Download or read book Essentials of Health Care Marketing written by Berkowitz and published by Jones & Bartlett Publishers. This book was released on 2016-08-15 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Health Care Marketing written by John L. Fortenberry and published by Jones & Bartlett Learning. This book was released on 2010 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including 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.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.
Download or read book Cases in Health Care Marketing written by John L. Fortenberry and published by Jones & Bartlett Learning. This book was released on 2011 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Health Care Market Strategy written by Steven G. Hillestad and published by Jones & Bartlett Learning. This book was released on 2018-11-30 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Healthcare Relationship Marketing written by Dr Ira J Haimowitz and published by Gower Publishing, Ltd.. This book was released on 2012-09-28 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Marketing Health Services written by Richard K. Thomas and published by . This book was released on 2020 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "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"--
Download or read book RESULTS written by Scott Weintraub and published by Advantage Media Group. This book was released on 2015 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: DISRUPTION CREATES OPPORTUNITY FOR THOSE WHO EMBRACE CHANGE. NEW WINNERS AND LOSERS WILL EMERGE. THIS BOOK WILL HELP YOU AND YOUR COMPANY THRIVE IN THE AGE OF DISRUPTION. The informational and technological revolutions have forever changed the practice of medicine. We analyze data in a flash and marketers deliver it with pinpoint accuracy at just the right moment. When patients put their trust in our brands and place their lives in our hands, marketers have to quickly analyze the data accessible to us so we can deliver the right information at the right time, all while navigating the complexities of industry regulations. Timely messaging through the patient journey provides marketers today with an unprecedented opportunity. We must capitalize on this opportunity in order to stay relevant and profitable in the changing landscape. Results shows you the biggest trends happening now so you can be heard above the noise, deliver meaningful value, and to build real brand loyalty to drive your pharmaceutical and healthcare marketing far into the future. This book is essential reading for developers, manufacturers, and marketers of pharmaceutical and healthcare companies as well as the agencies, partners, publishers, suppliers and other service providers that support them in their marketing efforts. Authors RJ Lewis, Scott Weintraub, Brad Sitler, Joanne McHugh, and Roger Zan each share key insights into the growing trends in healthcare that you need to understand in order to better market your products. Join them at the front line as they speak to over a dozen executives of global pharmaceutical manufacturing companies to hear the technology, regulation, and the ever-shifting marketing challenges they see in front of them that could spell big opportunities for your company.
Download or read book Modern Health Care Marketing written by Gamini Gunawardane and published by World Scientific. This book was released on 2020-06-05 with total page 515 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Healthcare Marketing written by Leigh W. Cellucci and published by . This book was released on 2014 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. --
Download or read book Healthcare Marketing written by Leigh Cellucci and published by . This book was released on 2013 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Health Services Marketing written by Richard K. Thomas and published by Springer Science & Business Media. This book was released on 2008 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Healthcare Marketing in the Digital Times written by Olivia Flaggert and published by . This book was released on 2018-02-20 with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you a physician looking to grow your new patient base through online marketing? If so, then this book is for you! Today, patients are going online to find their doctor, and it is more important than ever for healthcare providers to show up online when patients are searching. Learn how doctors can use SEO, social media marketing, PPC, and other online techniques to increase new patient appointments. Includes 30 Days of Facebook Post Ideas!
Download or read book Healthcare Marketing Strategies for Creating Value in the Patient Experience First Edition written by Barbara Ross Wooldridge and published by Cognella Academic Publishing. This book was released on 2018-03-30 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Healthcare Marketing: Strategies for Creating Value in the Patient Experience provides students with the tools to effectively combine healthcare expertise with key marketing principles to positively affect patient satisfaction. The book features insights from practicing healthcare professionals, focused readings, and background on marketing insights deeply connected to the world of healthcare to help students adapt and thrive in a dynamic and ever-changing industry. The opening chapter of the text identifies the seven areas healthcare providers should examine to determine whether their products and services are providing value to patients. Later chapters address the healthcare paradigm shift, strategic healthcare marketing, how caregivers create value, patient-centricity, and ethics in healthcare marketing. Healthcare Marketing prepares students to enter a professional healthcare environment with the marketing and management expertise needed to support a positive patient experience. The book is an excellent resource for courses that focus on marketing for healthcare programs and services. Practicing healthcare professionals will also find the information valuable and timely.
Download or read book Healthcare Marketing Sales and Service written by John F. O'Malley and published by . This book was released on 2001 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector written by Santos, José Duarte and published by IGI Global. This book was released on 2021-06-25 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.
Download or read book Healthcare Marketing and Business Development written by Emil Zhalmukhamedov and published by Createspace Independent Publishing Platform. This book was released on 2018-06-14 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is dedicated to physicians and all medical professionals, who are seeking to improve hospital's or private practice's business performance through marketing and business development strategies. Profit made from this book will help improve underserved, urban and rural healthcare!
Download or read book An American Sickness written by Elisabeth Rosenthal and published by Penguin. This book was released on 2017-04-11 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: A New York Times bestseller/Washington Post Notable Book of 2017/NPR Best Books of 2017/Wall Street Journal Best Books of 2017 "This book will serve as the definitive guide to the past and future of health care in America.”—Siddhartha Mukherjee, Pulitzer Prize-winning author of The Emperor of All Maladies and The Gene At a moment of drastic political upheaval, An American Sickness is a shocking investigation into our dysfunctional healthcare system - and offers practical solutions to its myriad problems. In these troubled times, perhaps no institution has unraveled more quickly and more completely than American medicine. In only a few decades, the medical system has been overrun by organizations seeking to exploit for profit the trust that vulnerable and sick Americans place in their healthcare. Our politicians have proven themselves either unwilling or incapable of reining in the increasingly outrageous costs faced by patients, and market-based solutions only seem to funnel larger and larger sums of our money into the hands of corporations. Impossibly high insurance premiums and inexplicably large bills have become facts of life; fatalism has set in. Very quickly Americans have been made to accept paying more for less. How did things get so bad so fast? Breaking down this monolithic business into the individual industries—the hospitals, doctors, insurance companies, and drug manufacturers—that together constitute our healthcare system, Rosenthal exposes the recent evolution of American medicine as never before. How did healthcare, the caring endeavor, become healthcare, the highly profitable industry? Hospital systems, which are managed by business executives, behave like predatory lenders, hounding patients and seizing their homes. Research charities are in bed with big pharmaceutical companies, which surreptitiously profit from the donations made by working people. Patients receive bills in code, from entrepreneurial doctors they never even saw. The system is in tatters, but we can fight back. Dr. Elisabeth Rosenthal doesn't just explain the symptoms, she diagnoses and treats the disease itself. In clear and practical terms, she spells out exactly how to decode medical doublespeak, avoid the pitfalls of the pharmaceuticals racket, and get the care you and your family deserve. She takes you inside the doctor-patient relationship and to hospital C-suites, explaining step-by-step the workings of a system badly lacking transparency. This is about what we can do, as individual patients, both to navigate the maze that is American healthcare and also to demand far-reaching reform. An American Sickness is the frontline defense against a healthcare system that no longer has our well-being at heart.
