Health Care Marketing Mix: Planning Health Care Marketing Strategy for Each Segment/Niche

Gamini Gunawardane

Chapter 9 in Modern Health Care Marketing, 2020, pp 227-258 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:The Concept of Marketing MixTraditional 4P Marketing Mix: Application in Health Care MarketingInadequacy of Traditional 4P Marketing Mix for Services Marketing (Including Health Care Marketing)Modern 7P Health Care Marketing Mix“Product” in Health Care Marketing“Place” in Health Care Marketing Mix Means “Access”, i.e., Enhancing Access to Health Care Services“Price” in the Health Care Marketing Mix Means “Value”“Promotion” in Health Care Marketing is “Communication and Education” of Health Care Customers“People” in Health Care Marketing are Health Care Service Staff, Employees, and Physicians“Process” in Health Care Marketing is the Entire Customer/Patient JourneyPhysical Evidence/ServicescapeRelationship Marketing in Health CareReferencesSuggested Additional Readings

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
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