Health Care Marketing

Essentials of Health Care Marketing

• Author : Berkowitz
• Publisher : Jones & Bartlett Publishers
• File Size : 5,6 Mb
• Release Date : 2016-08-15
• Genre: Business & Economics
• Pages : 609
• ISBN 10 : 9781284094312

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Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

Modern Health Care Marketing

• Author : Gamini Gunawardane
• Publisher : World Scientific
• File Size : 13,8 Mb
• Release Date : 2020-06-05
• Genre: Business & Economics
• Pages : 516
• ISBN 10 : 9789813279537

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This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.

Health Services Marketing

• Author : Richard K. Thomas
• Publisher : Springer Science & Business Media
• File Size : 16,6 Mb
• Release Date : 2008
• Genre: Medical
• Pages : 170
• ISBN 10 : 9780387736044

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For today’s health care professional, clinical expertise is not enough—one has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for their input. Health Services Marketing: A Practitioner’s Guide clearly and succinctly explains the range of marketing activities and techniques, from promotions to pricing, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game: The health industry as seen from the marketing perspective. Healthcare products, and the consumers who need them. What marketing can (and can’t) do for a medical practice. Demographics and beyond: how social marketing works. Where your marketing dollar goes: staying on budget. Market positioning: knowing the competition, building the strategy. Evaluating a marketing plan’s effectiveness. Plus dozens of forms, checklists, and questionnaires to simplify the process. Useful to practitioners and administrators alike, and equally suited to the for-profit as to the non-profit organization, Health Services Marketing gives the reader valuable tools to reach out to consumers and build lasting relationships.

Healthcare Marketing

• Author : Leigh Cellucci
• Publisher : Unknown
• File Size : 13,9 Mb
• Release Date : 2013
• Genre: Uncategoriezed
• Pages : 239
• ISBN 10 : 1640550798

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Hospital Marketing

• Author : Anonim
• Publisher : Leonard Davis Inst Health Econ
• File Size : 18,8 Mb
• Release Date : 1986
• Genre: Social Science
• Pages : 99
• ISBN 10 : UOM:39076000647771

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Cases in Health Care Marketing

• Author : John L. Fortenberry
• Publisher : Jones & Bartlett Learning
• File Size : 8,7 Mb
• Release Date : 2010-10-22
• Genre: Business & Economics
• Pages : 253
• ISBN 10 : 9780763764487

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Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.

Healthcare Relationship Marketing

• Author : Ira J. Haimowitz
• Publisher : CRC Press
• File Size : 18,6 Mb
• Release Date : 2016-04-22
• Genre: Business & Economics
• Pages : 260
• ISBN 10 : 9781317123194

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In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

Health Care Market Strategy

• Author : Steven G. Hillestad
• Publisher : Jones & Bartlett Learning
• File Size : 5,5 Mb
• Release Date : 2018-11-30
• Genre: Medical
• Pages : 352
• ISBN 10 : 9781284150407

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Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings.

Marketing of Healthcare Organizations

• Author : Elena S. Akopova
• Publisher : IAP
• File Size : 5,9 Mb
• Release Date : 2020-07-01
• Genre: Business & Economics
• Pages : 113
• ISBN 10 : 9781641135788

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The book is devoted to substantiating the necessity for starting and supporting the high level of marketing activity of modern healthcare organizations that function in the market conditions under the influence of the competition mechanism. The authors substantiate that state-funded healthcare organizations in Russia, which are the basis of the Russian market of medical services, face the deficit of financial resources and do not have sufficient flexibility for high marketing activity and supporting their competitiveness, which leads to growth of dissatisfaction of society with the healthcare sphere on the whole and increase of demand for services of private organizations of healthcare. The authors show that a perspective solution to this problem is usage of technologies of public-private partnership, which allow conducting deregulation and attracting private investments into development of state organizations of healthcare, thus creating favorable conditions and stimuli for activation of their marketing activities. Recommendations for application of the mechanism of public-private partnership to development of marketing of healthcare organizations in modern Russia are offered.

Cases and Select Readings in Health Care Marketing

• Author : Robert L. Berl
• Publisher : Psychology Press
• File Size : 20,8 Mb
• Release Date : 1989
• Genre: Medical care
• Pages : 580
• ISBN 10 : 0866564292

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Market your health/human service more successfully with this timely new volume. Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today's health care and human services marketing professional.

Strategic Marketing For Health Care Organizations

• Author : Philip Kotler
• Publisher : John Wiley & Sons
• File Size : 15,5 Mb
• Release Date : 2021-02-17
• Genre: Medical
• Pages : 418
• ISBN 10 : 9781118355831

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A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Health Care Marketing Management

• Author : Montague Brown
• Publisher : Jones & Bartlett Learning
• File Size : 12,5 Mb
• Release Date : 1992
• Genre: Political Science
• Pages : 230
• ISBN 10 : 0834203022

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This informative guide to marketing offers you a wealth of ideas for survivingand thrivingin the tough competition of health care today. You'll learn about marketing approaches through a wide range of programsmarket segmentation, product line marketing, marketing physician services, using PR, advertising, building patient loyalty, the hospital product mix, outcome marketing, & more. With Health Care Marketing Management on hand, you'll have a guide to the most successful up-to-date strategies & techniques. You'll be able to sort through the confusion surrounding health care marketingand select the right methods for your organization.

Healthcare Marketing Sales and Service

• Author : John F. O'Malley
• Publisher : Unknown
• File Size : 7,7 Mb
• Release Date : 2001
• Genre: Health maintenance organizations
• Pages : 188
• ISBN 10 : CORNELL:31924086743360

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Essentials of Health Care Marketing

• Author : Eric N. Berkowitz
• Publisher : Jones & Bartlett Learning
• File Size : 7,5 Mb
• Release Date : 2006
• Genre: Education
• Pages : 452
• ISBN 10 : 0763783501

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Health Sciences & Professions

Health Care Marketing Plans

• Author : Steven G. Hillestad
• Publisher : Jones & Bartlett Learning
• File Size : 17,7 Mb
• Release Date : 1991
• Genre: Medical
• Pages : 282
• ISBN 10 : 0834201887

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Health Care Marketing Plans offers health care managers & marketeers step-by-step advice on how to develop & implement a successful marketing strategy for their facility.