Millsap P, Brown E, Kiser L, Pruitt D
Int J Partial Hosp. 1987 Sep;4(3):199-208.
Health-care professionals are currently operating in the context of a rapidly changing health-care delivery system, including the move away from inpatient services to outpatient services in order to control costs. Those who practice in partial-hospital settings are in a position to offer effective, cost-efficient services; however, there continue to be obstacles which hinder appropriate utilization of the modality. The development and use of a well-designed marketing plan is one strategy for removing these obstacles. This paper presents a brief overview of the marketing process, ideas for developing a marketing plan, and several examples of specific marketing strategies as well as ways to monitor their effectiveness. Partial-hospital providers must take an active role in answering the calls for alternative sources of psychiatric care. A comprehensive, education-oriented marketing approach will increase the public's awareness of such alternatives and enable programs to survive in a competitive environment.
医疗保健专业人员目前在一个快速变化的医疗保健服务体系中开展工作，其中包括为控制成本而从住院服务转向门诊服务。那些在部分住院环境中执业的人员有能力提供有效且具有成本效益的服务；然而，仍然存在一些障碍阻碍了该模式的合理利用。制定和使用精心设计的营销计划是消除这些障碍的一种策略。本文简要概述了营销过程、制定营销计划的思路、几个具体营销策略的示例以及监测其有效性的方法。部分住院服务提供者必须积极响应提供替代精神科护理来源的呼声。一种全面的、以教育为导向的营销方法将提高公众对这些替代方案的认识，并使相关项目能够在竞争环境中生存下来。
