Montoya Isaac D, Kimball Olive M
Department of Clinical Sciences & Administration, College of Pharmacy, University of Houston, Texas Medical Center, 1441 Moursund Street, Houston, TX 77030, USA.
J Allied Health. 2007 Summer;36(2):107-12.
Over the past decade, clinical doctorate programs in health disciplines have proliferated amid both support and controversy among educators, professional organizations, practitioners, administrators, and third-party payers. Supporters argue that the explosion of new knowledge and increasing sophistication of technology have created a need for advanced practice models to enhance patient care and safety and to reduce costs. Critics argue that necessary technological advances can be incorporated into existing programs and believe that clinical doctorates will increase health care costs, not reduce them. Despite the controversy, many health disciplines have advanced the clinical doctorate (the most recent is the doctor of nursing practice in 2004), with some professions mandating the doctorate as the entry-level degree (i.e., psychology, pharmacy, audiology, and so on). One aspect of the introduction of clinical doctoral degrees has been largely overlooked, and that is the marketing aspect. Because of marketing considerations, some clinical doctorates have been more successfully implemented and accepted than others. Marketing is composed of variables commonly known as "the four P's of marketing": product, price, promotion, and place. This report explores these four P's within the context of clinical doctorates in the health disciplines.
在过去十年中，健康学科的临床博士项目激增，在教育工作者、专业组织、从业者、管理人员和第三方支付者中引发了支持与争议。支持者认为，新知识的爆炸式增长和技术复杂性的不断提高，使得需要先进的实践模式来提高患者护理水平和安全性，并降低成本。批评者则认为，必要的技术进步可以融入现有项目，并且他们认为临床博士学位会增加医疗成本，而非降低成本。尽管存在争议，但许多健康学科还是推进了临床博士学位项目（最近的是2004年设立的护理实践博士学位），一些专业要求将博士学位作为入门级学位（如心理学、药学、听力学等）。临床博士学位引入过程中的一个方面在很大程度上被忽视了，那就是营销方面。出于营销考虑，一些临床博士学位项目比其他项目实施得更成功且更易被接受。营销由通常被称为“营销四要素”的变量组成：产品、价格、推广和渠道。本报告在健康学科临床博士学位的背景下探讨这四个要素。
