Petrochuk M A, Javalgi R G
Akron General Medical Center, OH 44307, USA.
Health Mark Q. 1996;13(3):71-86. doi: 10.1300/J026v13n03_07.
Health care reform has become the dominant domestic policy issue in the United States. President Clinton, and the Democratic leaders in the House and Senate have all proposed legislation to reform the system. Regardless of the plan which is ultimately enacted, health care delivery will be radically changed. Health care marketers, given their perspective, have a unique opportunity to ensure their own institutions' success. Organizational, managerial, and marketing strategies can be employed to deal with the changes which will occur. Marketers can utilize personal strategies to remain proactive and successful during an era of health care reform. As outlined in this article, responding to the health care reform changes requires strategic urgency and action. However, the strategies proposed are practical regardless of the version of health care reform legislation which is ultimately enacted.
医疗保健改革已成为美国国内的主要政策问题。克林顿总统以及众议院和参议院的民主党领导人都提出了改革该体系的立法提案。无论最终颁布的是哪项计划，医疗保健服务的提供都将发生根本性变化。从自身角度来看，医疗保健营销人员有独特的机会确保其所在机构取得成功。可以采用组织、管理和营销策略来应对即将发生的变化。在医疗保健改革时代，营销人员可以运用个人策略保持积极主动并取得成功。如本文所述，应对医疗保健改革变化需要战略紧迫性和行动。然而，无论最终颁布的是哪种版本的医疗保健改革立法，所提出的策略都是切实可行的。
