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Today she works closely with her primary strate- gic partner in the marketing enterprise—the physician order 0.5 mg avodart mastercard. CHAPTER 2 THE CHALLENGE OF HEALTHCARE MARKETING he marketing of healthcare goods and services is not comparable to the marketing that takes place in any other industry purchase 0.5 mg avodart free shipping. The extent to which healthcare is different from other industries purchase 0.5mg avodart visa, and the implications of this for marketing purchase 0.5 mg avodart visa, cannot be overemphasized. This situation requires a spe- cialized approach to the marketing endeavor in healthcare, along with a need to develop healthcare-specific techniques to complement marketing techniques adopted from other industries. The conditions that historically surrounded healthcare mitigated the need for and interest in marketing for the majority of organizations involved in patient care. The slow acceptance of marketing in healthcare described in Chapter 1 reflects a number of characteristics of the healthcare industry as well as the attributes of healthcare organizations, products and services, professionals, and consumers. The historical challenges that have faced healthcare marketing are described in the sections that follow, and the developments that are now encouraging healthcare organizations to over- come these challenges are reviewed. Healthcare as an industry is set apart from the other sectors of economy because of its unique characteristics. The characteristics of health- care organizations stand in contrast to the characteristics of firms in other industries, with healthcare providers in particular behaving in a manner often inconsistent with that of organizations in other fields. Health pro- fessionals, especially clinicians, fall into a special category, and the fact that clinicians—not administrators or businesspeople—make most of the deci- sions with regard to patient care creates a dynamic unique to healthcare. Furthermore, significant differ- ences exist between healthcare consumers and the consumers of virtually any other good or service. These differences are particularly apparent with regard to the consumer decision-making process. The Healthcare Industry The development of a marketing culture in any industry is predicated on the existence of certain assumptions about that industry and the market- ing enterprise. These assumptions include the existence of a rational mar- ket for the goods and services proffered by the organizations in that industry. It is presumed that the market involves organized groups of sellers, informed buyers, an orderly mechanism for carrying out transactions between sell- ers and buyers, and a straightforward process for transferring payment for products between buyers and sellers. The existence of a true market in an economic sense in healthcare has been much debated. It could be argued that, to the extent that any type of market for health services exists, it is not rational in the sense of the markets for other goods and services. The operation of a market fur- ther assumes that consumers have adequate, if not perfect, knowledge con- cerning the available goods and services, that a rational system of pricing exists, and that the laws of supply and demand operate. Furthermore, the existence of a market is predicated on assumptions about the motives and activities of buyers and sellers in the market. For example, the assumption that buyers are driven primarily, if not exclusively, by economic motives does not fit well with what we know about the behavior of healthcare organizations. Another assumption from economic theory— that buyers seek to maximize their benefits from the exchange—is also an uncomfortable fit. Thus, a number of factors operate to prevent the buy- ers of health services from operating in the same manner as the buyers of lawn services or accounting services. The existence of a market also presumes that sellers compete for the consumer’s resources and that this competition determines the price of the goods and services offered. In healthcare, however, it is not unusual for healthcare providers to maintain a monopoly over a particular service within a particular market. It is even more common for oligopolies of healthcare organizations to dominate a particular market. Thus, the buyer of health services is frequently limited in her choice of medical personnel or facilities. As an industry, healthcare also differs from other sectors of society in terms of the diverse goals of its key organizations.

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The cosmogonic man must perceive the quality of the vibrations emitted by human organisms; the vibrations are of different frequen- cies effective avodart 0.5mg, different wavelengths (thus different colors) depending on what part of the body is considered purchase avodart 0.5mg with amex. The genital area normally would vibrate in red purchase avodart 0.5mg amex, the belly in orange order avodart 0.5mg mastercard, the solar plexus in yellow, the heart in green, the throat in purple, the brain in blue, and above the head, one should "perceive" indigo. Man is like a great natural kaleiodoscope, and dis- ease, discomfort, would be translated by an ECK kinergist, as "a color 21 that doesn’t go well, or that vibrates in the wrong place". W hen the subject is vibrating on the nuance that suits him, his pulse is stronger; otherwise, it declines. The kinergist, who uses refer- 182 Medicine and Cults ences to the Chinese pulse, assigns a mark from 1 to 7 on a diagram, which becomes the subject’s energy morpho-psychogram. The ECK energetician-therapist’s job is thus to diagnose the flow of colors, to deduce from it any organic attacks or functional disorders, to propose appropriate treatments and to verify their effectiveness by seeing that the vibrations have returned to normal. To conduct the initial diagnosis, the expert takes with the pa- tient’s pulse with one hand, while passing a quartz prism over him with the other hand (no need to disrobe). The quartz enters into reso- nance with the patient’s vibrations that are felt via the pulse. ECK en- ergeticians believe that the pulse is slower if there is disharmony (and therefore a problem) at the place above which the prism is held, or on the contrary the pulse is stronger if all is well. In addition, taking the pulse is an essential part of the ECK energetician’s way of deciding on a prescription. For this, the patient holds a glass tube in his hand, with the proposed drug (homeopathic, antibiotic, or what have you). The expert notes the level of the pulse to see whether or not there is reso- nance. Patrick Véret also uses two tests, very spectacular when they are carried out by a group. The first test relates to three points — called ionic — located on the inner side of the foot, above the knee, and on the sternum. These points appear to be particularly sensitive to the ex- pert’s touch (to the point of eliciting cries of pain! The second test, "muscular testing" (on which Véret has no mo- nopoly), consists in testing the individual’s muscular resistance, a resis- tance that decreases considerably when he is holding on him an ele- 22 ment that disturbs his electromagnetic field. Each center is tested twice, first using a yin energy source, the second time with yang. This leads to the establishment of a diagram with two curves is: the first represents the person’s current experience, the second depicts his energy potential. In this view, food is consid- ered an optimal solution: all you have to do is get nutri-food marketed 23 by Cogego Laboratory, where Véret works as supervising doctor. ECK members and energetician-doctors regularly consume nutriments from organ meat, nutri-yin, nutri-yang, metals and amino acids that are supposed to restore their defective energy balances and to reunite them with the great primordial energy source. These products were studied at the behest of the national phar- macists’ organization. These products do not offer any protection, they contain extremely low amounts of nu- trients, the packaging provides no therapeutic indications, no in- 24 structions, and no true formula. The founder of ECK says, on the contrary, that eating nutri-food "allows the subject to elevate his vibratory level via his consciousness, through a practical and objective approach to the constant relation- ships between energy and the presentation of pathological symptoms". In his book, Introduction to Energy-Medicine, one can read: There is an energy-based way to approach the incidence of diabetes. It would be interesting to see which energy disorders might, at low vibrations, have induced this biological modification. In fact, it is a manifestation that corresponds to energy disorders that went untreated. It is hard to fight such absurdities when the promulgation of Chi- nese energy theories and homeo-energetic raving is accepted by the general public. ECK has managed to cobble together a set of doctrines based on 184 Medicine and Cults disparate elements from homeopathy spiced up with Tao (sprinkled with a bit of yin and yang), chromotherapy (the use of colors), biofeed- back and acupuncture. By using the traditional links of patamedicine, ECK was able to carve out its medical niche quickly and thus was able to recruit members in the medical and medical services milieu. In a 1992 study addressed to the [French] Association for the De- fense of Families and the Individual, the Health Ministry expressed the opinion of the National Academy of Medicine: Energo-medicine has no scientific basis. It is justified by no quantified data of a clinical, therapeu- tic or statistical nature.

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See ROSSION 0.5 mg avodart for sale, Pierre purchase avodart 0.5mg with mastercard, "Beljanski: génie ou charlatan" avodart 0.5 mg overnight delivery, Science et vie buy avodart 0.5 mg amex, no 914, Novem- ber 1993. ROUZÉ, Michel, "La mystique biologico-marine", Science et vie, no 875, August 1990. MARTINEZ GARCIA, Francisco et CAMOV, Isabel, "Les traumatismes de la nais- sance", Incroyable et scientifique, no 4, 2nd trimester 1995. KLEIN, Bernard, "L’approche spirituelle de la dépression", Vie naturelle, no 124, February 1997. Tantric Yoga: yoga founded upon the awakening of sexual energy and kun- dalini, with a progressive increase in the energy from the sacro-coccygian 230 Notes chakra up to the occipital chakra; this awakening of energy is construed as being synonymous with progressive enlightenment. CCMM (Comité de documentation, d’éducation et d’action contre les manipu- lations mentales), Les Sectes. See BAUDET, Cécile, "Enquête sur l’Énergo-chromo-kinèse", L’Impatient, n° 171, February 1992. Jean Brudon, President of the National Order of Pharmacists, Panorama du médecin, no 3591, April 29, 1992. HAMER, Rike Geed, Fondement d’une médecine nouvelle, Éditions ASAC, Chambéry, 1988. MICHELINI, Hélène, "Enquête sur la méthode Hamer", L’Impatient, no 170, Janu- ary 1992. La Voix de l’Aisne, December 22, 1996, January 26 and October 30, 1997; L’Aisne nouvelle, June 17, 1997. SECARA THE NEW COMMONWEALTH From Bureaucratic Corporatism to Socialist Capitalism The notion of an elite-driven worldwide perestroika has gained some credibility lately. The book examines in a historical perspective the most intriguing dialectic in the Soviet Union’s "collapse" — from socialism to capitalism and back to socialist capitalism — and speculates on the global implications. IGNACIO RAMONET THE GEOPOLITICS OF CHAOS The author, Director of Le Monde Diplomatique, presents an original, discriminating and lucid political matrix for understanding what he calls the "current disorder of the world" in terms of Internationalization, Cyberculture and Political Chaos. TZVETAN TODOROV A PASSION FOR DEMOCRACY – Benjamin Constant The French Revolution rang the death knell not only for a form of society, but also for a way of feeling and of living; and it is still not clear as yet what did we gain from the changes. MICHEL PINÇON & MONIQUE PINÇON-CHARLOT GRAND FORTUNES – Dynasties of Wealth in France Going back for generations, the fortunes of great families consist of far more than money—they are also symbols of culture and social interaction. In a nation known for democracy and meritocracy, piercing the secrets of the grand fortunes verges on a crime of lèse-majesté. SECARA TIME & EGO – Judeo-Christian Egotheism and the Anglo-Saxon Industrial Revolution The first question of abstract reflection that arouses controversy is the problem of Becoming. JEAN-MARIE ABGRALL SOUL SNATCHERS: THE MECHANICS OF CULTS Jean-Marie Abgrall, psychiatrist, criminologist, expert witness to the French Court of Appeals, and member of the Inter-Ministry Committee on Cults, is one of the experts most frequently consulted by the European judicial and legislative processes. The fruit of fifteen years of research, his book delivers the first methodical analysis of the sectarian phenomenon, decoding the mental manipulation on behalf of mystified observers as well as victims. JEAN-CLAUDE GUILLEBAUD THE TYRANNY OF PLEASURE Guillebaud, a Sixties’ radical, re-thinks liberation, taking a hard look at the question of sexual morals -- that is, the place of the forbidden -- in a modern society. For almost a whole generation, we have lived in the illusion that this question had ceased to exist. No longer knowing very clearly where we stand, our societies painfully seek answers between unacceptable alternatives: bold-faced permissiveness or nostalgic moralism. SOPHIE COIGNARD AND MARIE-THÉRÈSE GUICHARD FRENCH CONNECTIONS – The Secret History of Networks of Influence They were born in the same region, went to the same schools, fought the same fights and made the same mistakes in youth. They share the same morals, the same fantasies of success and the same taste for money. They act behind the scenes to help each other, boosting careers, monopolizing business and information, making money, conspiring and, why not, becoming Presidents! Scholarly analysis and narrative flair combine to give both the facts and the flavor of the battle scenes and the espionage milieu, including the establishment of secret services in Kievan rus, the heroes and the techniques of intelligence and counter-intelligence in the 10th-12th centuries, and the times of Vladimir. JEAN-JACQUES ROSA EURO ERROR The European Superstate makes Jean-Jacques Rosa mad, for two reasons. First, actions taken to relieve unemployment have created inflation, but have not reduced unemployment. His second argument is even more intriguing: the 21st century will see the fragmentation of the U. ANDRÉ GAURON EUROPEAN MISUNDERSTANDING Few of the books decrying the European Monetary Union raise the level of the discussion to a higher plane.

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