Health Services Marketing

A Practitioner's Guide

Authors: Thomas, Richard K.

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  • Practical how-to guide
  • Discusses social marketing
  • Includes numerous templates, checklists, and sample survey questionnaires
  • Aimed at healthcare professionals who are new to marketing
  • Demonstrates cost-effectiveness of marketing
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eBook 44,02 €
price for Spain (gross)
  • ISBN 978-0-387-73606-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 55,11 €
price for Spain (gross)
  • ISBN 978-0-387-73604-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

For today’s health care professional, clinical expertise is not enough—one has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for their input. Health Services Marketing: A Practitioner’s Guide clearly and succinctly explains the range of marketing activities and techniques, from promotions to pricing, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game:

  • The health industry as seen from the marketing perspective.
  • Healthcare products, and the consumers who need them.
  • What marketing can (and can’t) do for a medical practice.
  • Demographics and beyond: how social marketing works.
  • Where your marketing dollar goes: staying on budget.
  • Market positioning: knowing the competition, building the strategy.
  • Evaluating a marketing plan’s effectiveness.
  • Plus dozens of forms, checklists, and questionnaires to simplify the process.

Useful to practitioners and administrators alike, and equally suited to the for-profit as to the non-profit organization, Health Services Marketing gives the reader valuable tools to reach out to consumers and build lasting relationships.

About the authors

Richard K. Thomas is Vice President of the Health Management Associates, Memphis, TN. He is also Associate Professor at the University of Tennessee Health Science Center. Thomas has authored a recent academic treatment of marketing and healthcare: Marketing Health Services (2004, Health Administration Press). He is also author of Health Communication and several other books on health administration published by Springer.

Reviews

From the reviews:

"Thomas details marketing activities and techniques for health care practitioners and administrators in for-profit and non-profit organizations. He presents basic concepts of marketing and ways to implement a marketing initiative, including the process, research, planning, healthcare products and customers, positioning and strategy development, financial aspects, choosing among promotional options, social marketing, new approaches, and measuring effectiveness. … Checklists, forms, questionnaires, and other materials are provided." (www.booknews.com, April, 2008)

"This easy to comprehend book describes the tactics and strategy required to effectively market products and services in the healthcare industry. … the book is written for students, residents, and practitioners who all would benefit from the simple discussion of marketing practices. … for marketing communications professionals, the history and complexities of the health industry provided in the book are very useful as a foundation." (Lawrence M. Leber, Doody’s Review Service, March, 2009)


Table of contents (13 chapters)

Buy this book

eBook 44,02 €
price for Spain (gross)
  • ISBN 978-0-387-73606-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 55,11 €
price for Spain (gross)
  • ISBN 978-0-387-73604-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Health Services Marketing
Book Subtitle
A Practitioner's Guide
Authors
Copyright
2008
Publisher
Springer-Verlag New York
Copyright Holder
Springer-Verlag New York
eBook ISBN
978-0-387-73606-8
DOI
10.1007/978-0-387-73606-8
Softcover ISBN
978-0-387-73604-4
Edition Number
1
Number of Pages
XII, 164
Number of Illustrations
58 b/w illustrations
Topics