Positioning health care services: yellow pages advertising and dental practice performance.
The authors empirically explored the relationship between positioning strategies and financial performance in dental practices. They analyzed data collected from a random sample mail survey of Oregon dentists in conjunction with data obtained in a content analysis of yellow pages advertising. The authors' analysis of usable responses from 264 general dentists in private practice reveals that they use a variety of positioning strategies and that the selection of a positioning strategy correlates significantly with financial performance.
College of Business, Oregon State University.
J H
JH
McAlexander
B W
BW
Becker
D O
DO
Kaldenberg
D000329:Advertising / Q000191:economics* / Q000706:statistics & numerical data; D003625:Data Collection; D003752:Dental Health Services / Q000191:economics*; D005375:Financial Audit / Q000706:statistics & numerical data; D007182:Income / Q000706:statistics & numerical data; D009922:Oregon; D011215:Practice Management, Dental / Q000191:economics*; D011331:Private Practice / Q000191:economics; D013689:Telephone