Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System
(Depends on publisher)
"Graduate programs in health care administration require content in market analysis, research, and assessment in order to be accredited. There are 72 programs accredited by the primary accrediting organization for health care management, Commission on Accreditation Healthcare Management Education. In addition, there are approximately 40 health care MBA programs accredited by Association to Advance Collegiate Schools of Business and Accreditation Council for Business Schools and Programs, a half-dozen graduate health care programs offered by professional colleges.
| Quantity | Price | Discount |
|---|---|---|
| List Price | $102.00 |
$102.00
Book Information
| Publisher: | Jossey-Bass |
|---|---|
| Publish Date: | 02/17/2021 |
| Pages: | 416 |
| ISBN-13: | 9781118355831 |
| ISBN-10: | 1118355830 |
| Language: | English |
Full Description
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.