Health services marketing: a practitioner’s guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Springer
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 160 S. Ill. |
| ISBN: | 9780387736044 0387736042 |
Internformat
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| adam_text | Contents
Preface v
Chapter 1 Introduction to Healthcare Marketing 1
What Marketing Is and Isn t I
Why Marketing is the Hardest Job in Healthcare 2
Why Marketing is the Best Job in Healthcare 2
Who Should Market? 4
Why Healthcare is Different 4
Why Healthcare Marketing is Different 6
Justifications for Healthcare Marketing 8
Chapter 2 The Basics of Marketing 11
Basic Concepts 11
Marketing 11
Marketing Planning 12
Marketing Management 12
Marketing Techniques 13
Levels of Marketing 13
Mass Marketing 13
Target Marketing 14
Micromarketing 14
The Nature of Healthcare Products 14
Ideas 15
Goods 15
Services 15
Healthcare Consumers and Other Target Audiences 16
Consumers 16
Customers 16
Clients 17
Patients 17
uii Contents
Enrollees 17
End Users 18
The Four Ps of Marketing 18
Product 18
Price 19
Place 19
Promotion 19
Chapter 3 The Marketing Process 21
Steps in the Process 21
Framing the Situation 21
Slating Assumptions 22
Reviewing Available Data 23
Profiling the Intended Audience(s) 23
Setting Marketing Goals 24
Formulating the Marketing Strategy 24
Defining Marketing Objectives 24
Developing the Promotional Mix 25
Materials Developing 25
Determining the Channels 26
Implementing the Marketing Campaign 27
Launching the Campaign 28
Managing the Campaign 29
Evaluating the Campaign 29
Chapter 4 Marketing Research 31
The Importance of Research 31
When to Do Marketing Research 31
Data Dimensions in Marketing Research 32
Community Versus Organizational Data 32
Internal Versus External Data 33
Primary Versus Secondary Data 33
Geographic Level 34
Temporal Dimension 34
Dimensions of Marketing Research 37
Foundalional Research 37
Sources of Data 37
Internal Audit 38
External Audit 38
Profiling the Market 41
Primary Research 43
Qualitative Techniques 43
Quantitative Research 44
Computerized Interviews 45
Contents ix
Sources of Data 47
Sources of Internal Data 47
Sources of External Data 48
Chapter 5 Marketing Planning 52
Planning for Marketing 52
Nature of the Plan 52
Timeframe for Marketing Planning 53
The Marketing Planning Process 54
Planning for Planning 54
Stating Assumptions 55
Initial Information Gathering 55
The Marketing Audit 56
Setting Goals 57
Determining Strategies 58
Setting Objectives 58
Prioritizing Objectives 58
Specifying Actions 59
Implementing the Marketing Plan 61
Evaluating the Marketing Plan 64
Chapter 6 Healthcare Products and Customers 65
Products and Customers 65
The Product Mix 66
Elective and Nonelective Procedures 66
Packaging the Product 68
Healthcare Customers 70
The Variety of Healthcare Customers 70
Professional and Institutional Customers 70
Other Customers 72
Prioritizing Customers 74
Consumer Attitudes 75
Segmenting Healthcare Customers 77
Chapter 7 Paying the Marketing Freight 81
Marketing Sticker Shock 81
Marketing as an Investment 82
Rethinking Marketing Costs 83
Marketing Expenditures in Healthcare 83
Paying for Marketing Expertise 84
Investing in Marketing Resources 86
Getting the Most Bang for the Buck 87
Reference 90
x Contents
Chapter 8 Market Positioning and Strategy Development 91
Positioning the Organization 91
Determining Your Position 93
Strategy Development 94
Strategic Options 95
Strategy and the Four Ps 98
Product Strategies 98
Pricing Strategies 98
Place Strategies 99
Promotional Strategies 99
Chapter 9 Choosing Among Promotional Options 102
Promotion: The Business End of Marketing 102
Standard Promotional Techniques 103
Public Relations and Communication 103
Community Outreach 104
Networking 104
Advertising 105
Personal Selling 106
Sales Promotion 106
Direct Marketing 107
Selecting Among Media Options 110
Print Media 110
Electronic Media 112
Criteria for Selecting Promotional Techniques 115
Context 115
Message 115
Channels 116
Timing ! 17
Chapter 10 Social Marketing 118
What is Social Marketing? 118
The Four P s and Social Marketing 119
Steps in the Social Marketing Process 120
Identifying Who Must Act to Solve the Problem 121
Conducting Formative Research 122
Designing the Project 122
Delivering and Monitoring the Program 122
Conducting Evaluation 122
Health Communication 122
References 125
Contents xi
Chapter 11 The New Healthcare Marketing 126
Trends Driving the New Marketing 126
Emerging Marketing Techniques 127
Leveraging the Organization 128
Leveraging Technology 131
Limitations to Contemporary Marketing Techniques 134
Chapter 12 Measuring the Effectiveness of Marketing 137
What is Evaluation and Why is il Important? 137
Why It s Harder in Healthcare 138
Misconceptions Ahout Evaluation 139
Types of Evaluation 140
Process Evaluation 140
Outcome Evaluation 142
Impact Evaluation 143
Cost Analysis 143
Collecting Evaluation Data 147
Chapter 13 How to Be a Healthcare Marketing Hero 151
The Effective Healthcare Marketer Should 151
Index 157
|
| adam_txt |
Contents
Preface v
Chapter 1 Introduction to Healthcare Marketing 1
What Marketing Is and Isn't I
Why Marketing is the Hardest Job in Healthcare 2
Why Marketing is the Best Job in Healthcare 2
Who Should Market? 4
Why Healthcare is Different 4
Why Healthcare Marketing is Different 6
Justifications for Healthcare Marketing 8
Chapter 2 The Basics of Marketing 11
Basic Concepts 11
Marketing 11
Marketing Planning 12
Marketing Management 12
Marketing Techniques 13
"Levels" of Marketing 13
Mass Marketing 13
Target Marketing 14
Micromarketing 14
The Nature of Healthcare Products 14
Ideas 15
Goods 15
Services 15
Healthcare Consumers and Other Target Audiences 16
Consumers 16
Customers 16
Clients 17
Patients 17
uii Contents
Enrollees 17
End Users 18
The Four Ps of Marketing 18
Product 18
Price 19
Place 19
Promotion 19
Chapter 3 The Marketing Process 21
Steps in the Process 21
Framing the Situation 21
Slating Assumptions 22
Reviewing Available Data 23
Profiling the Intended Audience(s) 23
Setting Marketing Goals 24
Formulating the Marketing Strategy 24
Defining Marketing Objectives 24
Developing the Promotional Mix 25
Materials Developing 25
Determining the Channels 26
Implementing the Marketing Campaign 27
Launching the Campaign 28
Managing the Campaign 29
Evaluating the Campaign 29
Chapter 4 Marketing Research 31
The Importance of Research 31
When to Do Marketing Research 31
Data Dimensions in Marketing Research 32
Community Versus Organizational Data 32
Internal Versus External Data 33
Primary Versus Secondary Data 33
Geographic Level 34
Temporal Dimension 34
Dimensions of Marketing Research 37
Foundalional Research 37
Sources of Data 37
Internal Audit 38
External Audit 38
Profiling the Market 41
Primary Research 43
Qualitative Techniques 43
Quantitative Research 44
Computerized Interviews 45
Contents ix
Sources of Data 47
Sources of Internal Data 47
Sources of External Data 48
Chapter 5 Marketing Planning 52
Planning for Marketing 52
Nature of the Plan 52
Timeframe for Marketing Planning 53
The Marketing Planning Process 54
Planning for Planning 54
Stating Assumptions 55
Initial Information Gathering 55
The Marketing Audit 56
Setting Goals 57
Determining Strategies 58
Setting Objectives 58
Prioritizing Objectives 58
Specifying Actions 59
Implementing the Marketing Plan 61
Evaluating the Marketing Plan 64
Chapter 6 Healthcare Products and Customers 65
Products and Customers 65
The Product Mix 66
Elective and Nonelective Procedures 66
Packaging the Product 68
Healthcare Customers 70
The Variety of Healthcare Customers 70
Professional and Institutional Customers 70
Other '"Customers" 72
Prioritizing Customers 74
Consumer Attitudes 75
Segmenting Healthcare Customers 77
Chapter 7 Paying the Marketing Freight 81
Marketing "Sticker Shock" 81
Marketing as an Investment 82
Rethinking Marketing Costs 83
Marketing Expenditures in Healthcare 83
Paying for Marketing Expertise 84
Investing in Marketing Resources 86
Getting the Most Bang for the Buck 87
Reference 90
x Contents
Chapter 8 Market Positioning and Strategy Development 91
Positioning the Organization 91
Determining Your Position 93
Strategy Development 94
Strategic Options 95
Strategy and the Four Ps 98
Product Strategies 98
Pricing Strategies 98
Place Strategies 99
Promotional Strategies 99
Chapter 9 Choosing Among Promotional Options 102
Promotion: The Business End of Marketing 102
Standard Promotional Techniques 103
Public Relations and Communication 103
Community Outreach 104
Networking 104
Advertising 105
Personal Selling 106
Sales Promotion 106
Direct Marketing 107
Selecting Among Media Options 110
Print Media 110
Electronic Media 112
Criteria for Selecting Promotional Techniques 115
Context 115
Message 115
Channels 116
Timing ! 17
Chapter 10 Social Marketing 118
What is Social Marketing? 118
The Four P's and Social Marketing 119
Steps in the Social Marketing Process 120
Identifying Who Must Act to Solve the Problem 121
Conducting Formative Research 122
Designing the Project 122
Delivering and Monitoring the Program 122
Conducting Evaluation 122
Health Communication 122
References 125
Contents xi
Chapter 11 The New Healthcare Marketing 126
Trends Driving the New Marketing 126
Emerging Marketing Techniques 127
Leveraging the Organization 128
Leveraging Technology 131
Limitations to Contemporary Marketing Techniques 134
Chapter 12 Measuring the Effectiveness of Marketing 137
What is Evaluation and Why is il Important? 137
Why It's Harder in Healthcare 138
Misconceptions Ahout Evaluation 139
Types of Evaluation 140
Process Evaluation 140
Outcome Evaluation 142
Impact Evaluation 143
Cost Analysis 143
Collecting Evaluation Data 147
Chapter 13 How to Be a Healthcare Marketing "Hero" 151
The Effective Healthcare Marketer Should 151
Index 157 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T19:00:30Z |
| indexdate | 2025-02-20T06:41:32Z |
| institution | BVB |
| isbn | 9780387736044 0387736042 |
| language | English |
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| spellingShingle | Thomas, Richard K. Health services marketing a practitioner’s guide Marketing of Health Services Medical care Marketing Gesundheitswesen (DE-588)4020775-4 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4020775-4 (DE-588)4037589-4 |
| title | Health services marketing a practitioner’s guide |
| title_auth | Health services marketing a practitioner’s guide |
| title_exact_search | Health services marketing a practitioner’s guide |
| title_exact_search_txtP | Health services marketing a practitioner’s guide |
| title_full | Health services marketing a practitioner’s guide Richard K. Thomas |
| title_fullStr | Health services marketing a practitioner’s guide Richard K. Thomas |
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| title_short | Health services marketing |
| title_sort | health services marketing a practitioner s guide |
| title_sub | a practitioner’s guide |
| topic | Marketing of Health Services Medical care Marketing Gesundheitswesen (DE-588)4020775-4 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing of Health Services Medical care Marketing Gesundheitswesen Marketing |
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Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QX 700 T454 |
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| Exemplar 1 | ausleihbar Verfügbar Bestellen |