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The interdependencies of marketing capabilities and operations efficiency in hospitals

机译：医院营销能力和运营效率的相互依存性

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摘要

Amid rising health care costs, health providers, and especially hospitals, are under pressure to provide quality medical care while controlling their operation costs. Hospitals face the challenge of balancing resource efficiency and delivering patient value. This mandates a close collaboration between marketing and operations, both of which are directly associated with the creation of patient value. This paper looks at the interdependencies of intangible marketing capabilities and operations in U.S. hospital performance. We employ a non-radial two-stage Data Envelopment Analysis (DEA) to measure and assess the interdependencies of intangible marketing capabilities (brand mind share) and operations in hospital performance. In addition, we test intangible marketing variables in a path analysis to determine their relationship with customer satisfaction and referrals. Our results show that intangible marketing assets are critical to the ability of hospitals to deliver patient value.
机译：在不断上升的医疗费用，卫生服务提供者，特别是医院，在控制其运营成本的同时提供优质医疗的压力。医院面临平衡资源效率和提供患者价值的挑战。这项任务在营销和运营之间密切合​​作，两者都与创建患者价值直接相关。本文介绍了美国医院绩效的无形营销能力和运营的相互依存性。我们采用了非径向两阶段数据包络分析（DEA）来衡量并评估无形营销能力（品牌思想份额）和医院绩效运营的相互依赖性。此外，我们在路径分析中测试无形的营销变量，以确定他们与客户满意度和推荐的关系。我们的研究结果表明，无形的营销资产对医院提供患者价值的能力至关重要。

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