Download e-book for kindle: Health Services Marketing: A Practitioner's Guide by Richard K. Thomas

By Richard K. Thomas

ISBN-10: 0387736042

ISBN-13: 9780387736044

ISBN-10: 0387736069

ISBN-13: 9780387736068

For today’s healthcare professional, medical services isn't really enough—one has to grasp the marketplace. even if a facility has its personal advertising division, practitioners are usually referred to as on for his or her enter. Health companies Marketing: A Practitioner’s advisor truly and succinctly explains the diversity of promoting actions and strategies, from promotions to pricing, so any health care professional can discover ways to navigate this bewildering yet more and more very important element of healthcare. Richard Thomas’ step by step consultant for constructing a advertising plan and conducting a profitable crusade bargains a hands-on method of confirmed tools for staying a step prior to the healthcare advertising game:

  • The overall healthiness as obvious from the promoting perspective.
  • Healthcare items, and the patrons who want them.
  • What advertising can (and can’t) do for a clinical practice.
  • Demographics and past: how social advertising and marketing works.
  • Where your advertising buck is going: staying on price range.
  • Market positioning: realizing the contest, construction the strategy.
  • Evaluating a advertising plan’s effectiveness.
  • Plus dozens of kinds, checklists, and questionnaires to simplify the process.

Useful to practitioners and directors alike, and both suited for the for-profit as to the non-profit association, Health ServicesMarketing gives the reader necessary instruments to arrive out to shoppers and construct lasting relationships.

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Additional resources for Health Services Marketing: A Practitioner's Guide

Example text

Impersonal channels such as the electronic and print media (including the Internet) typically consume the bulk of the effort (and money) invested in marketing. While all forms of mass media have some potential for healthcare marketing, the pros and cons of each must be carefully considered. Network television may not be very useful for promoting a local organization but selected cable channels may be, while radio may be an effective means of disseminating certain messages. Newspapers may reach that demographic segment that has not gone over to cyberspace, while high-end magazines may reach the target audience for elective procedures.

But the simple process of collecting satisfaction data can be viewed as an opportunity for developing a relationship with that patient and his or her family. Seeking input from customers and otherwise engaging them in dialogue can serve multiple purposes. Seen in this light, the $15 that seemed high for a completed satisfaction questionnaire doesn’t look like much of an investment for solidifying a relationship with a potential lifelong customer. Promotion in healthcare is different because we are not just trying to make a sale, but we are trying to get the consumer to go to the right place at the right time to receive the right care.

Place The third “P”, “place,” represents the manner in which goods or services are distributed for use by consumers. Place might refer to the location or the hours a health service can be accessed. Increasingly, as more healthcare organizations establish relationships with managed care plans, the place variable assumes a more critical role. Companies offering health plans must consider location and primary care access for potential enrollees. While in past years a physician could establish an office in a location convenient for the doctor, today the consumer increasingly dictates the role of place in the marketing mix.

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Health Services Marketing: A Practitioner's Guide by Richard K. Thomas


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