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Patient expectations and marketing programming for OB/GYN services.

E W Wheatley1

  • 1School of Business, East Carolina University, Greenville, NC 27858, USA.

Health Marketing Quarterly
|December 8, 1996
PubMed
Summary
This summary is machine-generated.

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A large OB/GYN practice created a new parallel practice to address patient perceptions of impersonal care. This initiative focused on patient needs and expectations to improve healthcare delivery and regain market share.

Area of Science:

  • Healthcare Management
  • Patient Experience
  • Obstetrics and Gynecology (OB/GYN)

Background:

  • A regional medical center's OB/GYN practice faced challenges due to its perceived size, leading to a lack of personalized patient attention.
  • Declining market share and growing market potential prompted administrators to explore innovative solutions.

Purpose of the Study:

  • To design, open, and operate a new, parallel OB/GYN practice.
  • To address patient perceptions and unmet needs within the existing healthcare delivery model.
  • To improve patient satisfaction and market position through strategic service redesign.

Main Methods:

  • Analysis of patient perceptions and needs to guide practice development.
  • Development of a targeted marketing program based on research findings.

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  • Involvement of physicians, nurses, and staff committed to enhancing patient-centered care.

    • Main Results:

    • The establishment of a new OB/GYN practice designed to offer personalized attention.
    • Implementation of a marketing strategy informed by patient feedback.
    • A healthcare team dedicated to adapting service delivery to meet patient expectations.

    Conclusions:

    • A new, parallel OB/GYN practice can be successfully developed and operated to address perceived shortcomings in care.
    • Understanding and responding to patient perceptions and needs is crucial for healthcare service design and market success.
    • Engaging healthcare staff in patient-centered initiatives is key to improving patient satisfaction and practice viability.