Relationship marketing for health care providers.
A relatively new concept termed "relationship marketing" is examined in terms of its usefulness for providers targeting employers as direct purchasers of health care services. The discussion includes (1) a consideration of why employers' rhetoric about health care purchasing practices has so far exceeded the reality of change and (2) ways in which relationship marketing can be adopted by providers to influence the health care purchasing practices of organizational buyers.
D003132:Commerce; D006264:Health Benefit Plans, Employee / Q000458:organization & administration*; D006279:Health Maintenance Organizations / Q000458:organization & administration; D007348:Insurance, Health / Q000458:organization & administration*; D007373:Interinstitutional Relations; D008389:Marketing of Health Services / Q000379:methods*; D011243:Preferred Provider Organizations / Q000458:organization & administration; D014481:United States