Should Hospitals Specialize in an Area or Diversify?

Specialize? Diversify? Do patients care? This Journal of Marketing study assesses the impact of a hospital’s portfolio of services on patient demand.

Read an in-depth recap of this research here: https://www.ama.org/2023/11/14/should-hospitals-specialize-in-an-area-or-diversify-the-impact-of-hospital-portfolios-on-patient-demand/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231204247

Reference: Sarang Sunder and Sriram Thirumalai, “Hospital Portfolio Strategy and Patient Choice,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: hospital marketing, medical departments, portfolio strategy, patient choice

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM