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From The CriticsReviewer: Lena L Watson, Dr. RN, MBA/HCM(University of Phoenix)
Description: This book approaches healthcare marketing from a customer-based context rather than products and services basis. Recognizing the growing trend in healthcare, the book considers a humanistic approach to marketing in a complex industry.
Purpose: According to the authors, one of the many reasons for this book is to give healthcare providers a reference to promote efforts to develop and enhance customer-driven services to their clients.
Audience: The intended audience includes anyone working in healthcare systems. More specifically, it is suitable for managers responsible for any aspect of marketing functions in healthcare delivery settings. This includes educators and healthcare administration/management learners. The authors are distinguished academicians on this topic.
Features: The book is essentially divided into four parts. Part one provides an overview of healthcare marketing. Part two gives readers insights on ways to analyze users of the healthcare system. Part three provides recommendations for tools. Chapter four has useful suggestions to help healthcare providers achieve marketing goals. The book has an abundance of tables, figures, and exhibits. Learning objectives are clearly stated at the beginning of the chapters. The vignettes and opening examples help readers gain further knowledge and insight into the material. The authors take a unique approach to marketing by comparing the U.S. healthcare marketplace with other countries, such as Canada and the U.K.
Assessment: This is an excellent textbook and/or reference appropriate for novice to expert healthcare leaders. It contains pertinent information supported by easy-to-understand illustrations. The authors are experts in the field who effectively cover a vast amount of current healthcare marketing information in a manner that can be appreciated by a broad reader audience.