Use marketing to reduce malpractice costs in health care

Marketing may have contributed to malpractice litigation by elevating public expectations. If all of the four basic functions of marketing—intelligence, strategy, operations, and communications—are applied well, then marketing may have a significant impact on malpractice risks and costs.

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Bibliographische Detailangaben
Veröffentlicht in:	Health care management review 1989, Vol.14 (4), p.51-56
1. Verfasser:	MacStravic, R. Scott
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising as Topic Communication Cost control Delivery of Health Care - economics Health care Humans Litigation Malpractice - economics Market strategy Marketing Marketing of Health Services - economics Medical malpractice Operations Patient satisfaction Risk Factors United States
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	Marketing may have contributed to malpractice litigation by elevating public expectations. If all of the four basic functions of marketing—intelligence, strategy, operations, and communications—are applied well, then marketing may have a significant impact on malpractice risks and costs.
ISSN:	0361-6274 1550-5030
DOI:	10.1097/00004010-198923000-00011