Preface...xiii Introduction... xvii

Transcription

1 DETAILED CONTENTS Preface...xiii Introduction... xvii PART I HISTORY AND CONCEPTS Chapter 1 The Origin and Evolution of Marketing in Healthcare... 3 The History of Marketing...3 The Introduction of Marketing in Healthcare...6 Why Healthcare Is Different from Other Industries...17 Initial Barriers to Healthcare Marketing...24 Why Healthcare Marketing Requires a Unique Approach...28 Why Healthcare Should Be Marketed...32 Summary...33 Key Points...34 Discussion Questions...35 Additional Resources...35 Chapter 2 Basic Marketing Concepts...37 Defining Fundamental Concepts and Terms...37 Marketing Functions...40 Marketing Techniques...44 Marketing Approaches...49 Case Study 2.1: Capturing the Older Adult Market...50 Healthcare Products and Customers...52 The Four Ps of Marketing...58 Other Marketing Processes...60 Summary...65 Key Points...66 Discussion Questions...67 Additional Resources...67 Chapter 3 Marketing and the Healthcare Organization...69 Factors Affecting the Adoption of Healthcare Marketing...69 Organization-Specific Marketing Experiences and Activities...73 vii

2 viii Detailed Contents Case Study 3.1: Low-Intensity Marketing...80 Summary...93 Key Points...94 Discussion Questions...95 Additional Resources...95 PART II HEALTHCARE MARKETS Chapter 4 The Nature of Healthcare Markets...99 Defining Markets...99 Delineating Market Areas Case Study 4.1: Capturing an Emerging Market Profiling Markets From Mass Market to Micromarket Determining the Effectiveness of the Market The Changing Nature of Healthcare Markets Case Study 4.2: Determining the Effective Market Case Study 4.3: Is There Really a Market for It? Summary Key Points Discussion Questions Additional Resources Chapter 5 Healthcare Consumers and Consumer Behavior Who Are Healthcare Consumers? The Variety of Healthcare Customers Market Segmentation for Healthcare Products Consumer Behavior Case Study 5.1: Using Consumer Engagement to Encourage Wellness Behavior Consumer Decision Making Summary Key Points Discussion Questions Additional Resources Chapter 6 Healthcare Products Product Mix Ways to Conceptualize Products Case Study 6.1: Marketing an Urgent Care Center Common Healthcare Products Summary...187

3 Detailed Contents ix Key Points Discussion Questions Additional Resources Chapter 7 Factors in Health Services Utilization Conceptualizing Demand Factors Influencing Demand Measuring Utilization Predicting Demand Case Study 7.1: Using Lifestyle Analysis to Predict the Use of Behavioral Health Services Summary Key Points Discussion Questions Additional Resources PART III HEALTHCARE MARKETING TECHNIQUES Chapter 8 Marketing Strategies What Is Strategy? The Strategic Planning Process Developing the Strategy Selecting a Strategy Case Study 8.1: Hospital Strategy Development Branding as a Strategy Case Study 8.2: Establishing a Brand Summary Key Points Discussion Questions Additional Resources Chapter 9 Traditional Marketing Techniques The Promotional Mix Case Study 9.1: Using Direct-to-Consumer Advertising to Increase Drug Sales Media Options Social Marketing Integrated Marketing Case Study 9.2: The Texas WIC Program Summary Case Study 9.3: Integrated Marketing Strategy Key Points...287

4 x Detailed Contents Discussion Questions Additional Resources Chapter 10 Contemporary Marketing Techniques The New Approaches Case Study 10.1: Using Business-to-Business Marketing to Promote an Occupational Health Program Case Study 10.2: Internal Marketing at SouthCoast Rehabilitation Center Case Study 10.3: Promoting Heart Health Using Customer Relationship Management Case Study 10.4: Hospital Takes Its Grand Opening to Second Life Consumer Engagement Limitations to Contemporary Marketing Techniques Summary Key Points Discussion Questions Additional Resources Chapter 11 Social Media and Healthcare Marketing The Basics of Social Media Case Study 11.1: Virginia Blood Services Facebook Events A Modern Marketer s Medium Healthcare Consumers Use of Social Media The Value of Social Media Engagement Monitoring Social Media Case Study 11.2: Hello Health Summary Key Points Discussion Questions Additional Resources Chapter 12 Global Healthcare Marketing Factors in US Healthcare Globalization Trends in International Healthcare Medical Tourism The Applicable Four Ps Strategies and Techniques for International Healthcare Marketers Case Study 12.1: Marketing Medical Tourism in Asia...354

5 Detailed Contents xi Summary Key Points Discussion Questions Additional Resources PART IV THE MARKETING EFFORT Chapter 13 Marketing Management Steps in a Marketing Campaign Players in the Marketing Function Departments in the Marketing Function Marketing Budget Return on Investment Marketing Management Case Study 13.1: Measuring ROI for a Marketing Campaign Summary Key Points Discussion Questions Additional Resources Chapter 14 Marketing Research The Scope of Marketing Research Steps in the Marketing Research Process Case Study 14.1: Market Share Analysis for a Physician Practice Primary Research Methods Case Study 14.2: Applying Quantitative and Qualitative Research to a Community Health Initiative Summary Key Points Discussion Questions Additional Resources Chapter 15 Marketing Planning The Nature of Marketing Planning The Marketing Planning Process Case Study 15.1: Sample Goals, Objectives, and Actions Case Study 15.2: Marketing Planning for a New Program Summary Key Points...432

6 xii Detailed Contents Discussion Questions Additional Resources Chapter 16 Marketing Data The Data Challenge Data Dimensions Data Generation Methods Sources of Data for Healthcare Marketing Case Study 16.1: Generating Population Data for Marketing Planning Case Study 16.2: Methodology for Estimating Health Services Demand Health Data and the Internet Summary Key Points Discussion Questions Additional Resources PART V THE FUTURE OF HEALTHCARE MARKETING Chapter 17 A Look Ahead Where Healthcare Marketing Is Today Current Trends That Could Affect Future Practices Seizing Market Opportunities Anticipated Growth Areas Summary Key Points Discussion Questions Additional Resources Glossary References Index About the Author