Fell, Daniel

Shepherd, C. David

English

DigitalCommons@Kennesaw State University

Kennesaw State UniversityDigitalCommons@Kennesaw State UniversityFaculty PublicationsSummer 1998Marketing's Role in Hospital Web SiteDevelopmentC. David ShepherdKennesaw State UniversityDaniel FellDaniel+Douglas+NorcrossFollow this and additional works at: https://digitalcommons.kennesaw.edu/facpubsPart of the Hospitality Administration and Management Commons, and the MarketingCommonsThis Article is brought to you for free and open access by DigitalCommons@Kennesaw State University. It has been accepted for inclusion in FacultyPublications by an authorized administrator of DigitalCommons@Kennesaw State University. For more information, please contactdigitalcommons@kennesaw.edu.Recommended CitationShepherd, C. D., and D. Fell. "Marketing's Role in Hospital Web Site Development." Marketing Health Services 18.2 (1998): 42-3.T H E I N T E R N E TMarketing's Role in HospitalWeb Site DevelopmentBy C David Shepherd and Daniel Fellespite predictions of imminentcollapse, the Internet continuesits rapid growth. The U.S.Department of Commerce recentlyannounced that more than 100 millionpeople are now online and that Internetusage is doubling every one hundreddays. The same report announced thatthe "digital economy" is growing at dou-ble the rate of the overall economy.In our own research over the last twoyears, we have seen over 100% growthin the number of hospitals using theInternet as a tool to communicate withtheir various constituents. As marketers,we must begin to ask ourselves what ourrole should be in this "digital revolu-tion?"One of the exciting things about thegrowth of the Internet has been its grass-roots nature. The only requirement for asite on the Internet's World Wide Webhas been: (1) an interest in the Internet,(2) a Web hosting Internet provider, and(3) some knowledge of html (hypertextmarkup language) or one of the simpleWeb page production software packageson the market. As a result of its noveltyand low barriers to entry, sites on theWeb have sprung up in many hospitaldepartments long before the hospitalC. David Shepherd is associate professor ofmorketing ot Kennesow Stote University, Kennesaw,Ga. Daniel Fell is a Partner withDoniekDougios+Notctoss in Chottanooga, Tenn.4 2 SUMMER 1 9 9 8itself began to consider establishing aWeb presence.When hospitals do decide to committo the development of a Web site, theresponsibility for creation and mainte-nance of that site is often turned over tothe information technology (IT) depart-ment. Given that IT staff members over-see computer operations for the hospital,it seems logical for them to oversee theInternet operations as well. In otherwords, the marketing department oftengets left out of the loop.For example, we recently asked themanager of a major hospital Web site,which reported over 2.SO,000 weekly vis-its to its site, what role the marketingdepartment played. The answer was norole at all in the site's design, develop-ment, or maintenance.Of course, 250,000 weekly hits doesnot imply that 250,000 individuals pur-posely visited this hospital's site. Obvi-ously, some people, including employ-ees, made repeat visits and some individ-uals visit only by chance.However, even reducing this numberto allow for such occurrences, the hospi-tal has communicated with a significantnumber of people through this Web site.As marketers we have to view the factthat the marketing department has norole in the development of the Web sitewith concern.At its very core, marketing is aboutcommunicating. In cases such as thismarketers are missing a tremendousopportunity to communicate with thehospital's constituents.Furthermore, successful marketing isabout communicating a consistent image.How consistent an image can we expectwhen various departments have theirown Web sites, each with its own lookand feel? How consistent an image canwe expect when the marketing depart-ment has oversight in the development ofother communication tools, such asadvertising, but no role in the design,development, or maintenance of theik last ivio ^ears, h ekmse in h nrnk ofkspiiak mi ik Inimeiasatoolkcommafm.iinage going out over the Internet?We suggest that hospital marketersadopt a product marketing conceptknown as integrated marketing commu-nications (IMC). The IMC approachadvocates coordination of all the variouspromotional elements along with theother activities that communicate with afirm's customers. This coordinationreduces duplicated efforts and inconsis-tencies, and it creates synergy that allowsmarketers to get the most value for theirmarketing dollars.The IMC approach is just as appropri-ate for hospital marketing as it is forproduct marketing. As a communicationtool with incredible potential, hospitalWeb site (or sites) should he coordinatedwith all other hospital promotional andcommiinication tools.The IMC approach would not requirethe marketing department take over themaintenance of any Web sites. Instead.marketing would become intimatelyinvolved in establishing an overall strate-gic plan for the site including determin-ing target audiences, objectives, guide-lines for content, and schedules forupdates. In other words, the marketingdepartment would handle the Web sitejust as they would any other communica-tion medium.However, the IMC approach requirescoordination of hospital Web sites withall other communication mediums. Tothat end, we suggest that marketing has aresponsibility to review the content ofany existing hospital or departmentalWeb sites to assure a consistent messageand image.The sites won't necessarily lookexactly like the hospital's advertisingand other marketing materials, the IMCapproach ensures continuity. Creatingcontinuity might be as simple as usingthe hospital's official logo, but the moreconsistent the look and feel, the better.Such consistency also enhances theeffectiveness of the hospital's communi-cation effort.For hospitals that are just consideringdeveloping a Web site, marketers shouldstep forward and aggressively take a leadrole. By stressing the need to coordinatethe hospital's Web site with the otheraspects of the hospital's strategic market-ing plan, marketers can help the hospitalmaximize its return for its investment.For those marketers whose hospitalsalready have a Web presence, gaining arole in the Web oversight process couldhe more difficult. However, it's easy toquantify the need for marketing involve-ment. Most Web sites keep track of num-ber of visits, and each of these contactscan be thought of as a patient decidingon a hospital, a doctor deciding on ahome for his or her practice, or a nursedeciding on a place of employment.These numbers can easily be used to jus-tify the need for marketing's involve-ment.In short, hospital Web sites have sig-nificant potential as interactive commu-nication tools. Next issue we will showhow one hospital took a strategicapproach to developing its Web pres-ence. •of a mJQ! ksoklmrkefm iepadmntp/oyecf. lie amer msMopmni, o( miniemm.G Tf Jhttp://>vw>v.a ma.orgHere's a sampling of what you'll find on the AMA web site:• Selected articles from Marketing Health Services and other AMA publications* Updated information on advertising in AMA publications* Other odvertising, sponsorship, and exhibit opportunities• Marketing discussion groups* Information on the American Marketing Association, its members, and benefitsPlus, much more!M A R K E T I N G H E A L T H S E R V I C E S 43

Marketing\u27s Role in Hospital Web Site Development

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Marketing\u27s Role in Hospital Web Site Development

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