Stitt V J
J Natl Med Assoc. 1985 Jun;77(6):485-8.
Marketing in health care is a relatively new process. It is a business tool that can serve a very useful purpose. Health care management has become aware of the usefulness of marketing in long-range planning. Through a well-thought-out marketing plan, the provider will not be leaving the future to chance. A well-conceived, patient-oriented, competitor-aware marketing plan should place the medical practice at a strategic advantage as the health care industry joins other industries in the competitive marketplace for the consumer's dollar.The ever-increasing political and regulatory environment that the health care field is undergoing emphasizes the need for the inclusion of marketing skills, such as cost containment, in the medical curriculum. It should be the obligation of the training facilities as well as medical societies to respond to this need by providing the education that will enable black providers to survive in this competitive environment.
医疗保健领域的营销是一个相对较新的过程。它是一种能发挥非常有用作用的商业工具。医疗保健管理部门已经意识到营销在长期规划中的有用性。通过精心制定的营销计划，医疗服务提供者不会让未来听天由命。一个构思周密、以患者为导向、了解竞争对手的营销计划，当医疗保健行业与其他行业在竞争激烈的市场中争夺消费者的美元时，应能使医疗业务处于战略优势。医疗保健领域正在经历的日益增长的政治和监管环境强调了在医学课程中纳入营销技能（如成本控制）的必要性。培训设施以及医学协会有义务通过提供教育来满足这一需求，以使黑人医疗服务提供者在这种竞争环境中生存下去。
