Abstract
A review of scholarly works and leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health to the definition of health care marketing.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2022.090106
Publication Date
9-30-2022
Recommended Citation
Futrell, Gary D. (2022). Defining health care marketing: A review of scholarly and other textual sources. Journal of Applied Marketing Theory, 9(1), 76-88. ISSN: 2151-3236.