Journal of health care marketing
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Comparative Study
Personal selling in health care organizations: a status report.
The authors report the state of the art of personal selling in health care organizations in the United States. The research was conducted through the use of a previously validated sales orientation index, administered to various types of health care organizations. The findings indicate that personal selling is far from being a fully integrated promotional tool in the health care industry. Differences in the sales orientation of health care organizations are found to be related to environmental and organizational factors.