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Gombeski WR, Taylor J, Britt J, et al. Customer advisory groups: another way to listen to the marketplace. Health Mark Q. 2010;27(1):86-96doi: 10.1080/07359680903519826.
Gombeski, W. R., Taylor, J., Britt, J., Riggs, K., Wray, T., Springate, S., Blair, G., & Bernard, P. (2010). Customer advisory groups: another way to listen to the marketplace. Health marketing quarterly, 27(1), 86-96. https://doi.org/10.1080/07359680903519826
Gombeski, William R, et al. "Customer advisory groups: another way to listen to the marketplace." Health marketing quarterly vol. 27,1 (2010): 86-96. doi: https://doi.org/10.1080/07359680903519826
Gombeski WR, Taylor J, Britt J, Riggs K, Wray T, Springate S, Blair G, Bernard P. Customer advisory groups: another way to listen to the marketplace. Health Mark Q. 2010 Jan;27(1):86-96. doi: 10.1080/07359680903519826. PMID: 20155552.
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Health Mark Q. 2010 Jan;27(1):86-96. doi: 10.1080/07359680903519826.

Customer advisory groups: another way to listen to the marketplace.

Health marketing quarterly

William R Gombeski, Jan Taylor, Jason Britt, Karen Riggs, Tanya Wray, Suzanne Springate, Geoff Blair, Phil Bernard

Affiliations

  1. Strategic Marketing, UK HealthCare, Lexington, Kentucky, USA.

PMID: 20155552 DOI: 10.1080/07359680903519826

Abstract

Customer advisory groups (CAGs) are formal groups of customers (referring physicians, patients, health insurance brokers, etc.) who meet regularly to share their ideas and to provide feedback to proposed or existing marketing strategies, programs, and activities. While CAGs are very prevalent in other industries they appear to be relatively underutilized in health care. This article provides an overview of how CAGs work, their advantages and disadvantages, tips on how to make them work better, and insights from interviews with 39 healthcare chief marketing officers on their use of CAGs.

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