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Article
Developing a Hospital Web Site as a Marketing Tool: A Case Study
Marketing Health Services (1999)
  • C. David Shepherd, Ph.D., Georgia Southern University
Abstract

This article presents a case study which described the efforts of Siskin Hospital to develop a Web site as its marketing tool in 1999. Several years ago. Siskin Hospital, a rehabilitation facility in the southeastern U.S., began the process of developing a hospital Web site. It was agreed that a multidisciplinary team was needed. Then, the next step was to determine target audiences for the site based on the objectives. Fourteen distinct targets were identified. The type of information each would require was brainstormed and detailed. The information types were then prioritized using a matrix developed by the team.

Keywords
  • Web site,
  • Marketing tool,
  • Rehabilitation facilities,
  • Hospital web sites,
  • Target audiences
Publication Date
Spring 1999
Citation Information
C. David Shepherd. "Developing a Hospital Web Site as a Marketing Tool: A Case Study" Marketing Health Services Vol. 19 Iss. 1 (1999)
Available at: http://works.bepress.com/c_david_shepherd/69/