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Advertising and Hospital Referrals

Dynamic change characterizes the American health care environment in the 1990s (Hammonds, 1994, pp. 48-57). The changes in the health care environment result from a combination of factorsùincreasing costs of health care, changing societal values, advances in treatment therapies, technological innovation, changing demographics, and many others (Nichols & Stevens, 1992, pp. 86-95). Cost is a major factor involved in changes in the delivery of health care delivery services.

According to some observers, the United States health care system is "in crisis", with many of the problems directly related to the cost of care (Congressional Budget Office, 1995, p. 4). For many years, health care has been a growing component in the federal budget. The Medicare and Medicaid programs are now major elements in federal and state expenditures. In addition, a number of public and private organizations have been created to monitor the quality of health care, to plan the allocation of health resources, and to foster efficiency in the provision of health care. The increasing costs associated with health care also are major concerns of private industry in the United States, which funds in part health care for tens of millions of Americans.

Hospitals frequently take the brunt of efforts to reform the health care system. In response, hospitals across the country are seeking to develop new strategies and tactics that will allow the institutions to remain viable entities.

Some hospitals seek affiliations with other health care providers. Participants in such affiliation actions, however, frequently are distrustful of the motives of the other party (Johnsson, 1992, p. 20). Bringing physicians and other professional health care providers into a hospital organization represents a form of hospital diversification. The focus in such diversification actions is on the building of communication, networks and partnerships. From a systems perspec...

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Advertising and Hospital Referrals. (1969, December 31). In LotsofEssays.com. Retrieved 06:04, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1706572.html