Consumer Response to Physicians' Advertisements

Marks, Ronald B.

doi:10.1177/009207038401200303

Cited by 3 publications

(2 citation statements)

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“…Recent years have seen the advent of physician marketing and advertising (Marks, 1984). Physicians have shown themselves to be increasingly willing to respond to competition, third party insurance pressure and consumer needs in changing and improving their services.…”

Section: When Two Professions Clash: the Marketing And Consumermentioning

confidence: 99%

When Two Professions Clash

Gould

Considine

1988

Health Marketing Quarterly

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Section: When Two Professions Clash: the Marketing And Consumermentioning

confidence: 99%

When Two Professions Clash

Gould

Considine

1988

Health Marketing Quarterly

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“…In contrast to the attitudes of professionals themselves, studies of consumers' attitudes toward professionals (e.g., Miller and Waller, 1979;Marks, 1984;and Johns and Moser, 1989) show that consumers have a positive reaction to professional advertising; they believe that advertising provides valuable information to them and that they have more information for making better choices.…”

Section: Introductionmentioning

confidence: 99%

Comparative Analysis of Professional Advertising and Its Managerial Implications

Marks¹,

Moon²

1995

Journal of Professional Services Marketing

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This study investigated whether there are any differences among four professional groups-physicians, dentists, attorneys, and accountants--regarding professional advertising; their differential use of various advedsing media; and investigation of some segmentation variables. Based on a sample of Wisconsin professionals this study found several interesting results: (1) accountants are the most favorably disposed to advertising among the four professional groups, (2) younger practitioners and those in practice a few years have more favorable attitudes toward professional advertising than others, and (3) printed media is preferred to other media. Several managerial recommendations were made for professionals who want to communicate their practices through advertising.Ronald Marks is Professor and Soo-Young Moon is Associate Rofessor of Marketing, University of Wisconsin~hkosh, Oshkosh, WI 54901. This project is funded by a grant from the College of Business Adminishation, University of

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Marketing Healthcare: Lessons for Smaller Hospitals

Chowdhary

2000

Health Serv Manage Res

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Recently, I have noted ubiquitous trends that lead me to conclude that we are on the brink of a fundamental change in the structure of healthcare delivery. Hospitals are changing. The hospital, that enduring and pervasive organization, which for decades has delivered the vast majority of acute care services is being re-conceptualized. Administrators and executives in today's hospitals are beginning to recognize the disaffection of constituents and the necessity to change from placing their own agenda or that of their profession over the needs of the customer. A lesson that is increasingly being heeded, particularly by the leading hospitals, is that a belief in one's own importance or a feeling of invulnerability represents an anachronistic stance. No hospital today can afford to retain a view that it is more important than the patients it serves, or that it is invulnerable. The external pressures are already clear--the actors, factors and forces in the external environment are forcing hospitals to re-evaluate efficiency, effectiveness and delivery arrangements. The rise to prominence of the outcomes movement is part of this trend. The present study was an attempt to assess the practices and trends in the modern smaller hospitals as a part of their strategy to match the competitive pressures.

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Consumer Response to Physicians' Advertisements

Cited by 3 publications

References 0 publications

When Two Professions Clash

When Two Professions Clash

Comparative Analysis of Professional Advertising and Its Managerial Implications

Marketing Healthcare: Lessons for Smaller Hospitals

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