Patient expectations and marketing programming for OB/GYN services

A regional medical center OB/GYN practice was perceived as being too large to give personalized attention. A combination of growing market potential and declining market share caused the center administrators to take a bold step and design, open, and operate a new parallel OB/GYN practice. The practice was developed based on analysis of patient perceptions and needs. Research results were used to develop a marketing program. The project involved doctors, nurses, and staff who were interested in patient perceptions and were willing to adjust health care delivery to satisfy patients' expectations.