Developing a Marketing Orientation in Hospital Library Services: A Case Report

Delawska-Elliott, Barbara; Grinstead, Carrie; Martin, Heather J.

doi:10.1080/02763869.2015.1082390

Cited by 3 publications

(5 citation statements)

References 8 publications

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“…All those who had tried this approach agreed it was highly successful. Whilst none specifically labelled it as ‘marketing orientation’, the idea that they are focusing on specific resources that could help a certain group of people is one that has definitely seen a large amount of success (Delawska‐Elliott et al, 2015, p. 483). Whilst this was seen as an extremely successful way to market, it was also the most time consuming.…”

Section: Discussionmentioning

confidence: 99%

“…The definition of marketing in libraries is undefined with literature identifying marketing as everything and everywhere (Gupta, 2016, p. 126), or a more ‘narrative based’ approach placing emphasis on the value the library can provide for the user (Urquhart, 2015, p. 88; Germano, 2010; Thorpe & Bowman, 2013). As Delawska‐Elliott et al (2015) have shown, there is increasing conflict over whether a more streamlined marketing approach conducted by developing a ‘marketing orientation and a marketing culture’ is the most effective (p. 483). Velasquez and Campbell‐Meier (2018) believe libraries can evidence this ‘outcome based marketing’ by demonstrating how they are fulfilling ‘mission or vision statements’ and achieving this by setting SMART criteria (p. 125).…”

Section: Literature Reviewmentioning

confidence: 99%

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Outreach marketing may be a successful strategy for NHS libraries

Clark

2021

Health Info Libraries J

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This dissertation study investigates the ways that NHS libraries are currently marketing their services within their organisation and was submitted as part of the MA Library and Information Management at the University of Sheffield in 2019. This paper presents the findings from twelve semi‐structured interviews carried out with NHS library managers in the East of England to identify the most and least successful methods, and in comparison with that which is currently in the general marketing literature. The study found that outreach marketing was the most effective and that librarians are currently conducting marketing to the best of their ability, but they lack time and funding to be able to make the most of their promotional campaigns.F.J.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Outreach marketing may be a successful strategy for NHS libraries

Clark

2021

Health Info Libraries J

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“…Service promotion. Promotion increases user awareness and efficient use of the services and resources available [34]. The library serves not only clinical staff, but may serve others, including: [35,36].…”

Section: Standardmentioning

confidence: 99%

“…Interlibrary loan, document delivery, and onsite and remote access to subscription resources, as well as copying, faxing and printing of biomedical literature must adhere to vendor license agreements, publishing contracts, and federal and/or international copyright legislation. In addition, the hospital library adheres to the Health Information Portability and Accountability Act (HIPAA) and patient confidentiality when assisting patients, families, health care providers and others who may use the library or any of its services or resources [34,35]. Intent.…”

Section: Standardmentioning

confidence: 99%

Standards of practice for hospital libraries and librarians, 2022: Medical Library Association Hospital Libraries Caucus Standards Task Force

Tarabula

Gibson²,

Jivanelli³

et al. 2023

jmla

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The Hospital Library Caucus of the Medical Library Association (MLA) follows the practice established in 1953 of developing quality indicators and best practices in the newly developing and fast-changing world of hospital libraries. As these libraries increased in number and prominence, the Joint Commission on the Accreditation of Hospitals (JCAHO) included in 1978 a hospital library standard developed in collaboration with MLA. Subsequent changes in JCAHO, then The Joint Commission (TJC) knowledge management criteria as well as technological changes in the curation and delivery of evidence-based resources influenced standards changes over the years. The 2022 standards mark the most recent edition, replacing the 2007 standards.

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“…Few important studies that have been reviewed with regard to the marketing of products and services by health libraries are summarized as follows: Delawska-Elliott et al (2015) explained “when the four Providence Health and Services libraries in Oregon regionalized services and resources, the transition, which was originally met with apprehension from some library users, turned out to be a resounding success. Despite a loss of two-thirds of the professional staff and a decreased budget, the new regionalized library experienced an increase in business and recognition.…”

Section: Literature Reviewmentioning

confidence: 99%

Marketing of academic health libraries 2.0: a case study

Lamba

2019

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Purpose The advent of Web 2.0 in libraries persuades the librarians to adopt new ways to communicate, determine, and satisfy the needs of the users. The paper aims to discuss this issue. Design/methodology/approach A 30-question questionnaire was given to 30 undergraduate medical students of Vardhman Mahavir Medical College and a 10-question questionnaire was given to the librarian, to find out: the marketing and promotional strategies employed by the library; determine the awareness and satisfaction level of the users; prepare library profile, customer profile and market profile; and perform SWOT analysis. User responses were coded and processed using GNU PSPP software. Findings From the library profile of Vardhman Mahavir Medical College library, it can be concluded that the library has the potential to offer better services and products to its users. From the customer profile of Vardhman Mahavir Medical College library, it is concluded that the most of its users are young male undergraduate students who use the library more on weekly basis. From the market profile of Vardhman Mahavir Medical College library, it is concluded that the library has not invested in the marketing and has no promotion strategy or marketing strategy for its products and services. Also, the library has only one digital promotional activity. From the SWOT analysis of Vardhman Mahavir Medical College library, it is concluded that the library does not use any of the social platforms to market its products and services. Most of the users are unaware of the services and products offered by the library. There are many opportunities for the library to work upon and improve the quality of products and services being offered to its users. Research limitations/implications The major limitation of the present study is its small sample size. It is very difficult to conduct surveys in health libraries because of the busy schedule of the undergraduate medical students and their reluctance to fill out lengthy questionnaires. However, this small sample size only made it possible to conduct the SWOT analysis on the basis of the users’ survey successfully. Further, the small sample size helped to take into account all the opportunities stated by the users which would not have been possible if a larger sample size was taken. Originality/value This study is one of a kind which provides an overview of marketing research of an academic health library of New Delhi (India) with a special focus on library profile, market profile, customer profile and SWOT analysis. It addresses the gaps in the literature by studying marketing in the context of academic health libraries in the digital environment.

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Developing a Marketing Orientation in Hospital Library Services: A Case Report

Cited by 3 publications

References 8 publications

Outreach marketing may be a successful strategy for NHS libraries

Outreach marketing may be a successful strategy for NHS libraries

Standards of practice for hospital libraries and librarians, 2022: Medical Library Association Hospital Libraries Caucus Standards Task Force

Marketing of academic health libraries 2.0: a case study

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