Healing Understanding the
Unconstitutionality of
Touch Marketing Intangibles
Brigitte Balogh • Spring 2011
Behavior,
Economics
Interaction
Business Information
Intelligence Technology
Healthcare & Intangibles
• Levitt:1
– provide metaphorical reassurances of quality
– „industrialize‟ the service-delivery process
• Importance of Word of Mouth
I think your comments are spot on regarding the idea that health
care reform was oversold in that we would get something for
nothing, but this seems to be the only way the political process
advances. After all, politicians learn early on they can make all
kinds of promises to get elected while knowing they are not
based in reality.
- Keith, February 06, 2010 2:26 PM2
• Promise of quality
Healthcare & Intangibles
• Levitt:1
– provide metaphorical reassurances of quality
– „industrialize‟ the service-delivery process
• Importance of Word of Mouth
I think your comments are spot on regarding the idea that health
care reform was oversold in that we would get something for
nothing, but this seems to be the only way the political process
advances. After all, politicians learn early on they can make all
kinds of promises to get elected while knowing they are not
based in reality.
- Keith, February 06, 2010 2:26 PM2
• Promise of quality
2009 Gallup
3
4
10 Intangibles5
1. Aesthetics 6. Reliability
2. Distinctiveness 7. Safety
3. Nostalgia 8. Service
4. Prestige 9. Simplicity
5. Customization 10. Philanthropy
Thank you!
1 Levitt, Theodore (1981) “Marketing intangible products and product intangibles,” Harvard Business Review, May/June, 94-102.
2 Levy, Paul. “How to get enough votes in the Senate,” Not Running a Hospital, 7 Feb. 2010 1 Mar. 2011.
3 Jones, Jeffrey. “Greater Optimism About U.S. Health System Coverage, Costs.” Gallop 19 Nov. 2009. 1 Mar. 2011.
4 Mendes, Elizabeth. “More Than 16% of American Adults Remain Uninsured.” Gallop 2 Nov. 2010. 1 Mar. 2011.
5 Sharma, Surajit Sen. “What Matters Most in Marketing: The 10 Intangibles.” Employment Crossing: Marketing Feature 2011. 1 Mar. 2011.