Medical Consumer Behavior? The Breast Cancer Story

Authors

  • Susan D. Peters Francis Marion University
  • Allen E. Smith Francis Marion University

Keywords:

medical ethics, poor medical customer service, Preventable medical procedure, case study, consumer behavior, customer service

Abstract

Angelina Jolie’s revelation that she had undergone a preventive double mastectomy triggered a discussion between Ethan and his longtime friend Victoria. Ethan’s wife, Teresa, had been told a year ago there was a good possibility she had breast cancer. After a month of tests and appointments, it was discovered that, in fact, Teresa did not have any type of cancer. Ethan and Victoria’s conversation led to some comparisons between consumer’s reactions to poor medical customer service compared to other situations. What started as research for curiosity’s sake became less academic when Ethan and Victoria received the opportunity to bid on a customer service project for a regional hospital system. The case has medical ethics overtones, with emphasis on the marketing aspects of consumer behavior and customer service.

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Published

2014-09-01

Issue

Vol. 11 No. 1 (2014)

Section

Cases

License

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