1st Edition
Cases and Select Readings in Health Care Marketing
Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today’s health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!
- Part I: Introduction
- Basic Health Care Marketing Principles
- Part II: Marketing Planning
- Introduction to Strategic Market Planning
- Introduction to Marketing Planning for Health Care Organizations
- Condensed Sample Marketing Plan: Urgent Care Center
- Marketing Planning for Mid-Town Health Center
- Part III: Market Auditing and Research
- Introduction to Environmental Analysis
- The Marketing Audit--A Strategic Necessity: Marketing Management for the Mature Non-Profit
- Utilizing a Marketing Audit in Developing a New Service: Case Example: Breckenridge Village
- Southern Home Health Care: A Case Study
- Part IV: Segmentation and Targeting
- Introduction to Market Segmentation and Targeting
- Psychographic/Lifestyle Aspects for Market Targeting
- Market Planning for Mental Health: A “Target Group” Based Approach
- Designing a Promotional Tool: Practical Application of Market Targeting and Research: Case Example: Alcoholism Services of Cleveland, Inc.
- Part V: Positioning the Health Service
- Introduction to Positioning the Health Service
- Positioning the Health Organization Into the Minds of Health Consumers and Providers
- Part VI: Marketing Mix
- Introduction to the Marketing Mix
- Product Integrity: The Missing Link in a Hospital’s Marketing Process
- Price--A Primer on the 2nd “P” for Hospital Marketers
- Promotion--How to Promote and Advertise a New or Existing Clinic
- Place--Renovated Hospital for the Elderly
- A Case Study of Pricing Health Care Services: Southland HMO
- County Health Department: Prenatal Program: A Marketing Case Study and Analysis
- Marketing Mix Case Study: Family Service Agency of San Francisco
- Part VII: Strategy and Tactics
- Introduction to Market Strategy and Tactic Development
- Developing Marketing Strategies and Tactics
- Part VIII: Organization, Budgeting, and Control Systems
- Introduction to Organization, Budget, and Control
- Organization, Budgeting, and Control Systems
- Part IX: Public Relations and Fund Raising
- Introduction to Public Relations and Fund Raising
- The Making of a Logo: Scott and White Develops a New Look
- Part X: Advertising
- Introduction to Advertising
- Minimizing Advertising Risks
- “The Bottom Line on Advertising”: Keynote Speech at a One-Day Conference Sponsored by the Hospital Council of Northern California and the Hospital Public Relations Association of Northern California
- The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
- Author Index
- Subject Index
Biography
William Winston, Robert L. Berl (deceased), Robert Sweeney
