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- Title
Demarketing of Health Services.
- Authors
Borkowski, Nancy M.
- Abstract
The article presents the author's reflections on the shifting economic paradigms of the health care industry in the United States in the 1990s, particularly emphasizing the need to adopt demarketing techniques in view of prevalent capitation practices in many health care institutions. The demarketing practices of health maintenance organizations (HMOs) are highlighted and explored, citing several examples of successful means to discourage unnecessary medical services and cut resultant costs.
- Subjects
UNITED States; DEMARKETING; MEDICAL care marketing; HEALTH maintenance organizations; MEDICAL care costs; CAPITATION fees (Medical care); MEDICAL economics; HEALTH insurance reimbursement; MANAGED care programs
- Publication
Journal of Health Care Marketing, 1994, Vol 14, Issue 4, p12
- ISSN
0737-3252
- Publication type
Editorial