The marketing function in managed care systems.
As managed care spreads through the health care service industry, marketing professionals are faced with the challenge of marketing highly integrated systems. This paper explores three questions related to this development: (1) what is unique about managed care marketing, (2) how has managed care impacted health care marketing, and (3) what new strategies and trends will shape these developing markets?
Fleming
K
K
Columbia State Community College, TN 38402-1315, USA.
Short
M
M
Warren
W E
WE
D019033:Delivery of Health Care, Integrated / Q000458:organization & administration*; D019981:Health Care Sector; D008329:Managed Care Programs / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods / Q000458:organization & administration*; D011357:Product Line Management; D014481:United States