CHANGES IN MEDICAL MARKETING
Some critical questions
- Is there a new health-care business model?
- Which are critical to the organisation, intangible or tangible assets?
- Should we measure cash flows or book value?
- Is shareholder value or market share the best yardstick?
- Should the focus be on market capitalisation or earnings?
- Should the firm be evaluated on speed-to-market or long-term strategy?