Student Healthcare Needs, Attitudes, and Behavior: Marketing Implications for College Health Centers

This article presents the findings of a 1987 cross-institutional study of the healthcare needs, attitudes, and behavior of college students, based on a comprehensive survey of 1,050 students at three different institutions. The paper focuses on student health concerns, use of facilities, and healthcare knowledge and outlook. For each of these topics, the authors present their findings and discuss the marketing implications of these findings for college health centers. In order to increase utilization rates, match services with student needs, and make maximum use of resources, the authors suggest that college health centers may need to develop and promote programs and services that better address student healthcare concerns; investigate media alternatives and effectiveness; develop aggressive promotion messages; consider joint interinstitutional development of healthcare advertising; and train and develop staff through internal marketing seminars.