Marketing health services

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


Publisher: Springer
Number Of Pages: 164
Publication Date: 2007-10-19
ISBN-10 / ASIN: 0387736042
ISBN-13 / EAN: 9780387736044
Binding: Paperback


Product Description:


Despite the growing importance of marketing for health professionals, there is no concise how-to guide available on the topic for use by physician practices, hospitals and other healthcare organizations. Although the industry has become increasingly market driven, healthcare administrators and marketers are left with little guidance with regard to the concepts, techniques, and data appropriate for healthcare marketing.

The proposed book would serve as a convenient reference for health professionals who want to understand the marketing process, develop marketing initiatives or interface with marketing professionals. Marketing theory and the history of marketing in healthcare will be minimized in an attempt to provide a practical guide for everyday use. The focus will be on how to do marketing, with the reader introduced to supporting aspects such as market research, marketing planning, and evaluation. The author also discusses marketing techniques for social marketing.

Health Services Marketing: A Practitioner’s Guide will cover broad topics appropriate for any healthcare organization and provide enough specifics to tailor marketing activities to the needs of particular practitioners. This book will be useful for both for-profit and not-for-profit organizations.



Summary: Very Informative
Rating: 4

I just began a career in healthcare marketing and this book has been a great source of information. It gives practical knowledge for everyday use by a marketer in the healthcare field.

Marketing Health Services
By Richard K. Thomas


Publisher: Health Administration Press
Number Of Pages: 486
Publication Date: 2004-01
ISBN-10 / ASIN: 1567932347
ISBN-13 / EAN: 9781567932348
Binding: Hardcover




Product Description:

Richard Thomas's new Marketing Health Services is a comprehensive guide to the world of healthcare marketing. It provides the nuts and bolts information a marketing professional veteran and newcomer alike could immediately apply to his or her own work. The book's contents run the gamut from understanding healthcare markets to applying marketing techniques to evaluating the marketing effort.

Thomas discusses the latest thinking on healthcare marketing, including
Factors that drive marketing approaches and consumer behavior in healthcare
Practical tips on devising a marketing strategy and managing its progress
Critical analysis of the marketing techniques currently used in healthcare
Introduction to emerging techniques being adapted for healthcare
strategies to consider when initiating market research
Case studies illustrating various marketing techniques


1.4mb

Marketing Health: Smoking and the Discourse of Public Health in Britain, 1945-2000
By Virginia Berridge


Publisher: Oxford University Press, USA
Number Of Pages: 260
Publication Date: 2007-08-30
ISBN-10 / ASIN: 0199260303
ISBN-13 / EAN: 9780199260300


Product Description:

The post war history of public health and the role of smoking within that history epitomises the tensions which surround taking health to the public. Public health history has largely concentrated on the nineteenth century sanitary period or on the years before the Second World War, often focussing on the environmental advances, or on the professional and occupational history of public health as an activity. This book has a different focus: it deals with the change in the outlook of public health post war. From a focus on services, vaccination, and dealing with health issues at the local level, public health had developed new discourse. Centring on chronic disease, it became concerned with the concept of "risk" and targeted individual behaviour. The mass media and centralised campaigning directed at the whole population replaced local campaigns, and politicians changed their mind about speaking directly to the public on health matters. Their early worries about the 'nanny state' gave place to a desire to inculcate new norms of behaviour, and it was debated how change was to be achieved.
Identifying debates between those believing in "systematic gradualism" and those who advocated a more coercive approach, Virginia Berridge uses smoking as a model. Such debates brought into play tensions over the relationships between public health and industrial interests. Health campaigning by new style pressure groups like ASH, which were part state funded, was an important motive force behind the change.
In the 1980s and 1990s, public health changed again. Passive smoking and HIV/AIDS brought environmental concerns back into public health, which had disappeared after the 1950s. The "rise of addiction" for smoking demonstrated the power of pharmaceutical interests to define a new "pharmaceutical public health" in which treatment and "magic bullets" were also tactics for prevention. In the early 21st century, public health was play to complex tensions and conflicting impetuses. This book shows that those tensions were nothing new and outlines their development over the last half century.



zipped pdf with cover

Health Services Marketing
Springer | 2007-10-19 | ISBN: 0387736042 | 164 pages | PDF | 1,9 MB

Despite the growing importance of marketing for health professionals, there is no concise how-to guide available on the topic for use by physician practices, hospitals and other healthcare organizations. Although the industry has become increasingly market driven, healthcare administrators and marketers are left with little guidance with regard to the concepts, techniques, and data appropriate for healthcare marketing.
The proposed book would serve as a convenient reference for health professionals who want to understand the marketing process, develop marketing initiatives or interface with marketing professionals. Marketing theory and the history of marketing in healthcare will be minimized in an attempt to provide a practical guide for everyday use. The focus will be on how to do marketing, with the reader introduced to supporting aspects such as market research, marketing planning, and evaluation. The author also discusses marketing techniques for social marketing.

Health Services Marketing: A Practitioner’s Guide will cover broad topics appropriate for any healthcare organization and provide enough specifics to tailor marketing activities to the needs of particular practitioners. This book will be useful for both for-profit and not-for-profit organizations.