title: Reverse and double-reverse marketing for health care organizations.
abstract: Simple buy and sell relationships are no longer enough for health care organizations. Like other industries have done, they need to rethink and redesign their interactions with suppliers and customers in order to realize the full potential of those relationships. By establishing and managing partnerships with selected suppliers and customers, we can realize a whole new set of mutual benefits.
authors.affiliation: Marketing and Strategy for Provenant Health Partners, multihospital system, Denver, CO.
authors.forename: S
authors.initials: S
authors.lastname: MacStravic
mesh_terms: D000329:Advertising; D003405:Creativity; D058016:Health Facility Administration; D015285:Hospital-Patient Relations; D007221:Industry / Q000458:organization & administration*; D007373:Interinstitutional Relations; D008389:Marketing of Health Services / Q000379:methods*; D009936:Organizational Innovation; D014481:United States