Rooney Keila
University of Central Florida, Orlando, Florida, USA.
J Healthc Manag. 2009 Jul-Aug;54(4):241-51.
This essay examines the emergence of consumer-driven healthcare marketing, including its operational definition, how it has been used in the past, and how it has evolved. Specifically, marketing practices in other industries are inspected to understand the factors that have contributed to their successes and to determine the relevance of these efforts to healthcare marketing. The advantages of new, technology-enabled marketing opportunities are considered as well, such as stealth ads, blogs, podcasts, and corporate participation in social networks. The implications of the regulation on healthcare websites, along with the work-around strategies used, are analyzed. Lastly, the essay submits recommendations for the healthcare executive when implementing a consumer-driven healthcare marketing plan.
本文探讨了消费者驱动型医疗保健营销的兴起，包括其业务定义、过去的使用方式以及演变过程。具体而言，考察了其他行业的营销实践，以了解促成其成功的因素，并确定这些努力与医疗保健营销的相关性。还考虑了新型技术支持的营销机会的优势，如隐形广告、博客、播客以及企业在社交网络中的参与。分析了医疗保健网站监管的影响以及所采用的变通策略。最后，本文为医疗保健管理人员在实施消费者驱动型医疗保健营销计划时提出了建议。
