Market Focus: Hospital Administrators: Reach the Wellness Pros
Is your marketing campaign in need of a healthy dose of responsive prospects? Targeting hospital and health care administrators, with their impressive corporate budgets and high personal incomes, may be just the elixir.
Hospital administrators and executives plan, direct, coordinate and supervise health care delivery. This market breaks down into two groups: Generalists manage (or help manage) entire facilities or health care systems. Specialists are in charge of specific clinical departments or services, such as nursing care, surgery, information technology, medical records or supply chain management.
These professionals often are responsible for dozens—even hundreds—of employees and millions of dollars’ worth of facilities and equipment, which makes them a particularly important market for products such as uniforms, office supplies, technology, medical supplies and equipment, and myriad other offers.
A Learned Group in a Growing Field
The U.S. Bureau of Labor Statistics calls hospital administration a rapidly growing profession. In 2004 (the latest year available for the statistics), 248,000 jobs were in medical and health services management, about 30 percent of which were in hospitals. Employment in this field is expected to increase faster than the average for other occupations through 2014. That said, however, the number of new hospital administration jobs is expected to grow at a slightly slower pace than those in clinics and other outpatient care settings, notes the Department of Labor.
Health care administrators in general are an educated group, with most holding at least a master’s degree. Generalists hold degrees in fields such as health services administration, health sciences, public health, public administration or business administration. Ph.D.s and medical degrees are common among both generalists and specialists.
With that high educational status comes high earnings. Median annual earnings for health care administrators in 2004 were $67,430. Health care administrators for the federal government reported the highest median earnings at $87,200, while those in general medical and surgical hospitals recorded $71,280. As in other professions, the type and size of facility managed, as well as the level of responsibility, dictate wage levels.