1st Edition

Healthcare Relationship Marketing
Strategy, Design and Measurement

ISBN 9780566092176
Published March 28, 2011 by Routledge
260 Pages

USD $160.00

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Book Description

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.



Dr Ira J. Haimowitz is Executive Vice President, Analytics and Operations, at The CementBloc, a leading health and wellness communications agency. For over 20 years, he has provided healthcare clients innovative solutions for relationship marketing, segmentation, operations, measurement, and optimization. He has also enabled clients to evaluate the return on investment of their multichannel consumer and professional advertising campaigns. Prior to joining The CementBloc, Ira was Vice President, Group Director of Insights and Optimization at Wunderman, leading a team with primary responsibility for healthcare clients. Ira has also spent 9 years on the manufacturer side as a Director and Team Leader for pharmaceutical companies Pfizer and Organon. Ira Received his Ph.D. from the Massachusetts institute of Technology in Computer Science (medical emphasis) in 1994.


'Dr Haimowitz has done a wonderful contribution to the field of health care marketing and research. In this book he brings his wealth of industry experience and knowledge into academic focus with practical and realistic examples. It is a must have for educators and students of health care marketing and marketing research or anyone who would consider relationship based marketing as the cornerstone for successful corporate strategy in healthcare.' Dr Thani Jambulingam, Professor of Pharmaceutical and Healthcare Marketing, Erivan K. Haub School of Business, Saint Joseph’s University, USA 'Dr Haimowitz has written a practical and indispensable handbook and reference for Relationship Marketing practitioners, managers, and newcomers...an excellent, plainspoken overview of Relationship Marketing concepts, strategies, tools, and techniques while also offering specific case studies that are directly applicable in today's Healthcare environment. In particular the book includes interviews with industry experts (all with over 15 years experience). These interviews offer invaluable, first hand insight into the challenges and opportunities unique to modern Healthcare Relationship Marketing. ...In summary, this book is highly recommended as an important addition to the library of any RM professional regardless of role (e.g. Strategy, Media, Operations, or Analytics). While the case studies and tactics are focused on the Healthcare industry the RM concepts, principles, tools and techniques are broadly applicable across multiple industries.' Zaheer Benjamin, Director, Financial Planning, Phoenix Suns (via Amazon.com)