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.
- 260 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Table of contents
- Cover Page
- Title Page
- Copyright Page
- Contents
- List of Figures
- List of Tables
- List of Abbreviations
- About the Author
- Acknowledgements
- Preface
- 1 Healthcare Trends and Relationship Marketing’s Role
- 2 Foundations of Relationship Marketing
- 3 Discovery: Situation Assessment
- 4 Strategy: Planning the Relationship Marketing Program
- 5 Analytics Planning for Relationship Marketing
- 6 Execution: Placing in the Marketplace
- 7 Measurement of Healthcare Relationship Marketing Programs
- 8 Optimization and the New Cycle
- 9 Conclusions and the Future
- Appendix A: Solutions to Exercises
- Bibliography
- Index
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Yes, you can access Healthcare Relationship Marketing by Ira J. Haimowitz in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over 1.5 million books available in our catalogue for you to explore.