Marketers don't wear plaid: marketing and health care administration in the Canadian context.

Marketing has a bad reputation among Canadian health managers, even though marketing solutions may address many of their problems. This article provides an overview of current understandings of marketing and how they may be applied to health care situations. Marketing should be considered an ongoing process. This is particularly helpful if we understand the root task of health managers as creating and promoting exchanges--with governments, physicians, nurses, other health workers and client groups. Exchanges that are desirable to the health care community will more likely occur if the true costs and benefits of health services are analyzed, understood and imaginatively communicated. The public constantly evaluates the health system. Constant evaluation implies a need for marketing directed internally at staff and those within the health system, and externally at constituents outside the system. Properly understood and practiced, marketing can be part of the innovative solutions health care managers develop and apply as they deal with the difficult challenges facing them in Canada's current health care environment.

Locating community health care centres in rural Saskatchewan: the case of the Living Sky Health District.

Using the Living Sky Health District in rural Saskatchewan as a sample case, this paper illustrates and discusses the use of location theory modelling tools as an aid to achieving high levels of efficiency coupled with administrator-determined levels of access. The paper begins by examining access issues as they affect location decisions. One of the empirical pillars of the paper is the well-documented idea that people will travel great distances in situations of acute circumstances, but are unwilling to travel far for important preventive care and monitoring of some chronic conditions. The study continues by presenting a non-technical overview of location theory which demonstrates the applicability of location modelling to the present problem; several possible location scenarios for Living Sky Health District are calculated, the most appropriate of which will depend on the goals and priorities of the district board. Finally, the study's results and more general conclusions are presented and discussed.