Health Care Marketing Management

Front Cover
Jones & Bartlett Learning, 1992 - Political Science - 213 pages
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This informative guide to marketing offers you a wealth of ideas for survivingand thrivingin the tough competition of health care today. You'll learn about marketing approaches through a wide range of programsmarket segmentation, product line marketing, marketing physician services, using PR, advertising, building patient loyalty, the hospital product mix, outcome marketing, & more. With Health Care Marketing Management on hand, you'll have a guide to the most successful up-to-date strategies & techniques. You'll be able to sort through the confusion surrounding health care marketingand select the right methods for your organization.
 

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Contents

Strategic Marketing Management in Hospitals
9
Organizational Control and the Status of Marketing in Multihospital
17
Market Administration in Health Care Delivery
33
Strengthening the Hospitals Marketing Position through Training
41
Marketing Physician Services in an Academic Medical Center
53
Use Marketing To Reduce Malpractice Costs in Health Care
63
Media Relations Advertising and Patient
69
A 14Point Plan for Enhancing the Public Image
79
An Approach to Client Satisfaction Measurement As an Attribute
129
Ill Marketing Concepts and Approaches
135
An Exploratory Analysis
145
Strategic Operational and Marketing Concerns of ProductLine
153
ProductLine Administration in Hospitals
161
Outcome Marketing in Health Care
171
A Distribution and Retailing
179
Market and Market Segment Portfolio Assessment for Hospitals
187

Hospital Study Reveals Strategies for Improving Media Relations
89
Evaluating Health Care Advertising
99
A Vital Marketing Objective
113
How Much Should Hospitals Spend on Advertising?
121
An Analysis of HMOs
195
Index
207
About the Editor
213
Copyright

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About the author (1992)

Montague Brown (Ph.D., Boston College) is Richard L. Bready Professor of Ethics, Economics, and the Common Good and chair of the philosophy department at St. Anselm College in Manchester, New Hampshire. Among his numerous publications is The Quest for Moral Foundations: An Introduction to Ethics.

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