Construction ZONE

Klein, Rob
December 2007
Marketing Health Services;Winter2007, Vol. 27 Issue 4, p22
Academic Journal
The article focuses on the question of preference as it relates to health care and hospitals. The Association of National Advertisers (ANA) suggests that preference is the most effective way of measuring how patients choose hospital health care. The author suggests that the question of hospital preference is highly based on the way in which a survey question is worded. Many people may report that they prefer one hospital over another, however, they may go to a less preferred one for its convenience or availability of appointments. Also discussed are patients' loyalty to hospitals and product line preference of patients.


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