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

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


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.


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.


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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Marketing Management and Research DepartmentUniversity of GranadaGranadaSpain

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