Full Description
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.
Contents
Foreword.
Preface.
Chapter 1.An Introduction to Marketing in Healthcare.
Chapter 2.Services Marketing as the Bedrock of Healthcare Marketing.
Chapter 3.The Evolving Societal and Healthcare Context.
Chapter 4.Public Sector Marketing in Healthcare.
Chapter 5.Strategic Planning in Healthcare Marketing.
Chapter 6.Managing Innovation in Healthcare Institutions.
Chapter 7.Healthcare Stakeholders.
Chapter 8.Consumer Behavior in Healthcare Service Encounters.
Chapter 9.Positioning Healthcare Services in Competitive Markets.
Chapter 10.Balancing Healthcare Service Demand and Capacity.
Chapter 11.Managing Relationships and Building Loyalty in Healthcare Industries.
Chapter 12.Marketing Tool Kit for Healthcare Managers.
About the Authors.
