Marketing to Physicians: Physician Engagement and Physician Relations Management in Health Care Marketing

Gamini Gunawardane

Chapter 12 in Modern Health Care Marketing, 2020, pp 339-357 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:Relevance of Physician Engagement in Health Care MarketingPhysician Characteristics that Affect Marketing to PhysiciansHospital Marketing to PhysiciansMarketing Pharmaceutical Products/Medical Devices to PhysiciansPhysician Relations ManagementReferencesSuggested Additional Readings

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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