Innovations In Hospital Marketing

This groundbreaking volume explores every facet of marketing for hospitals. Experienced practitioners and marketing educators show you how to improve your current program with tips and insights that would normally take years to acquire!

Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

This book demonstrates how to successfully manage and lead healthcare institutions by employing the logic of business model innovation to gain competitive advantages. Since clerk-like routines in professional organizations tend to overlook patient and service-centered healthcare solutions, it challenges the view that competition and collaboration in the healthcare sector should not only incorporate single-end services, therapies or diagnosis related groups. Moreover, the authors focus on holistic business models, which place greater emphasis on customer needs and put customers and patients first. The holistic business models approach addresses topics such as business operations, competitiveness, strategic business objectives, opportunities and threats, critical success factors and key performance indicators.The contributions cover various aspects of service business innovation such as reconfiguring the hospital business model in healthcare delivery, essential characteristics of service business model innovation in healthcare, guided business modeling and analysis for business professionals, patient-driven service delivery models in healthcare, and continuous and co-creative business model creation. All of the contributions introduce business models and strategies, process innovations, and toolkits that can be applied at the managerial level, ensuring the book will be of interest to healthcare professionals, hospital managers and consultants, as well as scholars, whose focus is on improving value-generating and competitive business architectures in the healthcare sector.

As developed economies enter a period of slower growth, emerging economies such as India have become prime examples of how more can be achieved with less. Bringing together experience and expertise from across the healthcare industry, this book examines innovations that can bring about real advances in the healthcare industry. Innovations in H

Modern Healthcare Marketing in the Digital Era, edited by Kakhaber Djakeli from the International Black Sea University, Georgia, is a comprehensive guide that addresses the critical challenge of transforming healthcare marketing strategies in the dynamic landscape of the digital era. With innovative technologies like artificial intelligence, augmented reality, blockchain, and mobile applications reshaping the healthcare industry, this book offers practical insights and innovative methodologies to create a consumer-centric health culture. Healthcare professionals, policymakers, and marketers will find valuable guidance in bridging the gap between technology and marketing, enabling them to thrive in this ever-evolving landscape. Through its exploration of historical developments, the status, and the evolution of needs and demands in healthcare markets, the book equips readers with the tools they need to navigate the complexities of modern healthcare marketing. It covers essential topics such as patient segmentation, customer relationship management, and the integration of virtual and augmented reality in healthcare marketing and sales. By providing real-world examples and empirical research findings, Modern Healthcare Marketing in the Digital Era serves as a practical roadmap for transforming healthcare services, fostering patient-clinic partnerships, and enhancing health literacy through effective marketing efforts. With its valuable insights, this book is a vital resource for students, educators, healthcare professionals, policymakers, and researchers, empowering them to embrace digital innovations and cultivate a consumer-centric health culture for superior patient care and satisfaction.

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.

As the largest expenditure category of the health systems in both industrialised and developing countries, hospital care provision has been the focus of reforms over recent decades. This publication reviews recent trends in hospital policy reforms and options around the world; and includes case studies which offer insights into lessons learned. Issues considered include: differences in income levels, cultural settings and market environments; organisational changes such as increased management autonomy and privatisation; the need for parallel reforms and effective evaluation mechanisms.