Professional practice in health care marketing proceedings of the American College of Healthcare Marketing (Taylor and Francis, 2012)
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