Health Services Marketing Book

Health Services Marketing

  • Author : Richard K. Thomas
  • Publisher : Springer Science & Business Media
  • File Size : 8,5 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.

Marketing Health Services Book

Marketing Health Services

  • Author : Richard K. Thomas
  • Publisher : Unknown
  • File Size : 8,9 Mb
  • Release Date : 2020
  • Genre: Uncategoriezed
  • Pages : null
  • ISBN 10 : 1640551573
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"This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment"--

Health Service Marketing Management in Africa Book

Health Service Marketing Management in Africa

  • Author : Robert Hinson
  • Publisher : CRC Press
  • File Size : 17,9 Mb
  • Release Date : 2019-12-16
  • Genre: Medical
  • Pages : 292
  • ISBN 10 : 9780429683930
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Health Service Marketing Management in Africa (978-0-429-40085-8, K402492) Shelving Guide: Business & Management / Marketing Management The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach. In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book. This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing

Hospital Marketing Book

Hospital Marketing

  • Author : Anonim
  • Publisher : Leonard Davis Inst Health Econ
  • File Size : 11,8 Mb
  • Release Date : 1986
  • Genre: Social Science
  • Pages : 99
  • ISBN 10 : UOM:39076000647771
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Essentials of Health Care Marketing Book

Essentials of Health Care Marketing

  • Author : Berkowitz
  • Publisher : Jones & Bartlett Publishers
  • File Size : 9,6 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 Book

Modern Health Care Marketing

  • Author : Gamini Gunawardane
  • Publisher : World Scientific
  • File Size : 6,9 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.

Marketing Mental Health Services to Managed Care Book

Marketing Mental Health Services to Managed Care

  • Author : William Winston
  • Publisher : Routledge
  • File Size : 19,7 Mb
  • Release Date : 2020-04-03
  • Genre: Medical
  • Pages : 157
  • ISBN 10 : 9781317822912
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Managed care is rapidly making traditional marketing strategies for mental health services obsolete. Here is the definitive book that helps professionals understand contemporary market forces and how to reshape marketing strategies in an increasingly competitive environment. Marketing Mental Health Services to Managed Care begins by demystifying the seemingly bewildering world of managed care systems. It enables the reader to become a fully informed partner in providing services for managed care systems. In an era in which many professionals are affiliated with one or more managed care networks, this book guides clinicians toward greater control of their professional futures by providing the steps necessary to develop a successful managed care oriented practice strategy. It will be especially helpful to the newcomer to practice in the 1990s or the seasoned practitioner interested in increasing referrals from managed care systems. Readers of this highly practical new book learn how to analyze the market for clinical services, how to plan and develop services for the managed care market, and how to sell professional services in an era dominated by active payor entities. The increased importance of automation, group practices, and effective office management skills are discussed. Although of particular value to outpatient practitioners, Marketing Mental Health Services to Managed Care also discusses marketing strategies and revenue generating ideas for inpatient mental health and substance abuse treatment facilities. Program managers, administrators, and marketing professionals in the hospital industry will find this book a valuable investment. Of special interest to all readers are chapters addressing the impact of managed care systems--with their focus on accountability, cost-effectiveness, and quality--upon traditional clinical paradigms. Brief therapy skills and techniques are discussed by these two veteran clinicians and writers. Emerging clinical innovations and

Promotion and Marketing Communications Book

Promotion and Marketing Communications

  • Author : Umut Ayman
  • Publisher : BoD – Books on Demand
  • File Size : 12,5 Mb
  • Release Date : 2020-07-08
  • Genre: Business & Economics
  • Pages : 208
  • ISBN 10 : 9781838802271
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This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.

Healthcare Relationship Marketing Book

Healthcare Relationship Marketing

  • Author : Ira J. Haimowitz
  • Publisher : CRC Press
  • File Size : 16,6 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.

Marketing Health Services Book

Marketing Health Services

  • Author : Richard Thomas
  • Publisher : Asociation of University Programs in Health Administration/Health Administration Press
  • File Size : 10,9 Mb
  • Release Date : 2014-09
  • Genre: Medical care
  • Pages : 0
  • ISBN 10 : 1567936784
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Instructor Resources: Test bank, course lesson plans, PowerPoint slides, and a transition guide to the new edition. New! Comprehensive course lesson plans are designed to promote an active classroom. Use the lesson plans to set up a new course or adapt your current syllabus to this edition of the text. Activities have been designed to enhance critical-thinking and problem-solving skills, as well as information retention and retrieval capacity. Designed for either an online or on-ground environment. Includes 27 Case Studies! Healthcare organizations are facing significant challenges as implementation of the Affordable Care Act brings about a number of paradigm shifts in the field. In the face of these challenges, healthcare marketers can implement a wide range of strategies--both traditional and contemporary--to help their organizations successfully navigate this period. This book brings a fresh perspective to many tried-and-true marketing techniques but also discusses new opportunities, including social media, healthcare globalization, consumer engagement, and more. Changes to the third edition: The latest healthcare marketing trends are discussed, including database marketing, customer relationship management, and digital marketing A new chapter on social media reviews the various forms of digital communication and their impact on disseminating healthcare information within the field and to consumers Supporting information within the text includes in-line glossary terms, key points at the end of each chapter, discussion questions for student collaboration, and additional resources on topics discussed in the chapter Revised support materials include an instructor's manual, PowerPoint slides, answers to selected case study questions, and an entirely new test bank

Health Care Marketing Book

Health Care Marketing

  • Author : Fortenberry
  • Publisher : Jones & Bartlett Publishers
  • File Size : 15,9 Mb
  • Release Date : 2009-01-28
  • Genre: Business & Economics
  • Pages : 336
  • ISBN 10 : 9780763778040
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Health Care Marketing: Tools and Techniques provides the reader with essential tips, strategies, tools and techniques for successful marketing in the health care industry. Complete with summary questions and learning objectives, this book is a must-have resource for anyone interested in health care marketing. Important Notice: The digital edition of this book is missing some of the images or content found in the physical edition.

Strategic Marketing For Health Care Organizations Book

Strategic Marketing For Health Care Organizations

  • Author : Philip Kotler
  • Publisher : John Wiley & Sons
  • File Size : 12,9 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.

Marketing of Healthcare Organizations Book

Marketing of Healthcare Organizations

  • Author : Elena Sergeevna Akopova
  • Publisher : Unknown
  • File Size : 11,5 Mb
  • Release Date : 2020-07-30
  • Genre: Business & Economics
  • Pages : 112
  • ISBN 10 : 164113576X
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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 in Health Care Marketing Book

Cases in Health Care Marketing

  • Author : John L. Fortenberry
  • Publisher : Jones & Bartlett Learning
  • File Size : 7,5 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.

Cases in Health Care Marketing Book

Cases in Health Care Marketing

  • Author : Fortenberry
  • Publisher : Jones & Bartlett Publishers
  • File Size : 13,7 Mb
  • Release Date : 2010-02-26
  • Genre: Medical
  • Pages : 252
  • ISBN 10 : 9781449610388
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Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in Product, Brand & Identity Management; Marketing Communications; Marketing Management; Marketing Strategy & Planning; Environmental Analysis & Competitive Assessment. Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructor’s materials.