Classifying health care offerings to gain strategic marketing insights

The diversity of the health care sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in health care organizations. Develops specific categories of health care offerings and proposes a two‐by‐two matrix for classifying health care offerings based on customer participation and complexity of the health care offering. In each quadrant, offers strategic marketing insights into how the nature of the health care offering might affect the marketing task. Uses network theory as the guiding framework in constructing the health care classification schema.