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Creative partnerships: the profession's plan (Presidential Address).
1Department of Occupational Therapy, Colorado State University, Fort Collins 80523.
Summary
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.
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.