make the organization's marketing efforts more efficient (McFarland, Shen & Holcombe 2017).…”

Section: Branding and Reputation Initiatives In American Hospitalsmentioning

confidence: 99%

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Medina-Aguerrebere,

Medina,

González-Pacanowski

2024

Communication & Society

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Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best hospitals in the United States manage smart technologies to promote their brand. To do that, we conducted a literature review about smart hospitals, branding, and corporate communication; and then we defined 34 quantitative indicators to evaluate how the hospitals previously mentioned managed their websites, online newsrooms, about us sections, and artificial intelligence department web sites for reputation purposes. Our results proved that most hospitals respected indicators related to the homepage (8.67/11) but not those referring to online newsrooms (4.44/11) or about us sections (2.66/6). Besides, only 23 hospitals had implemented a department specialized in artificial intelligence that collaborated with external organizations. We concluded that most American hospitals focused their reputation efforts on patients rather than other targets (media companies, employees, suppliers, shareholders); and that these organizations did not integrate enough artificial intelligence projects into their smart branding initiatives.

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Section: Branding and Reputation Initiatives In American Hospitalsmentioning

confidence: 99%

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Medina-Aguerrebere,

Medina,

González-Pacanowski

2024

Communication & Society

View full text Add to dashboard Cite

show abstract

The influence of financial performance on marketing expenditures among U.S. hospitals participating in the Medicare program

Cited by 1 publication

References 17 publications

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

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