Abstract
There is a monumental battle being waged to provide health care services. While the traditional physician referral system is still dominant, the growth of health maintenance organizations (HMOs) has been significant. While much of the previous research regarding attitudes towards HMOs and the traditional system has been gathered from the general public, the focus of this paper was to survey the physicians themselves. Personal interviews were conducted with a small sample of physicians, representing diverse specialties and both traditional and HMO systems. The results from this study are significantly pertinent and offer some unique insights not found in other research attempts.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Considine, J.J., Eimer, W.J. (2015). Marketing of Health Care Services: The Physicians’Perspective. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_144
Download citation
DOI: https://doi.org/10.1007/978-3-319-17055-8_144
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
eBook Packages: Business and EconomicsBusiness and Management (R0)