Hospitals and the Web: A Maturing Relationship
How are hospitals using the Internet in marketing today? Where are health care marketers focusing their online efforts?What returns are marketers seeing from their Internet initiatives and investments? These are some of the questions we have been tracking since 1995 when we conducted the first-ever study to examine the ways that hospital marketers around the country were using the Internet and other emerging technology to promote their organizations. In the most recent survey, we look at what health care marketers are doing online and take the pulse of an industry grappling with rapid change and as yet unproven Internet strategies.
Fell, D., and C. D. Shepherd. "Hospitals and the Web: A Maturing Relationship." Marketing Health Services 21.2 (2001): 36-8.