title: The death of the four "P"s: a premature obituary.
abstract: To paraphrase Mark Twain the report of the demise of the four "P"s has been greatly exaggerated. While new concepts such as the four "R"s of relevance, response, relationships, and results may add value, the four "P"s remain essential. Moreover, health care marketing can benefit from the addition of a fifth "P," Prompting customers to adopt and repeat behaviors that benefit them, and a fifth "R," Reminding customers of the health and quality-of-life benefits they have gained from health care plans and providers.
authors.affiliation: Durable Value Marketing, Golden, CO, USA.
authors.forename: S
authors.initials: S
authors.lastname: MacStravic
mesh_terms: D003142:Communication; D003258:Consumer Behavior; D003365:Costs and Cost Analysis; D006801:Humans; D007400:Interprofessional Relations; D008389:Marketing of Health Services / Q000379:methods*; D011357:Product Line Management; D014481:United States