Health Care Marketing PDF Book

Author : Gamini Gunawardane
Publisher : World Scientific
Release : 2020-06-05
Category : Business & Economics
ISBN : 9789813279537
File Size : 34,9 Mb
Total Download : 411

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Book Summary: 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.

Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Release : 2016-08-15
Category : Business & Economics
ISBN : 9781284094312
File Size : 45,8 Mb
Total Download : 818

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Book Summary: 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.

Author : Richard K. Thomas
Publisher : Springer Science & Business Media
Release : 2008
Category : Medical
ISBN : 9780387736044
File Size : 28,9 Mb
Total Download : 794

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Book Summary: 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.

Author : Leigh Cellucci
Publisher : Unknown
Release : 2013
Category : Uncategorized
ISBN : 1640550798
File Size : 47,8 Mb
Total Download : 687

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Book Summary:

Author : Anonim
Publisher : Leonard Davis Inst Health Econ
Release : 1986
Category : Social Science
ISBN : UOM:39076000647771
File Size : 51,8 Mb
Total Download : 771

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Book Summary:

Author : Steven G. Hillestad,Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Release : 2018-11-30
Category : Medical
ISBN : 9781284150407
File Size : 33,9 Mb
Total Download : 601

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Book Summary: 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.

Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Release : 2010-10-22
Category : Business & Economics
ISBN : 9780763764487
File Size : 12,9 Mb
Total Download : 259

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Book Summary: 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.

Author : Ira J. Haimowitz
Publisher : CRC Press
Release : 2016-04-22
Category : Business & Economics
ISBN : 9781317123194
File Size : 39,8 Mb
Total Download : 647

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Book Summary: 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.