title: The feminization of American medicine. The transformation of health care from a masculine orientation to a more feminine orientation requires a new marketing approach.
abstract: Although the transformation of American medicine in the last part of the twentieth century has been well documented, a major development that has significant implications for health care marketing has been essentially overlooked. This development has been the shift in health care from a primarily masculine orientation to a primarily feminine orientation. This shift has been driven by, among other factors, the transition from an acute care orientation to a chronic care orientation and calls for a qualitatively different approach to the marketing of health services.
authors.forename: R K
authors.initials: RK
authors.lastname: Thomas
mesh_terms: D000208:Acute Disease; D002908:Chronic Disease; D003695:Delivery of Health Care / Q000458:organization & administration* / Q000639:trends; D005260:Female; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D012922:Social Change; D014481:United States; D016387:Women's Health