Using importance-performance analysis to develop health care marketing strategies.
Importance-performance analysis is a useful marketing research technique that can be easily and effectively applied in the health care sector to suggest successful marketing strategies. This article describes how this procedure was used to develop marketing strategies for hospital obstetric services in a southwestern community.
D003258:Consumer Behavior; D005260:Female; D006301:Health Services Needs and Demand; D006302:Health Services Research; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009775:Obstetrics and Gynecology Department, Hospital / Q000592:standards; D011247:Pregnancy; D011795:Surveys and Questionnaires; D014481:United States