Accelerating technology, increasing competition, changing demographic trends, and fluctuating economic cycles are making it more difficult today to accurately assess a hospital’s strategic opportunities and threats. ...
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Customer satisfaction literature has contributed significantly to the development of marketing strategies in the healthcare arena. The research has led to the development of hospital-driven relationship marketing prog...
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Customer satisfaction literature has contributed significantly to the development of marketing strategies in the healthcare arena. The research has led to the development of hospital-driven relationship marketing programs. This study examines the inclusion of referring physicians as partners in the hospital's relationship marketing program. In exploring this relationship, medical and hospital facility characteristics that referring physicians find important in making patient referrals to specialty care hospitals are identified and analyzed. The results lead to the development of strategic initiatives which hospital marketers should consider when developing relationship marketing programs designed to satisfy their referring physicians.
This paper presents an opportunity to apply the marketing concept internally to the diffusion and implementation of innovative services which can help organizations to achieve an advantageous external market position....
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Global pharmaceutical mergers have spread the huge costs of research and enabled companies to sell their products in countries where they previously lacked a presence. Here's how the Beecham-SmithKline Beckman mar...
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