Positioning your service to target key buying influences: the case of referring physicians and hospitals

Abstract

Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals. Specialized or “tertiary care” hospitals depend on physician referrals to win patients. Focusses on the mapping of referring physicians′ perceptions of leading regional medical centers. Correspondence analysis is employed with data from a survey of more than 1,000 physicians to develop a positioning map from which various hospital positioning strategies and physician marketing implications are drawn.

Citation

Javalgi, R.G., Benoy Joseph, W. and Gombeski, W.R. (1995), "Positioning your service to target key buying influences: the case of referring physicians and hospitals", Journal of Services Marketing, Vol. 9 No. 5, pp. 42-52. https://doi.org/10.1108/08876049510100308