Description
This textbook is for students in healthcare administration and healthcare marketing programs, as well as students in business administration programs with a healthcare marketing component. It will also be useful to healthcare professionals, executives, and planners, and to marketing professionals seeking to enter the healthcare arena. The text covers traditional, contemporary, and emerging processes and approaches used by healthcare marketers, with sections on history and key concepts, healthcare markets, healthcare marketing techniques, the marketing effort, and the future of healthcare marketing. The text’s reader-friendly layout features larger type, margin definitions, and margin space for reader’s notes. Learning features include case boxes, chapter summaries, key points, and discussion questions. This third edition reflects current practices of healthcare marketing and the impact of the Affordable Care Act in 2010. There is a new chapter on social media, along with new examples and statistics. Margin terms and concepts are also new. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)
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Instructor Resources: Test bank, course lesson plans, PowerPoint slides, and a transition guide to the new edition. New! Comprehensive course lesson plans are designed to promote an active classroom. Use the lesson plans to set up a new course or adapt your current syllabus to this edition of the text. Activities have been designed to enhance critical-thinking and problem-solving skills, as well as information retention and retrieval capacity. Designed for either an online or on-ground environment. Includes 27 Case Studies! Healthcare organizations are facing significant challenges as implementation of the Affordable Care Act brings about a number of paradigm shifts in the field. In the face of these challenges, healthcare marketers can implement a wide range of strategies—both traditional and contemporary—to help their organizations successfully navigate this period. This book brings a fresh perspective to many tried-and-true marketing techniques but also discusses new opportunities, including social media, healthcare globalization, consumer engagement, and more. Changes to the third edition: The latest healthcare marketing trends are discussed, including database marketing, customer relationship management, and digital marketing A new chapter on social media reviews the various forms of digital communication and their impact on disseminating healthcare information within the field and to consumers Supporting information within the text includes in-line glossary terms, key points at the end of each chapter, discussion questions for student collaboration, and additional resources on topics discussed in the chapter Revised support materials include an instructor’s manual, PowerPoint slides, answers to selected case study questions, and an entirely new test bank
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