What do you think of the section starting on page $126$ describing the current constant ebb and flow of $($the dynamism of$)$ healthcare in our society as a whole? What are the advantages and disadvantages of this continual change for marketers? For healthcare organizations?preferences to newly introduced technology. National or regional tefich

related to service usage, especially in the consumption of elective ${?}^{s_2}vvic{e}_c$

procedures possible $-$ and old procedures better $-$ reshape the constellation

of services offered and the way services are delivered $($e$.$g$.,$ inpatient care

versus outpatient care$).$ Changing insurance arrangements could easily affect

the level of demand for services in a specific market.

Another factor that contributes to changing markets is the fluid state

of competition. Existing competitors are constantly changing locations, ser.

vices, or marketing strategies. New competitors are continually entering the

market, while other competitors are dropping out. This situation has been

complicated by the emergence of national chains that may enter a market

and, almost overnight, upset the competitive balance. National and state

legislation that facilitate the creation of new partnerships $($e$.$g$.,$ health alli$-$

ances$)$ or alter regulatory powers or procedures $($e$.$g$.,$ for health maintenance

organizations$)$ reshape and, in some instances, create markets for services.

The ubiquity of change is one more reason to establish market

research as an ongoing process rather than as an ad hoc activity. Identifying,

profiling, and evaluating markets are not onetime activities to be returned to

three, five, or ten years later. These three tasks should be an ongoing process

used to continually search for market opportunities and reevaluate current

strategies. Making these procedures routine, investing in the requisite hard$-$

ware and software, and training personnel to perform these functions are

essential tasks for nearly all health services providers. Case Study $4\mathrm{.}3$ describes

the steps involved in identifying true market potential.