How To Write a Marketing Plan for Health Care Organizations: 1st Edition (Hardback) book cover

How To Write a Marketing Plan for Health Care Organizations

1st Edition

By William Winston


184 pages

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Hardback: 9780866564502
pub: 1985-01-01
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eBook (VitalSource) : 9780203056370
pub: 2012-11-12
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A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.

Table of Contents

Contents Preface

  • Basic Health Care Marketing Principles
  • Introduction to Marketing Planning
  • Organizational Phase: Wetting the Stage with Marketing Missions, Goals, and Objectives
  • Performing a Marketing Audit of the Health Organization’s Environment
  • Segmenting and Targeting the Marketplace Positioning the Health Organization into the Minds of the Health Consumers and Providers
  • Developing Marketing Strategies and Tactics
  • Organizational, Budgeting, and Control Systems
  • Condensed Sample Marketing Plan
  • Appendix A: The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
  • Appendix B: How to Effectively Use Health Markeitng Consulltants
  • Appendix C: Using Computers in Health Marketing
  • Appendix D: Working With the Media

Subject Categories

BISAC Subject Codes/Headings:
MEDICAL / General