Health Care Market Strategy: From Planning to Action

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Jones & Bartlett Publishers, 2013 - Medical - 358 pages
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.
 

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Contents

Strategy Development and the Strategic Mindset
1
Understanding the Strategic Business and Marketing Planning Process
36
The Challenge of a Competitive Marketplace
57
Step 1 Conducting the InternalExternal Assessment
86
Step 2 Creating the Mission Vision and Critical SuccessFactors
130
Step 3 The StrategyAction Match
157
Step 4 Determining Marketing Actions
198
Step 5 Integration of the Marketing Plan with the Business Plan and the Strategic Plan
268
Step 6 The Approval and Monitoring Process
276
Conclusion
293
Consolidated List of Key Questions to Ask in Analysis
307
Sample Strategic and Marketing Plan
314
Model ShortForm Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations
333
Index
336
Copyright

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About the author (2013)

Strategy Advisor, Minnesota

Professor Emeritus, University of Massachusetts, Amherst, Massachusetts

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