Healthcare Relationship Marketing

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Healthcare Relationship Marketing

Ira J. Haimowitz
Healthcare Relationship Marketing Book PDF

Author : Ira J. Haimowitz
Publisher : CRC Press
Page : 260 pages
File Size : 49,9 Mb
Release : 2016-04-22
Category : Business & Economics
ISBN : 9781317123194

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Healthcare Relationship Marketing by Ira J. Haimowitz Pdf

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

Community Connections! Relationship Marketing for Healthcare Professionals

Kelley S. Pendleton DC & MPH
Community Connections Relationship Marketing for Healthcare Professionals Book PDF

Author : Kelley S. Pendleton DC & MPH
Publisher : Sage Books, LLC
Page : 62 pages
File Size : 48,8 Mb
Release : 2014-09-15
Category : Business & Economics
ISBN : 9781625175601

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Community Connections! Relationship Marketing for Healthcare Professionals by Kelley S. Pendleton DC & MPH Pdf

Whether you’re a chiropractor, medical doctor, massage therapist, veterinarian, acupuncturist, or any other provider of a healing art, you’ve undergone intensive training and developed valuable skills. However, traditional healthcare curricula may not address the critical areas of business, finance and marketing. Proficiency in these skills – especially marketing – can help your practice succeed and allow you to genuinely connect with your communities. Written by a healthcare professional for healthcare professionals, Community Connections is the first in a series of books designed to bridge the gap between what you're taught in school and how to market a practice in the real world. Using this collection of easy and affordable marketing ideas, any independent healthcare provider can forge a strong and genuine connection with potential clients, regardless of any previous marketing experience. This guide is all about building the unique relationship between a healthcare provider and the local community, while respecting the specific professional and legal issues inherent in that relationship. Whether you’re a veteran in the healthcare industry or just getting started, Community Connections contains the valuable advice and practical marketing ideas you need—from the reasons most healthcare practices don’t “market,” to gaining a deeper understanding of yourself and your community at large. Discover how implementing easy and affordable marketing activities can expand the success of your healthcare practice.

Strategic Marketing For Health Care Organizations

Philip Kotler,Robert J. Stevens,Joel I. Shalowitz
Strategic Marketing For Health Care Organizations Book PDF

Author : Philip Kotler,Robert J. Stevens,Joel I. Shalowitz
Publisher : John Wiley & Sons
Page : 416 pages
File Size : 42,6 Mb
Release : 2020-12-29
Category : Medical
ISBN : 9781118448410

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Strategic Marketing For Health Care Organizations by Philip Kotler,Robert J. Stevens,Joel I. Shalowitz Pdf

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Strategic Marketing For Health Care Organizations

Philip Kotler,Joel I. Shalowitz,Robert J. Stevens
Strategic Marketing For Health Care Organizations Book PDF

Author : Philip Kotler,Joel I. Shalowitz,Robert J. Stevens
Publisher : John Wiley & Sons
Page : 576 pages
File Size : 46,5 Mb
Release : 2008-05-09
Category : Medical
ISBN : 9780787984960

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Strategic Marketing For Health Care Organizations by Philip Kotler,Joel I. Shalowitz,Robert J. Stevens Pdf

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Marketing in Healthcare-Related Industries

Robert E. Hinson,Ogechi Adeola,Yam B. Limbu,Emmanuel Mogaji
Marketing in Healthcare Related Industries Book PDF

Author : Robert E. Hinson,Ogechi Adeola,Yam B. Limbu,Emmanuel Mogaji
Publisher : IAP
Page : 287 pages
File Size : 48,8 Mb
Release : 2020-07-01
Category : Medical
ISBN : 9781648021084

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Marketing in Healthcare-Related Industries by Robert E. Hinson,Ogechi Adeola,Yam B. Limbu,Emmanuel Mogaji Pdf

Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included. The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders. Praise for Marketing in Healthcare-Related Industries: "Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts." ~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University "Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area." ~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva "A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student." ~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana "This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners." ~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE

Essentials of Health Care Marketing

Eric N. Berkowitz
Essentials of Health Care Marketing Book PDF

Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 452 pages
File Size : 49,9 Mb
Release : 2006
Category : Education
ISBN : 0763783501

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Essentials of Health Care Marketing by Eric N. Berkowitz Pdf

Health Sciences & Professions

Modern Health Care Marketing

Gamini Gunawardane
Modern Health Care Marketing Book PDF

Author : Gamini Gunawardane
Publisher : World Scientific
Page : 515 pages
File Size : 50,8 Mb
Release : 2020-06-05
Category : Business & Economics
ISBN : 9789813279537

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Modern Health Care Marketing by Gamini Gunawardane Pdf

This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.

CRM in Pharmaceutical and Healthcare Marketing

Shailendra Tripathi
CRM in Pharmaceutical and Healthcare Marketing Book PDF

Author : Shailendra Tripathi
Publisher : Clever Fox Publishing
Page : 128 pages
File Size : 40,5 Mb
Release : 2020-05-21
Category : Business & Economics
ISBN : 8210379456XXX

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CRM in Pharmaceutical and Healthcare Marketing by Shailendra Tripathi Pdf

The word CRM had gained a different connotation in the industry. The book written by Shailendra Tripathi, a rich industry experienced sales & marketing professional and a management teacher explains the real meaning and relevance of CRM in pharmaceutical and healthcare business driving the importance of customer centricity over product centricity and thereby creating a long term partnership over transactional relationship. The book captures history of global pharmaceutical business and how Indian Pharmaceutical and Health Care evolved from the era of Charak and Sushruta to modern era, Indian healthcare system and emerging trends, evolution of CRM from pre-World War era to Modern era. The book addresses the challenge of customer defection and switching to competitors’ brand. It talks about various strategic tools for identifying right customers for CRM, Retain and Enhance the profitable business from them. The economics of CRM has been simplified for better understanding and terms like Net Present Value of future profit from customer and its relevance, decision to customer targeting and selection based on Choice Matrix, running loyalty program for different set of customers based on Loyalty Matrix. The concept of Activity Based Costing is simplified and explained how it can be applied in marketing for better return. How to create a superior customer experience, specially in an industry where execution has been a black spot. Therefore measurement of marketing effectiveness has been subjective. The book has captured various CRM tools and features of Sales Automation and Marketing Automation systems. You can learn about creating a quality content and superior customer experience, increasing the overall marketing effectiveness that is the need of the hour.

Community Connections!

Kelley Mulhern,Richard a Stockford,MS Kelley S Mulhern DC Mph
Community Connections Book PDF

Author : Kelley Mulhern,Richard a Stockford,MS Kelley S Mulhern DC Mph
Publisher : Sage Media Publishing
Page : 106 pages
File Size : 52,8 Mb
Release : 2021-05-03
Category : Electronic
ISBN : 0997226307

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Community Connections! by Kelley Mulhern,Richard a Stockford,MS Kelley S Mulhern DC Mph Pdf

Whether you're a veteran healthcare practitioner in the healthcare industry or just getting started, Community Connections! contains the valuable advice and practical marketing ideas you need-from the reasons most healthcare practices don't "market," to gaining a deeper understanding of yourself and your community at large. Discover how implementing easy and affordable marketing activities can expand the success of your healthcare practice. Written by a healthcare professional for healthcare professionals, Community Connections! is the first in a series of books designed to bridge the gap between what you are taught in school and how to market a practice in the real world. Using this collection of easy and affordable marketing ideas, any independent healthcare provider can begin forging a strong and genuine connection with potential clients, regardless of previous marketing experience.

Essentials of Health Care Marketing

Eric Berkowitz
Essentials of Health Care Marketing Book PDF

Author : Eric Berkowitz
Publisher : Jones & Bartlett Learning
Page : 536 pages
File Size : 48,6 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780763783334

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Essentials of Health Care Marketing by Eric Berkowitz Pdf

Health Sciences & Professions

Little Book of Healthcare Marketing

Drew Stevens
Little Book of Healthcare Marketing Book PDF

Author : Drew Stevens
Publisher : Unknown
Page : 0 pages
File Size : 43,7 Mb
Release : 2016-08-25
Category : Medical
ISBN : 160650939X

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Little Book of Healthcare Marketing by Drew Stevens Pdf

Medical marketing is something not thought of by physicians. The notion is that referrals will come from insurance companies, so there is no need to worry about patient flow. Yet, our contemporary world with its prevalence of the Internet especially with websites and review sites places too much control in the hands of the patient. With this in mind, patients have choices and no longer use insurance companies for referrals--they use other patients. Your role as a practitioner is changed and so is your staff. The ideology today is that you are all in the relationship business. When you develop more relationships, you allow these new individuals to your "marketing" world. Today's doctors must create a community and a strong one. The larger the community, the stronger the brand. If you want to build or maintain a thriving practice, then this book will provide you the tools and techniques to become a brand, manifest a community, and instantly attract others to you.

Health Care Marketing

John L. Fortenberry
Health Care Marketing Book PDF

Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 337 pages
File Size : 54,7 Mb
Release : 2010
Category : Business & Economics
ISBN : 9780763763275

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Health Care Marketing by John L. Fortenberry Pdf

Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

Health Care Marketing

Philip D. Cooper
Health Care Marketing Book PDF

Author : Philip D. Cooper
Publisher : Jones & Bartlett Learning
Page : 548 pages
File Size : 45,9 Mb
Release : 1994
Category : Hastahane ekonomisi
ISBN : 0834205270

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Health Care Marketing by Philip D. Cooper Pdf

Health Care Marketing: A Foundation for Managed Quality builds on tradition and delivers the very latest answers to the whats, whys, and hows of making effective marketing a reality in your health care organization. Included are journal articles, book chapters, scholarly papers, editorials, research reports, and case studies, all gathered here in a single timely and comprehensive source.

Essentials of Health Care Marketing

Berkowitz
Essentials of Health Care Marketing Book PDF

Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Page : 609 pages
File Size : 55,7 Mb
Release : 2016-08-15
Category : Business & Economics
ISBN : 9781284094312

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Essentials of Health Care Marketing by Berkowitz Pdf

Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

New Techniques for Brand Management in the Healthcare Sector

Borges, Ana Pinto,Rodrigues, Paula
New Techniques for Brand Management in the Healthcare Sector Book PDF

Author : Borges, Ana Pinto,Rodrigues, Paula
Publisher : IGI Global
Page : 244 pages
File Size : 40,8 Mb
Release : 2021-01-29
Category : Business & Economics
ISBN : 9781799830368

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New Techniques for Brand Management in the Healthcare Sector by Borges, Ana Pinto,Rodrigues, Paula Pdf

Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.