$1.1 billion spent on hospital marketing in 1986.
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Biomedical subjects
Publications and source records attributed to S R Steiber.
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Many administrators of hospital-based delivery systems are incorporating marketing activities into their daily operations. This survey was conducted to determine the level to which such activities have been developed. Detailed here in particular are the marketing differences between hospitals with large vs. small marketing budgets.
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As medical residents leave their residencies, a majority also move away from the locales in which they received their training. Data presented in this paper on physicians entering their first professional positions between 1974 and 1978 show that over 65 percent left the counties of their residencies. Following the national migration pattern of the civilian population, the medical residents left the northern "Frost Belt" and entered the southern "Sun Belt" of the United States. Physician "movers" typically were in nonprimary care medical specialties and moved into self-employment or office-based medical practices. These migrating physicians, compared with physician "stayers," were disproportionately male, more often resided in states other than those of their medical education, and moved into smaller urban or nonurban centers of the United States. Other characteristics that distinguish movers from stayers also are presented here.
Physicians in the United States migrate across county lines more often than nonphysicians, but their migration parallels that of the population at large: from the northern "Frost Belt" to the southern "Sun Belt." The data presented herein show that mobile physicians ("movers") are more often younger and female than nonmobile physicians ("stayers"). Stayers are more likely to be primary care of self-employed physicians, and movers more often are in nonprimary care or in medical administration, research, teaching, or other medical employment modalities. County-level characteristics such as population income and size also help determine whether a physician will be a mover or stayer.
In this paper we argue that selecting a new doctor is one of three phases in the overall, iterative process of patient-practitioner encounters. Further, we assume that the factors which impact on individuals' decisions to seek and to use health services should also influence their choices of new physicians. Accordingly, we assess the extent to which traditional predictors of health services utilization (i.e. the predisposing, enabling, illness-morbidity, and consumer satisfaction characteristics) are directly associated with individuals' identifications of the important factors in their choices of new doctors. Discriminant function and multivariate contingency analyses of data from a national survey of 1530 adults reveal five major patterns of typical behavior. First, individuals with lower socioeconomic status and poorer access to medical care choose the psychosocial aspects of the patient-practitioner relationship as most important in selecting a new doctor. Second, individuals with lower socioeconomic status but better access to medical care focus on the cost of an office visit. Third, individuals with higher socioeconomic status but poorer access to medical care focus on the hospital affiliation of the physician. Fourth, individuals with higher socioeconomic status and better access to medical care focus on the physician's affiliation with a medical group. Fifth, individuals with higher socioeconomic status and moderate access to medical care focus on the recommendation of friends. Finally, we discuss the implications of these behavioral patterns for models of health services utilization, consumer satisfaction, the sick role, and medical school curricula and recruitment policies.
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