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Marketing Matters:
A Guide for Healthcare Executives
Richard K. Thomas, PhD
Michael Calhoun
ISBN 13: 978-1-56793-276-8
Softbound, 151 pp, 2007
Imprint: ACHE Management Series Book
Order code: 2084
Price: $75.00
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Marketing is more than a television ad for a new birthing center or press coverage of a health fair. Marketing is reputation management. Marketing has become increasingly important to all healthcare managers, not just marketers, and only senior management can ensure that any marketing plan faithfully reflects the organization’s image and strategic thrust.
This book explains what marketing is, what it can contribute to your organization, how it is done, and how it is measured. This straightforward guide will help you become a better marketer—not in the sense of developing marketing campaigns but using marketing to shape and control your organization’s reputation.
Topics covered include:
The marketing process
The senior manager’s role in marketing
Marketing research and planning
The dollars and sense of marketing
Market positioning and strategy development
The promotional toolbox
The changing marketing paradigm
Measuring the effectiveness of marketing
Richard K. Thomas, PhD, is vice president of Health and Performance Resources and has been involved in healthcare market research and consultation with hospitals, clinics, health plans, and other healthcare organizations in both the public and private sectors for more than 30 years. He is an adjunct faculty member of The University of Tennessee Health Science Center and the University of Mississippi and is a fellow of the Center for Population Studies at the University of Mississippi. He previously served as the editor of Marketing Health Services, the healthcare journal of the American Marketing Association. |
Michael Calhoun has 30 years of experience in marketing, communications and public relations. He spent 12 years as the chief marketing officer for one of the nation's largest healthcare systems and has subsequently been involved in strategic marketing management and corporate communications in a variety of settings. |
| “Marketing Matters: A Guide for Healthcare Executives, does an outstanding job of explaining all aspects of an effective marketing program. [The authors] clearly review the value of marketing, explain how that value can be measured, and demonstrate how marketing can be used to enhance the performance of a healthcare organization.”
—Maurice Elliott, CEO Emeritus, Methodist Healthcare |
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