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A Marketing Approach for Public Healthcare Systems
Author/s: Alessandro Mengoni, Anna Maria Murante, Sabina Nuti, Paolo Tedeschi 
Year:  2010 Issue: Language: Italian 
Pages:  21 Pg. 119-139 FullText PDF:  932 KB
DOI:  10.3280/MC2010-001009
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According to the latest policies in the public healthcare systems, consistent with a pro-active approach able to provide differentiated services specific for different healthcare needs, this study proposes a segmentation analysis of outpatient services’ users. In the first part the research question, the international literature review and the setting description are presented. In the second part, through a 3461 outpatient services’ users survey, 4 segments are identified by a factor analysis and a cluster analysis: the "modest ones", the "conscious and sustained ones", the "experts" and the "evolved ones". Segments’ characteristics are then discussed and managerial implications outlined.
Keywords: Segmentation, Public health, Healthcare marketing, Outpatient health services, Factor analysis, Cluster analysis

Alessandro Mengoni, Anna Maria Murante, Sabina Nuti, Paolo Tedeschi, A Marketing Approach for Public Healthcare Systems in "MERCATI E COMPETITIVITÀ" 1/2010, pp. 119-139, DOI:10.3280/MC2010-001009


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