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

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

by John F. O'Malley
     
 

ISBN-10: 1567931502

ISBN-13: 9781567931501

Pub. Date: 11/01/1900

Publisher: Health Administration Press

Product Details

ISBN-13:
9781567931501
Publisher:
Health Administration Press
Publication date:
11/01/1900
Edition description:
AMERICAN COLLEGE OF HEALTHCARE EXEC
Pages:
167

Related Subjects

Table of Contents

Prefaceix
IMarketing
1What is Marketing?3
Leadership and Marketing5
Essential Activities of Marketing7
Psychology and Marketing9
Achieving Marketing Goals12
Summary: The Seven Secrets to Provider Success15
2Conquering the "Me-Too" Syndrome17
Separation Strategies18
Think Retail, Not Healthcare20
Creative Communications22
3The Essence of Branding33
Establishing Brand Identity34
Integrated Marketing36
4Internet Marketing41
Creating an Internet Presence43
Internet Costs45
5Referral Database Mining47
Database Dynamics47
Creating Profitability Profiles49
Mapping Data50
Graphing Data to Gain Insight51
6Gaining Managed Care Business61
Managed Care's Priorities61
Creating a Managed Care Brochure63
Managed Care Contracting Tips64
Working a New Managed Care Contract66
IISales
7Sales and Selling Systems71
A Salesperson by Any Other Name71
The Five "A"s of Selling73
Salesperson's Responsibilities74
Selling Cycle74
The Core Selling Process75
A More Detailed Process77
8Creating and Managing Great Salespeople81
Planning82
Sales Automation82
Education and Resources86
Communication90
Compensation91
IIIService
9Mastering Customer Service103
Identifying Your Customers104
Understanding Customer Satisfaction107
The Long and Short of It108
Prevailing Customer Differences Across Industries108
Ultimate Customer Satisfaction110
Service Triad113
Service Pathways113
Ultimate Patient Satisfaction117
10The Essence of Satisfaction Surveys121
So What and Who Cares?121
Surveying Instruments122
Patient Satisfaction Survey Analysis and Action124
Mystery-Patient Services126
Customer Complaints Welcomed127
Creating a Dissatisfied-Patient Profile129
11Attitude and Service131
Interviewing for Attitude131
The Rotten Apple Syndrome134
Attitude Expectations134
Evaluations138
Leadership Principles139
Appendix ANational Patient Recognition Week141
Physicians141
Hospitals143
Organization/Private-Group Practice145
NPRW Proclamation146
Appendix BEmployee Training147
Improving Team Productivity147
The Art of Teaching Adults149
Adult Learning Dynamics151
Post-Training Evaluation151
Information Exchange152
Identifying Training Needs and Requirements153
Information Resources155
Research Data and Information155
Managed Care Books, Newsletters, and Information156
Managed Care Contracting157
Sales Contact Management Software157
Sales and Sales Management157
Business and Marketing Products and Software158
Database Software158
Mapping Software158
Brochure Materials and Software158
Healthcare Online158
National Healthcare Marketing Associations159
Miscellaneous159
Bibliography161
Healthcare161
Using the Telephone162
Fax Marketing162
Body Language163
Marketing163
Presentations164
Competitive Intelligence164
Negotiating165
Customer Service165
Personal Improvement166
Healthcare Books and Articles by John O'Malley166
Healthcare-Related Web Sites166

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