A buying center approach to understanding health care marketing.
Decision-making regarding health care treatment is often a complex process involving a number of constituents. For health care providers, defining these constituents and their influences is critical to successful marketing. This article describes the concept of a Decision Making Unit (DMU), and provides an illustration of how it applies to the marketing of a Physical Rehabilitation Facility.
Boughton
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Saint Louis University, MO.
Jacquin
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D003256:Community Participation / Q000379:methods* / Q000523:psychology; D003657:Decision Making; D006801:Humans; D007343:Insurance Carriers; D008389:Marketing of Health Services / Q000379:methods*; D008960:Models, Psychological; D010817:Physician-Patient Relations; D011209:Power, Psychological; D011368:Professional-Family Relations; D011787:Quality of Health Care; D012047:Rehabilitation Centers / Q000458:organization & administration*; D014481:United States