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:

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.