Chaney H S
J Nurs Adm. 1986 Sep;16(9):33-8.
Marketing in health care is the process of developing, promoting, and administrating health care services to a client for the benefit of both. The success of a nurse executive in the area of marketing is dependent on the appropriate application of marketing principles, including assessment and/or awareness of needs, development of new services, promotion of current and new services, and target market development. The author discusses how the nurse executive can aggressively promote services based on consumer demand states and effectively use advertising, publicity, and personal promotion strategies.
医疗保健中的营销是为了医患双方的利益，开发、推广并管理面向客户的医疗保健服务的过程。护士管理人员在营销领域的成功取决于营销原则的恰当应用，包括对需求的评估和/或认知、新服务的开发、现有服务和新服务的推广以及目标市场的开拓。作者探讨了护士管理人员如何根据消费者需求积极推广服务，以及如何有效地运用广告、宣传和人员推广策略。
