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
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...108 Case Study 4.1: Capturing an Emerging Market...111 Profiling Markets...116 From Mass Market to Micromarket...120 Determining the Effectiveness of the Market...122 The Changing Nature of Healthcare Markets...124 Case Study 4.2: Determining the Effective Market...125 Case Study 4.3: Is There Really a Market for It?...129 Summary...131 Key Points...131 Discussion Questions...132 Additional Resources...133 Chapter 5 Healthcare Consumers and Consumer Behavior... 135 Who Are Healthcare Consumers?...135 The Variety of Healthcare Customers...138 Market Segmentation for Healthcare Products...142 Consumer Behavior...148 Case Study 5.1: Using Consumer Engagement to Encourage Wellness Behavior...152 Consumer Decision Making...155 Summary...159 Key Points...161 Discussion Questions...161 Additional Resources...162 Chapter 6 Healthcare Products... 163 Product Mix...163 Ways to Conceptualize Products...166 Case Study 6.1: Marketing an Urgent Care Center...169 Common Healthcare Products...176 Summary...187
Detailed Contents ix Key Points...187 Discussion Questions...188 Additional Resources...188 Chapter 7 Factors in Health Services Utilization... 191 Conceptualizing Demand...191 Factors Influencing Demand...199 Measuring Utilization...206 Predicting Demand...209 Case Study 7.1: Using Lifestyle Analysis to Predict the Use of Behavioral Health Services...211 Summary...214 Key Points...214 Discussion Questions...215 Additional Resources...216 PART III HEALTHCARE MARKETING TECHNIQUES Chapter 8 Marketing Strategies... 219 What Is Strategy?...219 The Strategic Planning Process...221 Developing the Strategy...231 Selecting a Strategy...234 Case Study 8.1: Hospital Strategy Development...240 Branding as a Strategy...245 Case Study 8.2: Establishing a Brand...248 Summary...249 Key Points...250 Discussion Questions...251 Additional Resources...252 Chapter 9 Traditional Marketing Techniques... 253 The Promotional Mix...253 Case Study 9.1: Using Direct-to-Consumer Advertising to Increase Drug Sales...268 Media Options...270 Social Marketing...276 Integrated Marketing...281 Case Study 9.2: The Texas WIC Program...282 Summary...283 Case Study 9.3: Integrated Marketing Strategy...284 Key Points...287
x Detailed Contents Discussion Questions...288 Additional Resources...289 Chapter 10 Contemporary Marketing Techniques... 291 The New Approaches...291 Case Study 10.1: Using Business-to-Business Marketing to Promote an Occupational Health Program...297 Case Study 10.2: Internal Marketing at SouthCoast Rehabilitation Center...300 Case Study 10.3: Promoting Heart Health Using Customer Relationship Management...308 Case Study 10.4: Hospital Takes Its Grand Opening to Second Life...312 Consumer Engagement...313 Limitations to Contemporary Marketing Techniques...316 Summary...317 Key Points...318 Discussion Questions...319 Additional Resources...319 Chapter 11 Social Media and Healthcare Marketing... 321 The Basics of Social Media...321 Case Study 11.1: Virginia Blood Services Facebook Events... 326 A Modern Marketer s Medium...327 Healthcare Consumers Use of Social Media...329 The Value of Social Media Engagement...332 Monitoring Social Media...334 Case Study 11.2: Hello Health...336 Summary...336 Key Points...338 Discussion Questions...338 Additional Resources...339 Chapter 12 Global Healthcare Marketing... 341 Factors in US Healthcare Globalization...341 Trends in International Healthcare...343 Medical Tourism...345 The Applicable Four Ps...350 Strategies and Techniques for International Healthcare Marketers...351 Case Study 12.1: Marketing Medical Tourism in Asia...354
Detailed Contents xi Summary...357 Key Points...358 Discussion Questions...359 Additional Resources...359 PART IV THE MARKETING EFFORT Chapter 13 Marketing Management... 363 Steps in a Marketing Campaign...363 Players in the Marketing Function...370 Departments in the Marketing Function...375 Marketing Budget...376 Return on Investment...378 Marketing Management...380 Case Study 13.1: Measuring ROI for a Marketing Campaign...381 Summary...382 Key Points...384 Discussion Questions...384 Additional Resources...385 Chapter 14 Marketing Research... 387 The Scope of Marketing Research...387 Steps in the Marketing Research Process...392 Case Study 14.1: Market Share Analysis for a Physician Practice...399 Primary Research Methods...403 Case Study 14.2: Applying Quantitative and Qualitative Research to a Community Health Initiative...409 Summary...414 Key Points...414 Discussion Questions...415 Additional Resources...415 Chapter 15 Marketing Planning...417 The Nature of Marketing Planning...417 The Marketing Planning Process...419 Case Study 15.1: Sample Goals, Objectives, and Actions...427 Case Study 15.2: Marketing Planning for a New Program...428 Summary...432 Key Points...432
xii Detailed Contents Discussion Questions...433 Additional Resources...433 Chapter 16 Marketing Data... 435 The Data Challenge...435 Data Dimensions...437 Data Generation Methods...441 Sources of Data for Healthcare Marketing...447 Case Study 16.1: Generating Population Data for Marketing Planning...448 Case Study 16.2: Methodology for Estimating Health Services Demand...450 Health Data and the Internet...454 Summary...455 Key Points...456 Discussion Questions...456 Additional Resources...457 PART V THE FUTURE OF HEALTHCARE MARKETING Chapter 17 A Look Ahead...461 Where Healthcare Marketing Is Today...461 Current Trends That Could Affect Future Practices...463 Seizing Market Opportunities...467 Anticipated Growth Areas...467 Summary...470 Key Points...471 Discussion Questions...471 Additional Resources...472 Glossary... 473 References... 487 Index... 493 About the Author... 511