marketing strategies could the physicians use to secure a contact with the health plan

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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A group of independent physicians and an academic medical center (AMC) are competing in the same market to offer endoscopy services.  The physician group charges patients and third-party payers lower fees than the AMC.  A regional health plan has contracted with the AMC but refuses to contract with the physicians.  The physicians suspect that the AMC has used its bargaining power to influence the health plan.  Is this unfair competition?  What marketing strategies could the physicians use to secure a contact with the health plan (from Kotler, p. 170)?

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