title: Marketing: changing prospective patients' behavior.
abstract: Opportunities must be seen in terms of exchange values, and the hospital--by improving the perceived advantages of hospital use to groups of patients and physicians--can make the most of its marketing opportunities.
mesh_terms: D002755:Choice Behavior; D003258:Consumer Behavior / Q000191:economics; D006295:Health Resources; D006739:Hospital Administration; D006801:Humans; D008389:Marketing of Health Services; D009042:Motivation; D010342:Patient Acceptance of Health Care; D012922:Social Change