ABSTRACT
The marketing audit involves looking in detail at six areas: the environment, the strategy, the organization, the systems, productivity and facilities and resources. With regard to who should conduct the audit, there are several possibilities. The first of these, which is also the cheapest and often the fastest, involves a senior manager taking on the responsibility. By completing the marketing audit and then the review of marketing effectiveness, the people should have a far deeper understanding of their organization's marketing capabilities. Beginning with the interface between the hospital or unit and each of its various customer groups, consider the nature of the external marketing effort. In particular, the appropriateness of the hospital or unit's range of services, the levels of expertise, issues of quality, the pricing structures, the promotional effort and the geographic location. Turn then to the interface between the hospital or unit and its staff, and consider the nature and effectiveness of the internal marketing processes.
