Recent developments in healthcare have created a need for innovative marketing techniques. Indeed, the nature of marketing has changed greatly during the past two decades. The 1990s witnessed the adoption of techniques from other industries and the development of new healthcare-specific approaches. This chapter describes the implications of these changes for healthcare marketing and indicates how new approaches such as customer relationship management, direct-to-consumer marketing and business-to-business marketing fit into the healthcare marketing picture.
KeywordsHealthcare Organization Customer Relationship Management Marketing Effort Internal Marketing Service Line
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