Korea Journal of Hospital Management (한국병원경영학회지)
- Volume 15 Issue 3
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- Pages.33-46
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- 2010
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- 1226-6299(pISSN)
The Research on Marketing Activities and Financial Performance in Small and Medium Hospitals
중소병원의 마케팅활동과 재무적 성과
- Jung, Yong-Mo (Inbon Medical Corporation)
- 정용모 (인본의료재단)
- Received : 2010.07.13
- Accepted : 2010.09.03
- Published : 2010.09.30
Abstract
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.