title: Relationship marketing in health care.
abstract: 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.
authors.affiliation: Jewish Hospital Healthcare Services, Louisville, KY, USA.
authors.forename: H C
authors.initials: HC
authors.lastname: Wagner
authors.forename: D
authors.initials: D
authors.lastname: Fleming
authors.forename: W G
authors.initials: WG
authors.lastname: Mangold
authors.forename: R W
authors.initials: RW
authors.lastname: LaForge
mesh_terms: 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