Health Services Marketing: A Practitioner's Guide

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Springer Science & Business Media, Oct 30, 2007 - Medical - 164 pages

Despite the growing importance of marketing for health professionals, there is no concise how-to guide available on the topic for use by physician practices, hospitals and other healthcare organizations. Although the industry has become increasingly market driven, healthcare administrators and marketers are left with little guidance with regard to the concepts, techniques, and data appropriate for healthcare marketing.

The proposed book would serve as a convenient reference for health professionals who want to understand the marketing process, develop marketing initiatives or interface with marketing professionals. Marketing theory and the history of marketing in healthcare will be minimized in an attempt to provide a practical guide for everyday use. The focus will be on how to do marketing, with the reader introduced to supporting aspects such as market research, marketing planning, and evaluation. The author also discusses marketing techniques for social marketing.

Health Services Marketing: A Practitioner’s Guide will cover broad topics appropriate for any healthcare organization and provide enough specifics to tailor marketing activities to the needs of particular practitioners. This book will be useful for both for-profit and not-for-profit organizations.

 

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Contents

Introduction to Healthcare Marketing
1
Why Marketing is the Hardest Job in Healthcare
2
Who Should Market?
4
Why Healthcare Marketing is Different
6
Justifications for Healthcare Marketing
8
The Basics of Marketing
11
Marketing Planning
12
Marketing Techniques
13
Other Customers
72
Prioritizing Customers
74
Consumer Attitudes
75
Segmenting Healthcare Customers
77
Paying the Marketing Freight
81
Marketing as an Investment
82
Rethinking Marketing Costs
83
Paying for Marketing Expertise
84

Target Marketing
14
Ideas
15
Healthcare Consumers and Other Target Audiences
16
Clients
17
EndUsers
18
Price
19
The Marketing Process
21
Stating Assumptions
22
Reviewing Available Data
23
Setting Marketing Goals
24
Developing the Promotional Mix
25
Determining the Channels
26
Implementing the Marketing Campaign
27
Launching the Campaign
28
Managing the Campaign
29
Marketing Research
31
Data Dimensions in Marketing Research
32
Internal Versus External Data
33
Geographic Level
34
Dimensions of Marketing Research
37
Internal Audit
38
Profiling the Market
41
Primary Research
43
Quantitative Research
44
Computerized Interviews
45
Sources of Data
47
Sources of External Data
48
Marketing Planning
52
Timeframe for Marketing Planning
53
The Marketing Planning Process
54
Stating Assumptions
55
The Marketing Audit
56
Setting Goals
57
Determining Strategies
58
Specifying Actions
59
Implementing the Marketing Plan
61
Evaluating the Marketing Plan
64
Healthcare Products and Customers
65
The Product Mix
66
Packaging the Product
68
Healthcare Customers
70
Investing in Marketing Resources
86
Getting the Most Bang for the Buck
87
Reference
90
Market Positioning and Strategy Development
91
Determining Your Position
93
Strategy Development
94
Strategic Options
95
Strategy and the Four Ps
98
Place Strategies
99
Choosing Among Promotional Options
102
Standard Promotional Techniques
103
Community Outreach
104
Advertising
105
Personal Selling
106
Direct Marketing
107
Selecting Among Media Options
110
Electronic Media
112
Criteria for Selecting Promotional Techniques
115
Channels
116
Timing
117
Social Marketing
118
The Four Ps and Social Marketing
119
Steps in the Social Marketing Process
120
Identifying Who Must Act to Solve the Problem
121
Conducting Formative Research
122
References
125
The New Healthcare Marketing
126
Emerging Marketing Techniques
127
Leveraging the Organization
128
Leveraging Technology
131
Limitations to Contemporary Marketing Techniques
134
Measuring the Effectiveness of Marketing
137
Why Its Harder in Healthcare
138
Misconceptions About Evaluation
139
Types of Evaluation
140
Outcome Evaluation
142
Impact Evaluation
143
Collecting Evaluation Data
147
How to Be a Healthcare Marketing Hero
151
Index
157
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Page 1 - Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives'.

About the author (2007)

Richard K. Thomas is Vice President of the Health Management Associates, Memphis, TN. He is also Associate Professor at the University of Tennessee Health Science Center. Thomas has authored a recent academic treatment of marketing and healthcare: Marketing Health Services (2004, Health Administration Press). He is also author of Health Communication and several other books on health administration published by Springer.

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