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The marketing function in managed care systems.

K Fleming·M Short·W E Warren
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Abstract

As managed care spreads through the health care service industry, marketing professionals are faced with the challenge of marketing highly integrated systems. This paper explores three questions related to this development: (1) what is unique about managed care marketing, (2) how has managed care impacted health care marketing, and (3) what new strategies and trends will shape these developing markets?

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Delivery of Health Care, IntegratedHealth Care SectorManaged Care ProgramsMarketing of Health ServicesProduct Line ManagementUnited StatesJournal Article

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K Fleming, M Short, W E Warren. 1999. The marketing function in managed care systems.. https://doi.org/10.1300/j026v17n02_05

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