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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 Published on:

  4. 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 Published on:

  5. 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 Published on:

  6. 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 Published on:

  7. 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 Published on:

  8. 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 Published on:

  10. 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:
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  • ISSN: 1472-6963 (electronic)

BMC Health Services Research

ISSN: 1472-6963

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