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Use marketing to reduce malpractice costs in health care |
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| Authors: | R S MacStravic |
| Affiliation: | Graduate Program in Health Services Administration, University of Washington, Seattle. |
| Abstract: | Marketing may have contributed to malpractice litigation by elevating public expectations. If all of the four basic functions of marketing--intelligence, strategy, operations, and communications--are applied well, then marketing may have a significant impact on malpractice risks and costs. |
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