Abstract:
What will be the next stage in the on-going healthcare services marketing revolution? The city of Madison, Wisconsin has hosted a preview of the new frontier. According to a media spending report, the area's six HMOs, an insurance carrier, and local hospitals spent over $500,000 in one month on media advertising expenditures in a battle to enroll patients in prepaid health plans. Despite initial physician reluctance, the scramble for healthcare dollars has made the packaging and sale of medical services a reality of today.
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