Integrating multiple publics into the strategic plan. The best plans can be derailed without comprehensive up-front research.

The mission of a health care organization represents its vision for the future. The authors present an approach used to develop an organizational mission for a large multispecialty physician clinic. In implementing the strategic planning process, research objectives must be clearly stated that identify in advance how the data will be used.

Taking the direct route.

Direct marketing holds much potential for the health care industry, but little has been written about hospitals' use of DM techniques. The authors discuss the distinct characteristics of direct marketing, report findings from an exploratory study of how U.S.

Is product-line management appropriate for your health care facility?

Although many hospitals have adopted product-line management as a management tool, questions remain about its applicability in the health care industry. Using a national sample, the authors examine the impact of product-line management on operating results and profile hospitals in which product-line management has been associated with higher performance. Their study reveals the circumstances under which product-line management is likely to be the most successful.

Is performance related to marketing research in the health care industry?

Marketing research has grown to become indispensable for superior performance in packaged goods industries. While health care institutions are spending large amounts on marketing research, few studies focus upon the relationship of marketing research to health care organizational performance. Utilizing a national sample of U.

How have hospitals faced the pricing issues of the 1990's?

National health care expenditures are rising rapidly, bringing on a health care financing crisis. For this reason, it is useful to see how hospitals are facing the price issues of the 1990's. This study examines the price strategies hospitals follow and analyzes their observations on price sensitivity and payer mix.