Wanted: "A little marketing"

Mayo's Department of Conceptual Surgery is well-respected in the professional community locally, nationally, and internationally. However, an international reputation has not been adequate to insulate the department from pressures of the regional marketplace, where competition and public policy...

Full description

Saved in:
Bibliographic Details
Published inMarketing health services Vol. 14; no. 2; p. 40
Main Author Seltman, Kent D
Format Magazine Article
LanguageEnglish
Published Boone American Marketing Association 01.07.1994
Subjects
Brochures
Business conditions
Case studies
Departments
Health care industry
Market strategy
Marketing
Physicians
Population
Statistical data
Supply & demand
Surgeons
Surgery
US
Online AccessGet full text

Cover

More Information
Summary:Mayo's Department of Conceptual Surgery is well-respected in the professional community locally, nationally, and internationally. However, an international reputation has not been adequate to insulate the department from pressures of the regional marketplace, where competition and public policy are combining to produce a double threat. Over the past 3 years, the surgical cases in the department of conceptual surgery leveled off or even dropped a little. This drop in activity caused concern in the department. The younger surgeons, who generally were the most concerned, wanted to capture the attention of the upstream departments within the group practice. This younger contingent started agitating for a little marketing. Having seen the University of Iowa conceptual brochure, they wanted one too. This case illustrates the complexity of the political and planning issues inherent in health care marketing.
ISSN:1094-1304