Marketing Health Services, Fifth Edition
Instructor Resources: Test bank, PowerPoint slides, instructor's manual with additional case studies and discussion questions, and a transition guide to the new edition. Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexi-ties of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives. This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition to updated statistics and new sidebars, this edition includes new and ex-panded coverage of the following subjects: •Behavior patterns of healthcare consumers •Sources of information for healthcare consumers •Community needs assessments and how they shape strategy •Social media as a vital communication and marketing tool •The growing number of resources available to healthcare marketers Marketing Health Services will help current and aspiring healthcare managers understand the unique demands facing healthcare marketers and the strategies of healthcare marketing for facing these chal-lenges.
1144891911
Marketing Health Services, Fifth Edition
Instructor Resources: Test bank, PowerPoint slides, instructor's manual with additional case studies and discussion questions, and a transition guide to the new edition. Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexi-ties of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives. This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition to updated statistics and new sidebars, this edition includes new and ex-panded coverage of the following subjects: •Behavior patterns of healthcare consumers •Sources of information for healthcare consumers •Community needs assessments and how they shape strategy •Social media as a vital communication and marketing tool •The growing number of resources available to healthcare marketers Marketing Health Services will help current and aspiring healthcare managers understand the unique demands facing healthcare marketers and the strategies of healthcare marketing for facing these chal-lenges.
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Marketing Health Services, Fifth Edition

Marketing Health Services, Fifth Edition

by Richard K. Thomas
Marketing Health Services, Fifth Edition
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Marketing Health Services, Fifth Edition

Marketing Health Services, Fifth Edition

by Richard K. Thomas

Overview

Instructor Resources: Test bank, PowerPoint slides, instructor's manual with additional case studies and discussion questions, and a transition guide to the new edition. Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexi-ties of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives. This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition to updated statistics and new sidebars, this edition includes new and ex-panded coverage of the following subjects: •Behavior patterns of healthcare consumers •Sources of information for healthcare consumers •Community needs assessments and how they shape strategy •Social media as a vital communication and marketing tool •The growing number of resources available to healthcare marketers Marketing Health Services will help current and aspiring healthcare managers understand the unique demands facing healthcare marketers and the strategies of healthcare marketing for facing these chal-lenges.

Product Details

ISBN-13: 9781640554368
Publisher: Academic Series
Publication date: 05/30/2024
Sold by: Bookwire
Format: eBook
Pages: 652
File size: 39 MB
Note: This product may take a few minutes to download.

About the Author

Richard K. Thomas, PhD, is vice president of Health and Performance Resources and has been involved in healthcare market research and consultation with healthcare organizations in both the public and pri-vate sectors for more than 40 years. He holds a faculty appointment at the University of Tennessee Health Science Center and is a research associate at the Center for Population Studies at Mississippi State University. He pioneered the use of predictive analytics in healthcare and is a proponent of the emerging field of population health. Dr. Thomas has authored or coauthored more than 20 books on health-related topics, most notably health services planning, healthcare market research, and the demography of health and healthcare. He previously served as the editor of Marketing Health Services, the healthcare journal of the American Marketing Association.
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