Challenges and opportunities for personal selling

Article Abstract:

A national survey of health care organizations showed that while the health care industry is increasing its use of personal marketing programs, there is still much disorganization in the selling programs of individual institutions. More than 21% of the 1,203 members of the Academy for Health Services Marketing responded to the survey. Major obstacles to selling programs included a lack of financial resources and a lack of support from physicians and administration. Half the respondents said that improvements in sales management was the first priority for greater marketing effectiveness.

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Cultivating loyal patients

Article Abstract:

A model of patient retention is presented. The elements in this model are the disconfirmation process, satisfaction attitudes, time lag, perceived quality, communication, external factors, word of mouth, complaint behavior, loyalty, and provider shopping. Prior to treatment, providers should disabuse patients of unrealistic expectations. Satisfaction should be measured just after discharge and several months later.

Health Care, Health Care and Social Assistance, HEALTH SERVICES, Research, Medical care, Patient satisfaction

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From fried rice to sushi: to market an integrated delivery system, throw out the old menu

Article Abstract:

Hospital public relations and marketing personnel, faced with the development of integrated delivery systems, must learn to effectively market multiple brands and products, not just the hospital product. The effective completion of that task requires the development of a new marketing strategy. The strategy adopted by New Jersey's Community-Kimball Health Care System is discussed.

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