title: Use marketing to reduce malpractice costs in health care.
abstract: Marketing may have contributed to malpractice litigation by elevating public expectations. If all of the four basic functions of marketing--intelligence, strategy, operations, and communications--are applied well, then marketing may have a significant impact on malpractice risks and costs.
authors.affiliation: Graduate Program in Health Services Administration, University of Washington, Seattle.
authors.forename: R S
authors.initials: RS
authors.lastname: MacStravic
mesh_terms: D000329:Advertising; D003695:Delivery of Health Care / Q000191:economics*; D006801:Humans; D008318:Malpractice / Q000191:economics*; D008389:Marketing of Health Services / Q000191:economics*; D012307:Risk Factors; D014481:United States