Healthcare Marketing: What is Salient?
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1, No. 3, pp. 247-263, 2007
17 Pages Posted: 11 Apr 2011
Date Written: September 1, 2007
Abstract
The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or patient) perspective with the institutional (or organizational) perspective. This “salience issue” is complicated by the structural problems in healthcare such as societal service systems, advances in medical technology, and the escalating costs of care. Reviewing selected studies, the paper examines how consumers face increasingly difficult health choices.
Keywords: Health Services, Marketing, Decision Making, Patients
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