Healthcare marketing : a case study approach /

Experienced healthcare marketers know that the traditional four Ps of business marketing, product, price, placement and promotion, don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps-, physicians, pa...

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Bibliographic Details
Main Author:	Cellucci, Leigh W.
Other Authors:	Wiggins, Carla, Farnsworth, Tracy J.
Format:	Book
Language:	English
Published:	Chicago : Arlington, Va. : Health Administration Press ; Association of University Programs in Health Administration, [2014]
Subjects:	Medical care > Marketing > Case studies. Health services administration > Case studies. Marketing of Health Services. Health Services Administration.

Table of Contents:

The healthcare industry and healthcare marketing
The growth of marketin efforts in healthcare
Strategy and healthcare marketing
Ethics and healthcare marketing
Physicians
Patients
Payers
The public
The presence of politics
Communication
Conflict management
Teamwork and leadership
Budgeting basics
Strategic marketing
The marketing plan.