title: Patient expectations and marketing programming for OB/GYN services.
abstract: A regional medical center OB/GYN practice was perceived as being too large to give personalized attention. A combination of growing market potential and declining market share caused the center administrators to take a bold step and design, open, and operate a new parallel OB/GYN practice. The practice was developed based on analysis of patient perceptions and needs. Research results were used to develop a marketing program. The project involved doctors, nurses, and staff who were interested in patient perceptions and were willing to adjust health care delivery to satisfy patients' expectations.
authors.affiliation: School of Business, East Carolina University, Greenville, NC 27858, USA.
authors.forename: E W
authors.initials: EW
authors.lastname: Wheatley
mesh_terms: D005260:Female; D017144:Focus Groups; D006176:Gynecology / Q000592:standards*; D006301:Health Services Needs and Demand; D006302:Health Services Research; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009774:Obstetrics / Q000592:standards*; D017060:Patient Satisfaction; D010817:Physician-Patient Relations; D011247:Pregnancy; D014481:United States