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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1995 MCB UP Ltd. All rights reserved.
- ISSN
- 0887-6045
- DOI
- 10.1108/08876049510100308
- Publisher site
- See Article on Publisher Site
Abstract
Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals. Specialized or “tertiary care” hospitals depend on physician referrals to win patients. Focusses on the mapping of referring physicians′ perceptions of leading regional medical centers. Correspondence analysis is employed with data from a survey of more than 1,000 physicians to develop a positioning map from which various hospital positioning strategies and physician marketing implications are drawn.
Journal
Journal of Services Marketing – Emerald Publishing
Published: Dec 1, 1995
Keywords: Health care; Positioning; Services marketing