Modern Health Care Marketing

Gamini Gunawardane
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Gamini Gunawardane: California State University at Fullerton, USA & California State University at Los Angeles, USA

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.

Keywords: Health Care; Health Care Services; Health Care Marketing; Services Marketing (search for similar items in EconPapers)
JEL-codes: I10 (search for similar items in EconPapers)
Date: 2020
ISBN: 9789813279513
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https://www.worldscientific.com/worldscibooks/10.1142/11250 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 Introduction to Health Care Marketing , pp 3-19

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Ch 2 Health Care Marketing: Evolution and Modern Trends , pp 21-40

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Ch 3 Health Care Marketing Strategy Formulation Process , pp 43-61

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Ch 4 Health Care Market and Marketing Research , pp 63-79

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Ch 5 Understanding the Health Care Organization’s Competition , pp 81-101

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Ch 6 Understanding Customer/Patient Characteristics and Behavior Affecting Health Care Marketing , pp 103-147

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Ch 7 Customer/Patient Experience: Key Driver of Modern Health Care Marketing , pp 149-196

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Ch 8 Market Segmentation in Health Care Marketing , pp 197-226

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Ch 9 Health Care Marketing Mix: Planning Health Care Marketing Strategy for Each Segment/Niche , pp 227-258

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Ch 10 Integrating Digital Technology into Modern Health Care Marketing , pp 261-310

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Ch 11 Employee Engagement and Internal Marketing in Health Care Marketing , pp 311-338

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Ch 12 Marketing to Physicians: Physician Engagement and Physician Relations Management in Health Care Marketing , pp 339-357

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Ch 13 Legal and Ethical Issues Affecting Health Care Marketing , pp 359-407

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Ch 14 Direct Health Care Marketing in Special Sectors: Physician Services, Hospital Services, Managed Care Products (HMOs and ACOs), Pharmaceuticals, and Public Health , pp 411-462

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Ch 15 Marketing Health Care Globally , pp 463-487

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