Modern healthcare
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Mod Healthc
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Hard economic times forced hospitals nationwide to cut their advertising budgets in 1991. But marketing expenditures hit an all-time high, as hospitals shifted the emphasis to high-technology marketing efforts that employ computer data bases and market research to seek and find potential business.
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When costs overwhelm revenues in a particular service or program, it's time to stop and get a handle on what's gone wrong. Maybe the program idea is still good but needs a course correction or two. Maybe it was a bad idea all along, or it's become a loser because of new market forces. Getting at the problem requires a systematic approach, according to Sally Berger and Sandra Wisener of Ernst and Young.