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Good names. Market research reveals semantic differences in common health care names
1Mayo Clinic, Rochester, MN, USA.
Abstract:
Using a research technique that combines a quantitative method adapted from linguistic science and conventional qualitative methods, the authors explore consumers' understanding of key terms--"primary care" vs. "family care," "hospital" vs. "medical center," and "aesthetic" vs. "cosmetic"--used in names for health care services. Their results reveal semantic differences that clearly point to names that optimally position these medical services in the local and regional marketplace.
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