Sales is an investment, attrition an expense

Article Abstract:

More research should go into the effect of first-year sales force attrition on the health care industry. The need is especially great because personal selling of health care services is expected to become increasingly important in the future, even though many healthcare sources are wary of the practice. Research should focus more specifically on how attrition affects the productivity of the sales force, comparing organizations with structured systems of sales training with organizations that consider training an added expense.

Analysis, Selling, Occupational training

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Advertising health care services

Article Abstract:

Effective healthcare advertising is based on the assumption that consumers view healthcare purchasing as riskier than commodities purchasing. To reduce risk, patients will examine a provider for cues indicative of a high quality of care. Institutions that incorporate the five SERVQUAL components in their services stand a better chance of being perceived as high-quality providers. Including one of these components, tangibles, in ads is crucial.

Advertising

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Internal marketing builds service quality

Article Abstract:

Research shows that healthcare organizations' profitability is directly related to customer loyalty, which stems from the perception of services by employees. Internal marketing of the healthcare organization to its own employees is therefore crucial in boosting an organization's outer marketability. Effective internal marketing involves training and motivating employees to become customer-oriented and service-minded.

Customer service

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