Taking the direct route.
Direct marketing holds much potential for the health care industry, but little has been written about hospitals' use of DM techniques. The authors discuss the distinct characteristics of direct marketing, report findings from an exploratory study of how U.S. hospitals have incorporated DM into their communication programs, and construct a profile of high and low users.
College of Business and Economics, University of Wisconsin-Whitewater.
J W
JW
Peltier
A K
AK
Kleimenhagen
G M
GM
Naidu
D000329:Advertising / Q000592:standards*; D001364:Awareness; D003142:Communication; D003159:Community-Institutional Relations; D005377:Financial Management, Hospital / Q000592:standards*; D006801:Humans; D008389:Marketing of Health Services / Q000592:standards*; D011639:Public Opinion; D014481:United States