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New Edition Publishing December 2009!
Although it took the concept of marketing decades to take hold in the healthcare industry, it has become an integral part of a healthcare organization's success in recent years. Public relations, advertising, and marketing departments have staff, budgets, and the responsibility of contributing to the bottom line, just like any other department.
This practical text covers everything from understanding healthcare markets to marketing techniques to supporting the marketing effort.
Benefits:
- Sound grounding in basic marketing concepts
- Background on the factors that drive marketing approaches and consumer behavior
- Practical tips on devising a marketing strategy and managing its progress
- Critical analysis of the marketing techniques currently used in healthcare
- Introduction to emerging techniques being adapted
- Case studies illustrating various marketing techniques
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. |
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"A must-read for anyone new to healthcare or healthcare marketing. This book is also a great resource for those already working in the field!"
Bill Gombeski, Administrative Director
Marketing and Communications Department
Yale-New Haven Health System and Hospital
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