Performance Evaluation of Digital Marketing in Health Care Industry with the Application of Data Envelopment Analysis

The competition in health care industry is getting fierce. How to take health care quality, cost effectiveness, and business performance into account and adopt correct strategies to achieve the vision and sustained-yield management is the problems current hospitals would encounter. For this reason, the integration of resources and the investment in marketing are the top priority. From the digital marketing data in health care industry in Shanghai, 12 hospitals are taking as the research subjects in this study. The research results are summarized as follows. One DMU presents strong digital marketing efficiency, with the efficiency=1, revealing better digital marketing efficiency. Six DMUs shows the digital marketing efficiency between 0.9 and 1, as marginal inefficient, that the digital marketing efficiency can be more easily promoted. Five DMUs, about 42% of all DMUs, present the digital marketing efficiency less than 0.9, as obvious inefficient, where Shanghai Municipal Hospital of Traditional Chinese Medicine appears the lowest digital marketing efficiency. According to the research results, it is suggested to lead health care industry to maintain the operation performance with innovative marketing and achieve the vision of sustained-yield management among the competitive medical environment.