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From The CriticsReviewer: Lori J. Pinkerton, MPH (Creighton University)
Description: This comprehensive book focuses on key marketing and customer service strategies that healthcare leaders can implement to increase market share, enhance financial viability, and position the organization for success.
Purpose: The purpose is to teach healthcare leaders about effective marketing, sales, and service strategies. The author stresses the importance of implementing strategies that uphold the organization's mission, foster creativity, and result in business growth. This book provides the tools necessary to set one healthcare organization apart from another and encourages repeat customer contact. The author outlines all of the latest marketing strategies that are critical to organizational success.
Audience: This book is written for any healthcare leader who is interested in learning how to become the provider of choice in a community. It would be an excellent resource for healthcare students, physicians, and other clinicians who are interested in learning what marketing skills are necessary not only to survive, but thrive, in today's competitive and changing marketplace. This book is easy to read and provides strategies that are based upon the author's extensive healthcare experience.
Features: The author clearly outlines marketing, sales, and customer service strategies that can be implemented in any organization, regardless of size or location. Section II is one of the most important in the book. Effective sales strategies have been used for years in most organizations outside of healthcare. It is very important that the healthcare executive recognize the importance of using sales strategies to build relationships with all referral sources. By doing this, market share will increase and collaborative relationships will be built based on trust, knowledge, and respect. I would suggest adding a chapter that addresses marketing to minority populations, especially to the population of Hispanic origin, a segment that is growing in most markets, both urban and rural. It is important for healthcare professionals to recognize unique cultural and communication issues that can be barriers if not addressed appropriately.
Assessment: This is a very useful book for healthcare marketing executives or students. It is easy and quick to read and provides useful strategies that are sure to grow business. I have over 15 years of experience in healthcare marketing, direct sales, and public relations and have found some new ideas that I plan to use in my organization. This book captures the key strategies that, if implemented, will create an organization that fosters positive relationships with employees and physicians and promote customer satisfaction. In my experience, this translates into securing repeat business and financial viability.