Health care marketing: doctors to patients and hospitals to doctors.
The adoption and usage of formal marketing practices by hospitals and physicians have increased exponentially over the past twenty-five years. This article examines marketing developments within the doctor-patient and hospital-patient associations, as well as the impact of managed care on these two relationships. Conclusions are drawn and suggestions for future research are provided.
Paul
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College of Business & Public Administration, Old Dominion University, Norfolk, VA 23529, USA.
Honeycutt
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D000329:Advertising / Q000706:statistics & numerical data; D003258:Consumer Behavior; D005251:Fees, Medical; D006302:Health Services Research; D015285:Hospital-Patient Relations; D018578:Hospital-Physician Relations; D008329:Managed Care Programs / Q000639:trends; D008389:Marketing of Health Services / Q000639:trends*; D008505:Medical Staff, Hospital; D010817:Physician-Patient Relations; D011365:Professional Practice Location; D014481:United States