Good names. Market research reveals semantic differences in common health care names.
Using a research technique that combines a quantitative method adapted from linguistic science and conventional qualitative methods, the authors explore consumers' understanding of key terms--"primary care" vs. "family care," "hospital" vs. "medical center," and "aesthetic" vs. "cosmetic"--used in names for health care services. Their results reveal semantic differences that clearly point to names that optimally position these medical services in the local and regional marketplace.
Seltman
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KD
Mayo Clinic, Rochester, MN, USA.
Nayar
V R
VR
D000339:Affect; D003625:Data Collection; D007722:Health Knowledge, Attitudes, Practice; D006302:Health Services Research / Q000379:methods; D008037:Linguistics; D008389:Marketing of Health Services; D010342:Patient Acceptance of Health Care / Q000523:psychology; D011639:Public Opinion; D012660:Semantics; D009626:Terminology as Topic; D014481:United States