Journal of health care marketing最新文献

Yellow pages listing are the most widely used form of physician advertising. Every month, approximately 21.6 million adults in the United States refer to the yellow pages before obtaining medical care. Mobile consumers--approximately 17% of the U.S. population who move each year--are heavy users of yellow pages. Consumers desire information on a physician's experience, but it is included in less than 1% of all physician display ads.

Organizational commitment on the part of nursing home employees can be a determinant of service quality. Proper design of health care jobs and clarity of roles make employees feel more dedicated to their jobs, enable them to do their jobs well, and enhance family members' evaluations of nursing home care. When management develops a dynamic, interactive, high-quality environment, nursing home employees feel encouraged to report shortcomings without fear because they are involved in the process.

Many organizations are not convinced a quality orientation pays off and are looking for ways to link quality with performance. The authors' exploratory study found that a quality orientation is a differentiating factor between low-performing and high-performing general service hospitals. They also developed a quality scale to assess the performance implications of quality-based strategies in the health care industry. Successful health care organizations (1) develop a strategic quality orientation at the management level, (2) support the pursuit of quality at the contact level, and (3) monitor external customers' perceptions of quality.

Although Clinton's Health Security Act was unsuccessful, the President's first term did see considerable headway in health care policy, including the Health Insurance Reform Act, the Family and Medical leave Act, and improvements to both Medicare and Medicaid programs. Whether the result of a federal reform plan or free-market forces, efforts to control health care costs hinge on continued growth of managed care. Capitation is the wave of the future, according to some experts. America's aging population is rapidly overwhelming the Medicare Hospital Insurance Trust Fund. Clinton's balanced-budget proposal would keep Medicare solvent until 2006, while a bipartisan committee devises a long-term plan. Options for relief, however, are limited to increasing revenues by raising premiums and copayments or by decreasing spending.

Most complaints about HMOs fall into three broad categories: quality of care, provider attitude, and accessibility to care. Of these, marketers should focus their efforts on the latter. Ensuring that subscribers understand their benefits can help reduce expectations and, therefore, dissatisfaction. Even though accessibility to care (as covered benefits) was very important in contributing to survey respondents' satisfaction with their health care, overall satisfaction did not affect a patient's decision to change physicians and only marginally affected the decision to change HMOs. In the member/provider relationship, the primary care physician may represent a barrier to benefits because he or she has the power to control access under the HMO structure.

Performance on a particular attribute has an asymmetric impact on patient satisfaction. Gaining insight into this asymmetric effect can help refine management tools such as impact analysis. For overall satisfaction, negative performance on an attribute will have a much larger impact than positive performance. Therefore, managers should optimize, rather than maximize attribute-level performance to maximize patient satisfaction. Because of this asymmetry, the benefit from eliminating negative performance may be larger than the benefit gained from increasing positive performance on an attribute. So you can increase overall satisfaction faster by eliminating the negatives.

This study defines a company's quality orientation as "all process-related activities that can be discerned by customers." This even includes certain processes internal to the company that can be seen and evaluated by customers. One significant contribution this study provides is scale development centered on customer rather than employee perceptions. To generate scale items, input was gathered from experts involved in the study, senior managers employed with the target company, focus groups of employees working on the front line with customers, and users of the services. Because the sale measures customer perceptions of quality in comparison with the firm's closest competitor, it provides managers with information for benchmarking performance relative to others in the marketplace.