The physician and the marketing concept
- 48 Downloads
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.
KeywordsMarketing Medical Service Credit Policy Marketing Concept Total Satisfaction
Unable to display preview. Download preview PDF.
- 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
- Gelfand, Michael 1963. Philosophy and Ethics of Medicine. London: E & S Livingstone, Ltd.Google Scholar
- Girsky, Howard. 1970. “Publicity Creates a Doctor's Dilemma.” Public Relations Journal (February) 12–14.Google Scholar
- Mead, William B. 1974, “Jawboning the Doctors.” Money 3:10 (October) 31.Google Scholar
- Rathmell, John M. 1974. Marketing in the Service Sector. Cambridge, Mass.: Winthrop Publishers, Inc.Google Scholar
- Shapiro, Benson P. 1973. “Marketing for Nonprofit Organizations.” Harvard Gusiness Review (September–October) 123–132.Google Scholar
- Sommers, Herman M. and Sommers, Anne R. 1961. Doctors, Patients, and Insurance. Washington, D.C.: The Brookings Institute.Google Scholar