ABSTRACT
Marketing clinical services includes assessing the marketplace’s needs, product development, and placement or distribution of service, as well as pricing and promotion functions. The marketing concept is a relatively modern development in business philosophy and practice dating to the post-World War II era. The largely self-directed consumer or “retail” market of referrals has decreased as a relative proportion of the total market universe. Managed mental health care (MMHC) clinical service needs may be met through the use of internal staff or through community practitioners. Financial factors often provide incentives for the use of community providers who can deliver services of the nature required by the organization. Network providers are likely to view MMHC firms as poor business partners if company seldom refers patients to the provider. Managed care systems often view unneeded providers as an administrative burden. Attempting affiliation with every MMHC may be unwise and unrealistic. Bear in mind that some firms poorly reimburse providers, seeking excessively discounted fees.
