The relationship of service user closeness and belief in departmental values with perceived marketing effectiveness of hospital pharmacy directors

• Published in: Journal of hospital marketing Vol. 11; no. 1; p. 95
• Main Authors: Grauer, D W, Pathak, D S
• Format: Journal Article
• Language: English
• Published: United States 1996
• Subjects: Attitude of Health Personnel; Data Collection; Efficiency, Organizational; Hospital Administrators - psychology; Hospital Administrators - statistics & numerical data; Marketing of Health Services - standards; Organizational Culture; Pharmacy Service, Hospital - organization & administration; Pharmacy Service, Hospital - standards; Surveys and Questionnaires; United States; United States
• ISSN: 0883-7570
• DOI: 10.1300/J043v11n01_08

This study examines the relationships between department values, service user closeness and marketing effectiveness as perceived by hospital pharmacy directors. Data from 171 hospital pharmacy directors, representing a cross-section of hospitals, revealed that departments of pharmacy characterized as having superior perceived marketing effectiveness also have shared department value profiles. However, no significant relationship was found between perceived level of marketing effectiveness and perceived service user closeness. More years of experience as a director and the larger the size of pharmacist staff each positively influence the director's perception of marketing effectiveness. The results of the study indicate that hospital pharmacy directors generally perceive the services offered by their respective departments are marketed effectively.