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Rural physicians' market share retention.

R L Ludtke1, J M Geller, J P Hart

  • 1Center for Rural Health, ND.

Journal of Hospital Marketing
|December 10, 1989
PubMed
Summary

Local healthcare retention in rural communities depends on informing residents about available services and provider image. Uninformed individuals often seek care elsewhere, impacting local market share.

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Area of Science:

  • Rural Health
  • Healthcare Management
  • Community Health Services

Background:

  • Rural communities face challenges in retaining local healthcare providers due to market share pressures.
  • Understanding factors influencing patient retention is crucial for the sustainability of rural healthcare systems.

Purpose of the Study:

  • To investigate the impact of service information and provider image on patient retention in rural areas.
  • To identify reasons for healthcare service migration from rural to referral centers.

Main Methods:

  • Utilized data from the Affordable Rural Coalition for Health (ARCH) demonstration project.
  • Analyzed the relationship between community awareness of services and patient retention patterns.

Main Results:

  • Information dissemination and the perceived image of local healthcare services are key factors in retaining rural clientele.
  • Lack of awareness about available services drives patients to seek care in distant referral centers.

Conclusions:

  • Enhancing communication about local healthcare services and improving provider image can significantly boost patient retention in rural settings.
  • Targeted information strategies are essential to counteract the trend of rural healthcare migration.

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