Health Care Marketing Plans: From Strategy to Action
Health Care Marketing Plans offers health care managers & marketeers step-by-step advice on how to develop & implement a successful marketing strategy for their facility.
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Chapter 2 Strategy Development and the Strategic Mind Set
Chapter 3 Outlining the Marketing Planning Process
Chapter 4 Establishing the MissionStep 1
Chapter 5 Conducting the InternalExternal Assessment
Chapter 6 The Strategy Action MatchStep 3
Chapter 7 Determining Marketing ActionsStep 4
Chapter 8 Integration of the Marketing PlanStep 5
Chapter 9 The Approval and Monitoring ProcessStep 6
Chapter 10 Conclusion
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advertising alternative American Hospital Association approach areas awareness brand budget business plan buyers competitive competitors consumers corporate cost customers decision demand determine develop differential advantage Differentiate Necessity Niche enter the market establish evaluation example Exhibit facility Figure focus go-for-it goals health care organizations hospital implementation important increase integration internal/external analysis internists Journal of Marketing major market research market segment market share marketing mix marketing objectives marketing plan marketplace life cycle Metz Clinic mission needs operations options organization's patients Penetration Pricing percent personnel physicians position potential preferred provider organizations pricing strategies problems Product Life Cycle product line product or service profit promotion quadrant referral return on equity return on sales revenue sales force salesperson sample selection service offering specific staff stage strategy action match tactics target market tion unique selling proposition