title: Strategic marketing, part 2: the 4 P's of marketing.
abstract: Marketing and branding are critical business functions that are often ignored or misapplied in the health care sector. Radiology professionals are facing unprecedented competition, turf battles, and other pressures. One tool that can help in meeting this onslaught is to improve your marketing efforts. Some of the most expensive mistakes in marketing (medical and otherwise) are caused by not paying attention to the basics. These "rookie" errors can be avoided by a careful review of the 4 key principles of introductory marketing: product, price, placement, and promotion. This article reviews these concepts as they relate to medical marketing.
authors.affiliation: The Wharton School, University of Pennsylvania, Philadelphia, PA 19104-6371, USA. lexa@wharton.upenn.edu
authors.forename: Frank James
authors.initials: FJ
authors.lastname: Lexa
authors.forename: Jonathan
authors.initials: J
authors.lastname: Berlin
mesh_terms: D003695:Delivery of Health Care / Q000458:organization & administration*; D004465:Economic Competition; D006293:Health Promotion / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000458:organization & administration*; D018803:Models, Economic; D017146:Models, Organizational; D009937:Organizational Objectives / Q000191:economics*; D011331:Private Practice / Q000458:organization & administration*; D011871:Radiology / Q000458:organization & administration*; D014481:United States