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Volume 20 Supplement 1

Marketing communications in health and medicine: perspectives from Willis-Knighton Health System

Research

The publication of this supplement was supported by Willis-Knighton Health System. The articles have undergone the journal's standard peer review process for supplements. The Supplement Editors declare that they have no competing interests.

Edited by Stephen J. O'Connor and Katherine A. Meese

  1. Communications prowess is a key ingredient of productive healthcare delivery pursuits, with associated successes clearly positioning health and medical establishments for growth and prosperity. Many conveyance...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):817

    Content type: Introduction

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  2. Sales promotion—the use of incentives to encourage patronage—is a staple of marketing communications in the health services industry. Sales promotion applications commonly used by health services organizations...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):820

    Content type: Debate

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  3. Public relations—a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages—historically has served as the communicative workhorse of the health s...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):821

    Content type: Debate

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  4. Direct marketing—the delivery of messages via mail, the Internet, and similar routes directly to consumers—is used extensively by healthcare organizations to attract and inform current and prospective patients...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):822

    Content type: Debate

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  5. When one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public ...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):823

    Content type: Debate

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  6. Successful patient engagement pursuits naturally require healthcare providers to possess a detailed understanding of their target audiences, with one of the most important processes to comprehend being the man...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):824

    Content type: Debate

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  7. Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, publ...

    Authors: James K. Elrod and John L. Fortenberry Jr.

    Citation: BMC Health Services Research 2020 20(Suppl 1):826

    Content type: Debate

    Published on: