Health Care Marketing: A Foundation for Managed Quality / Edition 3

Health Care Marketing: A Foundation for Managed Quality / Edition 3

by Philip D. Cooper, Cooper
     
 

ISBN-10: 0834205270

ISBN-13: 9780834205277

Pub. Date: 03/29/1994

Publisher: Jones & Bartlett Learning, LLC

Health Care Marketing: A Foundation for Managed Quality builds on trad ition and delivers the very latest answers to the whats, whys, and how s of making effective marketing a reality in your health care organiza tion. Included are journal articles, book chapters, scholarly papers, editorials, research reports, and case studies, all gathered here in a single

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Overview

Health Care Marketing: A Foundation for Managed Quality builds on trad ition and delivers the very latest answers to the whats, whys, and how s of making effective marketing a reality in your health care organiza tion. Included are journal articles, book chapters, scholarly papers, editorials, research reports, and case studies, all gathered here in a single timely and comprehensive source.

Product Details

ISBN-13:
9780834205277
Publisher:
Jones & Bartlett Learning, LLC
Publication date:
03/29/1994
Edition description:
REV
Pages:
526
Product dimensions:
6.00(w) x 9.00(h) x (d)

Table of Contents

Contributors
Preface
Acknowledgments
Introduction
Sect. IHealth Care Marketing1
Health Care Marketing: The Concept and Focus3
1What Is Health Care Marketing?7
2The "Big Bang" Theory of Competition in Health Care13
3Hospital Finance and Marketing19
4Health Care Marketers Eye Hot Topics24
5Improving Service Quality in the Health Care Setting27
6The End of Health Care Marketing?33
7Marketing from the Inside Out39
8Doing vs. Being: A Challenge to Health Care Marketing and Management42
9Listening to the Consumer: Implications of a Statewide Study of North Carolinians47
10The Role of Expectations in Patient Satisfaction with Medical Care55
Sect. IIDevelopment and Trends71
The Future of "Marketing" Health Care Services73
11Corporate Health Risk Management: An Employer's Newest Tool To Reduce Health Care Costs85
12Implications of Prospective Payment under DRGs for Hospital Marketing90
13Hospital Choice: A Summary of the Key Empirical and Hypothetical Findings of the 1980s103
14A Model for Understanding Benefit Segmentation in Preventive Health Care129
15Health Care Consumption and Consumer Social Class: A Different Look at the Patient143
16Segmenting Hospitals for Improved Management Strategy160
17Preference Segmentation of Health Care Services: The Old-Fashioneds, Value Conscious, Affluents, and Professional Want-It Alls173
18Managing Hospital Quality through a Clinical Severity Approach190
19Ethics in Health Care Marketing: The Twin Cities Perspective200
20Use Marketing To Reduce Malpractice Costs in Health Care208
21Hospital Liability Law: Cost Containment, Marketing, and Consumer Expectation216
22Altering Corporate Strategic Criteria To Reflect the Changing Environment: The Role of Life Satisfaction and the Growing Senior Market228
23A New Model for Marketing Health Care and Senior Housing Services238
24Communicating with the Elderly Consumer: The Growing Health Care Challenge242
25Life Satisfaction: The Missing Focus of Marketing to Seniors256
26Stages in Health Care Marketing Development: An Age Wave Example260
27The Growing Threat of AIDS: How Marketers Must Respond263
28Hospital Wellness Centers: Strategic Implementation, Marketing, and Management276
29Employee Wellness Programs: A Strategy for Increasing Participation282
30Hospital Planners As Political Activists295
Sect. IIIThe Health Marketing Tools301
The Tools of Health Care Marketing: The Caps303
31Market Research: When, Why, and How309
32Creating Patient Satisfaction and Loyalty316
33What University Research Can Offer the Health Care Marketer333
34Price of Services337
35Beyond Money: The Concept of Social Price342
36Learning To Deal with Your Doctor349
37The Retailing of Health Care351
38Medical Care in the Discount Aisle367
39Marketing and Public Relations375
40Hospitals Emphasize Guest Relations388
41Hospital Image and the Positioning of Service Centers: An Application in Market Analysis and Strategy Development390
42Designing Health Promotion Programs by Watching the Market407
43A Process for Developing New Health Services417
44Health Service Development for Physician/Medical Records: A 1980s Model, a 1990s Application and Refinement427
45Elimination of Services? A Possible Model for Health Care Services439
Sect. IVStrategic Health Care Marketing445
Strategic Health Care Marketing447
46Developing and Operationalizing a Product/Service Classification System for Health Care Providers449
47Marketing Audits for Health Organizations: A Practical Guide463
48Marketing Nursing: A Model for Success476
49The Marketing Decade: A Desktop View481
50Health Care Marketing Warfare489
51Marketing Strategies for Different Competitive Positions509
52Targeting the Managed Health Care Segment513
Index519

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