| Title: |
Health Care Marketing Abstracts. |
| Authors: |
Smith, Mickey C.1; Zallocco, Ronald L.2; Malhotra, Naresh K.3; Grashof, John F.4; Rao, C. P.5; Ghose-Dasgupta, Madhuchanda6 |
| Source: |
Journal of Health Care Marketing. Mar88, Vol. 8 Issue 1, p102-104. 3p. |
| Subject Terms: |
*MEDICAL care; *MARKETING; *HEALTH services administration; *HOSPITAL administration; HEALTH planning; PUBLIC health administration |
| Abstract: |
The article presents abstracts of several studies on health care marketing that were published in medical journals as of March 1988. According to a study "Beyond Physician Referral: Consumer Information and Referral Systems As a Marketing Strategy for Hospitals," by Ken B. Plumlee, and published in the April 1987 issue of the journal "Hospital Topics," traditional physician referral programs run by hospitals have two major deficiencies. One of them is that they are reactive in that they wait for the consumer to identify the need for a physician and seek a hospital's help in selecting one. Another article titled "Marketing and Strategic Management: Integrating Skills for a Better Hospital," by Susan S. Hunter, and published in the May 1987 issue of the journal "Hospital and Health Services Administration," focuses on the role of marketing and its place in strategic decision making in the hospital environment. It is based on a case study of a hospital. Three requirements are identified for the integration of marketing into a hospital's management. One of them is that the hospital's managers must be totally committed to the introduction of the marketing process. |
| Database: |
Business Source Premier |