Paul T
J Health Care Mark. 1988 Sep;8(3):20-5.
A relatively new concept termed "relationship marketing" is examined in terms of its usefulness for providers targeting employers as direct purchasers of health care services. The discussion includes (1) a consideration of why employers' rhetoric about health care purchasing practices has so far exceeded the reality of change and (2) ways in which relationship marketing can be adopted by providers to influence the health care purchasing practices of organizational buyers.
一个相对较新的概念——“关系营销”，就其对以雇主作为医疗保健服务直接购买方的供应商的有用性进行了审视。讨论内容包括：（1）思考为何雇主在医疗保健购买行为方面的言辞至今远远超过了实际的变革情况；（2）供应商可采用关系营销来影响机构买家医疗保健购买行为的方式。
