title: Marketing dental care to the reluctant patient.
abstract: There are many varying factors which impact on the behaviour of reluctant patients and the understanding of theoretical behavioural models can help to understand some of the key issues. This paper considers such models and the effective use of marketing communications in helping to change behaviour. The paper concludes with an acronym--OPTIMEM to help dental practitioners and practice managers plan realistic and efficient marketing communications within the overall management strategy.
authors.affiliation: Department of Business and Management Studies, Manchester Metropolitan University.
authors.forename: R
authors.initials: R
authors.lastname: Ashford
authors.forename: A S
authors.initials: AS
authors.lastname: Blinkhorn
mesh_terms: D001521:Behavior Therapy; D003142:Communication; D003729:Dental Care / Q000191:economics / Q000523:psychology*; D003812:Dentist-Patient Relations; D006801:Humans; D008389:Marketing of Health Services; D008402:Mass Media; D008960:Models, Psychological; D010342:Patient Acceptance of Health Care / Q000523:psychology*