Organ donation: a significant marketing challenge.

  title={Organ donation: a significant marketing challenge.},
  author={Roberta N Clarke},
  journal={Health marketing quarterly},
  volume={24 3-4},
Unlike most health care markets, the organ donation market is one where patients are the marketers, prospective donors are the customers, and no payment is allowed in the exchange process. The assumption that altruistic behavior by donors would satisfy the need for organs has proven woefully untrue. As a result, those needing organs have resorted to relying… CONTINUE READING