Marketing Health Services, 4 edition

Marketing Health Services, 4 edition
  • eBook:
    Marketing Health Services, 4 edition
  • Author:
    Richard K. Thomas
  • Edition:
    4 edition
  • Categories:
  • Data:
    February 17, 2020
  • ISBN:
  • ISBN-13:
  • Language:
  • Pages:
    617 pages
  • Format:

Book Description
As the healthcare field evolves, so, too, does healthcare marketing. Flexing with the changing environment, marketing continues to demonstrate its vital importance to healthcare in these dynamic times. The fourth edition of this essential guide to healthcare marketing, released five years after the previous edition, features new and updated content reflecting changes in the field, such as the emergence of population health management and value-based care, a focus on preventive care versus sick care, and an overall shift in thinking to caring for groups of consumers versus individual patients. The author, who has real-world, on the-the-ground experience as a healthcare marketer, provides numerous examples and case studies to demonstrate healthcare marketing’s role in a shifting landscape. Changes to the fourth edition include: a new chapter on the changing healthcare environment, providing rich context for future healthcare marketing activities; a new chapter addressing health communication’s pivotal role in healthcare marketing and the processes involved with developing effective communication plans; major updates on developments in the healthcare marketing field since 2010; a new section on international healthcare consumers; a revised chapter on contemporary marketing techniques, with a new section on affinity marketing, and more.


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 and Products
Chapter 4. The Nature of Healthcare Markets
Chapter 5. Healthcare Consumers and Consumer Behavior
Chapter 6. Healthcare Products
Chapter 7. Factors in Health Services Utilization

Part III Healthcare Marketing Techniques
Chapter 8. The Changing Environment for Healthcare Marketing
Chapter 9. Marketing Strategies
Chapter 10. Health Communication
Chapter 11. Traditional Marketing Techniques
Chapter 12. Contemporary Marketing Techniques
Chapter 13. Social Media and Healthcare Marketing

Part IV The Marketing Endeavor
Chapter 14. Marketing Management
Chapter 15. Marketing Research
Chapter 16. Marketing Planning
Chapter 17. Marketing Data

Part V The Future of Healthcare Marketing
Chapter 18. A Look Ahead

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