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This article was downloaded by: [University of Alberta] On: 04 October 2014, At: 01:02 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Health Marketing Quarterly Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/whmq20 Bridging the Gap Between Health Marketing Education and Practicality William J. Winston a a Editor Published online: 18 Oct 2008. To cite this article: William J. Winston (1986) Bridging the Gap Between Health Marketing Education and Practicality, Health Marketing Quarterly, 4:1, 1-2, DOI: 10.1300/J026v04n01_01 To link to this article: http://dx.doi.org/10.1300/J026v04n01_01 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis shall not be liable for any losses, actions, claims, proceedings, demands, costs, expenses, damages, and other liabilities whatsoever or howsoever caused arising directly or indirectly in connection with, in relation to or arising out of the use of the Content.

Bridging the Gap Between Health Marketing Education and Practicality

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This article was downloaded by: [University of Alberta]On: 04 October 2014, At: 01:02Publisher: RoutledgeInforma Ltd Registered in England and Wales Registered Number:1072954 Registered office: Mortimer House, 37-41 Mortimer Street,London W1T 3JH, UK

Health Marketing QuarterlyPublication details, including instructions forauthors and subscription information:http://www.tandfonline.com/loi/whmq20

Bridging the Gap BetweenHealth MarketingEducation and PracticalityWilliam J. Winston aa EditorPublished online: 18 Oct 2008.

To cite this article: William J. Winston (1986) Bridging the Gap BetweenHealth Marketing Education and Practicality, Health Marketing Quarterly, 4:1,1-2, DOI: 10.1300/J026v04n01_01

To link to this article: http://dx.doi.org/10.1300/J026v04n01_01

PLEASE SCROLL DOWN FOR ARTICLE

Taylor & Francis makes every effort to ensure the accuracy of allthe information (the “Content”) contained in the publications on ourplatform. However, Taylor & Francis, our agents, and our licensorsmake no representations or warranties whatsoever as to the accuracy,completeness, or suitability for any purpose of the Content. Anyopinions and views expressed in this publication are the opinions andviews of the authors, and are not the views of or endorsed by Taylor& Francis. The accuracy of the Content should not be relied upon andshould be independently verified with primary sources of information.Taylor and Francis shall not be liable for any losses, actions, claims,proceedings, demands, costs, expenses, damages, and other liabilitieswhatsoever or howsoever caused arising directly or indirectly inconnection with, in relation to or arising out of the use of the Content.

This article may be used for research, teaching, and private studypurposes. Any substantial or systematic reproduction, redistribution,reselling, loan, sub-licensing, systematic supply, or distribution in anyform to anyone is expressly forbidden. Terms & Conditions of accessand use can be found at http://www.tandfonline.com/page/terms-and-conditions

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FROM THE EDITOR 'S DESK

Bridging the Gap Between Health Marketing Education

and Practicality

In March, 1986 I received an award as the 'Marketing Educator of the Year' from the American College of Health Care Marketing. The award was deeply appreciated. It was accepted also on behalf of our desire to narrow the gap between academia and the so-called 'real world'.

When we started developing a graduate-level class in health care marketing over twelve years ago, only one other applied marketing class to health care was found throughout the country. During a re- cent survey we found over 100 of these classes now being offered. The interest and demand for education in applied marketing con- cepts has mushroomed along with the industry.

This explosion has also brought a widening gap between academic research and actual marketing tools being used by practi- tioners. With the tremendous economic pressure to create profits in health care organizations, practitioners have had to expedite their application of marketing tools. In other words, the need to have

Health Markcting Quarterly, Vo1. 4(1), Fall 1986 @ 1986 by The Haworth Press, Inc. All rights reserved. I

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2 HEALTH MARKEnNG QUARTERLY

results does not always allow for implementation of long-term meth- odologies to be integrated into their job function. On the other hand, very few health marketing educators have considerable experience or exposure to the constant changing needs of the health care marketer. For example, the changing role of the marketer in rela- tion to contracting, joint venturing and acquisitions has widened the gap. Education has not been playing a leading role in developing practical methodologies in these areas.

I have had a unique opportunity to be Dean of a School of Health in which almost all of our students and adjunct faculty are exper- ienced practitioners; am actively involved as a marketing consultant with my firm, Professional Services Marketing Group; and to be Senior Editor for Marketing at Haworth Press. These functions have allowed me to observe and participate in evaluating the needs of the practitioner and the current state of the art of health marketing education and research. The gap is wide but can be narrowed from both sides.

Marketing educators can make major strides to improve their understanding of the marketing practitioner. I think many educators would be surprised to learn how many quality practitioners would like to discuss their current and future needs. Vice versa, practi- tioners should reach out to develop a contact base with local univer- sities and marketing departments in order to stay abreast of the many new research and literary resources that are available. The backbone to narrowing the gap is to perform the most basic ingre- dients in marketing: marketing research and consumer behavior analysis, in other words, networking can be beneficial for both sides. The state of the art of health care marketing has only 'tipped the iceberg'. It possesses tremendous potential for academics as avenues for research, writing, teaching and consulting. Practi- tioners also possess potential to lead the way in experimenting and applying new methodologies that are being developed and discussed by academics. There is a symbiotic relationship that can be nurtured if both sides take the initiative to get to know each other better and understand their needs. My old motto is to 'take an academic or practitioner to lunch!' I think you will be pleasantly surprised by the results!

William J. Winston Editor

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