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Physician attitudes about advertising are changing
Journal of Hospital Marketing
|December 10, 1988
Summary
Physician attitudes towards marketing in healthcare have shifted significantly. Initial opposition has evolved into acceptance and utilization of marketing techniques, signaling a future where it
Area of Science:
- Health services marketing
- Medical practice management
- Physician behavior studies
Background:
- Physician opposition to marketing was strong in 1981.
- Physician interest in marketing was high, indicated by survey response rates.
Purpose of the Study:
- To assess changes in physician attitudes and practices regarding marketing in healthcare.
- To evaluate the evolving role of marketing in medical practice.
Main Methods:
- A large-scale survey of physicians was conducted in 1981.
- A follow-up survey was performed five years later to track changes.
Main Results:
- Physician opposition to marketing decreased over five years.
- Tacit acceptance of physician and hospital promotional activities increased.
- Marketing techniques became increasingly adopted as standard medical practice.
Conclusions:
- Healthcare marketing is transitioning from a contentious issue to an integrated aspect of medical practice.
- Physicians are increasingly recognizing the use of marketing for promoting high-quality, cost-effective care.
- Continued trends suggest marketing will be integral to future medical practice.