title: Marketing physician services in an academic medical center.
abstract: As a result of recent environmental changes in the health care industry, marketing has become a vital necessity for the survival of most hospitals. Kotler's conceptual framework is used to study and evaluate an innovative program for marketing physician services in a large urban medical center. This program was quite successful in increasing admissions and referrals and won a national award in 1984.
mesh_terms: D000046:Academic Medical Centers / Q000458:organization & administration*; D000329:Advertising / Q000191:economics; D000407:Alabama; D002017:Budgets; D004181:Directories as Topic; D005069:Evaluation Studies as Topic; D008389:Marketing of Health Services; D008402:Mass Media; D010548:Personal Health Services; D012017:Referral and Consultation