Author: William Winston
Publisher: Routledge
ISBN: 1317941632
Category : Business & Economics
Languages : en
Pages : 582
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Book Description
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. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!
Author: John L. Fortenberry
Publisher: Jones & Bartlett Learning
ISBN: 0763764485
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
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.
Author: Leigh Cellucci
Publisher: Gateway to Healthcare Manageme
ISBN: 9781567936056
Category : Medical
Languages : en
Pages : 0
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Book Description
Experienced healthcare marketers know that the traditional four Ps of business marketing--product, price, placement, and promotion--don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps--physicians, patients, payers, public, and the presence of politics--for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications. Topics addressed in this book include: The history of healthcare marketing practices Physician, patient, and hospital interactions Alignment of strategic marketing efforts to the mission, vision, and values of an organization Ethics of healthcare marketing Stakeholders' roles in healthcare marketing Conflict management techniques The basics of a healthcare marketing plan Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.
Author: Berkowitz
Publisher: Jones & Bartlett Publishers
ISBN: 1284094316
Category : Business & Economics
Languages : en
Pages : 609
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Book Description
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.
Author: Robert E. Hinson
Publisher: IAP
ISBN: 1648021085
Category : Medical
Languages : en
Pages : 287
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Book Description
Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included. The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders. Praise for Marketing in Healthcare-Related Industries: "Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts." ~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University "Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area." ~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva "A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student." ~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana "This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners." ~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE
Author: Lenard W Kaye
Publisher: Routledge
ISBN: 1317837312
Category : Medical
Languages : en
Pages : 316
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Book Description
This anthology responds to the recurring call for quality in home care service provision. It presents to agency administrators, managers, supervisors, and front line service providers a set of the most up-to-date policy, program, and practice developments in the field. Each contributor to New Developments in Home Care Services for the Elderly explores issues of client/staff diversity and the challenges associated with working with clients grappling with disabling conditions. Contributors in New Developments in Home Care Services for the Elderly explore issues of client/staff diversity and the challenges associated with working with clients grappling with various disabling conditions. Topics addressed include: alternative organizational models in home care the importation of high technology services into the home legal and ethical issues in home health care counseling homebound clients and their families clinical assessment tools and packages case management and the home care client home care entitlements and benefits evaluating and monitoring the effectiveness of in-home care marketing home health care services home care service experiences in other countries New Developments in Home Care Services for the elderly covers a continuum of care ranging from housekeeping services to self-care education, teaching, and training services to nursing and medically related services. Consequently, the information contained within this volume is of immediate relevance to a multidisciplinary audience having both direct (field) and indirect (office) service responsibilities in the home care organization. Social workers, nurses, business administrators, and public health professionals will find this an invaluable guide for providing effective home care services.
Author: Leigh W. Cellucci
Publisher:
ISBN: 9781567936469
Category : Electronic books
Languages : en
Pages : 227
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Book Description
Experienced healthcare marketers know that the traditional four Ps of business marketing (product, price, placement, and promotion) don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps (physicians, patients, payers, public, and the presence of politics) for building a solid foundation in healthcare marketing. Topics include: the history of healthcare marketing practices; physician, patient, and hospital interactions; alignment of strategic marketing efforts to the mission, vision, and values of an organization; ethics of healthcare marketing; stakeholders' roles in healthcare marketing; conflict management techniques; and the basics of a healthcare marketing plan. --
Author: Eric N. Berkowitz
Publisher: Jones & Bartlett Learning
ISBN: 1284200159
Category : Medical care
Languages : en
Pages : 806
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Book Description
"Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition
Author: Steven G. Hillestad
Publisher: Jones & Bartlett Learning
ISBN: 9780763747992
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
With this book your students will learn step-by-step how to develop and implement a successful marketing strategy for health care facilities.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118355830
Category : Medical
Languages : en
Pages : 418
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Book Description
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.