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| essentials of healthcare marketing: Essentials of Health Care Marketing Eric N. Berkowitz, 2006 Health Sciences & Professions |
| essentials of healthcare marketing: Essentials of Health Care Marketing Eric N. Berkowitz, 2021-03-22 Essentials of Health Care Marketing, Fifth Edition provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Offering an engaging and accessible approach, the Fifth Edition of this highly current text offers new content on social media and digital marketing, a thorough consideration of ethics, and additional multimedia to add relevance and further engage students. New to the Fifth Edition: New chapter on social media and digital marketing to fully explore marketing for the modern college student who is constantly engaged by social media. New chapter on ethics that covers areas of topical interest and debate in health care marketing. Coverage of the most current, cutting-edge developments in the field including: invigorating discussions in marketing theory, the new concept of “Customer Empowerment,” wholly revised discussion of pricing in relation to trends in value-based payment, new pricing and payment models, |
| essentials of healthcare marketing: Essentials of Health Care Marketing Eric Berkowitz, 2011 Health Sciences & Professions |
| essentials of healthcare marketing: Essentials of Health Care Marketing, Fourth Edition Eric N. Berkowitz, 2016-08-15 New Fifth Edition of Essentials of Health Care Marketing coming in March 2021. Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. |
| essentials of healthcare marketing: Essentials of Health Care Marketing with Nav Scenario for Marketing Eric N. Berkowitz, 2021-03-29 This bundle includes Essentials of Health Care Marketing, Fifth Edition with the Navigate Scenario for Marketing. |
| essentials of healthcare marketing: Cases in Health Care Marketing John L. Fortenberry, 2011 Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning. |
| essentials of healthcare marketing: Health Care Market Strategy Steven G. Hillestad, Eric N. Berkowitz, 2018-11-30 Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings. |
| essentials of healthcare marketing: Health Care Marketing John L. Fortenberry, 2010 Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time. |
| essentials of healthcare marketing: Essentials of Managed Health Care Peter Reid Kongstvedt, 2003 |
| essentials of healthcare marketing: Essentials of Management for Healthcare Professionals Hari Singh, 2017-12-15 Medical care is an industry and private providers and hospitals are the major service providers. They operate on business principles. Hospitals are getting highly specialized and complex. The diagnostics and therapeutics are technology intensive. Private establishments have to compete with one another to remain in business. They strive to induct the best talent and latest technical know-how, resulting in ever-increasing costs to patients. Patients, who pay high charges, demand quality as a matter of right. To meet the challenge, hospitals are constrained to bring in professionalism in their systems and services. They appoint qualified professional managers to manage their clinics and hospitals with a view to sparing health professionals to focus on clinical care. Whether right or wrong, ‘management’ is often associated with authority and power. As a result, the medical professionals are reduced to secondary level in some organizations. To retain commanding positions in medical organizations, it has become necessary for the healthcare professionals to learn ‘management’, at least its basics. On the other hand, non-medical managers while managing healthcare services do not get the required cooperation from the medical professionals, as the latter are often secretive and not willing to share medical knowledge. If medical knowledge is demystified, non-medical managers can perform many functions in healthcare organizations proficiently. Both medical and non-medical managers can complement each other in providing quality healthcare services. The book aims to orient clinicians (including physicians and nurses) and other healthcare professionals on the essentials of business management and to familiarize them with management terms and jargon. They can learn to be effective managers besides being health professionals. Similarly, non- medical managers can get familiarized to nuances of clinical care and special managerial requirements of healthcare facilities. They all will be able to relate processes in healthcare settings with the concepts of business management. They can develop expertise on patient relationship management |
| essentials of healthcare marketing: Essentials of Strategic Planning in Healthcare Jeffrey Paul Harrison, 2010 Essentials of Strategic Planning in Healthcare introduces readers to the factors influencing the strategic planning process in hospitals and other health services institutions today. Structured around a comprehensive case study and accompanying end-of-chapter exercises, this text places readers in the planner's seat, asking them to apply what they have learned to lead the hospital in the case study to success. Topics covered include: The role leadership plays in strategic planning Organizational factors critical to strategic planning Completing a SWOT analysis Analytical tools that support strategic planning Key data sources available to planners Strategic opportunities presented by pay-for-performance initiatives Communicating the strategic plan to multiple stakeholders Linking the strategic plan to operating performance Physician involvement in strategic planning Strategic planning initiatives across the continuum of care Hospital-physician integration models Factors affecting strategic planning in the post-acute care industry Jeffrey P. Harrison, PhD, FACHE, is an associate professor of health administration at the University of North Florida. Previously, Dr. Harrison held a wide range of managerial positions, including chief operating officer of a hospital, director of a large medical group, and leader at the health system level. He is founder and president of Harrison Consulting Group, Inc., a healthcare consulting firm. |
| essentials of healthcare marketing: Essential Techniques for Healthcare Managers Leigh W. Cellucci, 2010 Healthcare managers ensure that the organization's mission is met, that its goals are achieved, and that the work is done right. This book provides you with the skills, knowledge, and confidence you need to be a successful healthcare manager. This book uses realistic scenarios, cases, and exercises to bring essential management concepts to life. You will learn how to handle management responsibilities such as delegating projects, making ethical decisions, resolving conflicts, defending a budget, and monitoring organizational performance. Also included are an overview of health law and a discussion of diversity issues that will prepare you to work in today's healthcare environment. Topics and techniques covered include: Evidence-based management Ethics Evaluating employees Diversity Decision making Change Teamwork Hiring and terminating Communication Delegation Motivating employees Managing conflicts Leadership Time management Program assessment Legal issues Instructor Resources: PowerPoint slides, discussion points for end-of-chapter questions, and a test bank. To see a sample, click on the Instructor Resource sample tab above. |
| essentials of healthcare marketing: Essentials of Healthcare Management Leigh Cellucci, 2019 Revision of: Essential techniques for healthcare managers / Leigh W. Cellucci and Carla Wiggins. 2010. |
| essentials of healthcare marketing: Basics of the U.S. Health Care System Niles, 2016-12-14 Basics of the U.S. Health Care System, Third Edition provides students with a broad, fundamental introduction to the workings of the healthcare industry. Engaging and activities-oriented, the text offers an especially accessible overview of the major concepts of healthcare operations, the role of government, public and private financing, as well as ethical and legal issues. Each chapter features review exercises and Web resources that make studying this complex industry both enjoyable and easy. Students of various disciplines—including healthcare administration, business, nursing, public health, and others—will discover a practical guide that prepares them for professional opportunities in this rapidly growing sector. |
| essentials of healthcare marketing: Essentials of Health Care Finance William Cleverley, James Cleverley, Paula Song, 2011 Essentials of Health Care Finance stands firmly in its place as the leading textbook on healthcare finance. No other text so completely blends the best of current finance theory with the tools needed in day-to-day practice. Useful for all course levels as well as a professional reference, this text offers a comprehensive introduction to the field. The Seventh Edition has been thoroughly revised to reflect the current economic environment in the healthcare industry, with thoughtful descriptions and ‘real-world’ examples. As the not-for-profit health care sector has increasingly come under attack by legislators seeking new sources of tax revenue, this edition also features a new chapter on assessing community benefits including an examination of the new Schedule H of the IRS 990 form. Ancillary instructor materials for the Seventh Edition have been significantly expanded and updated. PowerPoint lecture slides now include selected examples from the chapters. Electronic versions of many of the charts and tables in the chapters are provided to enable the instructor to re-create and modify existing examples. An expanded set of test questions with detailed answers will be provided for each chapter. New excel spreadsheets for selected chapters will be created to help both the students and the instructors perform a variety of financial analysis tasks with spreadsheet templates. The instructor’s manual has been revised to include key learning points, chapter overviews, and guidelines for class discussion. |
| essentials of healthcare marketing: Essentials of Hospital Management & Administration D L Ramachandra, Many of the chapters in this book deals with the principles of management to be applied by the hospital managers and administrators to guide them and make them understand their responsibilities. This book is briefly explains the important and essential aspects of hospital planning, design, organization of outpatient and inpatient departments, management of hospital human resources, maintenance of medical record section, hospital waste management like collection, segregation, transport and disposal of hospital waste products, management of hospital infection control system, marketing of health service, public relations in hospitals, ethics in medical practice and other various aspects of hospital administration which is useful ready guide for hospital administrators. This book will certainly help many doctors, hospital administrators, nurses, paramedical staff, hospital management post graduate students and other medical fraternity. Dr. D. L. Ramachandra |
| essentials of healthcare marketing: Leading Healthcare IT Susan T. Snedaker, 2016-12-08 Healthcare IT is a complex and rapidly evolving field. Success in this arena requires the ability to create a vision, set a strategy, foster collaboration, develop a plan and execute flawlessly every day. This book provides a clear, concise roadmap for professionals who currently manage, direct or oversee healthcare IT. Through case studies and examples, the author includes highly relevant topics such as delivering and communicating HIT values, managing information security, and connectivity challenges, as well as organizational strategy, alignment and vision of HIT, risk management, performance management and process improvement using Lean methodologies. |
| essentials of healthcare marketing: Legal and Ethical Essentials of Health Care Administration George D Pozgar, 2024-10-23 Legal and Ethical Essentials for Health Care Administration provides a framework for the learner to understand legal issues affecting healthcare delivery, help the reader apply evaluate and distinguish between the rightness and wrongness of alternative courses of action when faced with complex ethical dilemmas-- |
| essentials of healthcare marketing: Strategic Marketing For Health Care Organizations Philip Kotler, Robert J. Stevens, Joel I. Shalowitz, 2021-02-17 A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises. |
| essentials of healthcare marketing: Healthcare Marketing in the Digital Times Olivia Flaggert, 2018-02-20 Are you a physician looking to grow your new patient base through online marketing? If so, then this book is for you! Today, patients are going online to find their doctor, and it is more important than ever for healthcare providers to show up online when patients are searching. Learn how doctors can use SEO, social media marketing, PPC, and other online techniques to increase new patient appointments. Includes 30 Days of Facebook Post Ideas! |
| essentials of healthcare marketing: Essentials of Management and Leadership in Public Health Robert Burke, Leonard Friedman, 2011-01-28 This book covers the full spectrum of essential competencies required to manage public health organizations, from communication and cultural proficieny to leadership, relationship building, ethics, and program planning. --Book Jacket. |
| essentials of healthcare marketing: Essentials of the U.S. Health Care System Leiyu Shi, Douglas A. Singh, 2018-09-07 Essentials of the U.S. Health Care System, Fifth Edition is a clear and concise distillation of the major topics covered in the best-selling Delivering Health Care in America by the same authors. Designed for undergraduate and graduate students in programs across the health disciplines, Essentials of the U.S. Health Care System is a reader-friendly, well organized resource that covers the major characteristics, foundations, and future of the U.S. health care system. The text clarifies the complexities of health care organization and finance and presents a solid overview of how the various components fit together. |
| essentials of healthcare marketing: Essentials of Health Care Marketing Berkowitz, 2016-08-15 Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. |
| essentials of healthcare marketing: Essentials of Health Care Marketing Berkowitz, 2014-09-23 |
| essentials of healthcare marketing: Essentials of Health Care Marketing Berkowitz, Roger, 2010-09-10 |
| essentials of healthcare marketing: Wound Care Essentials Sharon Baranoski, Elizabeth Ayello, 2015-07-29 Written by renowned wound care experts Sharon Baranoski and Elizabeth Ayello, in collaboration with an interdisciplinary team of experts, this handbook covers all aspects of wound assessment, treatment, and care. |
| essentials of healthcare marketing: Marketing Health Services Richard K. Thomas, 2020 This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment-- |
| essentials of healthcare marketing: Modern Health Care Marketing Gamini Gunawardane, 2020-06-05 This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry. |
| essentials of healthcare marketing: Introduction to Health Care Management Buchbinder, Nancy H. Shanks, 2016-03-28 This concise, reader-friendly, introductory healthcare management text covers a wide variety of healthcare settings, from hospitals to nursing homes and clinics. Filled with examples to engage the reader’s imagination, the important issues in healthcare management, such as ethics, cost management, strategic planning and marketing, information technology, and human resources, are all thoroughly covered. |
| essentials of healthcare marketing: Essentials of Healthcare Compliance Shelley C Safian, 2009-01-13 Essentials of Health Care Compliance provides you with the knowledge and skills necessary to understand how a formal compliance program is implemented at a health care facility. Managing several staff members and keeping a health care practice compliant with federal, state, and local statutes and regulations is a challenging job. Real-world examples and the author's hands-on approach will help you visualize yourself on-the-job, using the knowledge you have gained from this book to meet these challenges. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version. |
| essentials of healthcare marketing: Clinical Epidemiology Robert Fletcher, Suzanne W. Fletcher, Suzanne W Fletcher, MD, Msc, 2013-01-08 Now in its Fifth Edition, Clinical Epidemiology: The Essentials is a comprehensive, concise, and clinically oriented introduction to the subject of epidemiology. Written by expert educators, this text introduces students to the principles of evidence-based medicine that will help them develop and apply methods of clinical observation in order to form accurate conclusions. The Fifth Edition includes more complete coverage of systematic reviews and knowledge management, as well as other key topics such as abnormality, diagnosis, frequency and risk, prognosis, treatment, prevention, chance, studying cases and cause. |
| essentials of healthcare marketing: Healthcare Marketing Leigh Cellucci, 2013 |
| essentials of healthcare marketing: Healthcare Marketing Leigh W. Cellucci, Carla Wiggins, Tracy J. Farnsworth, 2014 Experienced healthcare marketers know that the traditional four Ps of business marketing (product, price, placement, and promotion) don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps (physicians, patients, payers, public, and the presence of politics) for building a solid foundation in healthcare marketing. Topics include: the history of healthcare marketing practices; physician, patient, and hospital interactions; alignment of strategic marketing efforts to the mission, vision, and values of an organization; ethics of healthcare marketing; stakeholders' roles in healthcare marketing; conflict management techniques; and the basics of a healthcare marketing plan. -- |
| essentials of healthcare marketing: Essentials of Public Health Management L. Fleming Fallon (Jr.), Eric Zgodzinski, 2009 In the wake of 9/11, effective management of public health departments has become vitally important, as these organizations and agencies will be in the front line of any bioterror or chemical attack. Written by practitioners for other practitioners and students who want to pursue public health careers, this book provides a practical, non-theoretical approach useful for the hands-on management of these complex organizations and their daily operations. With accessible writing and many real life applications, this concise new volume serves departments at all levels--federal, state, city and county. |
| essentials of healthcare marketing: Essentials of Public Health Research Methods Richard A. Crosby, Laura F. Salazar, 2020-03-16 Part of the Essential Public Health Series, Essentials of Public Health Research Methods is specifically written for undergraduate students studying public health who want to fully understand the range of research methods as applied to public health. Using the circular model of public health research as an overarching framework, Essentials of Public Health Research Methods provides a clear, time-tested methodology that leads students step-by-step through the research process -- from framing the questions, identifying the study design and choosing methodology to collecting and analyzing data, and disseminating research findings. By following this process, students learn about various facets of public health, while also learning how to select and apply various research methodologies. |
| essentials of healthcare marketing: Legal Essentials of Health Care Administration George Pozgar, Nina M. Santucci, 2009-10-06 Legal Essentials in Health Care Administration is a distillation of the most important topics from the widely popular Legal Aspects of Health Care Administration by the same author. Using reader-friendly, jargon-free language, this text unravels the complexities of the legal system in health care and provides the reader with a strong foundation in health law. Readers will gain a solid understanding of what steps providers of care, legislative bodies, patients, patients' families, and patient advocates can take to help prevent the wide variety of harmful events that are involved in health care. |
| essentials of healthcare marketing: Ethical Hospital Branding & Marketing Mohammed Ilias, 2021-03-26 Is Marketing a bad word in healthcare? I don't think so. Marketing has a Noble Responsibility! Governments spend billions of dollars on marketing health awareness to safeguard people against deadly diseases. It’s all about the rightful use of marketing that matters. why do they depend on marketing? Because they know only through the rightful use of marketing, these life-saving messages can reach the masses in no time and save them. If one can dig deeper and understand, it is not marketing, which is bad but human greed. The real nature of marketing is pure - it has all the essentials in making good, reach people faster. Then, where have we gone wrong - its the approach that matters. Hospitals using retail formats in marketing communication is not a welcome move; in fact, it degrades their brand when people start observing discounts, camps & master health checkups as baits, they lose faith in the hospital. Hospital Marketing is not to create hype but to genuinely help people. No one lives in this world without needing healthcare, but what has to be understood is how you build trust with your marketing communication so that they come to you when they are in need. This book aims to throw light on the true nature of hospital marketing, which is not revealed to hospital owners/ administrators/ marketers before in this format. |
| essentials of healthcare marketing: Essentials of Health Policy and Law Joel Bern Teitelbaum, 2013 Given the prominent role played by policy and law in the health of all Americans, the aim of this book is to help readers understand the broad context of health policy and law. The essential policy and legal issues impacting and flowing out of the health care and public health systems, and the way health policies and laws are formulated. Think of this textbook as an extended manual.introductory, concise, and straightforward.to the seminal issues in U.S. health policy and law, and thus as a jumping off point for discussion, reflection, research, and analysis. |
| essentials of healthcare marketing: ESSENTIALS OF MEDICAL LANGUAGE DAVID. ALLAN, 2020 |
| essentials of healthcare marketing: Essentials of Marketing Analytics Joseph F. Hair (Jr.), Dana E. Harrison, Haya Ajjan, 2024 Preface We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the masterís level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations. Many of you have been asking us to write this book, and we are confident you will be pleased it is now available. This second edition of Essentials of Marketing Analytics was written to meet the needs of you, our customers. The text is concise, highly readable, and value-priced, yet it delivers the basic knowledge needed for an introductory text on marketing analytics. We provide you and your students with an exciting, up-to-date text and an extensive sup-plement package. In the following sections, we summarize what you will find when you examineóand we hope, adoptóthe second edition of Essentials of Marketing Analytics-- |
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