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- Title
Strategic Demarketing Of Healthcare Services.
- Authors
Cappel, Sam D.; Waikar, Avinash; Root, Teri
- Abstract
Selective demarketing of healthcare services is seldom discussed by healthcare providers and insurers, though demarketing is commonly a component of differentiation strategies. Kotler and Clarke (1987) define healthcare demarketing as “finding ways to discourage demand…through the use of…such steps as raising prices and reducing promotion, access, or service”. Selective demarketing is further defined by Kotler and Clarke as reducing demand among “parts of the market which are less profitable or less in need of service.” This research examines factors stimulating adoption of selective demarketing efforts by healthcare providers, and provides examples of methods employed by some healthcare providers to selectively demarket healthcare services. The question examined in the research is whether the utilization of differentiation strategies supported by selective demarketing will be essential to the future survival of many healthcare providers.
- Subjects
DEMARKETING; HEALTH care networks; MEDICAL care marketing
- Publication
Business Journal for Entrepreneurs, 2016, Vol 2016, Issue 3, pviii
- ISSN
1548-1859
- Publication type
Article