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Einweiserorientierung von Krankenhusern
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Im umkmpften Krankenhausmarkt wird die Kundenorientierung zu einem wichtigen strategischen Erfolgsfaktor. Konkret bedeutet dies, dass fr Kliniken Patienten und Angehrige, Kostentrger und vor allem niedergelassene rzte als Zielgruppe einer marktorientierten Unternehmensfhrung in den Vordergrund rcken. In diesem Zusammenhang spielt die Kenntnis von deren Prferenzen bezglich der Leistungen und Angebote von Krankenhusern eine groe Rolle. Die vorliegende Arbeit untersucht die Prferenzen tatschlicher und potentieller Einweiser bezglich des Informations- und Kommunikationsangebots von Kliniken.
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