Healthy Skepticism Library item: 11369

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Thomson A.
The role of marketing in transplantation.
Prog Transplant 2007 Jun; 17:(2):85-8
http://www.ncbi.nlm.nih.gov/sites/entrez?Db=PubMed&Cmd=ShowDetailView&TermToSearch=17624129&ordinalpos=1&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVDocSum

Abstract:

Although marketing has a well-established role in healthcare, few publications on the role of marketing in transplantation exist. In addition, the field of organ transplantation presents some unique marketing challenges because of the limited availability of organs. Marketing is essential to the success of transplantation services. An effective market planning process includes several steps: an assessment of the current program; analysis of strengths, weaknesses, opportunities, and threats; a competitive analysis; the identification of target audiences; setting of marketing goals, strategies, and tactics; and developing methods for tracking and evaluation. Two often overlooked needs are to assess readiness for marketing and internal marketing.

Keywords:
Publication Types: Review MeSH Terms: Advertising/methods Economic Competition Goals Humans Marketing of Health Services/organization & administration* Needs Assessment Organ Transplantation*/economics Organizational Objectives Patient Care Team/organization & administration Planning Techniques Product Line Management/organization & administration Program Development Program Evaluation Tissue and Organ Procurement/organization & administration*