In past years, many SHAs formed in local urban markets to better compete for managed care contracts. In response to 1990s forces, these SHAs appear to have adapted product, production, and selling orientations to their markets, aimed at large institutional purchasers of health care. However, health care markets have evolved differently than anticipated. SHAs and their hospitals should now adopt the marketing orientation and focus more on patients and enrollees.
Peter C. Olden, Ph.D., is Associate Professor and Director, Graduate Health Administration Program, University of Scranton, Scranton, Pennsylvania.
Susan D. Roggenkamp, Ph.D., is Assistant Professor, Department of Management, Appalachian State University, Boone, North Carolina.
Roice D. Luke, Ph.D., is Professor, Department of Health Administration, Virginia Commonwealth University, Richmond, Virginia.