Healthcare Marketing: A Case Study Approach

Healthcare Marketing: A Case Study Approach
ISBN-10
1567936466
ISBN-13
9781567936469
Series
Healthcare Marketing
Category
Electronic books
Pages
227
Language
English
Published
2014
Authors
Leigh W. Cellucci, Carla Wiggins, Tracy J. Farnsworth

Description

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. Topics 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; and the basics of a healthcare marketing plan. --

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