For today’s busy health care professional, clinical expertise is not enough: one also has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for input. From promotions to pricing, this book clearly and succinctly explains the range of marketing activities and techniques, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game.
€69.54
Table des matières
to Healthcare Marketing.- The Basics of Marketing.- The Marketing Process.- Marketing Research.- Marketing Planning.- Healthcare Products and Customers.- Paying the Marketing Freight.- Market Positioning and Strategy Development.- Choosing Among Promotional Options.- Social Marketing.- The New Healthcare Marketing.- Measuring the Effectiveness of Marketing.- How to Be a Healthcare Marketing “Hero”.A propos de l’auteur
Richard K. Thomas is Vice President of the Health Management Associates, Memphis, TN. He is also Associate Professor at the University of Tennessee Health Science Center. Thomas has authored a recent academic treatment of marketing and healthcare: Marketing Health Services (2004, Health Administration Press). He is also author of Health Communication and several other books on health administration published by Springer.
Langue Anglais ● Format PDF ● Pages 164 ● ISBN 9780387736068 ● Taille du fichier 1.7 MB ● Maison d’édition Springer New York ● Lieu NY ● Pays US ● Publié 2007 ● Téléchargeable 24 mois ● Devise EUR ● ID 2145811 ● Protection contre la copie DRM sociale
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