Title

Consumer-Driven Healthcare Marketing: Using The Web To Get Up Close And Personal

Abstract

This essay examines the emergence of consumer-driven healthcare marketing, including its operational definition, how it has been used in the past, and how it has evolved. Specifically, marketing practices in other industries are inspected to understand the factors that have contributed to their successes and to determine the relevance of these efforts to healthcare marketing. The advantages of new, technology-enabled marketing opportunities are considered as well, such as stealth ads, blogs, podcasts, and corporate participation in social networks. The implications of the regulation on healthcare websites, along with the work-around strategies used, are analyzed. Lastly, the essay submits recommendations for the healthcare executive when implementing a consumer-driven healthcare marketing plan.

Publication Date

1-1-2009

Publication Title

Journal of Healthcare Management

Volume

54

Issue

4

Number of Pages

241-251

Document Type

Review

Personal Identifier

scopus

DOI Link

https://doi.org/10.1097/00115514-200907000-00006

Socpus ID

70349579924 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/70349579924

This document is currently not available here.

Share

COinS