title: Marketing the gastrointestinal practice: strategic considerations.
abstract: The health care marketplace is changing rapidly with increasing competition, changing reimbursement, and greater shifting of cost to patients making them more price sensitive. To be financially viable, the successful gastrointestinal practice must be more market responsive in its approach to planning, develop a unique advantage that will be of value to referral sources, and understand how customers evaluate alternative competing practices. This article focuses on these elements of practice success.
authors.affiliation: Isenberg School of Management, University of Massachusetts, 121 President's Drive, Amherst, MA 01003, USA. enb@mktg.umass.edu
authors.forename: Eric N
authors.initials: EN
authors.lastname: Berkowitz
mesh_terms: D005762:Gastroenterology; D017048:Health Care Costs; D006801:Humans; D008389:Marketing of Health Services; D010934:Planning Techniques; D011216:Practice Management, Medical; D011787:Quality of Health Care; D014481:United States