Gombeski W R, Day J R, Hanacek L
Cleveland Clinic Foundation.
J Health Care Mark. 1991 Mar;11(1):51-4.
The Cleveland Clinic Foundation received significant negative publicity in 1987 when a surgical resident was reported to have AIDS. The resulting pressures from senior managers for immediate market information stimulated development of an overnight market research capability through prenegotiated contracts with market research suppliers so that studies could be implemented on short notice. Contracts have been signed with three market research companies and the overnight market research methods have twice been used successfully with only minor modifications.
1987年，当一名外科住院医生被报道感染艾滋病时，克利夫兰诊所基金会受到了大量负面宣传。高级管理人员因此立即要求获取市场信息，这促使通过与市场研究供应商预先协商的合同，开发了一种快速市场研究能力，以便能在短时间内开展研究。已经与三家市场研究公司签订了合同，快速市场研究方法已经成功使用了两次，仅做了一些小的修改。
