Healthcare Marketing: A Case Study Approach
eBook - PDF
Available until 16 Jan |Learn more

Healthcare Marketing: A Case Study Approach

  1. 239 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF
Available until 16 Jan |Learn more

Healthcare Marketing: A Case Study Approach

About this book

Experienced healthcare marketers know that the traditional four Ps of business marketing—product, price, placement, and promotion—don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps—physicians, patients, payers, public, and the presence of politics—for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications.

Topics addressed in this book include:

The history of healthcare marketing practices Physician, patient, and hospital interactions Alignment of strategic marketing efforts to the mission, vision, and values of an organization Ethics of healthcare marketing Stakeholders' roles in healthcare marketing Conflict management techniques The basics of a healthcare marketing plan

Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

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Yes, you can access Healthcare Marketing: A Case Study Approach by Leigh W. Cellucci,Carla Wiggins,Tracy J. Farnsworth in PDF and/or ePUB format, as well as other popular books in Medicine & Public Health, Administration & Care. We have over one million books available in our catalogue for you to explore.

Information

Publisher
ACHE Learn
Year
2013
eBook ISBN
9781567936469
Edition
0
Topic
Medicine
Subtopic
Public Health, Administration & Care

Table of contents

  1. Cover
  2. Brief Contents
  3. Detailed Contents
  4. Foreword
  5. Preface
  6. Acknowledgments
  7. Part I Foundations of Healthcare Marketing
  8. Chapter 1 The Healthcare Industry And Healthcare Marketing
  9. Chapter 2 The Growth Of Marketing Efforts In Healthcare
  10. Chapter 3 Strategy And Healthcare Marketing
  11. Chapter 4 Ethics And Healthcare Marketing
  12. Part II The Five P's Of Healthcare Marketing
  13. Chapter 5 Physicians
  14. Chapter 6 Patients
  15. Chapter 7 Payers
  16. Chapter 8 The Public
  17. Chapter 9 The Presence Of Politics
  18. Part III Interpersonal Skills For Healthcare Marketer
  19. Chapter 10 Communication
  20. Chapter 11 Conflict Management
  21. Chapter 12 Teamwork and Leadership
  22. Part IV Strategic Actions of the Healthcare Marketer
  23. Chapter 13 Budgeting Basics
  24. Chapter 14 Strategic Marketing
  25. Chapter 15 The Marketing Plan
  26. Glossary
  27. Index
  28. About the Authors