Institute for Health Care Marketing
Over the years, the faculty at the Institute have conducted/presented several seminars on topics in the interesection of marketing and health care. These include invited outside presentations to the University of Michigan School of Medicine, Tulane University, University of Chicago Graduate Business School, Baylor College of Medicine, University of Houston College of Pharmacy. In addition, the Institute has co-sponsored with the UT Dental School a seminar on the marketing of dental services, and coordinated a CED seminar in 1995 on "Negotiating Managed Care Contracts."
Journal Articles and Conference Presentations
Briley, Donna A., Melanie Rudd, and Jennifer Aaker (2017), “Cultivating Optimism: How to Frame Your Future during a Health Challenge,” forthcoming in the Journal of Consumer Research.
Krishnamurthy, Parthasarathy, Sam K. Hui, Narayanan Shivkumar, Chandrasekhar Gowda, and R. Pushpalatha. "Assessing the Impact of Peer Educator Outreach on the Likelihood and Acceleration of Clinic Utilization among Sex Workers." PloS One, 11, no. 7 (2016): e0159656.
Krishnamurthy, Parthasarathy, Ranganathan Govindaraj, Courtney Williams and Gulshan Doulatram, "Impact of Urine Drug Screening on No Shows and Dropouts among Pain Patients: A Propensity-matched Cohort Study", Pain Physician, 19 (2016): 89-100.
Hollenbeck, Candice and Vanessa M. Patrick (2016), “Mastering Survivorship: How Brands Facilitate the Transformation to Heroic Survivor,” Journal of Business Research, 61(1), 73-82.
Hollenbeck, Candice and Vanessa M. Patrick (2016), “Alleviating survivor loneliness: The value of expressive gift systems in peer-to-peer online patient survivor networks,” forthcoming in the Review of Marketing Research.
Mead, Nicole L., and Vanessa M. Patrick (2016) "The taming of desire: Unspecific postponement reduces desire for and consumption of postponed temptations." Journal of personality and social psychology 110.1: 20.
Krishnamurthy, Partha, Adwait Khare, Suzanne C. Klenck, and Peter J. Norton. "Survival Modeling of Discontinuation from Psychotherapy: A Consumer Decision‐Making Perspective." Journal of Clinical Psychology 71, No. 3 (2015): 199-207.
Romman, Adam, Addudell, Parthasarathy Krishnamurthy, Govindaraj Ranganathan, Courtney Williams, and Gulshan Doulatram (2015). “Urine Drug Screening and No Shows among Chronic Pain Patients,” 14th Annual Pain Medicine Meeting, American Society of Regional Anesthesia and Pain Medicine, Miami, FL.
Meyer, Ashley N. D., Partha Krishnamurthy, Moushumi Sur, Velma L. Payne, Derek W. Meeks, Radha Rao, and Hardeep Sing (2014), “Is Calibration of Diagnostic Accuracy and Confidence Better for Physicians Working in Academic Settings,” Poster Session, Diagnostic Error in Medicine 7th International Conference, Atlanta, GA.
Rudd, Melanie, Jennifer Aaker and Michael Norton (2014), "Getting the Most out of Giving: Concretely-framing a Prosocial Goal Maximizes Happiness," Journal of Experimental Social Psychology. 
Krishnamurthy, Parthasarathy, and Sonja Prokopec. (2010) "Resisting that triple-chocolate cake: Mental budgets and self-control." Journal of Consumer Research 37.1: 68-79.
Gelb, Betsy D., "Fine-Tuning Advertising Designed to Reduce the Stigma of Mental Illnesses," Journal of Current Issues and Research in Advertising," fall, 2008.
Sarah T. Hawley, Robert J Volk, Partha Krishnamurthy, Maria Jibaja-Weiss, Sally W. Vernon, Suzanne Kneuper, “Preferences for Colorectal Cancer Screening Among Racially/Ethnically Diverse Primary Care Patients.” Medical Care. 46(9) Supplement 1:S10-S16, September 2008.
Gelb, Betsy D., and Patrick Corrigan, “How managers can lower mental illness costs by reducing stigma,” Business Horizons, July-August, 2008.
Cismaru, Magdalena, Anish Nagpal, and Parthasarathy Krishnamurthy. (2009) "The role of cost and response-efficacy in persuasiveness of health recommendations." Journal of health psychology 14.1 (2009): 135-141.
Krishnamurthy, Parthasarathy and Magda Cismaru (2008), “Self-positivity in Risk Judgments: The Role of Processing, Encoding, and Recall Biases,” Association for Consumer Research, San Francisco, CA.
Corrigan, Patrick, and Betsy D. Gelb, “Three Case Studies Illustrating Mass Approaches to Challenging the Stigma of Mental Illness,” Psychiatric Services, March, 2006.
Hawley, Sarah, Partha Krishnamurthy, Maria Jibaja-Weiss, Herbert, Sally Vernon, and Bob Volk, (2005), “Preferences for Colorectal Cancer Screening among Low Literacy and Minority Primary Care Patients,” Society for Medical Decision-Making, San Francisco.
Hawley, Sarah, Maria Jibaja-Weiss, Partha Krishnamurthy, Sally Vernon, and Bob Volk, (2005), “Using Conjoint Analysis to Assess Preferences among Low Literacy Patients: An Example using Colorectal Cancer Screening,” Society for Medical Decision-Making, San Francisco.
Krishnamurthy, Parthasarathy, Patrick Carter, and Edward Blair (2001), “Attribute Framing and Goal Framing Effects in Health Decisions,” Organizational Behavior and Human Decision Processes, Vol. 85 (July), 382-399.
Rothstein, Mark, Betsy D. Gelb, and Steven Craig, "Protecting Genetic Privacy by Permitting Employer Access Only to Job-Related Employee Medical Information: A Multi-Disciplinary Analysis of a Unique Minnesota Law," American Journal of Law and Medicine, 24 (4), 1998.
Gelb, Betsy D., and Marilyn Y. Jones, "Promoting Physician Referral Services," Marketing Health Services, Fall, 1997.
Stanaland, Andrea S., and Betsy D. Gelb, "Prevention: Can It Be Profitably Marketed?" Journal of Health Care Marketing, Winter, 1995.
Gelb, Betsy D., and Madeline Johnson, "Word-of-Mouth Communication: Causes and Consequences," Journal of Health Care Marketing, Fall, 1995.
Gelb, Betsy D., Karl Kampschroeder, and Scott Cowan, "Consequences of 'Bad Publicity': One Example," Hospital & Health Services Administration, Winter, 1994.
Gelb, Betsy D., W. Bryant Boutwell, and Scott Cummings, "Using Mass Media Communication for Health Promotion: Results from a Cancer Center Effort," Hospital & Health Services Administration, Fall, 1994.
Tarnow, Jay D., and Betsy D.Gelb, "Managing Employee Mental Health Costs More Effectively," Journal of Managerial Issues, Summer, 1993.
Gelb, Betsy D., Laurie M. Gelb, and Henry E. Noey, Jr., "Large Employers and their Coalitions: Exploring a Hospital Constituency," Hospital & Health Services Administration, Summer, 1992.
Gelb, Betsy D., and John Michael Bryant, "Designing Health Promotion Programs by Watching the Market," Journal of Health Care Marketing, March, 1992.
Gelb, Betsy D., and Gabriel M. Gelb, "What Research Inside the Organization Can Accomplish," Marketing Research, December, 1991.
Gelb, Betsy D., John Gaskins, Jay Hendrickson, and Jon Iszard, "Research in Brief: Does Greater Usage of a Health Plan Reduce Satisfaction?" Journal of Health Care Marketing, December, 1991.
Gelb, Betsy D., and Michael P. Eriksen, "Marketing Research May Help Prevent Skin Cancer," Marketing Research, September, 1991.
Zentner, Rene, and Betsy D. Gelb, "Scenarios: A Planning Tool for Health Care Organizations," Hospital & Health Services Administration, Summer, 1991.
Gelb, Betsy D., "If Business Directed the War on AIDS," Business Horizons, November-December, 1990.
Gelb, Betsy D., "Mini-Case: A Test of Telephoned Appointment Scheduling by a Physician's Office," Journal of Health Care Marketing, December, 1989
Gelb, Betsy D., Marilyn Y. Jones, and Sandra S. Person, "Do HMO Members Get More Cancer Checkups?" Journal of Public Policy & Marketing, December, 1988.
Gelb, Betsy D., Samuel V. Smith, and Gabriel M. Gelb, "Services Marketing Lessons from the Professionals," Business Horizons, September-October, 1988.
Gelb, Gabriel M., and Betsy D. Gelb, "A Two-Stage Technique for Improving Physician Input into Hospital Decision-Making," Hospital and Health Services Administration, May, 1987.
Gelb, Betsy D., "How Marketers of Intangibles Can Raise the Odds, for Consumer Satisfaction," Journal of Services Marketing, Spring, 1987.
Gelb, Betsy D., "Preventive Medicine and Employee Productivity," Harvard Business Review, March - April, 1985.
Gelb, Betsy D., and Mary C. Gilly, "The Effect of Promotional Techniques on Purchase of Preventive Dental Care," Journal of Consumer Research, December, 1979.
Gelb, Betsy D., "Marketing Tools: Sensory Assistance - To Improve Your Hospital," Journal of Health Care Marketing, Summer, 1994.
Gelb, Betsy D., "Commentary: Turning Volunteers into Patients, and Vice Versa," Journal of Health Care Marketing, Spring, 1994.
Gelb, Betsy D., "We, the Health-Care Users, Seem to be Left Out in the Waiting Room Again," Houston Chronicle, March 6, 1994.
Gelb, Betsy D., "Look at Trend Data to Understand the Marketing Environment," The Academy Bulletin, Academy of Health Services Marketing, January, 1993.
Gelb, Betsy D., "Putting U.S. Health Care Behind of Berlin Wall?" Houston Chronicle, July 13, 1990.
Gelb, Betsy D., and Samuel V. Smith, "A Model of Post-Purchase Processes Determining Satisfaction/Dissatisfaction with a Professional Services Provider," abstract in 1988 Proceedings, American Marketing Association.
Gelb, Betsy D., "Commentary: When to Advertise to Consumers, and When Not to," Journal of Health Care Marketing, June, 1988.
Gelb, Betsy D., "Commentary: What Academic Research Can Offer the Health Care Marketer," Journal of Health Care Marketing, December, 1987.
Gelb, Betsy D., "What University Research Can Offer the Health Care Marketer," in Philip D. Cooper, ed., Health Care Marketing: A Foundation for Managed Quality, Third Edition, (Gaithersburg, MD: Aspen Publishers, 1994).
Gelb, Betsy D., Samuel V. Smith, and Gabriel M. Gelb, "Service Marketing Lessons from the Professionals," Annual Editions Marketing '89-90, (Guilfort, CT: Dushkin Publishing).
Gelb, Betsy D., "How Marketers of Intangibles Can Raise the Odds for Customer Satisfaction," Annual Editions Marketing '89-90, (Guilfort, CT: Dushkin Publishing).