About Us


The mission of the Institute for Health Care Marketing is to promote understanding of the health care marketplace. To this end, the Institute is focused on encouraging the research community in Marketing to focus on issues affecting health care delivery and consumption. Our goal is to spark and sustain research in health care marketing that achieves the twin objective of economic vitality of the health care industry and the physical and mental health of its customers.


Research of the center has been published in the Journal of Health Care Marketing, Journal of Public Policy & Marketing, Harvard Business Review, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Marketing Research, Business Horizons, and Hospital & Health Services Administration among others.

Although the Institute neither solicits nor distributes funds, members of the Institute have received multi-year grants for research on health care marketing from premier granting institutions such as the National Science Foundation. Dr. Partha Krishnamurthy received an NSF grant of $116,175 for research focused on understanding how descriptions of treatment options influence patient choice. This research was conducted in collaboration with Kelsey - Seybold Clinic and the Kelsey Research Foundation. Portions of the research related to this grant were published in Organizational Behavior and Human Decision Processes. Research arising from this grant was featured in seminars at the University of Chicago, Graduate School of Business; Tulane University, Graduate School of Business; Baylor College of Medicine, Department of Family Practice and Community Medicine; and at the University of Houston, College of Pharmacy.


A faculty board from the University of Houston - Bauer College of Business governs the Institute for Health Care Marketing.

Edward A. Blair, Chairman

The chairman of the board is Professor Edward A. Blair, a survey research expert and chair of the Department of Marketing and Entrepreneurship. Dr. Blair is the author of several books, along with numerous research papers that have been published in journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Public Opinion Quarterly and elsewhere. He also serves on the U.S. Census Bureau Advisory Committee.

Partha Krishnamurthy, Director

Professor and Conn Fellow, Dr. Partha Krishnamurthy, is the director of the institute. His publications have appeared in the Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Association for Consumer Research, Society for Consumer Psychology, and Journal of the Academy of Marketing Science. He is a reviewer for several scholarly journals including Marketing Science, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, and Journal of Experimental Psychology: Applied, besides serving as a reviewer for National Science Foundation grant applications.