Strategic Marketing For Health Care Organizations

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Table, Figures, and Exhibits.Preface.Acknowledgments.The Authors.PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLEOF MARKETING.Chapter One: The Role of Marketing in Health CareOrganizations.Chapter Two: Defining the Health Care System and ItsTrade-offs.Chapter Three: The Health Care Industry and MarketingEnvironment.Chapter Four: Determinants of the Utilization of Health CareServices.PART TWO: ANALYZING THE MARKET.Chapter Five: Strategy and Market Planning.Chapter Six: How Health Care Buyers Make Choices.Chapter Seven: Using Market Information Systems and MarketingResearch.Chapter Eight: Market Segmentation, Targeting, Positioning, andCompetition.PART THREE: APPLYING THE MARKETING MIX.Chapter Nine: Shaping and Managing Product and ServiceOfferings.Chapter Ten: Developing and Branding New Offerings.Chapter Eleven: Pricing Strategies and Decisions in HealthCare.Chapter Twelve: Designing and Managing Health Care MarketingChannels.Chapter Thirteen: Designing and Managing Integrated MarketingCommunications.Chapter Fourteen: Personal Marketing Communications:Word-of-Mouth, Sales, and Direct Marketing.PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETINGEFFORT.Chapter Fifteen: Organizing, Implementing, and ControllingMarketing.Glossary.Notes.Index.