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一份医疗服务营销的消费者指南:一个机构的经验

A consumer guide for marketing medical services: one institution's experience.

作者信息

Jensen C K, Marino P B, Clough J D

机构信息

Division of Health Affairs, Cleveland Clinic Foundation, Ohio 44195-5123.

出版信息

QRB Qual Rev Bull. 1992 May;18(5):164-71. doi: 10.1016/s0097-5990(16)30527-9.

DOI:10.1016/s0097-5990(16)30527-9
PMID:1614697
Abstract

This paper describes the Cleveland Clinic Foundation's experience with the development and implementation of a 20-page quality indicator consumer guide for patients with or at risk of developing coronary artery disease. The guide, which provides six "quality indicators," was designed to enable patients to evaluate and compare quality-related information when choosing a provider. Design elements for the guide included a user-friendly format to offset the amount of information consumers are asked to absorb. Data on inquiries showed that the majority were women (53%) and adults under the age of 65 years (57%). Although the media criticized the guide as a marketing tool, it represents an effort to educate consumers about the importance of research when choosing a provider.

摘要

本文介绍了克利夫兰诊所基金会在制定和实施一份面向患有冠状动脉疾病或有患冠状动脉疾病风险的患者的20页质量指标消费者指南方面的经验。该指南提供了六个“质量指标”,旨在使患者在选择医疗服务提供者时能够评估和比较与质量相关的信息。该指南的设计元素包括便于用户使用的格式,以抵消要求消费者吸收的信息量。咨询数据显示,大多数咨询者为女性(53%)和65岁以下成年人(57%)。尽管媒体批评该指南是一种营销工具,但它代表了一项努力,旨在让消费者了解在选择医疗服务提供者时进行研究的重要性。

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