Health Care Market Strategy: From Planning To Action / Edition 3 by Steven G. Hillestad, Eric N. Berkowitz | | 9780763747992 | Paperback | Barnes & Noble
Health Care Market Strategy: From Planning To Action / Edition 3

Health Care Market Strategy: From Planning To Action / Edition 3

by Steven G. Hillestad, Eric N. Berkowitz
     
 

ISBN-10: 0763747998

ISBN-13: 9780763747992

Pub. Date: 12/16/2003

Publisher: Jones & Bartlett Learning

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.

Overview

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.

Product Details

ISBN-13:
9780763747992
Publisher:
Jones & Bartlett Learning
Publication date:
12/16/2003
Edition description:
3E
Pages:
287
Product dimensions:
0.64(w) x 6.00(h) x 9.00(d)

Table of Contents

Prefacexi
About the Authorsxv
Acknowledgmentsxvii
Chapter 1Strategy Development and the Strategic Mind-Set1
What Is Strategy?1
Upsetting and Reestablishing the Competitive Equilibrium2
Creating a Difference3
Steps for Strategy Development5
The Possibility of Failure6
Development of the Strategic Mind-Set7
Focus on the Customer7
Inevitability of Change11
Search for a Better Way11
Decision-Making Role of the Marketplace12
Need for a Champion12
Trade-Offs in Courses of Action14
Market Share as a Benchmark14
Force and Focus15
Unique Selling Proposition (Competitive Advantage)19
Consumers' Perspective19
Determinant Attribute22
Add-Ons23
Differential Advantage24
Creating and Minimizing Barriers for Competitors25
Diversion and Dissuasion27
Growth in the Present Market28
Impact of the Marketing Plan29
Summary29
Notes30
Chapter 2Outlining the Marketing Planning Process31
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan31
Strategic Plan32
Business Plan32
Planning Versus Marketing35
What Is Market-Based Planning?37
A Market-Based Versus a Nonmarket-Based Approach38
The Process40
Summary48
Notes48
Chapter 3The Challenge of a Competitive Marketplace50
The External Environment50
Environmental Trends51
Changing Demographics51
Increasing Ethnic and Racial Diversity51
Aging of the Population53
Regulatory Changes54
The HIPAA Challenge54
Ongoing Federal Monitoring56
The Growing Use of Technology57
The Emerging Internet Impact57
Clinical Impact58
The Increase in Competition59
Shifts in the Corporate Market63
Summary64
Notes64
Chapter 4Step 1 The Vision Thing67
Establishing the Context67
Broad Versus Narrow Strategy Options70
Strategy as It Relates to Vision and Mission70
Strategy as It Relates to Marketing Options71
Strategy as It Relates to Target Markets71
Strategy as It Relates to Tactics72
The Difference Between a Vision and a Mission73
Defining the Vision74
Defining the Mission75
Specifying the Goals78
Summary79
Vision Statement Checklist79
Mission Statement Checklist80
Goal Statement Checklist80
Notes80
Chapter 5Step 2 Conducting the Internal/External Assessment81
The Assessment Process81
The Environment83
The Market and Its Needs85
The Competition90
Internal Capability96
Marketing Activities98
Products and Services100
Pricing Strategy101
Promotional Strategy101
Distribution Strategy103
Visual Tools103
Market Research104
Secondary Data104
Primary Data109
Sample109
Methodology114
Summary119
Notes121
Chapter 6Step 3 The Strategy/Action Match122
Perspectives on Strategy122
Cost Versus Differentiation Strategy122
Meeting Customer Needs123
BCG Matrix124
General Electric Model126
MAC Model126
Developing the Strategy/Action Match130
Analysis of Life Cycle130
An Organization Life Cycle Versus the Marketplace Life Cycle135
Strategy Options137
Go-for-It Strategy138
Product/Service139
Price140
Promotion140
Price/Promotion Options141
Distribution142
Differentiation Strategy143
Product145
Price145
Promotion146
Distribution146
Necessity Strategy146
Product148
Price148
Promotion148
Distribution149
Maintenance Strategy149
Product150
Price151
Promotion151
Distribution151
Niche Strategy151
Harvest Strategy153
Drop Strategy153
Setting Marketing Objectives155
Summary156
Notes157
Chapter 7Step 4 Determining Marketing Actions159
Devising Tactics159
Product/Service161
Evaluating Core Quality161
Determining Service Level163
Selecting Among New Offerings164
Modifying Existing Services167
Choosing a Branding Strategy168
Blanket Branding170
Multibrand Strategy171
Reseller Strategy171
Mixed Branding172
Co-branding172
Selecting a Program Name172
Distribution173
Decision Areas176
Controlling the Channel178
The Changing Nature of Channels179
Pricing180
Skim Pricing181
Penetration Pricing182
Elasticity Pricing182
Cost-Plus Pricing and Variable Pricing182
Price Bundling183
Positioning Value of Price183
Sensitivity of Price189
Promotion191
How Promotion Works191
Positioning Value of Promotion193
Advertising194
Advertising Issues: Copy Testing and Media Selection194
Setting Advertising Objectives and Measuring Results200
Setting the Budget201
Conditions for Effective Advertising204
Checklist for an Advertising Campaign204
Sales205
The Value of Sales205
Size of the Sales Force206
Compensation for the Sales Force208
Advertising/Sales Trade-Off208
Summary213
Notes213
Chapter 8Step 5 Integration of the Marketing Plan214
The Necessity of Integration214
Integration of Plans with Other Management Functions215
Integration with Operations216
Integration with Personnel217
Integrations with Finance218
Integration within the Organization's Portfolio219
Summary221
Chapter 9Step 6 The Approval and Monitoring Process222
An End and A Beginning222
Establishing Guidelines for Selecting Among Alternative Plans222
Return on Equity225
Margin225
Volume of Sales225
Return on Sales226
Existing Competition227
Technical Protection227
Additional Factors in the Analysis228
Monitoring Systems229
The Need for Contingency Plans233
Planning for Next Year233
Summary234
Notes234
Chapter 10Conclusion235
Strategy Versus Tactics235
Planning Issues236
Assumed Assumptions237
Expect the Unexpected238
Limit Initiatives240
Marketing as a Team Player241
The Future of Strategy and Marketing242
Be the Voice of the Market244
Earned Role Versus Assigned Role244
Accountability244
Be Bold and Have Ideas245
Notes246
Appendix AConsolidation of Key Questions Used in Conducting an Internal/External Analysis247
The Environment and the Market247
The Competitive Environment248
Internal Capability249
Marketing Activities250
Products and Services251
Pricing Strategy251
Promotional Strategy252
Distribution Strategy253
Conclusion253
Appendix BMarketing Plan Summary254
Appendix CSample Marketing Plan256
Situation256
Greentree257
Overview of Metz Clinic Plan258
Index271

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