Boshard N
Health Care Strateg Manage. 1986 Nov;4(11):14-8.
The U.S. health care industry is undergoing a radical transformation. The consolidation of excess hospital capacity, fierce competition within a shrinking medical marketplace and a growing number of competitive health plans (PPOs and HMOs) are causing a major structural realignment within most health care organizations (HCOs). This realignment has resulted in a much greater reliance upon strategic planning and marketing by HCOs to cope with market-driven competitive challenges. Health care organizations must identify a new cadre of health professionals to support strategic planning, market promotion, market research, market sales and product line management. This new cadre must hold the value that customers (physicians, patients, and employers) are the most valuable asset of the health care organizations. The planning and marketing prototype depicted herein is designed to help HCOs find, differentiate and keep customers.
美国医疗保健行业正在经历一场彻底的变革。医院过剩产能的整合、萎缩的医疗市场内的激烈竞争以及越来越多具有竞争力的健康计划（优先提供者组织和健康维护组织）正在导致大多数医疗保健组织（HCO）内部进行重大的结构调整。这种调整使得HCO更加依赖战略规划和营销来应对市场驱动的竞争挑战。医疗保健组织必须确定一批新的医疗专业人员，以支持战略规划、市场推广、市场研究、市场销售和产品线管理。这批新人员必须秉持客户（医生、患者和雇主）是医疗保健组织最宝贵资产的价值观。本文所描述的规划和营销原型旨在帮助HCO找到、区分并留住客户。
