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Physician attitudes about advertising are changing.

R A Wright, L E Raho, E N Berkowitz

    Journal of Hospital Marketing
    |December 10, 1988
    PubMed
    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

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    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.

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