Positioning your service to target key buying influences: the case of referring physicians and hospitals

Positioning your service to target key buying influences: the case of referring physicians and... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Positioning your service to target key buying influences: the case of referring physicians and hospitals

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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 MarketingEmerald Publishing

Published: Dec 1, 1995

Keywords: Health care; Positioning; Services marketing

References

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