Abstract
Prospecting is the process of finding customers who are ready to buy and can generate high net income for an organization. Leads for prospects come from three categories of sources: (1) organization-initiated; (2) acquired leads; and (3) marketing activity-initiated leads. Findings from a study of academic medical organizations showed a modest use of effective prospecting by hospitals surveyed and that there are opportunities to increase database marketing efforts. The data suggests that prospecting and its companion concept of qualifying are not fully integrated into many healthcare organization's marketing strategies and tactics.
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