June 2006
Marketing Health Services;Summer2006, Vol. 26 Issue 2, p24
Academic Journal
The article presents an exploration into the customer-line (CL) approach in management and marketing for health care organizations and hospital-services providers. Distinctions between customer-line and service-line (SL) methodologies are described, highlighting the shifted focus from product to customer driven emphasis. Market trends which advocate CL utilization are given, citing the growth in interest in customer retention and the continuing development of shared electronic medical resources. It is suggested that CL should be used as a supplemental aspect to larger SL practices in service care administration.


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