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As capitation becomes the dominant methodology for reimbursement in the future, health care providers will require the expertise of marketers who have mastered the concept of medical services demarketing. The future goal of the marketing executive will be to influence, whether directly or indirectly, the intentional dissuasion of certain health services utilization.
The paradigm has shifted from promoting maximum usage under fee-for-service reimbursement to creating barriers to services that do not provide the most efficient and cost-effective consumption of resources. Because the goal of demarketing strategies is to reduce or discourage the demand for medical services, it would be wise for us...