New Rules of Healthcare Marketing: 23 Strategies for Success / Edition 1

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Editorial Reviews

Doody's Review Service
Reviewer: 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.
Dale W. Davenport
This book serves as a quick refresher on the principles of marketing and their application to an integrated health delivery system. 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. It is designed as a handy reference for busy healthcare executives. 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 chaptersfollow a logical progression, but the material in each one could serve as a free-standing reference source. 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.
Booknews
Presents 23 chapters, each covering a specific marketing concept for health care executives. Discusses issues such as creating brand identity, managed care contracts, integrated delivery networks, facilities merging, market segmentation, alternative medicine, and the internet. No index. Annotation c. by Book News, Inc., Portland, Or.

3 Stars from Doody
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Product Details

  • ISBN-13: 9781567930740
  • Publisher: Health Administration Press
  • Publication date: 1/28/1998
  • Edition description: AMERICAN COLLEGE OF HEALTHCARE EXEC
  • Edition number: 1
  • Pages: 117

Table of Contents

Acknowledgments
Introduction
Rule 1 Your Immediate Challenge Is to Move from Promise to Proof 1
Rule 2 The Physician Is Still the Focal Point of the Relationship 7
Rule 3 Your Brand Is a Valuable Asset: Nurture and Develop It 10
Rule 4 If You're Merging Facilities, Initially Maintain Some of Your Original Brand Identity 24
Rule 5 Your New Selling Season Is Called "Open Enrollment" 29
Rule 6 Your Managed Care Contract Is No More Than a Hunting License 33
Rule 7 In a Consolidated Market, Re-examine Your Notion of Market Segmentation 39
Rule 8 Nothing Is More "Relationshippy" Than Healthcare: Maximize It 44
Rule 9 Get a New Vocabulary 51
Rule 10 Be Cautious in the Use of Outcomes Data 55
Rule 11 Readjust Your Notion of Service - the Big and Perhaps Only True Opportunity to Differentiate 60
Rule 12 Alternative Medicine Is No Longer a Marketing "Alternative" 64
Rule 13 Follow the Consumer for Internet Opportunities 69
Rule 14 Work with the Retail Pharmacist ... Watch Out for the Retail Pharmacist 74
Rule 15 Consumers Still Seek Solutions to Their Health Problems 83
Rule 16 In the End, the Healthcare Choice Is Still an Emotional Decision 86
Rule 17 Your New Economic Frame of Reference Is Called "PMPM" 89
Rule 18 Your Continuing Challenge to Succeed Is Your Ability to Gain and Sustain Focus 91
Rule 19 Make Radical Changes in the Organizational Structure of Your Marketing Department 94
Rule 20 Be a Hero in a Tumultuous Market 98
Rule 21 Marketing's New Accountability Is the 4 Rs 102
Rule 22 In an Impersonal World, Find the Right Handshake 106
Rule 23 Learn from the Marketing Lessons of Titanic 111
Conclusion 114
About the Author 117
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