Healthcare Relationship Marketing: Strategy, Design and Measurement

ISBN-13: 9780566092176 / Angielski / Twarda / 2011 / 260 str.

Ira J. Haimowitz

Opis

This work provides an overview of consumer relationship marketing programmes, and details of how to measure the success of pharmaceutical consumer RM programmes, as well as methods to continually optimize.

Recenzje

'Dr Haimowitz has done a wonderful contribution to the field of health care marketing and research. In this book he brings his wealth of industry experience and knowledge into academic focus with practical and realistic examples. It is a must have for educators and students of health care marketing and marketing research or anyone who would consider relationship based marketing as the cornerstone for successful corporate strategy in healthcare.' Dr Thani Jambulingam, Professor of Pharmaceutical and Healthcare Marketing, Erivan K. Haub School of Business, Saint Joseph’s University, USA 'Dr Haimowitz has written a practical and indispensable handbook and reference for Relationship Marketing practitioners, managers, and newcomers...an excellent, plainspoken overview of Relationship Marketing concepts, strategies, tools, and techniques while also offering specific case studies that are directly applicable in today's Healthcare environment. In particular the book includes interviews with industry experts (all with over 15 years experience). These interviews offer invaluable, first hand insight into the challenges and opportunities unique to modern Healthcare Relationship Marketing. ...In summary, this book is highly recommended as an important addition to the library of any RM professional regardless of role (e.g. Strategy, Media, Operations, or Analytics). While the case studies and tactics are focused on the Healthcare industry the RM concepts, principles, tools and techniques are broadly applicable across multiple industries.' Zaheer Benjamin, Director, Financial Planning, Phoenix Suns (via Amazon.com)

Spis treści

Chapter 1 Healthcare Trends and Relationship Marketing’s Role; Chapter 2 Foundations of Relationship Marketing; Chapter 3 Discovery: Situation Assessment; Chapter 4 Strategy: Planning the Relationship Marketing Program; Chapter 5 Analytics Planning for Relationship Marketing; Chapter 6 Execution: Placing in the Marketplace; Chapter 7 Measurement of Healthcare Relationship Marketing Programs; Chapter 8 Optimization and the New Cycle; Chapter 9 Conclusions and the Future;

O autorze

Dr Ira J. Haimowitz is Executive Vice President, Analytics and Operations, at The CementBloc, a leading health and wellness communications agency. For over 20 years, he has provided healthcare clients innovative solutions for relationship marketing, segmentation, operations, measurement, and optimization. He has also enabled clients to evaluate the return on investment of their multichannel consumer and professional advertising campaigns. Prior to joining The CementBloc, Ira was Vice President, Group Director of Insights and Optimization at Wunderman, leading a team with primary responsibility for healthcare clients. Ira has also spent 9 years on the manufacturer side as a Director and Team Leader for pharmaceutical companies Pfizer and Organon. Ira Received his Ph.D. from the Massachusetts institute of Technology in Computer Science (medical emphasis) in 1994.