Full Description
Learn useful strategies for marketing health and wellness programs. This important new book presents a cross-section of current research and commentary on wellness and prevention issues. The 17 authors--representing 11 different institutions--are some of the most active health care consultants in the academic community. They discuss studies for hospital based programs, workplace programs, and governmental and educational institutions.Important marketing concepts are used to segment the work into several sections. Included are chapters which help to define the actual product lines which should be grouped into wellness and prevention programs, studies that define several important market segments, and chapters on channels of distribution. This timely volume concludes with an analysis of current research efforts and directions for future research.Marketing for Health and Wellness Programs is essential reading for hospital administrators, faculty physicians at teaching hospitals, public health professors, government health service administration employees, corporate managers and personnel administrators, insurance industry managers, independent health and wellness consultants, and staff members of health trade publications.
Contents
Contents
Preface
Introduction
Part I: What Is the Wellness/Prevention Product?
Market Evolutions in Health Care and the Emergence of Employee Wellness as a New Product Category
The Marketing of Dental Wellness: A Practical Guide for the Practitioner
Implications of Addiction Theory for Primary and Secondary Prevention Programs
Part II: Market Segments for Wellness and Prevention Programs
Mutual Support Groups to Reduce Alcohol Consumption by Pregnant Women: Marketing Implications
Health Consciousness, Scientific Orientation and Wellness: An Examination of the Determinants of Wellness Attitudes and Behaviors
The Social System Referral Sources and Prevention Referral
Promoting Wellness for Older Adults
The Adolescents: Target Markets for Prevention
Part III: Channels of Distribution
The Nature of and Case for Well-Being Companies
In Search of the "Well-Being" Company--1989
Implementing a Wellness Program in a Resource Constrained Public Institution: A Review With Commentary
Channel Leadership in Health Care Marketing: A Natural Role for Hospitals
Wellness: The Marketing of Health Promotion in America's Heartland Hospitals
Evaluating the Effectiveness of Wellness Programs: Urban and Rural Hospital Experience
Part IV: Future Research in Wellness and Prevention
Surpluses and Shortages in the Study of Wellness Programs: An Assessment of the Field's Development and Call for Academic Research
