Advertisement

Case 9: The Role of Health Marketing in Educating the Demand for the Public Hospital Emergency Services

  • Juan Miguel Rey-PinoEmail author
Chapter
Part of the Applying Quality of Life Research: book series (BEPR)

Abstract

Hospital emergency services are used in many occasions for health problems that could not be defined as real emergencies. As a result from this, many problems arise from emergency services, like burn out among staff or a generalised lack of satisfaction from users and relatives. This case is the result of a qualitative research done inside two emergency services of public hospitals in Spain. Ethnographic research and in-depth interviews were conducted in order to create user segments. By using a health marketing perspective, the case also shows strategies, objectives and actions that could be taken to help policymakers in order to ameliorate what is a common problem of many public hospital emergency services. As a result, delay in attending emergencies could be lowered, offering more quality and relief to real emergencies and, at the same time, good information to perceived emergencies and to citizens in general. Marketing strategies try to adjust the demand to the offer, by better knowing needs and by researching capabilities from the organisation. There is a need to readjust some of the functions emergency services have been forced to go into and, overall, try to focus more on communication aspects, where marketing has one of its strengths.

Keywords

Heart Attack Emergency Service Ethnographic Research Emergency Concept Correct Health 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Andren KG, Rosenqvist U (1985) Heavy users of an emergency department: psychosocial and medical characteristics, other health care contacts and the effect of a hospital social worker intervention. Soc Sci Med 21(7):761–770CrossRefGoogle Scholar
  2. Antonides G, Van Raiij F (1998) Consumer behaviour: an European perspective. Wiley, ChichesterGoogle Scholar
  3. Assael H (1998) Comportamiento del consumidor. Thomson, MexicoGoogle Scholar
  4. Currie G, Brown A (2003) A narratological approach to understanding processes of organizing in a UK hospital. Hum Relat 56(5):563–586CrossRefGoogle Scholar
  5. Foldes SS, Fischer LR, Kaminsky K (1994) What is an emergency? The judgement of two physicians. Ann Emerg Med 4(23):833–840CrossRefGoogle Scholar
  6. Giorgi A (1988) Validity and reliability from a phenomonological perspective. In: Baker WJ, Mos LP, Rappard HV, Stam HJ (eds) Recent trends in theoretical psychology. Springer, New YorkGoogle Scholar
  7. Giorgi A (1989) One type of analysis of descriptive data: procedures involved in following a scientific phenomenological method. Methods 1:39–61Google Scholar
  8. Hammersley M, Atkinson P (1995) Ethnography: principles in practice. Routledge, LondonGoogle Scholar
  9. Kelly LJ, Birtwhistle R (1993) Is this problem urgent? Attitudes in a community hospital emergency room. Can Fam Phys 39:1345–1352Google Scholar
  10. Kirmayer LJ (1998) Mind and body as metaphors: hidden values in biomedicine. In: Lock M, Gordon DR (eds) Biomedicine examined. Kluwer Academic, BostonGoogle Scholar
  11. Kvale S (1996) Interviews: an introduction to qualitative research interviewing. Sage, LondonGoogle Scholar
  12. Malone RE (1995) Heavy users of emergency services: social construction of a policy problem. Soc Sci Med 40(4):469–477CrossRefGoogle Scholar
  13. Serrano F (1997) Temas de introducción al marketing. ESIC, MadridGoogle Scholar
  14. Sheaff R (2002) Responsive healthcare: marketing for a public service. Open University Press, BuckinghamGoogle Scholar
  15. Stake RE (2000) Case studies. In: Denzin NK, Lincoln YS (eds) The handbook of qualitative research. Sage, LondonGoogle Scholar
  16. Tagliaventi MR, Mattarelli E (2006) The role of networks of practice, value sharing, and operational proximity in knowledge flows between professional groups. Hum Relat 59(3):291–320CrossRefGoogle Scholar
  17. Vázquez B, Pardo G, Fernández M, Canals MA, Delgado N, Navas M (2000) ¿Por qué acuden nuestros pacientes a urgencias del hospital? Atención Primaria 25(3):172–175CrossRefGoogle Scholar
  18. Weinerman ER, Ratner RS, Robbins A, Lavenhar MA (1966) Yale studies in ambulatory medical care: determinants of use of hospital emergency services. Am J Public Health 56(7):1037–1056CrossRefGoogle Scholar
  19. Wolcott BW (1979) What is an emergency? Depends on whom you ask. J Am Coll Emerg Phys 8(6):241–243CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Marketing Management and Research DepartmentUniversity of GranadaGranadaSpain

Personalised recommendations