Marketing health services / Richard K. Thomas.

Format:

Book

Author/Creator:

Thomas, Richard K., 1944- author.

Language:

English

Subjects (All):

Medical care--Marketing.

Medical care.

Physical Description:

1 online resource (xxi, 510 pages) : illustrations

Edition:

Third edition.

Place of Publication:

Chicago, Illinois ; Arlington, Virginia : Health Administration Press : Association of University Programs in Health Administration, [2015]

Language Note:

English

Summary:

Instructor Resources: Test bank, course lesson plans, PowerPoint slides, and a transition guide to the new edition. New! Comprehensive course lesson plans are designed to promote an active classroom. Use the lesson plans to set up a new course or adapt your current syllabus to this edition of the text. Activities have been designed to enhance critical-thinking and problem-solving skills, as well as information retention and retrieval capacity. Designed for either an online or on-ground environment. Includes 27 Case Studies! Healthcare organizations are facing significant challenges as implementation of the Affordable Care Act brings about a number of paradigm shifts in the field. In the face of these challenges, healthcare marketers can implement a wide range of strategies--both traditional and contemporary--to help their organizations successfully navigate this period. This book brings a fresh perspective to many tried-and-true marketing techniques but also discusses new opportunities, including social media, healthcare globalization, consumer engagement, and more. Changes to the third edition: The latest healthcare marketing trends are discussed, including database marketing, customer relationship management, and digital marketing A new chapter on social media reviews the various forms of digital communication and their impact on disseminating healthcare information within the field and to consumers Supporting information within the text includes in-line glossary terms, key points at the end of each chapter, discussion questions for student collaboration, and additional resources on topics discussed in the chapter Revised support materials include an instructor's manual, PowerPoint slides, answers to selected case study questions, and an entirely new test bank

Contents:

Intro

Brief Contents

Detailed Contents

Preface to the Third Edition

Introduction to the Third Edition

Part I History and Concepts

Chapter 1 The Origin and Evolution of Marketing In Healthcare

Chapter 2 Basic Marketing Concepts

Chapter 3 Marketing And The Healthcare Organization

Part II Healthcare Markets

Chapter 4 The Nature Of Healthcare Markets

Chapter 5 Healthcare Consumers and Consumers Behavior

Chapter 6 Healthcare Products

Chapter 7 Factors In Health Services Utilization

Part III Healthcare Marketing Techniques

Chapter 8 Marketing Strategies

Chapter 9 Traditional Marketing Techniques

Chapter 10 Contemporary Marketing Techniques

Chapter 11 Social Media And Healthcare Marketing

Chapter 12 Global Healthcare Marketing

Part IV The Marketing Effort

Chapter 13 Marketing Management

Chapter 14 Marketing Research

Chapter 15 Marketing Planning

Chapter 16 Marketing Data

Part V The Future Of Healthcare Marketing

Chapter 17 A Look Ahead

Glossary

References

Index

About the Author.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (pages 487-492) and index.

Description based on print version record.

ISBN:

1-56793-679-2