title: Marketing the pathology practice.
abstract: Effective marketing of the pathology practice is essential in the face of an increasingly competitive market. Successful marketing begins with a market-driven planning process. As opposed to the traditional planning process used in health care organizations, a market-driven approach is externally driven. Implementing a market-driven plan also requires recognition of the definition of the service. Each market to which pathologists direct their service defines the service differently. Recognition of these different service definitions and creation of a product to meet these needs could lead to competitive advantages in the marketplace.
authors.affiliation: Department of Marketing, University of Massachusetts at Amherst 01003, USA.
authors.forename: E N
authors.initials: EN
authors.lastname: Berkowitz
mesh_terms: D003258:Consumer Behavior; D006123:Group Practice / Q000191:economics* / Q000458:organization & administration; D008389:Marketing of Health Services / Q000191:economics / Q000458:organization & administration*; D009937:Organizational Objectives; D010338:Pathology, Clinical / Q000191:economics* / Q000458:organization & administration; D010934:Planning Techniques; D014481:United States