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Doody's Review ServiceReviewer: Dale W. Davenport, BS, MHSA (Creighton University Medical Center)
Description: This book serves as a quick refresher on the principles of marketing and their application to an integrated health delivery system.
Purpose: The author states the purpose is to provide healthcare executives, trustees, physicians, and other professionals with a pleasurable, enlightening reintroduction to marketing. Specifically, the objectives are to demystify marketing, outline the role of marketing in integrated delivery systems, and provide a quick reference source. The book is written in conversational style in an attempt to entertain the reader while providing the inspiration that marketing goals are achievable.
Audience: It is designed as a handy reference for busy healthcare executives.
Features: It is effective in applying common marketing principles to recently formed integrated health networks that may be attempting to develop a new marketing strategy. It is organized into 23 brief "chapters" that describe a marketing rule or principle and its application to a healthcare delivery system. The material is relevant for organizations that may be considering a merger. I believe it should also interest recently merged organizations that may have had competitive marketing strategies prior to their consolidation. This book focuses on the critical areas of brand identity, relationship-building strategies, and creating successful results. The information should help the reader avoid short-term solutions that may create long-term problems. Its short length should appeal to busy readers who are concerned about the marketing issues they must confront in today's rapidly reorganizing healthcare market. The chapters are organized to deliver one quick message and then move the reader to the next issue. The chapters follow a logical progression, but the material in each one could serve as a free-standing reference source.
Assessment: I enjoyed this book, both its content and style. The author combined his marketing talents with a crisp and entertaining writing style. The book should serve as a handy reference for busy healthcare managers and interested professionals.