Health Services Marketing - A Practitioner's Guide

Health Services Marketing - A Practitioner's Guide

von: Richard K. Thomas

Springer-Verlag, 2007

ISBN: 9780387736068 , 164 Seiten

Format: PDF, OL

Kopierschutz: Wasserzeichen

Windows PC,Mac OSX Apple iPad, Android Tablet PC's Online-Lesen für: Windows PC,Mac OSX,Linux

Preis: 64,19 EUR

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Health Services Marketing - A Practitioner's Guide


 

Preface

5

Contents

7

Introduction to Healthcare Marketing

12

What Marketing Is and Isn’t

12

Why Marketing is the Hardest Job in Healthcare

13

Why Marketing is the Best Job in Healthcare

13

Who Should Market?

15

Why Healthcare is Different

15

Why Healthcare Marketing is Different

17

Justifications for Healthcare Marketing

19

The Basics of Marketing

22

Basic Concepts

22

“Levels” of Marketing

24

The Nature of Healthcare Products

25

Healthcare Consumers and Other Target Audiences

27

The Four Ps of Marketing

29

The Marketing Process

32

Steps in the Process

32

Implementing the Marketing Campaign

38

Marketing Research

42

The Importance of Research

42

When to Do Marketing Research

42

Data Dimensions in Marketing Research

43

Dimensions of Marketing Research

48

Sources of Data

48

Profiling the Market

52

Primary Research

54

Sources of Data

58

Marketing Planning

63

Planning for Marketing

63

The Marketing Planning Process

65

Implementing the Marketing Plan

72

Evaluating the Marketing Plan

75

Healthcare Products and Customers

76

Products and Customers

76

The Product Mix

77

Elective and Nonelective Procedures

77

Packaging the Product

79

Healthcare Customers

81

Segmenting Healthcare Customers

88

Paying the Marketing Freight

92

Marketing “Sticker Shock”

92

Marketing as an Investment

93

Rethinking Marketing Costs

94

Marketing Expenditures in Healthcare

94

Paying for Marketing Expertise

95

Investing in Marketing Resources

97

Getting the Most Bang for the Buck

98

Reference

101

Market Positioning and Strategy Development

102

Positioning the Organization

102

Determining Your Position

104

Strategy Development

105

Strategic Options

106

Strategy and the Four Ps

109

Choosing Among Promotional Options

113

Promotion: The Business End of Marketing

113

Standard Promotional Techniques

114

Selecting Among Media Options

121

Criteria for Selecting Promotional Techniques

126

Social Marketing

129

What is Social Marketing?

129

The Four P’s and Social Marketing

130

Steps in the Social Marketing Process

131

Health Communication

133

References

136

The New Healthcare Marketing

137

Trends Driving the New Marketing

137

Emerging Marketing Techniques

138

Limitations to Contemporary Marketing Techniques

145

Measuring the Effectiveness of Marketing

148

What is Evaluation and Why is it Important?

148

Why It’s Harder in Healthcare

149

Misconceptions About Evaluation

150

Types of Evaluation

151

Cost Analysis

154

Collecting Evaluation Data

158

How to Be a Healthcare Marketing “Hero”

162

The Effective Healthcare Marketer Should…

162

Index

167