Marketing in the academic health center.
The client markets of an academic health center (AHC) are examined. The marketing focus stresses: regional referral, local insured and indigent segments. Each presents a different challenge. The concept of negative marketing, demarketing, of indigent care is discussed. A tactical approach based on primary prevention is recommended. With strong incentives for successful implementation, negative marketing offers a new and pragmatic approach to preventive medicine.
D000046:Academic Medical Centers / Q000191:economics*; D008389:Marketing of Health Services; D008489:Medical Indigency; D014481:United States