Healthcare Marketing, Sales and Service: An Executive Companion / Edition 1

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Editorial Reviews

From The Critics
Reviewer: 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.
Booknews
A brief guide for executives that suggests cost-cutting alone is not creating a better system of health-care delivery and reimbursement. Rather, O'Malley (a consultant specializing in business development, customer satisfaction, and sales) sees mastering the "holy triad" of marketing, sales, and service as the strategy that will bring the industry long-term success. Subjects covered include building a brand, Internet marketing, database mining, managing salespeople, boosting customer service, and developing patient satisfaction surveys. Includes a nine-page bibliography, but lacks an index. Annotation c. Book News, Inc., Portland, OR (booknews.com)

5 Stars! from Doody
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Product Details

  • ISBN-13: 9781567931501
  • Publisher: Health Administration Press
  • Publication date: 11/1/1900
  • Edition description: AMERICAN COLLEGE OF HEALTHCARE EXEC
  • Edition number: 1
  • Pages: 167

Table of Contents

Preface ix
I Marketing
1 What is Marketing? 3
Leadership and Marketing 5
Essential Activities of Marketing 7
Psychology and Marketing 9
Achieving Marketing Goals 12
Summary: The Seven Secrets to Provider Success 15
2 Conquering the "Me-Too" Syndrome 17
Separation Strategies 18
Think Retail, Not Healthcare 20
Creative Communications 22
3 The Essence of Branding 33
Establishing Brand Identity 34
Integrated Marketing 36
4 Internet Marketing 41
Creating an Internet Presence 43
Internet Costs 45
5 Referral Database Mining 47
Database Dynamics 47
Creating Profitability Profiles 49
Mapping Data 50
Graphing Data to Gain Insight 51
6 Gaining Managed Care Business 61
Managed Care's Priorities 61
Creating a Managed Care Brochure 63
Managed Care Contracting Tips 64
Working a New Managed Care Contract 66
II Sales
7 Sales and Selling Systems 71
A Salesperson by Any Other Name 71
The Five "A"s of Selling 73
Salesperson's Responsibilities 74
Selling Cycle 74
The Core Selling Process 75
A More Detailed Process 77
8 Creating and Managing Great Salespeople 81
Planning 82
Sales Automation 82
Education and Resources 86
Communication 90
Compensation 91
III Service
9 Mastering Customer Service 103
Identifying Your Customers 104
Understanding Customer Satisfaction 107
The Long and Short of It 108
Prevailing Customer Differences Across Industries 108
Ultimate Customer Satisfaction 110
Service Triad 113
Service Pathways 113
Ultimate Patient Satisfaction 117
10 The Essence of Satisfaction Surveys 121
So What and Who Cares? 121
Surveying Instruments 122
Patient Satisfaction Survey Analysis and Action 124
Mystery-Patient Services 126
Customer Complaints Welcomed 127
Creating a Dissatisfied-Patient Profile 129
11 Attitude and Service 131
Interviewing for Attitude 131
The Rotten Apple Syndrome 134
Attitude Expectations 134
Evaluations 138
Leadership Principles 139
Appendix A National Patient Recognition Week 141
Physicians 141
Hospitals 143
Organization/Private-Group Practice 145
NPRW Proclamation 146
Appendix B Employee Training 147
Improving Team Productivity 147
The Art of Teaching Adults 149
Adult Learning Dynamics 151
Post-Training Evaluation 151
Information Exchange 152
Identifying Training Needs and Requirements 153
Information Resources 155
Research Data and Information 155
Managed Care Books, Newsletters, and Information 156
Managed Care Contracting 157
Sales Contact Management Software 157
Sales and Sales Management 157
Business and Marketing Products and Software 158
Database Software 158
Mapping Software 158
Brochure Materials and Software 158
Healthcare Online 158
National Healthcare Marketing Associations 159
Miscellaneous 159
Bibliography 161
Healthcare 161
Using the Telephone 162
Fax Marketing 162
Body Language 163
Marketing 163
Presentations 164
Competitive Intelligence 164
Negotiating 165
Customer Service 165
Personal Improvement 166
Healthcare Books and Articles by John O'Malley 166
Healthcare-Related Web Sites 166
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