Marketing Of Healthcare Organizations

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Strategic Marketing For Health Care Organizations

Author : Philip Kotler
Publisher : John Wiley & Sons
ISBN 13 : 1118355830
Total Pages : 418 pages
Book Rating : 4.1/5 (183 download)

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Book Synopsis Strategic Marketing For Health Care Organizations by : Philip Kotler

Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-02-17 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Marketing in Healthcare-Related Industries

Author : Robert E. Hinson
Publisher : IAP
ISBN 13 : 1648021085
Total Pages : 287 pages
Book Rating : 4.6/5 (48 download)

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Book Synopsis Marketing in Healthcare-Related Industries by : Robert E. Hinson

Download or read book Marketing in Healthcare-Related Industries written by Robert E. Hinson and published by IAP. This book was released on 2020-07-01 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included. The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders. Praise for Marketing in Healthcare-Related Industries: "Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts." ~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University "Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area." ~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva "A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student." ~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana "This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners." ~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE

Health Care Market Strategy

Author : Steven G. Hillestad
Publisher : Jones & Bartlett Publishers
ISBN 13 : 0763789283
Total Pages : 377 pages
Book Rating : 4.7/5 (637 download)

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Book Synopsis Health Care Market Strategy by : Steven G. Hillestad

Download or read book Health Care Market Strategy written by Steven G. Hillestad and published by Jones & Bartlett Publishers. This book was released on 2013 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 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. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations. The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.

Hospital Marketing

Author :
Publisher :
ISBN 13 :
Total Pages : 116 pages
Book Rating : 4.3/5 (97 download)

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Book Synopsis Hospital Marketing by :

Download or read book Hospital Marketing written by and published by . This book was released on 1986 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Health Services

Author : Richard K. Thomas
Publisher :
ISBN 13 :
Total Pages : 502 pages
Book Rating : 4.E/5 ( download)

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Book Synopsis Marketing Health Services by : Richard K. Thomas

Download or read book Marketing Health Services written by Richard K. Thomas and published by . This book was released on 2005 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Healthcare Marketing

Author : Leigh Cellucci
Publisher :
ISBN 13 : 9781640550797
Total Pages : 239 pages
Book Rating : 4.5/5 (57 download)

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Book Synopsis Healthcare Marketing by : Leigh Cellucci

Download or read book Healthcare Marketing written by Leigh Cellucci and published by . This book was released on 2013 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Health Care Marketing

Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
ISBN 13 : 0763763276
Total Pages : 337 pages
Book Rating : 4.7/5 (637 download)

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Book Synopsis Health Care Marketing by : John L. Fortenberry

Download or read book Health Care Marketing written by John L. Fortenberry and published by Jones & Bartlett Learning. This book was released on 2010 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including 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.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

Marketing of Healthcare Organizations

Author : Elena S. Akopova
Publisher : IAP
ISBN 13 : 1641135786
Total Pages : 113 pages
Book Rating : 4.6/5 (411 download)

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Book Synopsis Marketing of Healthcare Organizations by : Elena S. Akopova

Download or read book Marketing of Healthcare Organizations written by Elena S. Akopova and published by IAP. This book was released on 2020-07-01 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book is devoted to substantiating the necessity for starting and supporting the high level of marketing activity of modern healthcare organizations that function in the market conditions under the influence of the competition mechanism. The authors substantiate that state-funded healthcare organizations in Russia, which are the basis of the Russian market of medical services, face the deficit of financial resources and do not have sufficient flexibility for high marketing activity and supporting their competitiveness, which leads to growth of dissatisfaction of society with the healthcare sphere on the whole and increase of demand for services of private organizations of healthcare. The authors show that a perspective solution to this problem is usage of technologies of public-private partnership, which allow conducting deregulation and attracting private investments into development of state organizations of healthcare, thus creating favorable conditions and stimuli for activation of their marketing activities. Recommendations for application of the mechanism of public-private partnership to development of marketing of healthcare organizations in modern Russia are offered.

Essentials of Health Care Marketing

Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
ISBN 13 : 1284200159
Total Pages : 806 pages
Book Rating : 4.2/5 (842 download)

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Book Synopsis Essentials of Health Care Marketing by : Eric N. Berkowitz

Download or read book Essentials of Health Care Marketing written by Eric N. Berkowitz and published by Jones & Bartlett Learning. This book was released on 2021-03-29 with total page 806 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition

Health Services Marketing

Author : Richard K. Thomas
Publisher : Springer Science & Business Media
ISBN 13 : 0387736069
Total Pages : 170 pages
Book Rating : 4.3/5 (877 download)

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Book Synopsis Health Services Marketing by : Richard K. Thomas

Download or read book Health Services Marketing written by Richard K. Thomas and published by Springer Science & Business Media. This book was released on 2007-10-30 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: For today’s busy health care professional, clinical expertise is not enough: one also has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for input. From promotions to pricing, this book clearly and succinctly explains the range of marketing activities and techniques, 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 Complete Guide to Hospital Marketing, Second Edition

Author : Patrick T. Buckley
Publisher : HC Pro, Inc.
ISBN 13 : 1601463510
Total Pages : 191 pages
Book Rating : 4.6/5 (14 download)

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Book Synopsis The Complete Guide to Hospital Marketing, Second Edition by : Patrick T. Buckley

Download or read book The Complete Guide to Hospital Marketing, Second Edition written by Patrick T. Buckley and published by HC Pro, Inc.. This book was released on 2009-09-10 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.

Marketing and Healthcare Organizations

Author : Colin Gilligan
Publisher : CRC Press
ISBN 13 : 1315348888
Total Pages : 224 pages
Book Rating : 4.3/5 (153 download)

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Book Synopsis Marketing and Healthcare Organizations by : Colin Gilligan

Download or read book Marketing and Healthcare Organizations written by Colin Gilligan and published by CRC Press. This book was released on 2018-04-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially. One consequence of this is that health-care managers are having to look at managerial approaches and techniques that previously were the province of the private sector. Prominent among those is the whole area of marketing. This work takes a broad approach to the marketing process, highlighting some of the challenges that health-care managers and medical professionals are having to face. Having done this, the authors move on to examine some of the characteristics of good and bad management practice. It is against this background that, in subsequent chapters, they turn their attention to the question of marketing and how it might best contribute to the management of organizations throughout the health sector. Each chapter includes questions and checklists offering scope for applying marketing principles to primary and secondary health-care organizations of all types, sizes and specialities.

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Author : Santos, José Duarte
Publisher : IGI Global
ISBN 13 : 1799872645
Total Pages : 355 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector by : Santos, José Duarte

Download or read book Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector written by Santos, José Duarte and published by IGI Global. This book was released on 2021-06-25 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

Healthcare Marketing

Author : Barbara Ross Wooldridge
Publisher :
ISBN 13 : 9781516514267
Total Pages : 272 pages
Book Rating : 4.5/5 (142 download)

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Book Synopsis Healthcare Marketing by : Barbara Ross Wooldridge

Download or read book Healthcare Marketing written by Barbara Ross Wooldridge and published by . This book was released on 2018-04-02 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Healthcare Marketing: Strategies for Creating Value in the Patient Experience provides students with the tools to effectively combine healthcare expertise with key marketing principles to positively affect patient satisfaction. The book features insights from practicing healthcare professionals, focused readings, and background on marketing insights deeply connected to the world of healthcare to help students adapt and thrive in a dynamic and ever-changing industry. The opening chapter of the text identifies the seven areas healthcare providers should examine to determine whether their products and services are providing value to patients. Later chapters address the healthcare paradigm shift, strategic healthcare marketing, how caregivers create value, patient-centricity, and ethics in healthcare marketing. Healthcare Marketing prepares students to enter a professional healthcare environment with the marketing and management expertise needed to support a positive patient experience. The book is an excellent resource for courses that focus on marketing for healthcare programs and services. Practicing healthcare professionals will also find the information valuable and timely. Kerri M. Camp is an associate professor of marketing at The University of Texas at Tyler. She holds a Ph.D. from Texas Tech University and has over seven years of industry experience in healthcare administration and marketing consulting for healthcare organizations. She has served on multiple healthcare organization boards and advisory committees and has been an invited columnist for The Daily Sentinel, a media consultant for local CBS and NBC news, and a guest speaker for numerous state and local organizations. Barbara Ross Wooldridge is a professor of marketing at The University of Texas at Tyler. She holds a Ph.D. from Louisiana State University and has both an academic and professional background in marketing. She has spent the last five years immersed in researching the healthcare field and has taught in UT Tyler's Online Healthcare M.B.A. since its inception. She has taught basic healthcare marketing and special topics in healthcare. She serves as an expert witness in medical/marketing cases.

Healthcare Relationship Marketing

Author : Dr Ira J Haimowitz
Publisher : Gower Publishing, Ltd.
ISBN 13 : 1409459039
Total Pages : 264 pages
Book Rating : 4.4/5 (94 download)

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Book Synopsis Healthcare Relationship Marketing by : Dr Ira J Haimowitz

Download or read book Healthcare Relationship Marketing written by Dr Ira J Haimowitz and published by Gower Publishing, Ltd.. This book was released on 2012-09-28 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Essentials of Health Care Marketing

Author : Berkowitz
Publisher : Jones & Bartlett Publishers
ISBN 13 : 1284094316
Total Pages : 609 pages
Book Rating : 4.2/5 (84 download)

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Book Synopsis Essentials of Health Care Marketing by : Berkowitz

Download or read book Essentials of Health Care Marketing written by Berkowitz and published by Jones & Bartlett Publishers. This book was released on 2016-08-15 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Modern Health Care Marketing

Author : Gamini Gunawardane
Publisher : World Scientific
ISBN 13 : 9813279532
Total Pages : 515 pages
Book Rating : 4.8/5 (132 download)

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Book Synopsis Modern Health Care Marketing by : Gamini Gunawardane

Download or read book Modern Health Care Marketing written by Gamini Gunawardane and published by World Scientific. This book was released on 2020-06-05 with total page 515 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.