This book may also be purchased as a textbook with perpetual electronic access. Visit cafescribe.com for more information.
Healthcare marketing has not only come of age; it has also risen to a new level of prominence. Increased competition has driven healthcare providers to better understand the market in which they operate, their customers, and their customers’ motivations. Marketing is now a recognized and established function in many healthcare organizations.
This book introduces healthcare leaders to the concepts they need to understand to plan and launch an effective marketing initiative. It provides a comprehensive view of the marketing process, from evaluating market needs to developing a marketing campaign to evaluating marketing efforts.
This edition discusses recent developments in healthcare that are affecting the marketing of health services, as well as contemporary marketing approaches. New topics include:
The use of consumer engagement techniques to encourage wellness behavior
Competition in the international healthcare market
Measurement of return on investment of marketing dollars
The use of social media to inform and educate consumers
New case studies provide real-world exposure to the field; the glossary has been updated to include the latest terms; and expanded how-to sections illustrate the techniques used to assess markets and determine healthcare needs.
Instructor Resources: Key points and terms, discussion questions, case studies and talking points, student exercises, and PowerPoint slides. To see a sample, click the link in the right-hand navigation bar.