Health Services Marketing: A Practitioner's Guide (Paperback)Richard K. Thomas (author)
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For today's busy health care professional, clinical expertise is not enough: one also has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for input. From promotions to pricing, this book clearly and succinctly explains the range of marketing activities and techniques, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas' step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game.
Publisher: Springer-Verlag New York Inc.
Number of pages: 164
Weight: 570 g
Dimensions: 235 x 155 x 10 mm
From the reviews:
"Thomas details marketing activities and techniques for health care practitioners and administrators in for-profit and non-profit organizations. He presents basic concepts of marketing and ways to implement a marketing initiative, including the process, research, planning, healthcare products and customers, positioning and strategy development, financial aspects, choosing among promotional options, social marketing, new approaches, and measuring effectiveness. ... Checklists, forms, questionnaires, and other materials are provided." (www.booknews.com, April, 2008)
"This easy to comprehend book describes the tactics and strategy required to effectively market products and services in the healthcare industry. ... the book is written for students, residents, and practitioners who all would benefit from the simple discussion of marketing practices. ... for marketing communications professionals, the history and complexities of the health industry provided in the book are very useful as a foundation." (Lawrence M. Leber, Doody's Review Service, March, 2009)
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