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Analytical Approach to Marketing Decisions in Health-Care Organizations

Author

Listed:
  • Yoram Wind

    (University of Pennsylvania, Philadelphia, Pennsylvania)

  • Lawrence K. Spitz

    (University of Pennsylvania, Philadelphia, Pennsylvania)

Abstract

We discuss the potential applicability of a new choice model and scaling procedure to the marketing decisions of health-care organizations. After a brief exposition of this analytical procedure the paper focuses on an illustrative application to the hospital selection decision under two scenarios—surgery with a rapid recovery period and serious surgery that requires a long hospitalization period. The paper concludes with some suggestions for future use of conjoint measurement and related techniques in marketing studies of health care organizations.

Suggested Citation

  • Yoram Wind & Lawrence K. Spitz, 1976. "Analytical Approach to Marketing Decisions in Health-Care Organizations," Operations Research, INFORMS, vol. 24(5), pages 973-990, October.
    • Handle: RePEc:inm:oropre:v:24:y:1976:i:5:p:973-990
    DOI: 10.1287/opre.24.5.973
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    Cited by:

    1. John R. Hauser & Steven M. Shugan, 2008. "Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 88-110, 01-02.
    2. Mandy Ryan & Jenny Hughes, 1997. "Using Conjoint Analysis to Assess Women's Preferences for Miscarriage Management," Health Economics, John Wiley & Sons, Ltd., vol. 6(3), pages 261-273, May.
    3. Hauser, John R. & Urban, Glen L., 1975. "A normative methodology for modeling consumer response to innovation," Working papers 785-75., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    4. Mandy Ryan & Emma McIntosh & Phil Shackley, 1998. "Methodological issues in the application of conjoint analysis in health care," Health Economics, John Wiley & Sons, Ltd., vol. 7(4), pages 373-378, June.
    5. Mandy Ryan, 1996. "Using Consumer Preferences in Health Care Decision Making: The Application of Conjoint Analysis," Monograph 000420, Office of Health Economics.
    6. Bruce Walker & Alex Marsh & Mark Wardman & Pat Niner, 2002. "Modelling Tenants' Choices in the Public Rented Sector: A Stated Preference Approach," Urban Studies, Urban Studies Journal Limited, vol. 39(4), pages 665-688, April.
    7. Li, L. X. & Benton, W. C., 1996. "Performance measurement criteria in health care organizations: Review and future research directions," European Journal of Operational Research, Elsevier, vol. 93(3), pages 449-468, September.

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