Learning Outcomes
  By the end of this session, you will be able to ...
  • Define the period of marketing evolution
  • Describe the marketing culture
                             Introduction 
      •  In both traditional businesses and in health care, the 
         marketing concept has taken several decades to evolve. In 
         health care, this evolution has occurred in a relatively short 
         time period.
      •  As noted in the previous lecture, in 1975, the Evanston 
         Hospital in Illinois was one of the first hospitals to hire a 
         person with a marketing title.
                            Introduction cont.,
       •   The marketing evolution eras include the following three periods:
       1.   Production era
       2.   Sales era
       3.   Marketing era 
                         1. Production era
      •  At this stage of any businesses/companies evolution, the 
         primary focus of the business was producing a high-quality 
         product.
      •  In health care, many hospitals were and are at this stage in 
         their own evolution. For a production-oriented hospital (focus 
         on its production) or health care organisation, the focus is on 
         providing high-quality medicine or delivering clinical quality.