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Key Tasks in Healthcare Marketing: Assessing Importance and Current Level of Knowledge

Author: PAMELA KENNETT, STEVE HENSON, STEPHEN CROW, and SANDRA HARTMAN
Published in JHHSA, Vol. 27 No. 4

When examining the healthcare industry, the need for
continuing education in internal functions (i.e., HR management) has
been documented. However, equally important to success in the
healthcare industry are external functions such as marketing. In an
expansion of research on internally focused functions, we report
findings from an exploratory study designed to examine the perceptions
of executives about managerial skill needs in the externally focused
area of marketing. Specifically, we examine eight key tasks in
marketing and ask executives to rate the level of knowledge required
for each and then to assess current, or actual, levels of knowledge in the
field. Findings suggest that pricing strategy, product strategy, and
segmentation and targeting were the tasks that require the most
knowledge for healthcare marketers, and that they do, in fact, perceive
various gaps in all of the areas examined. Implications and suggestions
for future research are provided.

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