Relationship marketing in health care.
Building relationships with patients is critical to the success of many health care organizations. The authors profile the relationship marketing program for a hospital's cardiac center and discuss the key strategic aspects that account for its success: a focus on a specific hospital service, an integrated marketing communication strategy, a specially designed database, and the continuous tracking of results.
Wagner
H C
HC
Jewish Hospital Healthcare Services, Louisville, KY, USA.
Fleming
D
D
Mangold
W G
WG
LaForge
R W
RW
D000329:Advertising; D016507:Cardiology Service, Hospital / Q000592:standards*; D005069:Evaluation Studies as Topic; D006302:Health Services Research; D015285:Hospital-Patient Relations; D016519:Hospitals, Religious; D007256:Information Systems; D007599:Judaism; D007629:Kentucky; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D012017:Referral and Consultation