{"title":"Overcoming the promotional bias in health care marketing: a human relations approach.","authors":"A H Walle","doi":"10.1300/j273v04n01_12","DOIUrl":null,"url":null,"abstract":"<p><p>In recent years the health care industry in general and ambulatory care in specific has been in a state of intense competition. In an attempt to survive and prosper, many health related organizations have turned to marketing as a means of developing viable strategies. Unfortunately, all too often the marketing function is equated with advertising and promotion: a small subsection of what a total marketing effort should be. In this paper, means of overcoming this limitation will be discussed using a human relations approach.</p>","PeriodicalId":79661,"journal":{"name":"Journal of ambulatory care marketing","volume":"4 1","pages":"131-7"},"PeriodicalIF":0.0000,"publicationDate":"1990-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of ambulatory care marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1300/j273v04n01_12","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
In recent years the health care industry in general and ambulatory care in specific has been in a state of intense competition. In an attempt to survive and prosper, many health related organizations have turned to marketing as a means of developing viable strategies. Unfortunately, all too often the marketing function is equated with advertising and promotion: a small subsection of what a total marketing effort should be. In this paper, means of overcoming this limitation will be discussed using a human relations approach.
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