INTRODUCTION Dynamic change continues to characterize the health care
delivery environment in the fall of 1989. Within such an
environment, institutional care providers in particular must
develop and implement new and effective strategies, if they are
to remain viable entities. One key area where strategic inno
vations are required is marketing.
This research examines the ways in which strategic plan
ning and marketing principles may be employed by acute care
general hospitals to enhance bottom line financial performance,
and to assure continued institutional viability. The changing
health care delivery environment is examined in the following
discussion. This examination is followed by a consideration of
the application of strategic planning and marketing principles
by acute care general hospitals.
THE CHANGING HEALTH CARE DELIVERY
ENVIRONMENT
As a result of a combination of factors (increasing costs
of health care, changing societal values, advances
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