• Health Mark Q · Jan 2002

    Keeping the medical practice financially viable: a marketer's approach.

    • Michelle L Patrick, Anthony J Capraro, and Candace M Credito.
    • Department of Management and Accountancy, University of North Carolina at Asheville, 28804, USA. mpatrick@unca.edu
    • Health Mark Q. 2002 Jan 1; 19 (4): 39-53.

    AbstractThis paper explores a way that medical practices might develop a higher margin revenue source by offering a differentiated service that caters to patients who value more personalized service. Using SERVQUAL, German patients were surveyed to determine if there is a relationship between a desire for personalized service and a willingness to pay a premium for medical care. The results indicate that a greater desire for personalized care distinguishes those who pay a premium for medical care from those who do not. This suggests that medical practices can differentiate their service based on more personalized care and charge a higher fee for this service.

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