Health Services Marketing: A Practitioner's Guide

0387736042......Page 1
Contents......Page 7
Preface......Page 5
What Marketing Is and Isn\'t......Page 12
Why Marketing is the Best Job in Healthcare......Page 13
Why Healthcare is Different......Page 15
Why Healthcare Marketing is Different......Page 17
Justifications for Healthcare Marketing......Page 19
Marketing......Page 22
Marketing Management......Page 23
Mass Marketing......Page 24
The Nature of Healthcare Products......Page 25
Services......Page 26
Customers......Page 27
Enrollees......Page 28
Product......Page 29
Promotion......Page 30
Framing the Situation......Page 32
Stating Assumptions......Page 33
Profiling the Intended Audience(s)......Page 34
Defining Marketing Objectives......Page 35
Materials Developing......Page 36
Determining the Channels......Page 37
Implementing the Marketing Campaign......Page 38
Launching the Campaign......Page 39
Evaluating the Campaign......Page 40
When to Do Marketing Research......Page 42
Community Versus Organizational Data......Page 43
Primary Versus Secondary Data......Page 44
Temporal Dimension......Page 45
Sources of Data......Page 48
External Audit......Page 49
Profiling the Market......Page 52
Qualitative Techniques......Page 54
Quantitative Research......Page 55
Computerized Interviews......Page 56
Sources of Internal Data......Page 58
Sources of External Data......Page 59
Nature of the Plan......Page 63
Timeframe for Marketing Planning......Page 64
Planning for Planning......Page 65
Initial Information Gathering......Page 66
The Marketing Audit......Page 67
Setting Goals......Page 68
Prioritizing Objectives......Page 69
Specifying Actions......Page 70
Implementing the Marketing Plan......Page 72
Evaluating the Marketing Plan......Page 75
Products and Customers......Page 76
Elective and Nonelective Procedures......Page 77
Packaging the Product......Page 79
Professional and Institutional Customers......Page 81
Other \"Customers\"......Page 83
Prioritizing Customers......Page 85
Consumer Attitudes......Page 86
Segmenting Healthcare Customers......Page 88
Marketing \"Sticker Shock\"......Page 92
Marketing as an Investment......Page 93
Marketing Expenditures in Healthcare......Page 94
Paying for Marketing Expertise......Page 95
Investing in Marketing Resources......Page 97
Getting the Most Bang for the Buck......Page 98
Reference......Page 101
Positioning the Organization......Page 102
Determining Your Position......Page 104
Strategy Development......Page 105
Strategic Options......Page 106
Pricing Strategies......Page 109
Promotional Strategies......Page 110
Promotion: The Business End of Marketing......Page 113
Public Relations and Communication......Page 114
Networking......Page 115
Advertising......Page 116
Sales Promotion......Page 117
Direct Marketing......Page 118
Print Media......Page 121
Electronic Media......Page 123
Message......Page 126
Channels......Page 127
Timing......Page 128
What is Social Marketing?......Page 129
The Four P\'s and Social Marketing......Page 130
Steps in the Social Marketing Process......Page 131
Identifying Who Must Act to Solve the Problem......Page 132
Health Communication......Page 133
References......Page 136
Trends Driving the New Marketing......Page 137
Emerging Marketing Techniques......Page 138
Leveraging the Organization......Page 139
Leveraging Technology......Page 142
Limitations to Contemporary Marketing Techniques......Page 145
What is Evaluation and Why is it Important?......Page 148
Why It\'s Harder in Healthcare......Page 149
Misconceptions About Evaluation......Page 150
Process Evaluation......Page 151
Outcome Evaluation......Page 153
Cost Analysis......Page 154
Collecting Evaluation Data......Page 158
The Effective Healthcare Marketer Should......Page 162
D......Page 167
M......Page 168
S......Page 169
W......Page 170