Marketing in the health care arena: a preventive approach
Dunlap, B.J.
Journal of the American Dietetic Association 86(1): 29-30
1986
ISSN/ISBN: 0002-8223 PMID: 3941225 Document Number: 282316
A brief discussion of the importance of health care marketing to health care practitioners points out that medical professionals have begun to employ marketing techniques that focus on increasing consumers' awareness of preventive health issues and the public's participation in preventive health programs. This has resulted in the adoption of positive life styles by an increasing percentage of the population such that Americans are becoming more involved with the "fitness revolution." Further, while consumers are spending more on health-related matters (fitness goods, health foods, vitamins, diet and health books), they are demanding more specialized services relating to wellness. The components of a marketing strategy and the interfacing of strategic planning with marketing for health care are illustrated.(wz)