Marketing issues in healthcare research Online publication date: Sat, 24-May-2008
by Guilherme D. Pires, John Stanton
International Journal of Behavioural and Healthcare Research (IJBHR), Vol. 1, No. 1, 2008
Abstract: How marketing knowledge is applied to the healthcare sector is examined to identify where this knowledge is being used and can be used better. Social marketing, market segmentation, new technologies and consumer empowerment are discussed. Relevance is first established before considering how social marketing is being applied. Limitations and problems are discussed, of which one is the failure to target effectively. Healthcare sector segmentation is considered in terms of ethnicity, given the need to often distinguish and target minority groups. The continuing growth in availability and use of Information and Communication Technologies (ICT) opens the sector to an array of marketing applications with significant strategic considerations for competing businesses. While the use of ICT has implications for consumer empowerment, understanding of the links and interactions between the marketing activities of business using ICT and the empowerment of consumers of healthcare, is another area in need of further research.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Behavioural and Healthcare Research (IJBHR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook