The potential for marketing in the clinical services area

Article Abstract:

To date, hospital marketing and issues of macro-marketing have dominated work on health services marketing. Marketing knowledge, however, can be applied to clinical services as well, such as the doctor/patient relationship. An understanding of the behavior of health care consumers and factors affecting it can contribute to better communication between physician and patient, and improve patient cooperation with therapies. Studies indicate the perception of symptom severity and willingness to seek medical help is affected by such factors as ethnicity of the patient, social class, religion, existence of other personal problems, and others. Patient satisfaction levels can be enhanced if healthcare providers are prepared to deal with the pychological needs of patients as well as their physical needs.

Social aspects, Medical care, Physician and patient, Physician-patient relations

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Market signaling for physicians

Article Abstract:

Physicians, if aware of market signals, can present a more coherent marketing message to patients. A market signal is said to be activity that conveys information on the actor's intentions and commitments. As patients take a more consumer-oriented approach to healthcare, physicians need to consider the groups they are targeting and the messages they are sending. Such measures as attention to the physician's facility can convey signals to patients. It is necessary that the entire staff sends signals compatible with the message the physician wishes to convey. The patient's perception of quality, which may differ from that of a physician or provider organization, is the most important factor.

Methods, Physicians, Medical professions, Marketing management

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A hybrid approach for managing a medical record facility information system

Article Abstract:

A medium-sized medical group with 19 physicians and around 100 staff sought an organizational solution to problems with record management. The group deals with records of around 64,000 current patients, and the medical records of a patient could be in one of as many as 29 different places in the system, often resulting in unacceptably long search time. The first step of the file search process located 75% or fewer of the files. Assessment of the group's facilities and other factors resulted in recommendation of a hybrid record handling system that includes an automated control system but also manual components. The system is described.

Models, Management, Medical records, Management information systems

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