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Table Of Contents

KOKONA FOR LEKAR MEDiCAL FORUM
THE HISTORY OF MARKETING IN HEALTHCARE
The History of Marketing
Marketing in Healthcare
Evidence of the Acceptance of Marketing
THE CHALLENGE OF HEALTHCARE MARKETING
Why Healthcare Is Different
Why No Healthcare Marketing?
Why Healthcare Marketing Is Different
Developments Encouraging Healthcare Marketing
Reasons to Do Healthcare Marketing
THE EVOLVING SOCIETALAND HEALTHCARE CONTEXT
The Emergence of Healthcare as an Institution
The Cultural Revolution and Healthcare
Changing Societal Context
Healthcare Developments
BASIC MARKETING CONCEPTS
Marketing Concepts
Components of Marketing
Healthcare Products and Customers
The Four Ps of Marketing
Other Marketing Processes
MARKETING AND THE HEALTHCARE ORGANIZATION
Factors Affecting the Adoption of Marketing
Healthcare Organizations and Marketing
Stages of Healthcare Marketing
THE NATURE OF HEALTHCARE MARKETS
Marketing’s Context
Defining Markets
Delineating Geographic Market Areas
Profiling Healthcare Markets
From Mass Market to Micromarket
The Effective Market
Evaluating Market Areas
The Changing Nature of Markets
HEALTHCARE CONSUMERS AND CONSUMER BEHAVIOR
The Healthcare Consumer
Why Healthcare Consumers Are Different
Why Healthcare Consumers Are Similar
The Variety of Healthcare Customers
Characteristics of Healthcare Customers
Consumer Attitudes
Segmenting the Market for Healthcare Products
Consumer Behavior
Consumer Decision Making
HEALTHCARE PRODUCTS AND SERVICES
Defining the Product
Ways to Conceptualize Products
Common Healthcare Products
FACTORS IN HEALTH SERVICES UTILIZATION
Defining Demand
Factors Influencing Demand
The Elasticity of Health Services Demand
Measuring Health Services Utilization
Predicting the Demand for Health Services
MARKETING STRATEGIES
Strategy Defined
The Strategic Planning Context
The Strategic Planning Process
Developing the Strategic Plan
Strategic Options
Strategy Development and the Four Ps
Branding as a Strategy
PROMOTIONS, ADVERTISING, AND SALES
Promotional Mix
Promotional Categories
Media Options
Integrated Marketing
EMERGING MARKETING TECHNIQUES
Emerging Marketing Techniques
Limitations to Contemporary Marketing Techniques
MANAGING AND EVALUATING THE MARKETING PROCESS
From Marketing Plan to Marketing Campaign
The Players in the Marketing Process
Components of a Marketing Department
The Marketing Budget
Marketing Management
MARKETING RESEARCH IN HEALTHCARE
The Scope of Marketing Research
Marketing Research and Healthcare Decision Making
Steps in the Marketing-Research Process
Primary Data-Collection Methods
MARKETING PLANNING
The Nature of Marketing Planning
The Marketing-Planning Process
The Evaluation Plan
SOURCES OF MARKETING DATA
The Data Challenge
Data Dimensions
Data-Generation Methods
Sources of Data for Healthcare Marketing
Health Data and the Internet
HEALTHCARE MARKETING IN THE TWENTY-FIRSTCENTURY
Where Healthcare Marketing Is Today
Where Healthcare Marketing Is Going
Trends Affecting the Future of Healthcare Marketing
Healthcare Marketing: Seizing the Opportunity
GLOSSARY
INDEX
ABOUTTHE AUTHOR
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Marketing Health Services

Marketing Health Services

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Published by illuminatiy

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Published by: illuminatiy on Apr 01, 2010
Copyright:Attribution Non-commercial

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10/19/2013

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