Positioning health services: a mapping approach.
The proliferation of different kinds of health services has created a "clutter" in the industry making it difficult to distinguish between different product/service offerings. This often leads to fuzzy positioning in the market which helps neither the firm providing a health service nor the potential consumers. In this paper we propose the use of map representations to provide health care managers with diagnostic information about the market and to assist them in their service design and positioning tasks. Empirical analysis of a real-life objective data set is employed to illustrate the appropriateness of the proposed mapping approach for the health insurance industry. The paper also emphasizes the difference in the characteristics and implications of non-price scaled vs. price scaled maps in the context of health care marketing.
Arizona State University West, Phoenix 85069.
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Dasgupta
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Ghose
D003198:Computer Simulation; D003625:Data Collection; D007348:Insurance, Health; D008389:Marketing of Health Services / Q000379:methods*; D010934:Planning Techniques; D011357:Product Line Management / Q000379:methods; D014481:United States