Marketing hospitals to physicians in the United States.
This paper discusses the application of multidimensional scaling (MDS) in formulating the strategies for marketing a hospital to physicians. An extensive hospital factor survey was used to provide information for interpreting the MDS results, and to formulate specific strategies to: attract new physicians to the hospital; and, to make the hospital attractive to affiliated physicians for patient referrals. We conclude that MDS provides a unique approach for formulating strategies for similar non-conventional situations.
D001291:Attitude of Health Personnel; D004465:Economic Competition; D005069:Evaluation Studies as Topic; D005163:Factor Analysis, Statistical; D006761:Hospitals / Q000592:standards*; D008389:Marketing of Health Services / Q000379:methods*; D010820:Physicians; D012017:Referral and Consultation; D011795:Surveys and Questionnaires; D014481:United States