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

1 December 1995

journal article
Published by Emerald Publishing in Journal of Services Marketing

Vol. 9 (5) , 42-52
https://doi.org/10.1108/08876049510100308

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.

Keywords

This publication has 2 references indexed in Scilit:

Marketing data analysis by dual scaling
International Journal of Research in Marketing, 1988
Correspondence Analysis: Graphical Representation of Categorical Data in Marketing Research
Journal of Marketing Research, 1986