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Creative partnerships: the profession's plan (Presidential Address).

E M Gilfoyle1

  • 1Department of Occupational Therapy, Colorado State University, Fort Collins 80523.

The American Journal of Occupational Therapy : Official Publication of the American Occupational Therapy Association
|December 1, 1987
PubMed
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Healthcare professions can leverage entrepreneurial challenges as opportunities. By embracing marketing as an exchange, professionals can prioritize patient well-being and achieve excellence, securing their vital role.

Area of Science:

  • Healthcare Management
  • Professional Ethics
  • Marketing in Healthcare

Background:

  • The healthcare sector faces an "entrepreneurial crisis" impacting service ideals.
  • This crisis presents an opportunity for professional re-evaluation and strategic adaptation.

Purpose of the Study:

  • To advocate for the integration of marketing principles within healthcare professions.
  • To emphasize the importance of prioritizing patient welfare over self-interest.
  • To explore how creative partnerships can foster professional excellence.

Main Methods:

  • Conceptual analysis of healthcare marketing and professional identity.
  • Discussion of interprofessional collaboration and its role in service delivery.
  • Exploration of the "exchange relationship" model in healthcare services.

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Main Results:

  • Viewing the entrepreneurial crisis as an opportunity for growth.
  • Adopting marketing as a strategic tool for professional positioning.
  • Achieving professional excellence through collaborative and patient-centered approaches.

Conclusions:

  • Interprofessional collaboration and the integration of science and art are crucial for transforming healthcare.
  • Marketing, when viewed as an exchange relationship, can enhance a profession's value.
  • Professional excellence, driven by a commitment to patient well-being, is key to a profession's market position.