A new Journal of Marketing study shows that subsidizing outreach in the form of a per-mile payment is a cost-effective means of addressing the rural health care crisis.

Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/01/09/addressing-the-rural-health-care-crisis-pay-doctors-to-travel-from-urban-areas/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231207830

Reference: J. Jason Bell, Sanghak Lee, and Thomas S. Gruca, “Bringing the Doctor to the Patients: Cardiology Outreach to Rural Areas,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: health care, rural, physicians, doctors, medicine

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM