Health Services Marketing: A Practitioner's Guide

ISBN-13: 9780387736044 / Angielski / Miękka / 2007 / 164 str.

Richard K. Thomas

Opis

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."

Recenzje

From the reviews:

"Thomas details marketing activities and techniques for health care practitioners and administrators in for-profit and non-profit organizations. He presents basic concepts of marketing and ways to implement a marketing initiative, including the process, research, planning, healthcare products and customers, positioning and strategy development, financial aspects, choosing among promotional options, social marketing, new approaches, and measuring effectiveness. ... Checklists, forms, questionnaires, and other materials are provided." (www.booknews.com, April, 2008)

"This easy to comprehend book describes the tactics and strategy required to effectively market products and services in the healthcare industry. ... the book is written for students, residents, and practitioners who all would benefit from the simple discussion of marketing practices. ... for marketing communications professionals, the history and complexities of the health industry provided in the book are very useful as a foundation." (Lawrence M. Leber, Doody's Review Service, March, 2009)

Spis treści

to Healthcare Marketing.- The Basics of Marketing.- The Marketing Process.- Marketing Research.- Marketing Planning.- Healthcare Products and Customers.- Paying the Marketing Freight.- Market Positioning and Strategy Development.- Choosing Among Promotional Options.- Social Marketing.- The New Healthcare Marketing.- Measuring the Effectiveness of Marketing.- How to Be a Healthcare Marketing “Hero”.

O autorze

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.

Blurb

For today’s health care professional, clinical expertise is not enough—one has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for their input. Health Services Marketing: A Practitioner’s Guide clearly and succinctly explains the range of marketing activities and techniques, from promotions to pricing, 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 health industry as seen from the marketing perspective.
• Healthcare products, and the consumers who need them.
• What marketing can (and can’t) do for a medical practice.
• Demographics and beyond: how social marketing works.
• Where your marketing dollar goes: staying on budget.
• Market positioning: knowing the competition, building the strategy.
• Evaluating a marketing plan’s effectiveness.
• Plus dozens of forms, checklists, and questionnaires to simplify the process.

Useful to practitioners and administrators alike, and equally suited to the for-profit as to the non-profit organization, Health Services Marketing gives the reader valuable tools to reach out to consumers and build lasting relationships.