The Future of Healthcare Marketing: Who's in Charge?

Simons, Tom
March 2009
Marketing Health Services;Spring2009, Vol. 29 Issue 1, p32
Academic Journal
This article discusses the changing character of healthcare marketing in the U.S. given the increasing focus on retail and individually designed health insurance programs. The author compares this increasing focus on individual choice with the decentralization that has taken place in the marketing of travel and brokerage services. The importance of segmentation and targeted communications with individual health consumers is emphasized.


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