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paper, we present an analytical hierarchy based goal programming model for
media mix planning in health care system. Today health care providers, like
most business, are using advertising in order to attract customers (patients)
to its products or services. Media selection involves the allocation of
advertising budget among a variety of media options in such way as to
maximize the number of potential customers reached. In this study we
considered exercise products, personal care products, home medical devices
and general clinical services of large health care system in Hyderabad. The
problem was solved and results are discussed A. V. S. Prasad | Dr. Y.
Raghunatha Reddy"Optimization of Media Mix Planning in Health Care
System by an AHP Based Goal Programming Model" Published in
International Journal of Trend in Scientific Research and Development
(ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-4 , June 2017, URL: