McCormack D
Can J Nurs Adm. 1994 Nov-Dec;7(4):21-34.
Marketing strategies are employed to ensure the success of new products, services or programs. Both profit and non-profit organizations have used social marketing strategies to inform, to motivate interest, and to engage the involvement of the consumer. A client-dependent health care system did not find it necessary to market services, but a health care system that encourages clients to choose the most appropriate health promotion service available must market services. Nurses are in the business of promoting the health of clients. Therefore, it is essential that nurses become familiar with, and involved in, the development of marketing plans and strategies. The connection between the four variables of the marketing mix (product, promotion, place, and price) and promoting the health of clients is described. A case example recapitulating the marketing strategies employed to raise public awareness of a self-help group for family caregivers is related, the marketing response is evaluated, and future recommendations are proposed.
营销策略用于确保新产品、服务或项目的成功。营利性和非营利性组织都采用社会营销策略来宣传、激发兴趣并促使消费者参与。依赖客户的医疗保健系统认为没有必要营销服务，但鼓励客户选择最合适的现有健康促进服务的医疗保健系统则必须进行服务营销。护士从事促进客户健康的工作。因此，护士必须熟悉并参与营销计划和策略的制定。本文描述了营销组合的四个变量（产品、促销、地点和价格）与促进客户健康之间的联系。文中讲述了一个案例，概括了为提高公众对家庭护理人员自助组织的认识而采用的营销策略，评估了营销反应，并提出了未来建议。
