Tootelian D H, Gaedeke R M
School of Business Administration, California State University, Sacramento 95819, USA.
Health Mark Q. 1995;12(4):11-24. doi: 10.1300/J026v12n04_03.
Health care delivery has become one of the most significant economic and political issues of the 1990s. Historical efforts to reform the system to reduce costs while providing quality care to an ever-expanding population have not proven to be satisfactory. With attempts to restructure the industry for the 21st century come important implications for the marketing of health services. This article reviews the economics of the issues, historical efforts to control costs, and activities in the 1990s to restructure the industry. From this, implications for marketing's role in an evolving health care delivery system are described.
医疗保健服务已成为20世纪90年代最重要的经济和政治问题之一。以往为改革该系统以在为不断扩大的人口提供优质护理的同时降低成本所做的努力并未被证明是令人满意的。随着为21世纪对该行业进行重组的尝试而来的是对健康服务营销的重要影响。本文回顾了这些问题的经济学、控制成本的历史努力以及20世纪90年代该行业重组的活动。由此，描述了营销在不断发展的医疗保健服务体系中的作用所受到的影响。
