Professional practice in health care marketing: proceedings of the American College of Healthcare Marketing
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
New York
Taylor and Francis
2012
|
| Schlagworte: | |
| Online-Zugang: | TUM01 Volltext |
| Beschreibung: | Description based upon print version of record Includes bibliographical references and index Professional Practice in Health Care Marketing Proceedings of the American College of Healthcare Marketing; Copyright; Contents; Preface; Guest Editorial Mission and Future Applications of the Proceedings; Part I: General Issued Topics In Health Care Marketing; Health Care Marketing-A Service Marketing Approach; Integrating the Marketing Function: A Model for Strategic Management; Fostering Organizational Synergy for Marketing:Practical Issues and Perspectives; ""Nothing Happens Unless Someone Buys Something'' . . . Identifying and Responding to Your Customers' Communication Style The Communication Style ModelDeveloping a Marketing Function in a Multi-Hospital System: How to Define Your Job; Introduction; Scoping Out the Marketing Landscape; Developing a Marketing Function; Defining Your Job; Part II: Marketing Tools In Health Care; Internal Marketing for Hospitals; Internal Marketing Components; Information; Action; Communication; Physician Manpower Development: How, When and Where to Grow Your Medical Staff; Need; Location; Recruitment; Practice Development; Hallmarketing Patients; Introduction; I. Consolidation; II. Positioning III. Physician Marketing/Retail Marketing/Point of Service AdvertisingHealth Services Marketing Accountability = Tracking Your Marketing Efforts; I. Marketing Accountability; II. Why Is Tracking Necessary?; III. How to Project Targets; IV. What Are Some Effective, Simple Marketing Programs? 77; V. Practical Methods to Track and Monitor Efforts; VI. Computer-Assisted Tracking; The Healthcare Account Executive-A Sales Approach to Healthcare Marketing; Vice-President Marketing; Account Executives; Part III: Marketing Research The Marketing Audit-A Strategic Necessity: Marketing Management for the Mature Non-ProfitKnowledge Is Power: How to Develop Effective Market Surveys; Part IV: Advertising; Hospital Advertising: Pitfalls to Avoid Opportunities to Seize; Advertising Pitfalls to Avoid; Opportunities to Seize; Promoting Your Function as Well as Your Product: How to Become Your Own Ad Agency; What They See Is What You Get: Marketers Perspective on Hospital Advertising; Introduction: Hospitals and Advertising; Hospitals as Service Businesses; Service Businesses Have Different Advertising Objectives Advertising DecisionsConclusion: A Service Marketing Approach to Advertising; Part V: Marketing Applications And Case Studies; Planning and Executing a Successful Emergency Medical Card Campaign; A Case Study of a Successful Ambulatory Surgery Marketing Program; Section I: Introduction and Planning; Section II: The Market Plan; Section III: Results and Evaluation; Marketing Medicine Through a Major Event; Promotion; Strategy; Results; Lessons Learned; Exposition Dynamics; Norm-Free Environments; Freestanding Imaging Centers: Friend or Foe?;The Direct Marketing of Physician Services to the Public This informative volume introduces the most current standards for practicality and professionalism in health care marketing. Major health marketers reveal state-of-the-art applications and activities that will keep you on the cutting edge of this growing specialty |
| Beschreibung: | 1 Online-Ressource (xvi, 224 p.) |
| ISBN: | 1136551360 9780866565493 9781136551369 |
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| 500 | |a The Communication Style ModelDeveloping a Marketing Function in a Multi-Hospital System: How to Define Your Job; Introduction; Scoping Out the Marketing Landscape; Developing a Marketing Function; Defining Your Job; Part II: Marketing Tools In Health Care; Internal Marketing for Hospitals; Internal Marketing Components; Information; Action; Communication; Physician Manpower Development: How, When and Where to Grow Your Medical Staff; Need; Location; Recruitment; Practice Development; Hallmarketing Patients; Introduction; I. Consolidation; II. Positioning | ||
| 500 | |a III. Physician Marketing/Retail Marketing/Point of Service AdvertisingHealth Services Marketing Accountability = Tracking Your Marketing Efforts; I. Marketing Accountability; II. Why Is Tracking Necessary?; III. How to Project Targets; IV. What Are Some Effective, Simple Marketing Programs? 77; V. Practical Methods to Track and Monitor Efforts; VI. Computer-Assisted Tracking; The Healthcare Account Executive-A Sales Approach to Healthcare Marketing; Vice-President Marketing; Account Executives; Part III: Marketing Research | ||
| 500 | |a The Marketing Audit-A Strategic Necessity: Marketing Management for the Mature Non-ProfitKnowledge Is Power: How to Develop Effective Market Surveys; Part IV: Advertising; Hospital Advertising: Pitfalls to Avoid Opportunities to Seize; Advertising Pitfalls to Avoid; Opportunities to Seize; Promoting Your Function as Well as Your Product: How to Become Your Own Ad Agency; What They See Is What You Get: Marketers Perspective on Hospital Advertising; Introduction: Hospitals and Advertising; Hospitals as Service Businesses; Service Businesses Have Different Advertising Objectives | ||
| 500 | |a Advertising DecisionsConclusion: A Service Marketing Approach to Advertising; Part V: Marketing Applications And Case Studies; Planning and Executing a Successful Emergency Medical Card Campaign; A Case Study of a Successful Ambulatory Surgery Marketing Program; Section I: Introduction and Planning; Section II: The Market Plan; Section III: Results and Evaluation; Marketing Medicine Through a Major Event; Promotion; Strategy; Results; Lessons Learned; Exposition Dynamics; Norm-Free Environments; Freestanding Imaging Centers: Friend or Foe?;The Direct Marketing of Physician Services to the Public | ||
| 500 | |a This informative volume introduces the most current standards for practicality and professionalism in health care marketing. Major health marketers reveal state-of-the-art applications and activities that will keep you on the cutting edge of this growing specialty | ||
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| isbn | 1136551360 9780866565493 9781136551369 |
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| spelling | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing William J. Winston, ed. New York Taylor and Francis 2012 1 Online-Ressource (xvi, 224 p.) txt rdacontent c rdamedia cr rdacarrier Description based upon print version of record Includes bibliographical references and index Professional Practice in Health Care Marketing Proceedings of the American College of Healthcare Marketing; Copyright; Contents; Preface; Guest Editorial Mission and Future Applications of the Proceedings; Part I: General Issued Topics In Health Care Marketing; Health Care Marketing-A Service Marketing Approach; Integrating the Marketing Function: A Model for Strategic Management; Fostering Organizational Synergy for Marketing:Practical Issues and Perspectives; ""Nothing Happens Unless Someone Buys Something'' . . . Identifying and Responding to Your Customers' Communication Style The Communication Style ModelDeveloping a Marketing Function in a Multi-Hospital System: How to Define Your Job; Introduction; Scoping Out the Marketing Landscape; Developing a Marketing Function; Defining Your Job; Part II: Marketing Tools In Health Care; Internal Marketing for Hospitals; Internal Marketing Components; Information; Action; Communication; Physician Manpower Development: How, When and Where to Grow Your Medical Staff; Need; Location; Recruitment; Practice Development; Hallmarketing Patients; Introduction; I. Consolidation; II. Positioning III. Physician Marketing/Retail Marketing/Point of Service AdvertisingHealth Services Marketing Accountability = Tracking Your Marketing Efforts; I. Marketing Accountability; II. Why Is Tracking Necessary?; III. How to Project Targets; IV. What Are Some Effective, Simple Marketing Programs? 77; V. Practical Methods to Track and Monitor Efforts; VI. Computer-Assisted Tracking; The Healthcare Account Executive-A Sales Approach to Healthcare Marketing; Vice-President Marketing; Account Executives; Part III: Marketing Research The Marketing Audit-A Strategic Necessity: Marketing Management for the Mature Non-ProfitKnowledge Is Power: How to Develop Effective Market Surveys; Part IV: Advertising; Hospital Advertising: Pitfalls to Avoid Opportunities to Seize; Advertising Pitfalls to Avoid; Opportunities to Seize; Promoting Your Function as Well as Your Product: How to Become Your Own Ad Agency; What They See Is What You Get: Marketers Perspective on Hospital Advertising; Introduction: Hospitals and Advertising; Hospitals as Service Businesses; Service Businesses Have Different Advertising Objectives Advertising DecisionsConclusion: A Service Marketing Approach to Advertising; Part V: Marketing Applications And Case Studies; Planning and Executing a Successful Emergency Medical Card Campaign; A Case Study of a Successful Ambulatory Surgery Marketing Program; Section I: Introduction and Planning; Section II: The Market Plan; Section III: Results and Evaluation; Marketing Medicine Through a Major Event; Promotion; Strategy; Results; Lessons Learned; Exposition Dynamics; Norm-Free Environments; Freestanding Imaging Centers: Friend or Foe?;The Direct Marketing of Physician Services to the Public This informative volume introduces the most current standards for practicality and professionalism in health care marketing. Major health marketers reveal state-of-the-art applications and activities that will keep you on the cutting edge of this growing specialty MEDICAL / Administration bisacsh MEDICAL / Practice Management & Reimbursement bisacsh Medizin Medical care / Marketing / Congresses Marketing research / Congresses Medical care / Marketing / Case studies Medical care / United States / Marketing / Congresses Gesundheitsfürsorge (DE-588)4136585-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4522595-3 Fallstudiensammlung gnd-content (DE-588)1071861417 Konferenzschrift gnd-content Marketing (DE-588)4037589-4 s Gesundheitsfürsorge (DE-588)4136585-9 s 1\p DE-604 Winston, William J. Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505836 Verlag Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing MEDICAL / Administration bisacsh MEDICAL / Practice Management & Reimbursement bisacsh Medizin Medical care / Marketing / Congresses Marketing research / Congresses Medical care / Marketing / Case studies Medical care / United States / Marketing / Congresses Gesundheitsfürsorge (DE-588)4136585-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4136585-9 (DE-588)4037589-4 (DE-588)4522595-3 (DE-588)1071861417 |
| title | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing |
| title_auth | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing |
| title_exact_search | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing |
| title_full | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing William J. Winston, ed. |
| title_fullStr | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing William J. Winston, ed. |
| title_full_unstemmed | Professional practice in health care marketing proceedings of the American College of Healthcare Marketing William J. Winston, ed. |
| title_short | Professional practice in health care marketing |
| title_sort | professional practice in health care marketing proceedings of the american college of healthcare marketing |
| title_sub | proceedings of the American College of Healthcare Marketing |
| topic | MEDICAL / Administration bisacsh MEDICAL / Practice Management & Reimbursement bisacsh Medizin Medical care / Marketing / Congresses Marketing research / Congresses Medical care / Marketing / Case studies Medical care / United States / Marketing / Congresses Gesundheitsfürsorge (DE-588)4136585-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | MEDICAL / Administration MEDICAL / Practice Management & Reimbursement Medizin Medical care / Marketing / Congresses Marketing research / Congresses Medical care / Marketing / Case studies Medical care / United States / Marketing / Congresses Gesundheitsfürsorge Marketing USA Fallstudiensammlung Konferenzschrift |
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