Analytical Approach to Marketing Decisions in Health-Care Organizations

We discuss the potential applicability of a new choice model and scaling procedure to the marketing decisions of health-care organizations. After a brief exposition of this analytical procedure the paper focuses on an illustrative application to the hospital selection decision under two scenarios—surgery with a rapid recovery period and serious surgery that requires a long hospitalization period. The paper concludes with some suggestions for future use of conjoint measurement and related techniques in marketing studies of health care organizations.