Rippé Cindy B, Dubinsky Alan J
a Department of Business Administration , Flagler College , St. Augustine , Florida , USA.
b Department of Consumer Science , Purdue University, Matthews Hall , West Lafayette , Indiana , USA.
Health Mark Q. 2018 Oct-Dec;35(4):245-265. doi: 10.1080/07359683.2018.1524594.
Given the challenges in patient non-adherence and the lack of training in healthcare providers' communication and in application of bedside manners, this manuscript suggests an innovative approach for physicians working with patients by applying the marketing literature's seven-step sales process. This article explores ways to apply the sales process to healthcare providers' interactions with patients. This approach views the healthcare interaction with patients as a sales scenario and is shared by connecting existing marketing literature that delineates specific selling tactics to examples of those tactics in the healthcare environment. Practical examples are provided through the framework for easy implementation.
鉴于患者不依从性方面的挑战以及医疗服务提供者在沟通和应用床边礼仪方面缺乏培训，本手稿提出了一种创新方法，供医生在与患者合作时应用营销文献中的七步销售流程。本文探讨了将销售流程应用于医疗服务提供者与患者互动的方法。这种方法将医疗服务提供者与患者的互动视为一种销售场景，并通过将阐述特定销售策略的现有营销文献与医疗环境中这些策略的示例相联系来进行分享。通过该框架提供了实际示例，以便于实施。
