| Title: |
Health Care Marketing Abstracts. |
| Authors: |
Malhotra, Naresh K.; Grashof, John F.; Zallocco, Ronald L.; Smith, Mickey C. |
| Source: |
Journal of Health Care Marketing; Dec89, Vol. 9 Issue 4, p71-74, 4p |
| Subject Terms: |
MEDICAL care; HEALTH services administration; MARKETING; HEALTH planning; PATIENTS; DENTAL personnel; DENTAL care; PATIENT-professional relations; PUBLIC health |
| Abstract: |
The article presents abstracts of articles related to health care marketing. In the article "Managing the Market," by Robin Scott MacStravic, product management is defined as a basic strategic approach to the marketplace that has gained increasing favor among health care providers. It reports that the organizations capable of identifying the right market segments and managing them well will have a significant advantage in competitive health care markets. In the article "Patients' Satisfaction With Dentists' Communicative Style," by Richard L. Street, internal marketing, especially in health care organizations, is described as an important aspect of the marketing function of service providers. The author reports results of a study of dentists' communication styles and patient reactions to them. The research shows that the communication style of the provider affects treatment success, patient satisfaction, and repeat visits. The article overviews communication styles and concepts as well as the literature on dentists' communication style research. The article also reports on other abstracts also. |
| Database: |
Complementary Index |