Implementing the patient circle. Call on patients to help improve perceptions of health care quality.

Adapting the quality-circle concept to a health care setting helped one hospital solve a problem and boosted its image among patients. The "patient circle" technique is one step health care providers can take toward delivering "total customer value," a quality perception that can mean the difference between surviving and thriving in the future.

Atmospherics, the marketing concept, and a marketing tool for hospitals.

Researchers have demonstrated that the conscious use of atmospheric structuring can induce marketer-desired behaviors in service consumers. This may be particularly relevant to marketers of hospital care since consumer judgments often depend upon peripheral rather than core evidences of quality and satisfaction. Under these circumstances, health care marketers have an obligation to explore the phenomenon of atmospherics and its practical implications in the health care marketing mix.

Channel leadership in health care marketing: a natural role for hospitals.

Health care has entered an era of rapid change. Most observers agree that important long-term changes will fundamentally reshape health care as we know it. To that end, health care providers should consider the benefits of operating vertically integrated marketing system with hospitals as the channel leader. Whether an administered VMS (hospitals have the power to gain compliance) or a corporate VMS (hospitals own successive levels of care providers), integrated channel management holds the promise of cost containment and quality patient care for the future. However, a great deal of integrating work must be done before VMSs will become a practical solution. Research studies are needed on each of the issues just discussed. As marketers, it is time we make a transition from treating health care marketing as a disjointed entity and instead treat it as an industry where all marketing principles are considered including channel management.