Advertisement

Journal of the Academy of Marketing Science

, Volume 3, Issue 2, pp 137–147 | Cite as

The physician and the marketing concept

  • James S. West
  • A. B. Blankenship
Article
  • 48 Downloads

Abstract

Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.

Keywords

Marketing Medical Service Credit Policy Marketing Concept Total Satisfaction 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Crane, Robert M., Johnson, Spencer C., Lobi, Henry G. and Spencer, Corte J. 1974. “The Marketing of Medical Care Services.” As found in Rathmell, John M. 1974. Marketing in the Service Sector. Cambridge, Mass.: Winthrop Publishers, Inc.Google Scholar
  2. Gelfand, Michael 1963. Philosophy and Ethics of Medicine. London: E & S Livingstone, Ltd.Google Scholar
  3. Girsky, Howard. 1970. “Publicity Creates a Doctor's Dilemma.” Public Relations Journal (February) 12–14.Google Scholar
  4. Kotler, Philip and Levy, Sidney J. 1969. “Broadening the Concept of Marketing.” Journal of Marketing 33 (January) 10–15.CrossRefGoogle Scholar
  5. Kotler, Philip and Zaltman, Gerald. 1971. “Social Marketing: An Approach to Planned Social Change.” Journal of Marketing 35 (July) 3–12.CrossRefGoogle Scholar
  6. Mead, William B. 1974, “Jawboning the Doctors.” Money 3:10 (October) 31.Google Scholar
  7. Rathmell, John M. 1974. Marketing in the Service Sector. Cambridge, Mass.: Winthrop Publishers, Inc.Google Scholar
  8. Shapiro, Benson P. 1973. “Marketing for Nonprofit Organizations.” Harvard Gusiness Review (September–October) 123–132.Google Scholar
  9. Sommers, Herman M. and Sommers, Anne R. 1961. Doctors, Patients, and Insurance. Washington, D.C.: The Brookings Institute.Google Scholar

Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • James S. West
    • 1
  • A. B. Blankenship
    • 1
  1. 1.Bowling Green State UniversityBowling GreenUSA

Personalised recommendations