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The role of birthing centers in hospital marketing
D L Kohler1, D N Bellenger, G E Whyte
1Department of Ophthalmology, School of Medicine, Texas Tech University, Lubbock.
Health Care Management Review
|January 1, 1990
Abstract:
The research reported here investigated the repeat purchase intentions, key decision-making roles, and decision criteria related to hospital birthing centers. The results suggest that a marketing program with an emphasis on quality of care and high comfort standards directed to expectant mothers offers a realistic opportunity for hospital marketers.