As competition grows in health care, marketing research, especially consumer attitude research, is becoming increasingly important to the hospital's success and even survival. However, in the research process, mistakes are often made that invalidate the usefulness of the research. Those involved in marketing research, therefore, must be aware of the possible techniques to be used, potential audiences to be surveyed, the limitations of computer analysis, and the difference between consumer attitudes and intentions, if the information to be collected is to be reliable and useful to the organization.

Data Collection↗

PubMedDate not supplied

The future of healthcare. Seven experts look ahead.

If there were ever a time to have a crystal ball, it's now. In today's healthcare environment the only thing that seems certain is change. To help marketers make some educated guesses about the future of healthcare, hospitals, and the market, PROFILES invited seven experts to prognosticate. They considered what might happen in this decade, and what could be reality in 25 to 50 years. They address topics ranging from surgery of the future to how consumers will find healthcare information. Here are a few of their predictions: 1. Managed care will dominate the market. 2. More hospitals will close. Those remaining will consolidate or collaborate and draw closer to their communities. 3. Doctors and hospitals will build partnerships. More doctors will be salaried. 4. Cost controls will increase. 5. Quality will differentiate hospitals and drive marketing. 6. Patients will become more involved in their care and in their selection of hospitals. 7. Drug treatments will play an increased role as surgery declines.

Canada↗

PubMedDate not supplied

Misunderstanding of marketing jeopardizes the return on investment, specialist says.

Explore the source record for details and available documents.

Economics, Hospital↗