Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System

Very few competing texts in the health care academic arena focus directly on the new customer-driven mandate. Many follow the old -fashioned marketing mix approach based on hospitals and doctors offices, or give little emphasis to the wider context of marketing that includes social marketing, managed care, pharmaceutical and biotechnology, and the international stage. This book is designed for organizations wanting to become more customer-focused. In today's fast moving environment, marketing is one of the most, if not the most important functions of any successful organization. Students will learn in this book how to analyzing the customer base and strive to meet and excel customer expectations more effectively than the competition. This authoritative introduction to strategic marketing offers students a wealth of ideas for gaining the competitive edge in the healt care arena.. The authors analyze many aspects of customer-driven health care industries, and use examples and cases to show how real companies build and implement effective strategies. Students will learn about marketing approaches through a wide range of perspectives: hospitals, physican practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.