title: Customers versus patients. A marketing perspective on health care.
abstract: The thrust of health care "solutions" in the press and in Congress focus on the infirm. In fact, it is the only segment where all of the various economic models fit well. Considerable marketing planning and implementation techniques must be brought to bear on solutions for the healthy, the worried, and the early sick segments in the near future.
mesh_terms: D004465:Economic Competition; D005376:Financial Management; D005377:Financial Management, Hospital; D006801:Humans; D008389:Marketing of Health Services; D012106:Research; D014481:United States