Randolph G T, Baker K M, Laubach C A
Med Group Manage. 1984 Jul-Aug;31(4):16-8.
Many everyday problems in medical group practice can be attacked by a marketing approach. To be successful, however, this kind of approach must have the full support of those involved, especially the physicians, since they are the principal providers of healthcare services. When marketing is presented in a broad context, including elements such as patient mix, population distribution, and research, physicians are more likely to be interested and supportive. The members of Geisinger Medical Center's Department of Cardiovascular Medicine addressed their patient appointment backlog problem with a marketing approach. Their method is chronicled here and serves as a fine example of how physician involvement in marketing can lead to a positive outcome.
医疗集团实践中的许多日常问题都可以通过营销手段来解决。然而，要取得成功，这种方法必须得到相关人员的全力支持，尤其是医生，因为他们是医疗服务的主要提供者。当从更广泛的背景来阐述营销时，包括患者组合、人群分布和研究等要素，医生更有可能产生兴趣并给予支持。盖辛格医疗中心心血管医学部的成员采用营销手段解决了他们患者预约积压的问题。他们的方法在此进行了记录，堪称医生参与营销如何能带来积极成果的一个典范。
