Understanding Customer/Patient Characteristics and Behavior Affecting Health Care Marketing

Gamini Gunawardane

Chapter 6 in Modern Health Care Marketing, 2020, pp 103-147 from World Scientific Publishing Co. Pte. Ltd.

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…

Keywords: Health Care; Health Care Services; Health Care Marketing; Services Marketing (search for similar items in EconPapers)
JEL-codes: I10 (search for similar items in EconPapers)
Date: 2020
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