A broader view of marketing: implications for surgeons.

The health care sector of the economy is changing. There is unprecedented growth in the health care sector, and competitive forces have a more prominent role. In addition, consumers have become more informed and as a result, more empowered. Patients in the health care sector are no exception to this trend. As patients become more informed, it is imperative that health care providers become more effective at marketing their services. In general, physicians typically have received little training in the field of marketing, which results in potentially limited understanding of the key marketing issues being faced in today's health care environment. We identify and examine several key marketing issues critical to the success of health care providers in today's environment. Further, we offer some managerial recommendations designed to address each of these issues.