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Understanding Customer/Patient Characteristics and Behavior Affecting Health Care Marketing

In: Modern Health Care Marketing

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  • Gamini Gunawardane

Abstract

In Chapter 3, we saw that health care marketing strategy and plans are derived from the health care organization’s corporate and business line strategies. We also learnt that the first step in formulating corporate strategies was an analysis of the external environment faced by the organization, and that customer/patient demographics, other characteristics, and behavior were key elements of this external environment. Therefore, we will devote this chapter to learn what we need to know about our customers/patients, how to gather information toward this, and the sources of information on this subject…

Suggested Citation

  • Gamini Gunawardane, 2020. "Understanding Customer/Patient Characteristics and Behavior Affecting Health Care Marketing," World Scientific Book Chapters, in: Modern Health Care Marketing, chapter 6, pages 103-147, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813279520_0006
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    More about this item

    Keywords

    Health Care; Health Care Services; Health Care Marketing; Services Marketing;
    All these keywords.

    JEL classification:

    • I10 - Health, Education, and Welfare - - Health - - - General

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