Employee decision making and the successful marketing of hospital wellness products
1Department of Marketing and Economics, Valdosta State College, GA 31698.
Abstract:
Hospitals are beginning to pursue employee wellness services as a promising diversification opportunity. However, a marketing concept approach to new product development may be needed for hospitals to compete and succeed in this unique product area. A model of employee decision making relative to wellness offerings is presented here. The model can serve as a fundamental starting point in hospitals' adoption of a marketing concept approach to developing products for the employee wellness market.
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