[Marketing orientation in rehabilitation--exemplified by image analysis of a rehabilitation clinic for addictions].
This article presents the findings of an image analysis carried out for a rehabilitation clinic for addictive diseases. The cross-sectional study was designed as an anonymous survey sent to relevant (regional) referral agencies (n = 90), e.g. counselling services for addictive diseases. The study covers the clinic's actual and ideal image, discriminating frequency of referrals, diagnostic categories, region, and type of institution. Results concerning the real profile indicate that on average the dimensions cooperation, communication with regard to personal contact, and reputation of the clinic were more critically judged than the issues information, communication with regard to discharge reports, standards of quality, and consideration of patients' needs. Cooperation, communication with regard to personal contact, and quality standards turned out to be the most important criteria from the referring agencies' perspective (ideal profile). A statistical comparison between those with high and low assignment rates suggested that customers rated the clinic more favourably than non-customers. Thus, it seems that the clinic's image has considerable influence on referral decisions. Particularly interesting is the additional finding that the referring institutions perceive pension insurers' directives to be of secondary relevance.
Altenhöner
T
T
Fakultät für Gesundheitswissenschaften, Universität Bielefeld. taltenhoener@uni-bielefeld.de
Schönhoff
T
T
Wehmeier
D
D
D000437:Alcoholism / Q000534:rehabilitation*; D003258:Consumer Behavior; D005858:Germany; D006801:Humans; D008389:Marketing of Health Services; D011787:Quality of Health Care; D012017:Referral and Consultation; D012047:Rehabilitation Centers; D019966:Substance-Related Disorders / Q000534:rehabilitation*