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

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Overview

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

This book contains black-and-white illustrations.

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Editorial Reviews

Doody's Review Service
Reviewer: Janice M. Lato, MA (Medical College of Wisconsin)
Description: This third edition compiles key topics related to health care marketing and includes an overview section on the development and trends in the field during the last decade.
Purpose: The purpose is to offer a framework to help students and practitioners of health care administration gain an understanding of the nature and scope of marketing in a health care setting. These necessary objectives were met.
Audience: This book is intended for students and practitioners of administration in health care organizations. The author is credible in the field.
Features: There are some charts, graphs, and tables to illustrate marketing trends and examples. The references are current and appropriate. The table of contents and index are detailed and thorough. The appearance is contemporary and inviting, because chapters are short and material is divided into easy-reading topics.
Assessment: This book is useful for students and health care administrators who require an overview of trends in marketing. Its limitation is that it does not cover topics in depth. However, references are provided at the end of each chapter for those who require more information. Although this edition has included a new section to cover development and trends, the material is primarily based on the findings from 1980s, and there is limited reference to 1990s examples and findings. Because marketing is new in health care, it will continue to reflect the changes of an evolving field.
Janice M. Lato
This third edition compiles key topics related to health care marketing and includes an overview section on the development and trends in the field during the last decade. The purpose is to offer a framework to help students and practitioners of health care administration gain an understanding of the nature and scope of marketing in a health care setting. These necessary objectives were met. This book is intended for students and practitioners of administration in health care organizations. The author is credible in the field. There are some charts, graphs, and tables to illustrate marketing trends and examples. The references are current and appropriate. The table of contents and index are detailed and thorough. The appearance is contemporary and inviting, because chapters are short and material is divided into easy-reading topics. This book is useful for students and health care administrators who require an overview of trends in marketing. Its limitation is that it does not cover topics in depth. However, references are provided at the end of each chapter for those who require more information. Although this edition has included a new section to cover development and trends, the material is primarily based on the findings from 1980s, and there is limited reference to 1990s examples and findings. Because marketing is new in health care, it will continue to reflect the changes of an evolving field.

4 Stars! from Doody
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Product Details

  • ISBN-13: 9780834205277
  • Publisher: Jones & Bartlett Learning, LLC
  • Publication date: 3/29/1994
  • Edition description: REV
  • Edition number: 3
  • Pages: 526

Table of Contents

Contributors
Preface
Acknowledgments
Introduction
Sect. I Health Care Marketing 1
Health Care Marketing: The Concept and Focus 3
1 What Is Health Care Marketing? 7
2 The "Big Bang" Theory of Competition in Health Care 13
3 Hospital Finance and Marketing 19
4 Health Care Marketers Eye Hot Topics 24
5 Improving Service Quality in the Health Care Setting 27
6 The End of Health Care Marketing? 33
7 Marketing from the Inside Out 39
8 Doing vs. Being: A Challenge to Health Care Marketing and Management 42
9 Listening to the Consumer: Implications of a Statewide Study of North Carolinians 47
10 The Role of Expectations in Patient Satisfaction with Medical Care 55
Sect. II Development and Trends 71
The Future of "Marketing" Health Care Services 73
11 Corporate Health Risk Management: An Employer's Newest Tool To Reduce Health Care Costs 85
12 Implications of Prospective Payment under DRGs for Hospital Marketing 90
13 Hospital Choice: A Summary of the Key Empirical and Hypothetical Findings of the 1980s 103
14 A Model for Understanding Benefit Segmentation in Preventive Health Care 129
15 Health Care Consumption and Consumer Social Class: A Different Look at the Patient 143
16 Segmenting Hospitals for Improved Management Strategy 160
17 Preference Segmentation of Health Care Services: The Old-Fashioneds, Value Conscious, Affluents, and Professional Want-It Alls 173
18 Managing Hospital Quality through a Clinical Severity Approach 190
19 Ethics in Health Care Marketing: The Twin Cities Perspective 200
20 Use Marketing To Reduce Malpractice Costs in Health Care 208
21 Hospital Liability Law: Cost Containment, Marketing, and Consumer Expectation 216
22 Altering Corporate Strategic Criteria To Reflect the Changing Environment: The Role of Life Satisfaction and the Growing Senior Market 228
23 A New Model for Marketing Health Care and Senior Housing Services 238
24 Communicating with the Elderly Consumer: The Growing Health Care Challenge 242
25 Life Satisfaction: The Missing Focus of Marketing to Seniors 256
26 Stages in Health Care Marketing Development: An Age Wave Example 260
27 The Growing Threat of AIDS: How Marketers Must Respond 263
28 Hospital Wellness Centers: Strategic Implementation, Marketing, and Management 276
29 Employee Wellness Programs: A Strategy for Increasing Participation 282
30 Hospital Planners As Political Activists 295
Sect. III The Health Marketing Tools 301
The Tools of Health Care Marketing: The Caps 303
31 Market Research: When, Why, and How 309
32 Creating Patient Satisfaction and Loyalty 316
33 What University Research Can Offer the Health Care Marketer 333
34 Price of Services 337
35 Beyond Money: The Concept of Social Price 342
36 Learning To Deal with Your Doctor 349
37 The Retailing of Health Care 351
38 Medical Care in the Discount Aisle 367
39 Marketing and Public Relations 375
40 Hospitals Emphasize Guest Relations 388
41 Hospital Image and the Positioning of Service Centers: An Application in Market Analysis and Strategy Development 390
42 Designing Health Promotion Programs by Watching the Market 407
43 A Process for Developing New Health Services 417
44 Health Service Development for Physician/Medical Records: A 1980s Model, a 1990s Application and Refinement 427
45 Elimination of Services? A Possible Model for Health Care Services 439
Sect. IV Strategic Health Care Marketing 445
Strategic Health Care Marketing 447
46 Developing and Operationalizing a Product/Service Classification System for Health Care Providers 449
47 Marketing Audits for Health Organizations: A Practical Guide 463
48 Marketing Nursing: A Model for Success 476
49 The Marketing Decade: A Desktop View 481
50 Health Care Marketing Warfare 489
51 Marketing Strategies for Different Competitive Positions 509
52 Targeting the Managed Health Care Segment 513
Index 519
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