Friedman M L
University of Wisconsin-Whitewater 53190.
J Hosp Mark. 1990;4(2):119-33. doi: 10.1300/J043v04n02_11.
In a highly competitive and dynamic environment health care providers are turning to marketing techniques to compete. To date, the majority of marketing efforts in the health care industry have revolved around the use of promotional tools, mainly advertising, publicity and public relations. It is proposed here that personal selling is a neglected, but important, promotional tool for health care marketers, especially physicians. The analogy between physician and salesperson is drawn, various influence techniques commonly used in personal selling situations are discussed, and a methodology proposed for the systematic study of how physicians might adjust their use of such personal influence techniques to the situation so as to be more effective in terms of patient satisfaction and compliance.
在竞争激烈且变化迅速的环境中，医疗保健提供者正求助于营销技巧来展开竞争。迄今为止，医疗保健行业中的大多数营销努力都围绕促销工具的使用展开，主要是广告、宣传和公共关系。本文提出，人员推销是医疗保健营销人员（尤其是医生）忽视但重要的促销工具。文中将医生与销售人员进行了类比，讨论了人员推销场景中常用的各种影响技巧，并提出了一种方法，用于系统研究医生如何根据具体情况调整这些个人影响技巧的使用，从而在患者满意度和依从性方面更有成效。
