Healthcare marketing : a case study approach / Leigh W. Cellucci, Carla Wiggins, and Tracy J. Farnsworth.

Format:

Book

Author/Creator:

Cellucci, Leigh W., author.

Farnsworth, Tracy J., author.

Wiggins, Carla, author.

Language:

English

Subjects (All):

Health services administration--Case studies.

Health services administration.

Medical care--Marketing--Case studies.

Medical care.

Marketing of Health Services.

Medical Subjects:

Marketing of Health Services.

Physical Description:

1 online resource (xxii, 227 pages)

Place of Publication:

Chicago, Illinois ; Arlington, Virginia : Health Administration Press : AUPHA Press, [2014]

Language Note:

English

Summary:

Experienced healthcare marketers know that the traditional four Ps of business marketing--product, price, placement, and promotion--don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps--physicians, patients, payers, public, and the presence of politics--for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications. Topics addressed in this book include: The history of healthcare marketing practices Physician, patient, and hospital interactions Alignment of strategic marketing efforts to the mission, vision, and values of an organization Ethics of healthcare marketing Stakeholders' roles in healthcare marketing Conflict management techniques The basics of a healthcare marketing plan Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

Contents:

Intro

Cover

Brief Contents

Detailed Contents

Foreword

Preface

Acknowledgments

Part I Foundations of Healthcare Marketing

Chapter 1 The Healthcare Industry And Healthcare Marketing

Chapter 2 The Growth Of Marketing Efforts In Healthcare

Chapter 3 Strategy And Healthcare Marketing

Chapter 4 Ethics And Healthcare Marketing

Part II The Five P's Of Healthcare Marketing

Chapter 5 Physicians

Chapter 6 Patients

Chapter 7 Payers

Chapter 8 The Public

Chapter 9 The Presence Of Politics

Part III Interpersonal Skills For Healthcare Marketer

Chapter 10 Communication

Chapter 11 Conflict Management

Chapter 12 Teamwork and Leadership

Part IV Strategic Actions of the Healthcare Marketer

Chapter 13 Budgeting Basics

Chapter 14 Strategic Marketing

Chapter 15 The Marketing Plan

Glossary

Index

About the Authors.

Notes:

Includes index.

Description based on print version record.

ISBN:

1-64055-079-8

1-56793-646-6